I was asked a few months ago how I discovered all the music I currently listen to. For those of us who despise top-40 rock radio, it's not that easy. Here are the main ways underground music-afficionadoes discover new artists:
1. Word of Mouth
Often, when we have friends or older siblings who enjoy the same music, they'll turn us onto a new band. I didn't grow up with an older sibling, so I discovered music that my friends were listening to. In my early teens, it was borrowing a Metallica or Sepultura cassette, taping it, then buying it as soon as I could afford it. In my late teens, it was my friend and ex-hockey teammate Pete who told me about Voodoo Glow Skulls and Unwritten Law when we first began discussing music. He was so correct about both, that I still listen to both bands to this day. My roommate in Minnesota used to have several thousand CDs and I could almost always find something new and interesting in his shelves.
2. Live experience
So often, we are blown away by an opening band at a show. We'd be there to see one group, but the opening band will be just as good or better and best yet, we may never had ever heard of them. AFI opened for the Offspring during their 1997 tour and that was the first time I ever heard of that then-hardcore band. One of my favourite underrated bands is Los Infernos. I happened upon them only because all the opening bands for the Invaders at the Globe in Milwaukee cancelled. Los Infernos were scheduled to play a 21-over show later that night and agreed to play the early set. I was probably the only person in the club that liked them, as the weren't a ska band like the Invaders.
3. Incest (the musical kind)
When a favourite band breaks up, members of that band scatter to form their own bands or join another band. It's easy to say "I liked Slapstick, I should try the band their singer formed after their breakup (Broadways) or maybe the band their bass player, guitar player and drummer formed? (Tuesday)" What about Joey Cape, the singer from Lagwagon, who keeps playing in different side projects like Bad Astronaut and his own solo deal? Since Lagwagon has so many fans, he's already got an eager fanbase when he wants to do something different.
4. Compilations
One of the best way for a label to advertise unknown bands is by issuing cheap compilations. I have countless comps I've purchased for $5 or less. When I began listening to punk, I basically bought something by every band on the "Survival of the Fattest" comp put out by Fat Wreck Chords.
5. Reputation of label
When I was young and had much disposable income, I would often order by mail every new CD from certain record labels because of their reputation for releasing good music. Asian Man Records and Fueled by Ramen used to have excellent bands and both labels got a lot of my money before their quality began to suck.
6. Used CD bins
Sometimes word-of-mouth comes from places other than trusted friends or relatives. The name of certain bands will stick in your head as something you might like based on a CD review so you file it away until that magic moment you find it in a used CD bin at Cheapo, Rasputin, Atomic or Amoeba. If it's cheap enough, why not take it home? You can always resell if you don't like it.
