Cover of INDIE & THE BLOG YEARS, volume 29 of Origin Story

Origin Story  ·  Volume 29

INDIE & THE BLOG YEARS

The Records Were Free, the Attention Was Not, 2001–2011

Where it sits on the century

19152001–20112030
$14.99Paperback
about 118 pages

$13.49 each from three copies, $11.49 from sixteen, and $299.00 for all thirty-one with every ebook and audiobook included. Postage is free on every order over $79.

This is the whole story of that decade in about three hours. The band in a Sheffield suburb whose demos distributed themselves without their knowledge. The label in North Carolina that could not press its own biggest record fast enough and did not need to. The one-person websites, written at night for no money, that for eight years decided which guitar bands in the English-speaking world got heard — and the single number, published each weekday out of an office in Chicago, that could change a stranger’s life before lunch.

It takes the money seriously, because this is the decade in which recorded music stopped paying the people who recorded it. What recoupment actually means, and why a band with a famous album can receive nothing at all, for years, still. Why the songwriters in this book have houses and the drummers do not. What a 360 deal takes and what it promises in return. And the quiet decision — sign to a small label on a profit split and keep your masters, or take the advance — that nobody understood at the time was a bet on who would own a catalogue in the thirty years when catalogue became the only reliably valuable thing in music.

It is honest about who the era served. A scene that described itself as open and borderless was, in measurable practice, narrow, anglophone, and paid for by people who could afford to work for free.

And it answers the question the nostalgia never gets to: how it ended. Not with a lawsuit — with a licensed catalogue of everything, free at the point of use, which made the whole arrangement pointless in about eighteen months.

Contains no song lyrics. Not one line. That is a deliberate rule, explained on the first page, and what replaces it is a description of what these records actually sound like — two guitars panned hard apart playing parts that never blend, the drums with the reverb taken off, one voice stacked twenty deep until it becomes a choir.

Format
Paperback
Trim
5.5 × 8.5 in
Pages
about 118
Chapters
32 in five movements
Period
2001–2011
Audiobook
2h 47m

The playlist

ORIGIN STORY: Indie & the Blog Years — public, and sequenced to the order the records appear in Movement Three. The book describes them; the playlist plays them.

Volume 17
PUNKwhere the argument about who is allowed to make a record starts, and where the cost of a thousand seven-inch singles is worked out in full
Volume 28
EMO & NU-METALthe same years, the same message boards, a different audience, and the last genre to be broken by a shop
Volume 30
TRAPthe free-mixtape economy that ran through this same decade in parallel, mostly unwatched by the apparatus in this book, and the machine that replaced it
Volume 31
GLOBAL POPwhat happens when the anglophone filter described in Movement One finally breaks

Free to read  ·  the opening

How volume 29 starts.

Origin Story · Volume 29 · INDIE & THE BLOG YEARSIntroduction

The Machine That Wasn’t There

In 2004 a band in Montreal could put a recording in front of a listener in Osaka, that afternoon, for nothing, without asking a single human being for permission. Nothing like that had ever been possible. Within seven years the same band would be playing to more people than any comparable band in history and earning less from recorded music than a mid-list act of the seventies made in a bad year.

This book is about the gap between those two sentences, and about the fact that they have the same cause.

The cause is this volume’s machine, and it is the only one in the series that cannot be photographed, because it is a subtraction. Between roughly 1999 and 2003, the cost of delivering a recording to a stranger fell from something to nothing. Not from a lot to a little, from something to approximately nothing. A song became a file of a few megabytes; a connection became fast enough to move that file in minutes and then in seconds; and a copy, once made, could be copied again by anyone who held it, forever, at no cost to anybody. Every previous volume of this series is about people fighting for access to expensive machinery, studios, pressing plants, transmitters, lorries. This one is about what happened to music in the first decade when the machinery of distribution simply stopped charging.

What that sentence claims, because the claim is the book. Making music still cost money in 2004, instruments, rent, time, petrol. Recording it still cost money, though much less than it had. What cost nothing was the step that every gatekeeper in this series had guarded: getting the finished recording in front of people. The pressing plant, the distributor, the record shop, the radio plugger (the entire apparatus that the punk volume called doors, and that the post-punk generation spent five years building an independent version of) was replaced, for practical purposes, by a link.

The introduction runs on for another 8 paragraphs, and then the book starts. 32 chapters · about 118 pages · $14.99

Contents

32 chapters, five movements.

Every volume in the series runs the same five, in this order. What each movement is for.

01The Room5 chapters
  1. 1The Island Off the Coast of America
  2. 2The Archipelago
  3. 3The Room Was a Comments Section
  4. 4Who Was Actually There
  5. 5The Other Island
02The Machine7 chapters
  1. 6The Copy That Cost Nothing
  2. 7The Studio Was a Laptop
  3. 8The Blog Was a Person
  4. 9The Aggregator and the Number
  5. 10The Profile and the Player
  6. 11The Leak
  7. 12Abundance, and What It Did to Attention
03The Records6 chapters
  1. 132001–2002. The Old Machine’s Last Parade
  2. 142003–2005. The Blog Era Proper
  3. 152006–2008. The Machine Goes Mainstream
  4. 162009–2011. The Peak That Was Also the End
  5. 17The Records the Canon Dropped
  6. 18Three Records the Cycle Broke
04The Money8 chapters
  1. 19The Ledger of the Collapse
  2. 20The Van, the Guarantee and the T-Shirt
  3. 21The Festival
  4. 22The Advert Is the New Radio
  5. 23Publishing, and Why the Songwriter Ate
  6. 24The 360, and Other People’s Money
  7. 25What a Blog Band Actually Earned
  8. 26What These Records Earn Now
05The Ending6 chapters
  1. 27What Exhausted It
  2. 28Spotify Arrives, and the Terms Change
  3. 29What Happened to the People
  4. 30Everything, All at Once
  5. 31What the Story Leaves Out
  6. 32The Absence of a Machine

Free to read  ·  reference

INDIE & THE BLOG YEARS: the dates.

The book’s own timeline, in full and free to quote. 23 entries, 2001–2011. Where a date is contested the book says so at the point it appears; these are the ones that are not in serious dispute. All thirty-one timelines on one page.

Early 1990s
  • The MPEG-1 Audio Layer III standard is finalised, following work at the Fraunhofer Institute and elsewhere. A minute of music becomes roughly a megabyte.
1998
  • An American statute establishes the notice-and-takedown regime that will govern how hosts respond to infringement claims, the legal frame inside which every MP3 blog later operates. Cut-down digital audio workstations begin shipping with cheap interface hardware.
June 1999
  • Napster is released.
December 1999
  • The American recording industry’s trade body sues Napster. Global recorded-music revenue is at what turns out to be its peak.
April 2000
  • Metallica sues Napster, turning a legal dispute into a cultural one.
2001
  • Napster is enjoined and its original service ends. Kazaa, LimeWire and the wider Gnutella network absorb the demand. Bram Cohen releases BitTorrent. Michael Azerrad publishes Our Band Could Be Your Life.
July–August 2001
  • Is This It and White Blood Cells. The last unambiguous triumph of the old machinery.
October 2001
  • A hard-disk portable player goes on sale.
2002
  • Wilco’s Yankee Hotel Foxtrot is released by one division of a major after being declined by another, having already been streamed free from the band’s own site. Losing My Edge appears on DFA. Fluxblog and Stereogum begin. EMI’s multiple-rights deal with Robbie Williams is reported.
2003
  • A download store opens selling individual tracks at ninety-nine cents. Myspace launches. Dizzee Rascal’s Boy in da Corner wins the Mercury Prize. Pitchfork introduces Best New Music. Kelefa Sanneh’s essay on rockism appears in the New York Times.
2004
  • Funeral is released by Merge in September and the machinery in Movement Two demonstrates its full power. Franz Ferdinand win the Mercury Prize. Chris Anderson publishes the long-tail argument. A computer manufacturer begins shipping free multitrack recording software with every machine. Tower Records files for bankruptcy protection.
2005
  • Clap Your Hands Say Yeah sell a self-released album out of a flat. Illinois, Arular, Silent Alarm. The Hype Machine launches. YouTube launches. News Corporation buys Myspace. EMI’s deal with Korn is reported. Live Nation is spun out as a separate company.
January 2006
  • Whatever People Say I Am, That’s What I’m Not becomes the fastest-selling debut album in British chart history.
2006
  • Crazy reaches number one in Britain on downloads alone. OK Go post the treadmill video. Google buys YouTube. Tower Records is liquidated. The Pitchfork Music Festival is held for the first time. Silent Shout, Return to Cookie Mountain, Fox Confessor Brings the Flood.
2007
  • Oink’s Pink Palace is shut down by police action. In Rainbows is announced ten days before release at a price the customer chooses. The Feist placement in a portable-player campaign. The phrase landfill indie enters circulation in Britain. For Emma, Forever Ago is self-released.
2008
  • Nine Inch Nails release music free and under a sharing licence. Vampire Weekend, Santogold. Anita Elberse’s rebuttal of the long-tail thesis is published. Live Nation signs Madonna; Jay-Z follows. Spotify launches in Sweden in October. A very loud metal album makes the loudness war a mainstream argument.
January 2009
  • Merriweather Post Pavilion is released, several months after leaking, into a verdict already reached.
2009
  • Veckatimest, xx. Legal free advance streaming of full albums becomes standard practice.
2010
  • LimeWire loses a decisive American judgement and shuts down. Live Nation completes its merger with the dominant ticketing company. OK Go leave EMI. The Suburbs is released by Merge. Global recorded-music revenue is roughly half its 1999 level.
February 2011
  • The Suburbs wins the Grammy for Album of the Year, and a large part of the television audience asks in public who Arcade Fire are.
July 2011
  • Spotify launches in the United States. The economics this book describes are replaced by another set.
2015
  • The industry agrees a single global release day, closing the territory gap that had been leaking records for a decade. The review site at the centre of Movement Two is bought by a magazine publisher.
2019
  • Myspace acknowledges the loss of the great majority of the audio uploaded to it over roughly twelve years.

Free to read  ·  where it comes from

The sources.

This series is written from published material and its byline claims method rather than credentials, so the sources are listed. They are given as books and categories of material rather than as page citations; where a claim in the text is contested, the text says so at the point of the claim.

This volume has an unusual problem before the list. The blog era documented itself continuously, in public, at enormous length, and most of that documentation is gone. Blogs were hosted on services that closed, on domains that lapsed, with audio files on hosts that deleted them. The web archives caught some of it and not most of it. A great deal of what this book describes was written down by thousands of people and is no longer readable by anybody, which is a strange thing to have to say about a decade inside living memory, and it means the surviving accounts are disproportionately the ones that were later collected into books by people with publishers.

On the New York scene. Meet Me in the Bathroom by Lizzy Goodman is the standard account: a book of interviews with the participants, gathered roughly a decade after the events. It is detailed, candid and shaped by the fact that everybody in it knew they were being recorded for the record. This book leans on it with that caution stated.

On the independent labels and the inherited infrastructure. Our Band Could Be Your Life by Michael Azerrad, published in 2001, documents the 1980s American underground whose circuit and ethics the bands in this volume inherited; it is the prehistory of the archipelago chapter. Our Noise, John Cook’s history of Merge Records written with the label’s founders, is the best available account of how one of these labels actually worked, including its terms with artists, and, being an authorised history, it is the label’s own version.

On the technology and the piracy. How Music Got Free by Stephen Witt is the standard narrative account of the MP3’s development, the leak economy and the file-sharing decade, and it is unusually good on the physical and human mechanics of how records actually escaped before release. The technical description of perceptual coding in the chapter on the copy that cost nothing is standard signal-processing material and can be checked in any audio engineering text.

On the litigation. The Napster judgments of 2000 and 2001 and the LimeWire judgment of 2010 are public court records. The industry’s campaign of suits against individual users is documented in contemporary reporting and in the trade body’s own statements.

On the industry’s numbers. Global recorded-music revenue figures come from the IFPI’s published annual reporting, and American shipment data from the RIAA. Both are trade bodies reporting on their own members’ businesses. The direction and rough magnitude are not disputed by anyone; the framing is theirs and is noted where it matters.

On the long tail argument. Chris Anderson’s article of 2004 and the subsequent book set out the optimistic case. The empirical rebuttal that this book relies on is Anita Elberse’s analysis published in the Harvard Business Review in 2008; further work since has broadly supported the concentration finding. Herbert Simon’s formulation of the attention problem dates to 1971 and is widely reprinted.

On rockism, poptimism and the shape of the criticism. Kelefa Sanneh’s essay in the New York Times in 2004 is the document that put the argument in front of the whole field. Jessica Hopper’s collected criticism, published in 2015, is both a source and, in its title, a finding. A number of writers who worked in the era’s blogs and magazines have since written frankly about its blind spots, and this book has relied on those accounts rather than on its own inference wherever it could.

On the contracts and the arithmetic. The mechanics in Movement Four (recoupment, dealer price, packaging and free-goods deductions, producer points, 360 structures, the two copyrights, mechanical and performance royalties) are standard industry practice and are set out most clearly in All You Need to Know About the Music Business by Donald Passman. Every figure in Movement Four is an illustrative shape, not an audited number from any particular contract, and the text says so at each point. The actual agreements are private and this book has not seen them.

On the royalty statements that were published. Several musicians of the period made their own statements public. Those documents are real and their arithmetic is checkable; each reflects one particular contract, and this book has used them to establish that the gap between prominence and income was very large rather than to derive a general rate.

On the records. Release dates, chart positions, label affiliations and personnel are from the standard chart archives and from the releases themselves. Where a sales figure is a label claim rather than an audited number, the text says so.

On individual artists’ accounts. Where this book reports what somebody said about their own life (the cabin, the leaving of a label, the experience of a hype cycle) it is attributed to them in the sentence, and readers should go to the interviews and memoirs themselves rather than to this summary of them.

Where figures are disputed (what any pay-what-you-want experiment actually averaged, what any particular multiple-rights deal was really worth, how much of the revenue collapse file-sharing caused) the text says so rather than choosing. Those disagreements are not gaps in the record. They are the record.

What this book does not do

Terms first. They are short, and one of them is the reason this book can exist at all.

This book quotes no song lyrics. Not one line, not one phrase, not the famous bit. That is a deliberate rule and it is absolute, and song lyrics are owned, licensing them is negotiated song by song and publisher by publisher, and there is no safe word count: the copyright office says so in as many words. A book that quotes a little is a book making a legal judgement it cannot check. So this one quotes none, and instead does the harder and more interesting thing, which is to tell you what a record actually sounds like and what its words are about.

It reproduces no album art and no photographs. There is nothing to look at here but words and one flat poster on the cover.

And it cannot play you a record, which for this particular volume is very nearly a joke, because this is a book about the decade in which everybody could suddenly play you the record, for nothing, instantly, whether or not anyone had asked. What it can do is point. There is a playlist for this book, on the same app you may well be reading or listening on, sequenced to the order the records appear in these pages. It is called ORIGIN STORY: Indie & the Blog Years. Search for it by name. Everything described in Movement Three is on it, in order, and the book is substantially better with it running.

Almost nothing here depends on quoting a lyric. Everything here depends on a set of numbers that were not published at the time and are still difficult to assemble, and that is what this book spends its length on: the whole story, start to finish, in about three hours. Where it came from, what made it possible, which records mattered and why, who got paid, who did not, and how it ended. For this decade the money question is not one strand of the story. It is the story, because this is the ten years in which recorded music stopped paying for the people who recorded it, and everything else in the book happens downstream of that.

Where the record is contested, this book says so. Where it does not know, it says that too. Sources are listed at the back.

Shelved under

MUSIC / Genres & Styles / Rock  ·  MUSIC / History & Criticism  ·  MUSIC / Business Aspects

Identifiers

Ebook ISBN
979-8-90623-925-9
Audiobook ISBN
979-8-90623-926-6
Paperback ISBN
not yet issued

Buy it

Paperback, $14.99, posted direct. Every ebook and audiobook comes free with the complete set.

Questions

About this volume.

What is Origin Story volume 29 about?

The Records Were Free, the Attention Was Not, 2001–2011. Every volume of this series has a machine in it — the 78, the cheap seven-inch, the photocopier, the distribution van. This one’s machine cannot be photographed, because it is a subtraction. Between 1999 and 2003 the cost of putting a recording in front of a stranger fell from something to approximately nothing, and for ten years the music business ran on the consequences.

What years does INDIE & the BLOG YEARS cover?

2001–2011. The volume is numbered 29 because that is where the genre sits in the chronology of the music, not the order the books were written in — the first three written were volumes 17, 19 and 21.

What made INDIE & the BLOG YEARS possible?

The MP3 blog and the file-share. Movement Two of every volume is about the technology that made the genre possible and would not have ten years earlier.

Are there song lyrics in it?

None. Not one line, in this volume or in any of the thirty-one. Lyrics are copyrighted expression, licensing is negotiated song by song and publisher by publisher, and there is no safe quantity — so the rule is zero, and a program checks the manuscript, the EPUB and the narration script against it before the volume ships. What replaces them is a description of what the record actually sounds like, what it cost, and who was paid.

How long is it?

About 28,000 words: 32 chapters across five movements, roughly 120 minutes’ reading, 118 pages in the paperback. The audiobook runs 2h 47m.

What is in the back of the book?

A dated timeline of 23 entries, a source list, and a note on what the volume does not do. All three are reproduced free on this page.

Can I buy INDIE & the BLOG YEARS in print?

Yes, here. It is a 5.5 × 8.5 in paperback, 60# uncoated cream, black ink, about 118 pages, and it never goes out of print.