JAYFORCE

Very interesting. Music/culture collectives – already seen as go-tos for indie and underground (read: real) music and movements – could very well be controllers of the world of tomorrow. Time was, we went to other taste makers – deejays, radio, clubs, label imprints, print and video magazines – to learn what was new and worthy. Nowadays, largely enabled by Internet and mobile channels, we turn to curators who are independent themselves (e.g. not beholden to station management, programming consultants, the ‘charts’ or record/media manufacturers). Could it be that enough of us have turned away from old commercial channels that big name companies of all kinds who want to reach us reach out to Soulections and OKPlayers (and ehem JAYFORCEs) of the world? Real music, real culture from real outlets NOT begging or cowering for big ad bucks.

Could be. Check out the discussion above.