Not a photo of the pseudonymous Carles, author of Hipster Runoff
Perhaps, like me, you had heard of Hipster Runoff but never actually read it. The site is a sort of parody of mp3 blogs, but to describe it that way is like describing Andy Kaufman as a wrestling comedian. Hipster Runoff is written by Carles, a fictional character whose style is defined by A) relentless use of chat jargon and B) a proliferation of scare quotes, which he seems to put around any concept he does not feel totally comfortable with. Here’s Carles on the vexing question of what he calls bubblegum indie:
What if MGMT’s “KIDS” had come out in 2011? Would they be able to morph into an intriguing ‘indie’ buzzband. When analyzing their ‘success’ in the context of a bubblegum indie MP3 that propelled them to super-mindie stardom, it is easier to understand their ‘drastic change in direction’ for their second album, just to attempt to get rid of some of the entry-level fans who ‘liked’ them 4 the ‘wrong reasons.’
I guess really those are scare apostrophes, but you get the point. Irony of ironies, all is irony. Besides the hilarious conceit of wondering how everything might have been different if it happened, like, three years later, something is being expressed here. What Carles means by “bubblegum indie” is never clearly defined, and he winds up applying it to pretty much every popular-and-then-too-popular hipster jam of the decade. That’s his point. Hipster Runoff is a blog about the existential bugbear of hipsterism: authenticity.