Who is Néva and why it's fascinating to keep a closer eye on indie blogs.

In today's music scene, the main weapon is viral content on social media, new TikTok stars appear every month in the dozens, if not hundreds, while the importance of conceptual and authentic projects is declining. Or, on the contrary, is it on the rise?

Néva is an author, producer, and performer of multigenre songs in English. The artist leads his project following the DIY concept, performing or directly curating a full production cycle. Neva's music combines elements of several genres, mainly hip-hop, R&B and electronic music, and is described by the artist himself as Alternative R&B, which emphasizes a look back at the contemporary Toronto R&B scene. (note - information taken from public sources)

On December 22, 2019, the artist released the dance single "All Night Long," which received praise from Reignland Magazine.

Following Reignland, dozens of subculture blogs in the U.S., Canada and the U.K. wrote about the St. Petersburg musician's new release.

This way is typical for the majority of English-singing indie musicians. New compositions get on the radar of labels and the media mostly through small blogs which do not have famous authors, but there are always geeks who are genuinely in love with the niche genres, which are the birthplace of mass pop-scene.

It is the audience of such media that makes up the vast majority of the artist's hottest fanbase. From it emerge small, but extremely effective "promo-agencies", telling about the favorite musician to the whole world (I am sure, everyone has come across such).

The reason for it is that sympathy to a composition of a little-known artist has leaps and bounds more potential of fan-support in relation to the musician than a super-star's loud hit, recorded impeccably and perfectly mastered.

First of all, the listener feels a sense of belonging to the success of his hero, because he is not yet out of touch with the public and is essentially part of it, both outwardly and emotionally. Secondly, the rarity of the find creates an additional sense of exclusivity from "possessing" it.

And if the new talents, which received mass recognition in a short time, thanks to millions of coverage in the smart TikTok and Thriller feeds, the audience can forget in a month, then the favorites of the people found in the pages of independent niche media often retain the support of their listeners after many years.

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