Where does the underground live?
Social media has made it clear that, without a community, advertisment efforts become a mere black hole for the marketing budget. There is an irony in that for the cynical. Or is it hope for the newspeak savy? Clearly the corporations recognize the value of social engagement whilst still opposing socialism. Community has become the aproved word to admit that society is larger than it's individuals, with or without fortunes.
“Community is definitely a buzz word. Even corporations use it!” Said the Communards twitching in their tombs.
Despite the social medias relative novelty, there is nothing new about community. In our domain it's actually been a key ingredient for very long: music has rallied people arround scenes, created, reinvented or reinforced identities and animated causes way before the Internet was born. And during it's infancy, Internet was a fine place to seek for the oddly familiar and the different. However something happened during the web's teenage. Complexity was broken down and its currents were consolidated, centralized and rallied in monolithic services offering convenience. This was perfect for the mainstream, but because the technical expertise of underground record labels was understandably low (record labels aren't Sys-admins, right?), the underground and the mainstream started to coexist on the same stage.