"PBR&B" spread because lots of people were talking about these particular artists, but the artists themselves were left out of such conversations. That's how it usually happens: Their work is left to be sorted like cereal boxes, independent of their own agency. Artists are sometimes asked by fans and inexperienced journalists to describe the "type of music" they make, and they’re often rightfully itchy about making these distinctions themselves. It’s not so much that there’s a right or wrong to genres, but it’s more the case that genres are power moves, able to define music far beyond any artist’s own wishes.

Love is a dog from hell, as it's said, and real emotion is ugly and uncomfortable, and it’s why some people giggle when they see a man keening or screaming or crying -- but Drake knows that all this has to be tempered and digestible to be disseminated and reach as many people as possible.

In 2012, attempts to stay ahead of readers' innate desires resulted in a collective throwing up of hands. Think pieces and reviews still existed, but they were accompanied by other attempts to lure readers: Trifles like album titles and track listings treated as news items worthy of their own "stories" (to maximize the possibility of people tripping over their fingers and into a unique view); artists out of the public spotlight for more than six months unearthed as if they were creatures from another dimension; Tweets and other public statements by artists taken out of context and drained of their tone so as to stoke "WTF" headlines; superlative-laden lists not even aimed at expressing an opinion in count-downable form; posts with factual errors seen as hits to institutional credibility and opportunities to wring double the traffic out of one story.

So the attempt to launch a from-scratch, celebrity-free outlet for longform music journalism has failed. Can a Kickstarter fail “spectacularly”? I don’t know. But reaching 17% of a proposed goal is something, for sure. This isn’t schadenfreude, though; there’s nothing in the Uncool idea to root against, per se. It’s more an opportunity to consider how campaigns like this, when undertaken in good faith, can underachieve. In brief: the idea may be modern, but the underlying realities are rooted in basic political economic realities that date back a very, very, long time.

In response to my long reply. This is incredibly useful!

Our consciousness and memory are moving into the ether, so the need for our senses is diminished. And the interface for this transformation turned out to be text.