Never be boring.

Because the gifs and images displayed on a Tumblr page are meant to reflect the sensibilities of the individual posting them, it’s important above seemingly all else that that content reflects not only authenticity, but all the intangible qualities the end user values. It’s a weird, unwinnable shell game—guessing people’s intentions, locating cool rather than quality, racing to embrace and drop memes at precisely the right time. Proving you’re keeping up with whatever is minute-old can feel more important than identifying things that remain notable and worthwhile outside of a 24-hour Internet news cycle. Expressions and ideas that aren’t surface-deep don’t stand a chance in this environment. As a result, indie music threatens to fall into a place where listeners prize the associative power of a content provider rather than the expression or truth within an artist’s work.