If I were handing out an award for 2011’s Best New Genre, I’d pick trollgaze, Village Voice music editor Maura Johnston’s inspired coining for pageview-junkie tracks like “Gucci Gucci” and Heart2Heart’s “Facebook Official”. Trollgaze wins not because the music’s good— some of it’s fine, some of it’s wretched— but because it nails a real anxiety among older critics. We grew up in the 1980s or 90s when the question “Is this for real?” seemed important, whether you sought the authentic or pushed back against it. With this music the question barely exists— even asking it puts you out of a loop. Rebecca Black’s “Friday”, for instance, might have been quite sincere, but the shape of the web event around it matters far more than any intention
Poptimist: Take Me to the River | Features | Pitchfork

Source: pitchfork.com