One of the points of being a music blogger is that various new start-ups, hackers and chancers regularly ask if you’d like to try out a brand new system of music discovery that is completely different to all the rest and solves all of your music discovery problems.
Almost always, they are just a variation on a theme, and the old problem of getting the signal out of the noise is the same as ever.
Now, I don’t know if Fluence will solve the music discovery problem, but actually, it’s not their aim. They’re trying to connect musicians with ‘influencers’ (of which, scarcely believably, I am one) , in return for a small fee (usually pennies, but it can be whatever the influencer sets).
It’s a sharp experiment which seems to be looking at the issue of gaining exposure in an age where everyone is hollering as loud as they can, via a slightly different, more pragmatic approach.
And maybe the music discovery element makes sense too: I was contacted by Astrid Engberg – and it turned out that her song, Ouaga Noma, is a quietly cute love song set to a choppy, crackly sample collage.
In fact, this is particularly unusual in that it cobbles together patches of sounds and makes a pop song out of the remains. It’s frothy and fun, and I keep going back to listen again.
Will Fluence help Astrid? Will it help people like you and me? Not sure, but I found Astrid this way, and now you did too.