So, I was gathering my forces to keep up with The Sunrise Ocean Bender … trying to be vigilant in the new foray …
And, of course, this will mean nothing to anyone but me … but it was one of those planet-alignment things that always … well, you know … kind of makes me feel somewhat validated.
I was poking around on the interwebs and for some reason I wanted to dig up some more info on Swell, well the Wendell Davis project actually … see if there were any more tidbits on this out-of-the-blue surprise from Swell. I couldn’t remember if PsychoSpecific, the label/home of Swell, was buried in the Swell site or not, or if it was PsychoSpecific Records, PsychoSpecific Music, etc … not a huge obstacle to over come in the modern age.
So, I punched in “psychospecific” and perused my findings.
I saw this offense down the page:
“http://www.incrediblyaverage.com
psychospecificmusic”
Incredibly average?
Cripes. I assumed it was some smart-ass site that was slagging an outfit with an impeccable track record … from Swell to Wendell Davis to Be My Weapon. I sure don’t take that lightly … you know, being a Swell champion and all: I take my duties very seriously as a responsible fan.
With every intent on ranting into the ether with no one hearing, as I always do, I gave it a click … stab.
Well, the cosmic joke was on me.
http://www.incrediblyaverage.com is PsychoSpecific Music.
How fitting. How absolutely in line with the Swell paradigm … mythology … a smart-ass self-depricating nugget floating out there in orbit waiting for someone to stumble across it.
And I did.
As Swell queried in song off of their stellar platter “41″, “Is that important?”
You bet it is … when you thought you knew everything …
That’s branding, kids. For once, I’m happy to be a demographic.
