This blog post is about a new song called Gold by Alpines, but it’s also about part of the Breaking More Waves philosophy on new music blogging. If you’re not interested in the latter then just skip the next few paragraphs and just press play at the bottom.
Back in 2010 Breaking More Waves first featured the dark pop duo Alpines and some demos that they had put online. We were one of the first to do so (according to Hype Machine). Now being the first may not be the most essential characteristic for a music blog (we believe being entertaining, knowledgeable and having a personality that people want to engage with are just as crucial), but if the blog's objective is to focus mainly on new music it still must be reasonably important. After all who wants to look and listen to a new music blog where you’ve already heard all of the content it features?
This is why at Breaking More Waves we take a certain amount of pride in sometimes being ‘the first’ to feature something, as well as being pleased as punch when the artist then goes on to have popular appeal. Particularly as we're not an industry or label blog and therefore don't have the multitude of contacts or connections that tend to feed those sorts of blogs. When we hear something we like its only natural to want others to like it as well – that’s why we write a blog. When the artist that you’ve spotted and supported at an early stage has success it’s a nice feeling. Over the last year Breaking More Waves was, purely through accidental discovery, the first Hype Machine listed blogger to post Video Games by Lana Del Rey (leading to a huge number of hits and internet traffic towards the blog once the PR machine and ‘big blogs’ got started) and have in the past been very early on the likes of Marina and the Diamonds (back in 2008 on the back of a self released demo CD we picked up in a record store), Rizzle Kicks and Ellie Goulding who have all become popular in our own country. Of course for every soon-to-be-popular artist that we feature ahead of time there are a dozen that vanish without trace. That’s the nature of pop music – if you dig enough mines you’ll hit gold at some point but you’ll also find a lot of worthless rock. Anyone remember Tinashe or Skint & Demoralised ?
Of course we never post something just because we think it will be popular – we post it because it’s aroused our interest. Sometimes we’re fully aware that the artist has no chance of ever winning a Brit Award or Grammy – but we like their material so we post all the same and hope that someone out there feels the same way we do.
Which brings us back to Alpines. We favour what they do. We called it ‘dusk pop’ rather than the more commonly used ‘night pop’ back in 2010 and also described it as ‘cinematic, mountainous and crafted with careful sonic consideration’. We still 100% agree with those statements. Since then we’ve seen them play a number of times including a brilliantly bewitching shadowy set in a church (pictured above). They haven’t as yet found any mainstream popularity and maybe they won’t, but that doesn’t stop us enjoying them. Here’s their new song – Gold – a collaboration with Craze + Hoax who have also worked with Emeli Sandé. We’re not the first to post it, but likewise we don’t possess the indie snobbery not to post something just because other sites have already featured it. Ultimately it’s all about promoting the music we like - this is fan journalism.
Alpines - Gold