It's no secret that I have made a lot of progress in terms of "indie" coverage on AP.net in the past two years. I'm extremely appreciative and thankful to all my contacts in the industry that have helped make this happen; those who have actually taken a chance with the AP audience despite knowing that their bands may not receive as much attention on a site such as ours. I personally believe that is key in advertising--reaching new audiences. It's great to reach a specific audience that will undoubtedly care about a certain band or genre, but isn't it also a good thing to reach new ones? Or is it only important for bands to be promoted to already existing fans? I can simply not wrap my mind around the fact that certain labels/agencies believe the latter to be more important.
The last point essentially brings me to the biggest issue that I deal with on a daily basis: AP.net being stereotyped as a site that only covers a certain genre of music--pop punk. If one took the time to venture on to the forums, they would soon discover that pop punk is most certainly not even the most "popular" genre on the site at this point. Our readers are interested in "indie" bands." They do love to see features of bands that aren't or don't sound anything like Blink-182. Sure, maybe my readers are a little lazier in replying to my features than the kids who make BrokeNCYDE threads hit 100+ replies in news posts. That is irrelevant, however, because replies are not necessarily an indication of preference.
What prompted this little rant is the fact that various other tiny blogs seem to be able to get exclusives over AP.net, and there is only one reason why this happens: stereotypes about AP.net (and the site name itself), and the music that we supposedly "cover." No, we do not cover just pop punk. No, we don't only care about pop punk. Our site has one of the most diverse fan bases out there, and a little research would easily prove this. So perhaps, instead of catering to Pitchfork-lite sites that are x10 less popular than AP.net, why not take a chance with us? Why not reach a new audience? It would most certainly benefit your bands. As time has shown, various "different" bands have clearly succeeded in attracting new fans by being promoted on our site. Ellie Goulding is one of the most popular pop acts on our site at the moment--I don't think I need to say more regarding our readers' diverse music taste.
My job can be extremely frustrating a lot of the time, especially when my coverage and efforts in general do not yield many rewards (in a general or personal sense). Reaching and building a new fan base on a site that is mainly known for "pop punk" music is difficult. And convincing the music industry that we are not defined by any one genre is even more so. However, despite my job seeming kind of "out of place" and under appreciated on AP from time to time, I would never choose to work on any other site. Why? Because I am proud of our diversity. I am proud of seeing a Top 30 end of the year list that's as different as ours.
Most importantly, I love what I do, and I love doing it right here, on AbsolutePunk.net. I love bringing new music to our readers, because music lovers know no genres--they only know music.