The story used to be that if you want to get famous, get on tv. Not anymore.
Youths of today still crave for their fame and glory but not so much of the in-your-face type of way. Hence why reality shows (singing, acting, amazing races etc) is not really their cup of tea any more.
The new way to fame is all about doing it “underground” style. The upcoming artists who are a hit with the youth are mostly the underdogs or independent bands such as Estranged, Love Me Butch, Seven Collar T-shirt and the likes. Estranged have since their first gig went on to gain enormous support and huge fan base and even won nominations and awards in the local music arena.
* the popular band Estranged
Apart from the underground music scene, the internet is another way of finding fame, although many famous bloggers or site owners won’t claim that they do it for the fame.
Nokia has tapped into this idea of underground fame with their project KAMI (literally meaning “we” or “us”). A project that focuses on the independent music scene heavily linked with everyday youths and their lifestyles, the KAMI project includes a movie, television series, gigs which in turn churned out an album compilation of independent artists. Such was their success with this project that an independent group they introduced called Meet Uncle Hussein has gained wide popularity among the youth.
They want to connect with things that seem real to them, and what’s real to them is what’s close to the heart. Hence the underground scene is something that they love as it not too darn commercialized that it becomes cliché with the rest of the world.