The shenanigans over the Guardian end-of-year list are surely a sympton of far deeper problems. The internet-era music world is fragmented into myriad overlapping niche scenes, and it’s harder for one publication to cover it all. But to cover a small subset of niches and pretending it’s the “mainstream” doesn’t work. Because beyond the mass-market corporate pop of Adele and Coldplay there is no mainstream. It’s all niches.
The Guardian is full of former NME types who have grown accustomed to acting as gatekeepers and tastemakers. But it’s a different world now; what worked in 1995 isn’t going to fly in 2015. If a broadsheet wants to continue with in-depth music coverage and wants to continue to be relevant, it needs to reinvent itself.
To start with, they must engage with those niche scenes they had been pretending weren’t relevant, and ensure they have the writers, either staff or freelancers, who understand those scenes. Only then can they genuinely have have the broad coverage of music they currently only claim to.