Alex McPherson: Jai Paul: A Scam to Feed the Internet Sausage Machine (The Quietus)
Paul is the perfect artist for a time when breathlessly reporting every step of a promotional campaign is prioritised over - or conflated with - actually assessing the art. Sure, most sites technically keep their news and reviews sections separate - but in the grand scheme of promo, this matters not a jot. The Paris Hiltonesque maxim that all that matters is that people are talking about you, not what they're actually saying, holds true across the board: in a crowded musical marketplace, repeated neutral mentions of an artist from a trusted source may not be an explicit recommendation, but they're more valuable than an averagely complimentary three-star review.