Heavily self-promoting, one-off musicians make simplistic and catchy, often crass Internet hits.
Publicists servicing artists/labels/events put together sprawling social media campaigns, slipping in provocative/pseudo obscure artist allusions, genre names.
Hugely lauded sites promote said artists, host ads for events, breathlessly post one-sheets in news sections/paste copy in reviews, SOMETIMES ALL IN ONE MORNING, WHEW! Some text disguised as actual criticism, sites paraded as providers of actually insightful and rich, in-the-know content.
Publicists offer contacts physical and digital promotional music that is sometimes available before the delivery is made. Writers (who are part-time publicists, but might as well be full-time, right?*wink, wink*) get laminated badges for outdoor events in major metropolitan areas where in-the-knows can interact physically like they did in the 1990s over local beer served for $8 per twelve-ounce cup.
Artists get HUGE DEALS, DUDE, front-pager profiles in print arm of enormously popular sites (disguised as providers of insightful content). Artists and helpful blogger friends come through secretly rich town of unemployed, purposely underfed late 20-somethings, play HUGE EXTRAVAGANZA EVENTS with laptop DJs and OTHER OVERNIGHT INTERNET STARS for LIKE FORTY SOMETHING DOLLARS. Everyone goes, posts photos, label-approved downloads and in-depth commentary like ”____ KILLED IT LAST NITE” to various enormously popular sites.
Everyone dies a little, goes to bed, and re-lives the whole thing just a few hours later.