Music magazines perform many crucial functions for record companies and music consumers and many would argue that this double role leads to tension and conflict. For us, the consumers, music mags act as a filter, sifting the good from the bad; record companies meanwhile need the music mags to endorse their products with rave reviews and help them flog their music. Accusations that this leads to music magazines being too eager to hype new artists on behalf of the record companies have long been a feature of the industry. Music journalists, particularly ones employed by a magazine that has the words 'new music' on the masthead, would counter that they have a duty to shine a spotlight on emerging talent.
Which brings us to The Twang, the latest act to be given the full hype treatment. Initially kickstarted by NME, monthly magazines and national newspapers are also now clambering aboard the bandwagon. The Twang not only demonstrate the power of music mags in launching new acts, they also show how magazines help shape the image of bands through the way that they are represented. In the case of The Twang that means always emphasising their laddish credentials as successors to the Gallaghers crown of Ultimate Rockn'Roll bad boys.
Every reference to The Twang is closely followed by mention of their snorting and brawling antics on tour, and the band are rarely pictured wothout a can of Stalla to hand. Music magazines sell us an image of rock n' roll behaviour that is based on rebellion and excess, and the Twang are happy to play along, building a myth of themselves as rock n' roll outlaws.
Meanwhile the NME hopes that by helping raise the bands profile at the beginning, they'll be rewarded down the line, when a Twang exclusive or front cover will shift more copies of the magazine. The record company win; the NME win; the band win; but does the consumer?
Which brings us to The Twang, the latest act to be given the full hype treatment. Initially kickstarted by NME, monthly magazines and national newspapers are also now clambering aboard the bandwagon. The Twang not only demonstrate the power of music mags in launching new acts, they also show how magazines help shape the image of bands through the way that they are represented. In the case of The Twang that means always emphasising their laddish credentials as successors to the Gallaghers crown of Ultimate Rockn'Roll bad boys.
Every reference to The Twang is closely followed by mention of their snorting and brawling antics on tour, and the band are rarely pictured wothout a can of Stalla to hand. Music magazines sell us an image of rock n' roll behaviour that is based on rebellion and excess, and the Twang are happy to play along, building a myth of themselves as rock n' roll outlaws.
Meanwhile the NME hopes that by helping raise the bands profile at the beginning, they'll be rewarded down the line, when a Twang exclusive or front cover will shift more copies of the magazine. The record company win; the NME win; the band win; but does the consumer?
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