WE ARE LOATH TO side with Barstool Sports?hell, we hate looking at their website, since there are all these naked ladies on the side banner, and god help you if some intern walks by when you land on a "Guess that ass" post, leaving you no choice but to shout, "THIS IS RESEARCH!"?however, last week presented us with a local internet feud so ass-backwards, we've got to vote in their favor ... sort of.
It started when 22-year-old Sam Adams topped iTunes' most-downloaded hip-hop tracks. This surprised almost everyone who doesn't think beer pong is the American cultural equivalent of tea time. It was a real shock for the Boston hip-hop community, which couldn't believe they'd let this one slip by them, or that some white kid from Cambridge would be the Boston artist who'd win recognition (apparently, they'd blocked out Marky Mark's existence).
The local hip-hop experts at Jump the Turnstyle declared last week "Sam Adams Week," making a lot of recycled jokes about beer and dead founders, before the big reveal: a post claiming many of the iTunes purchases were bought on one credit card (probably Daddy's).
In a stunning turn of events, multiple music industry insiders, including the head of a major independent record label, an employee at iTunes, and an industry source at a major digital distributor (who have all asked to remain anonymous) have confirmed the following allegations to be true; close to 75,000 downloads of Sam Adams iTunes debut were charged to a single credit card. That's right?Sam Adams has used the age-old industry trick of record buy backs to blow up.
The Turnstyle blogger behind the post (known as "Sleezy Trees," no doubt for his love of botany) didn't acquire any proof. He came from the ol' "I heard this rumor ... Did you hear it, too? Great, that's confirmation" school of journalism (an online degree program). It probably helped that Adams, a SOCCER STAR at Trinity, seems like the type who would pay to play (and that guys at Barstool knew who he was first). Trees thought he'd picked up on something no one else had, and he wanted to break the news and draw some credit (and page views) to his site.
Well, he did get attention, but not the kind he wanted. Sam Adams had booked six dates on the Barstoolpalooza college tour before the EP dropped on iTunes. Barstool's owner, Dave Portnoy (aka "elpresidente"), posted an email exchange between himself and an anonymous Turnstyle follower ... in which he came out looking like the bigger douche, even though he was in the right. ("I could fucking care less whether he is good or not. I know I can sell 2,000 tickets in 30 minutes to any show in New England right now.") Barstool's following then flocked to Turnstyle, to do the internet equivalent of stuffing nerds in lockers.
Meanwhile, Trees got his proof ... that the claims he'd published were false?a "3,500 page document" that proved sales' legitimacy. (He also got a cease-and-desist order.) "Why would my trusted industry sources lie?" he asked (in boldface font, for some reason). "They are shook because a kid appeared out of thin air and seemingly overnight blew their whole business model apart."
Several posters unironically commented "VIVA LA STOOL!" without realizing they seemed to be leading the Great Spanish Shit Revolt. Trees had inadvertently drawn more attention to the artist he despises, yet he'd drawn a surge of hater traffic to his own website.
Turnstyle definitely won the pissing contest, however. They've posted items for their new fanbase all week, like:
I hope this will increase our readership amongst dudes who listen to WEEI all day, vote for Scott Brown, and think that Bronson Arroyo is a musical genius. And really, this is just the beginning. On a personal level of branding.. [sic] When I go out (to Fanuiel Hall and other various Irish Pubs to drink my Bud Light) I will only wear blue or white button down shirts (preferably with some sort of mosaic or dragon stitched into it with gold threading).
But by far, the funniest jab came from a commenter known as wite, who wrote a Sam Adams-inspired rap that is pure chart-topping poetry:
i got groupies in the stands, you know how the game go/
juggle with my knees then transition to a rainbow/
pass, kick, score, then i slide on my shin pads/
7 thousand sold out the pouch on my gym bag