the face of music is stale. it’s generic. bland. least-common-denominator-appealing. a well trimmed grass lawn in the ever-repeating snooze fest of suburbia. corporations have applied conformist pressure to every aspect of our lives, including our art. popular music isn’t a matter of who’s the most talented or creative, but whose songs sound closest to a cash register ringing. and what we like is now determined by the almighty algorithm. nothing we can do about it, right? i’m not so sure. the expanding reach of the industrial machine has molded the surface of our listening experience into something hardly recognizable, but under the earth is a diverse ecosystem of artists, teeming with life, waiting for the catalyst to burst through the surface and blossom into a new auditory era.

t​he major labels' and industry vets' inescapable influence cannot be ignored. they prioritize profit and marketability first, valuing artists who conform to a predetermined image rather than those who take creative risks. faceless entities steal newborn sounds to stuff inside the confines of people's predetermined expectations, jamming innovative ideas into whatever box they can fit, and if they can’t? well that’s too damn bad! major labels wield immense power: deciding who gets the spotlight, shaping public perception, and dominating the airwaves. they control the streams, the they control the playlists, and ultimately, they control what’s hot. social media has become their tool to manipulate the audience, narrowing their understanding of what's truly out there. this colonial stranglehold has led to a distressing lack of diversity, where formulaic and generic sounds proliferate, and anything deemed too risky is either shelved or neutered beyond recognition. songs are manufactured according to predetermined specifications, devoid of the raw, organic essence that feeds true innovation. it's an industry that has closed itself off, shutting out the masses, stifling the potential for groundbreaking work, and flooding the streams with mass-produced "content" built to appeal with the simplest reel.

navigating the vast landscape of music is a daunting task. with artists granted the easiest of access to release, we now have an endless expanse of options. it's like sifting through a mountain of melodies, searching for the sound that resonates with us the most. the recommendations and algorithms we encounter are often tailored to the masses, making it difficult to discover music that speaks to our individuality. but we can't forget the power of the people! you may or may not remember the blog era of hip hop, but for me it was a very underrated moment in music history. a time when grassroots movements played a pivotal role in popularizing several major artists.

social media has now become the most powerful tool for spreading music, we no longer rely solely on a single source for recommendations. instead, we filter what permeates to us from our online presence. our time is a precious commodity. time constraints limit our ability to extensively explore music. that's where curation comes to play. we put our trust in certain sources, relying on them to deliver us quality music that aligns with our preferences. but here's the thing: not everyone cares about who or what they're listening to, many people settle for what simply sounds good, without delving deeper into the message and intentions behind the curtain. that’s all good too! it's up to us, the music heads, the passionate listeners, to introduce our community to artists who genuinely care about their craft and put effort into their work. we have a responsibility to uplift those who aren't force fed to us by the industry machine. it’s time to use our collective power to elevate the ones who push boundaries and embrace innovation, and ensure that artistry with purpose isn’t overshadowed by greed.

despite the overwhelming influence of major artists in the industry, right now the underground scene is absolutely booming. bustling with life, countless bold new artists are fearlessly flexing frequencies that could force frail ears to fade. these musicians thrive on innovation and uniquity, unencumbered by the constraints of mainstream expectations. yet, it's important to acknowledge the uphill battle these folks face in navigating this challenging musical landscape. they must navigate treacherous terrain to gain recognition, relying on their sheer talent, resilience, and know-how to make a name for themselves. In today's landscape, artists need to be multi-talented, multi-faceted, versatile creators to stand a chance of being seen. and in these aspects, there is hope.

active listeners play a crucial role in supporting artists. we seek out alternative sources and engage with diverse musical communities, like musical bees spreading the pollen of beats. there is a bustling community out there of people fiending for artists with a fresh perspective and a unique sonic experience. these individuals are the driving force behind the organic growth of artists who dare to challenge the status quo. now, more than ever, they are needed to uplift and amplify the voices of those who strive for authenticity and artistic integrity. and by providing a space and platform for independent artists to gather, we foster a fertile ground for greater movements to bloom. it’s within these movements that innovation flourishes, and new paths are paved for the future of music.

crate.digital is meant to be just that. an alternative source for music, and much more. an entire community that's all about embracing diversity and uncovering hidden gems. an independent music site dedicated to boosting the voices of the artists who are leaving an indelible mark with their creations. crate is a platform to bring together like-minded individuals who are passionate about music. it's a place to gather, discuss, and collaborate. to share thoughts, insights, and the latest discoveries, expanding our musical horizons through the power of community. crate is here to break us free from the limitations of algorithmic recommendations trapping us in our insulated bubbles. we're intentionally diversifying our listening habits and unearthing hidden gems who don’t get the love they deserve. crate is the landscaper here to till the soul, plant the seeds, and fertilize; turning this boring, open, cookie-cutter field, into a verdant garden, blooming with organic life.

time to grab some tools and start digging.

j