[Photo by Joe Perez, courtesy of Impose]

Ah, to be the media darling of the moment. There may be 25,000 people doing the same thing as you — some may argue doing it better — but what is it that drives everyone to start talking about the same band? Around these parts we call it the Animal Collective effect, but in essence it’s more like a snowball effect. First the bloggers prop you up, then Pitchfork takes it to the mainstream level and before you know it, the New York Times are reviewing shows thrown at some dude’s apartment.
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