Every local scene has at least one. The band who’ve barely tuned their guitars before deciding destiny has already pencilled them in for stadiums. They’ve got the stance, the statements, the social media bio that reads like an acceptance speech, and the absolute certainty that all they need to do now is sit back and wait for the phone to ring.
It’s a beautiful kind of optimism. Dangerous, delusional, and oddly adorable.
You can always spot the moment the hype begins. Usually it starts innocently enough: a strong first gig, a packed room, a handful of people saying “you’re going places.” Someone posts a gushing message the morning after. Suddenly a star is born. A frontman is proclaimed. The band are “gonna make it.” Within hours, the narrative has formed: last night was an I was there gig. History has happened. The rocket has launched.
The band read this, of course. Their mates read it. Their parents read it twice and forward it to relatives. And from that moment on the machine starts pumping smoke up their arses at industrial levels.
The early stage hype is intoxicating. It feels like momentum. It feels like inevitability. It feels like the universe has quietly nodded and said, “Yes, you lot. You’re next.”
But here’s the problem: hype is loud. Reality is quiet. And reality takes ages.
There’s a lyric that nails it perfectly: all of the luvvies are blowing smoke up your arse / the A&R men are knocking at your door / played on the radio it’ll be a hit for sure. That’s the fantasy. The romantic version of the music industry where success is just a phone call you haven’t received yet because it’s probably stuck in traffic.
In the fantasy, your mum and dad love the single and keep saying they’ve given it a play. Your mates say they’re buzzing for Record Store Day. Seventy-five people click “going” on your event page and suddenly this is it. This is the big time. This is rock and roll. All you have to do is exist and wait for destiny to finish loading.
Meanwhile, in the real world, seventy-five people clicking “going” means maybe twenty-five show up. Half of them are in the band after you. The A&R man is not knocking at your door; he is ignoring 300 emails from other bands who were also told they were brilliant. And the radio station? They have never heard of you, but they wish you all the best.
Believing your own hype is one of the most dangerous phases a band can go through because it replaces hunger with expectation. Why graft relentlessly if success is inevitable? Why rehearse twice a week if the industry is already circling? Why play tiny gigs in terrible towns if the big break is surely just around the corner?
It’s the moment a band stops chasing and starts waiting.
And waiting is fatal.
Every scene has watched it happen: a band bursts onto the radar riding a self-hyped wave, everyone talks about them, the buzz grows, the expectations inflate like a paddling pool in July… and then nothing happens. Weeks turn into months, months into years, and the only thing that lands in their lap is their own dinner when they spill it.
The brutal truth is that hype is a spark, not fuel. It gets people talking, sure. It gets bums on seats once or twice. It gives you a head start most bands would kill for. But hype cannot rehearse your songs. It cannot tighten your set. It cannot write the next single. It cannot drive the van at 2am after playing to twelve people and a dog in a town you’ll never visit again.
Only work does that.
The bands who survive the hype are the ones who treat it like a starting pistol, not a finish line. They read the praise, smile, then go straight back to the rehearsal room. They gig relentlessly. They improve. They learn. They graft. They understand that momentum is something you carry, not something you inherit.
Because the music world is littered with bands who thought the phone would ring and quietly forgot to keep dialling themselves.
The final lyric says it best: the publicity and stardom, it gives you thrills — but all those likes and followers won’t pay the bills. And that’s the part nobody puts in the press release. The applause fades, the comments slow, the next hot band appears, and suddenly the hype machine has moved on to its next victim.
The dream isn’t the dangerous bit. Every band needs the dream. The danger is mistaking encouragement for arrival. Thinking the journey is over when it’s barely begun. Believing the story people are telling about you before you’ve actually written it.
So by all means enjoy the praise. Bask in the buzz. Celebrate the good gigs and the packed rooms and the mornings when someone calls you a star.
Just don’t sit by the phone waiting for it to ring.
It won’t.
Not unless you keep making noise.