A month ago I was idly swiping through IG Stories and was presented an ad for an upcoming rock show. I usually just ignore ads but the tiny snippet of audio — like Deftones, but gentler — grabbed me immediately.
Unfortunately I couldn't remember the artist's name the next day. I went searching through my Instagram history and could find no evidence that I had seen it. I had neglected to bookmark it (it was an ad!) and the ad itself wasn't for the band but the show, so it's likely that the promoter or venue or whatever was the actual source. That said, I did "rewind" the ad repeatedly to listen. Why couldn't I find a history of this? Why is it the one time I was interested in an IG ad enough to interact with it, there's no trace of it later?
I clicked on a Facebook Reel once and Facebook showed me baby elephant videos for three months, jfc.
Anyway, almost a week later the same ad got served to me again and this time I jumped on it: Scarlet House.
It's so hard to find new music that appeals to me the way this artist does, and it just annoys the hell out of me that even when the algorithms work they're still broken in some other way. So I am sharing this with you: Scarlet House is incredible, and there's a whole genre of zoomergaze bands that are channeling gothy, MBV-era 90s alt-rock. Now you know.
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