The Californian band, Flipsyde, recently gained fame when their song Someday was chosen to be the theme song for NBC's 2006 Winter Olympics Game according to Wikipedia.
Occasionally, I will google new bands or google indie bands, who are not signed to any major record label, to see any innovative musicians who have a great sound vibe.
The promotion of any small businesses is awesome because it can help get the word around that "This band fuckin' rocks!" and creates some competition which makes other bands strive higher which makes the outcome, the music, even better!
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