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I’m sure you’ve seen enough about the Grammy’s but here’s a little more…

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How The Grammys Went From Granny To Gaga

It wasn’t long ago that the Grammys were snarkily dubbed the Grannies. Notorious for performances from artists that you vaguely remembered from your parents’ LP collection, the show was teetering on the brink of irrelevance. But over the last five years, through its working relationship with its agency TBWA\Chiat\Day L.A., the brand has undergone a shift.

How The Grammys Went From Granny To Gaga

It wasn’t long ago that the Grammys were snarkily dubbed the Grannies. Notorious for performances from artists that you vaguely remembered from your parents’ LP collection, the show was teetering on the brink of irrelevance. But over the last five years, through its working relationship with its agency TBWA\Chiat\Day L.A., the brand has undergone a shift.

longreads:

“For ‘Neon Bible,’ we met with a lot of dudes, but honestly it wasn’t that interesting,” Win says. “Merge is like the labels used to be, based on someone’s tastes and interest in music —”

“—instead of statistics and marketing,” Régine says.

“If you look at the Web sites of a lot of the majors,” Win goes on, “they’re selling everything — hip-hop, country, Disney soundtracks. It’s the throw-a-lot-of-garbage-at-the-wall —”

“— and-see-what-sticks strategy,” Régine says “But at least we got to stay in some nice hotels, didn’t we? And we ate good food for a month! And we didn’t lie to anyone either: Right from the start, we made it clear we’d never sign with them. I mean, why would we?”

By Darcy Frey, New York Times Magazine (2007)

Indie rock forever, guys.

(Source: The New York Times, via theatlantic)