How old, ambient Japanese music became a smash hit on YouTube

Enlarge / Record collector Mike Porwoll's selection of vinyl records, fueled largely by YouTubecore discoveries. (credit: Mike Porwoll)

One way to track the evolution of popular music is to examine its subgenres. Think of how "rock" begat "punk rock," which begat "post-punk," as a simple example. Electronic and ambient music include an even bigger universe of subgenres, with hyperspecific names like "UK bass," "chillwave," and "electroacoustic."

But what happens when a genre emerges not because of its artistry, but because of its discoverability?

This is the place "YouTubecore" finds itself in. YouTube famously hinges on an algorithm that guesses viewers' interests to keep them clicking and viewing, and we've seen how weirdly that algorithm can go, both in innocent and diabolical ways.

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