Hype is a strange, ephemeral beast. While it doesn’t come without its negative connotations – that that which is hyped is undeserving of such interest, for one – there are very few independent bands who can make much of a name for themselves these days without at least a little bit of it. When pressed to define what constitutes hype, what is a ‘good’ level of hype for one’s project to have, or where hype comes from, it’s a bit tricky to nail down. We’ve long heard terms like ‘the next big thing’ being fastened to all manner of artists, some that go nowhere, others that reach the level of success predicted, and still others that become popular only to self-destruct.
In the case of UK punks Palma Violets, it’s impossible to know how far they will go and what will become of them, seeing as how they’ve not yet released more that a single. No one can predict the future, after all. But it’s certainly interesting to note their trajectory as a virtually unknown band that grew a great reputation on the strength of their live performances, then blew up overnight when NME named “Best of Friends” single of the year for 2012.
That sort of occurrence is pretty much the definition of hype and a perfect example of what it can mean to bands with burgeoning careers. Palma Violets have signed to Rough Trade and will release their debut LP, 180, on February 25th. And because the band clearly needs to generate yet more buzz, they crossed the pond for a handful of Brooklyn appearances, including a loft party, an appearance at DIY venue Shea Stadium, two dates at Glasslands and a BrooklynVegan-sponsored early show at Piano’s announced just hours before it took place.