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1、MadScienceandPopHitsByJONPARELES,BENRATLIFFandJONCARAMANICAPublished:December28,2012FORpop2012wasayearofrewiredconsensus.AyearinwhichTaylorSwiftfinallyacceptedherpop-starbirthright,wavedcasuallyatcountryandthenbravelyentereddubstep.Ayearinwhichthecritic-consensusR&BstarwasFrankOcean,whospentmos
2、toftheyearspillingoutfeelingsandthenavertinghiseyes.AyearinwhichCarlyRaeJepsensuffocatedthemainstreamandthenevaporated.AyearinwhichPsy,aB-listKoreanpopstar,unleashedavideo(andsong)thatbecamethefirsttosurpassonebillionviewsonYouTube,redefiningviralityinpopalongtheway.Themostreliablemovementinpop
3、thisyearwasthebasicmistrustoftheoldmodel.RadiohascededmuchofitsadvantagetotheInternet,andnewstarsliketherapperKendrickLamarestablishedthemselvesbyignoringtheusualplaybookandlettheoldgenerationoftastemakersplaycatchup.Inthisconversationexcerptedfromtheyear-endeditionofthePopcastofTheNewYorkTimes
4、,thecriticsJonPareles,BenRatliffandJonCaramanicadiscusstheyear’sbiggestpoptrendsandthosethatwillbereshapingthegenreforyearstocome.BENRATLIFFWeweretalkingaboutTumblrslastyear—sortoflittleonlineboutiquesthatdon’tsellyouthingsbutshapeyourtaste.Nowthisyearsomething’sbeenproven:Popperformerscanbecom
5、etrulyfamousbybuildingtheircareersthemselvesonline,maybemoreefficientlyandfasterthanamajorcompanycanhelpthemtodo.JONCARAMANICAEspeciallyifamajorcompanyissecretlyhelpingthemtodoit:2012wasprobablytheyearwhenyoustartedtoseepeoplewhowerebirthedoftheInternet,inaboutastrueasenseasyoucan,becomeequally
6、successfulinahard-dollarssenseaspeoplewhohavebeenbirthedfromofamajorlabel.RATLIFFGiveusanexample.CARAMANICAAcoupleofthingsjumpoutatmethisyear.One,youlookatthefirst-weeksalesnumbersofsomeonelikeKendrickLamar,whohadanindependentalbumthatwasdigitalonlyandisnowon[themajor-label]Interscope,butbasica
7、llyhasnomajorradiohits,evenifheiswell-likedbymainstreamhip-hop.Hecomesoutandsellsabout240,000inhisfirstweek.AcoupleweekslaterRihannacomesout—notherfirstalbumandattheheightofherpopfame—andsellsafewthousandlessthanKendrickdid.RATLIF
