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Every year the music press falls over itself to bet on 'ones to watch', they're either safe bets with an album that's already been bandied around and guaranteed Q1 marketing spend, or they are an artist that has been mutually decided through peer group consensus, formed by an overwhelming 'fear of missing out' on the insecure writers guild of social media. These lists are basically homogeneous, and a complete waste of time to everyone apart from PR staff, who can pin the tag onto their act and u...
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