In this article Andy Greenwald, examines the success of Vampire Weekend, a band for former Columbia University undergrads, who have recently and rapidly been thrust into the forefront of the music industry because of the blog buzz they incurred. Vampire Weekend appeared on the cover of the February 2008 issue of Spin Magazine, becoming the first band in Spin's history to achieve a cover before they have released an album. Admittedly, the band avoided sending their demos to traditional record labels, calling the very idea "ultimately fruitless" due to the industry's rigid thinking. Greenwald uses Vampire Weekend as the poster-child for the radical redefinition of 'success' in the era of the Blog. The band utilized this modern-grassroots venue to showcase their music, which with the internet, allowed for instantaneous dissemination.
This article highlights the growing displacement of traditional record labels by MP3 Blogs. Bands view the traditional route of label and broadcast radio play as obsolete, so much so that they choose to opt out of the process altogether. Bands directly appeal to these new gatekeepers who in turn appeal to their audience with a review to the benefit or detriment of that particular band. Also the idea of redefining success of bands is an important point to my claim that MP3 blogs have transformed the traditional music industry. The article states that no longer is selling CDs, selling out concerts, or in this case, even having a CD out is a means of defining success. Nowadays, success comes with generating blog buzz or appearing on a TV show that premiers to your demographic. Old media now plays catch up with internet, as opposed to the pulling strings, as it had done for decades.