This week we take the Wayback Machine to March of 2008 and what was one of the more memorable days at The New Pop. URB magazine one of the more respected voices on independent culture at the time put The New Pop in their URB Next 100 issue. This is their list of artists and organizations that they think are the most relevant in indie culture. It was the Fortune 500 for the indie set who’s alumni include folks like Bloc Party, M.I.A. TV On The Radio, and in our issue right above us an unknown rapper with a funny name, Kid Cudi. I had been a huge fan of this list since the 90′s, so when on an early Sunday morning out of the blue and without any warning I received a text from a colleague congratulating me on making the list I couldn’t believe it. That morning I had a shoot with my partner Tone and we decided to scavenger the city for the magazine later joined by our third partner Texas.
What I find intriguing about this video is that it captures that old school fascination with print that is rapidly fading away. The same thing is happening with TV today. A few years ago it was something special to see yourself on TV, today kids place more value on getting 1,000,000 hits on youtube or trending on twitter.
Wayback History: A couple of years after we made this list, URB magazine fell victim to the wave of misfortune that was hitting the print industry shutting down their monthly and moving their operations online. New Media outlets like Pitchfork and The Hype Machine replaced Old Media established voices like URB as the authoritative voice on the indie music scene. Ironically our online magazine model was the writing on the wall for many print publications to follow.