you know the cycle.
new act comes out, evokes some comparison to somebody or something else, snowballs as a some great new content discovery to the next "it" critically acclaimed act.
p4k, whoever else discovers/champions them.

a cool image, often dubious musical chops but that's irrelevant.

they fit the stylish threshold that makes them "buzzworthy" on the internet (still even happening?)

the facts:
they are virtually unknown in their native city and any other city in the world even amongst fellow musicians
if you are discovering them online through a website like p4k, you are their main/only demographic
there is no glamorously stylish life they are living rubbing elbows with the coolest of the cool that checking their promotional stills might lead you to believe.
it's all a carefully crafted illusion to make you forget they live in the modern age just like you do and they're likely just as boring, lonely and ineffectual as you are.

hard to be a fan of somebody like that isn't it?

the reality is they probably make less than 30k a year, have little to no disposable income, have very few friends and probably sit alone every night illuminated by the glow of their own laptop...
just like the type of people who patronize and champion most "indie" music.

the parties, the style, the "scene".
all fake.

outside of your ipod, their music doesn't exist.
therefore, the reality of the situation is your ipod is their "scene".
oh sure, sxsw or coachella might lead you to think there is some world out there that validates their cool quotient.
bear in mind that's nearly every fan they have in america coming out to support them at those venues.

all of these "resurgences", "movements", "authentic and totally relevant bands"... all a perpetuated mirage used to generate clicks.

the reality: a bunch of pathetic millennials trying to make themselves matter to other people.
probably just like you.

outside of hearing one of their songs in urban outfitters 6 months after it was popular, their "life" only exists on your ipod.