This week, The Washington Post’s Chris Richards published a fabulous in-depth feature article on D. C. Label Underwaterpeoples. In addition to discussing its roster of musicians, Richards hones in on the label’s unprecedented success in using the internet to build a devoted following from the bottom up. Rather than shoot straight for the media outlets that garner the most hits, UPs has always been adamant about fostering a mutually supportive dialogue with smaller grassroots blogs like Chocolate Bobka, Rose Quartz, Friendship Bracelet, and even Visitation Rites–publications that represent a local and admittedly personalized take on independent music, much like UP’s dedication to promoting a pocket of upstart bands from suburban New Jersey.
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