Assigning artists to genres has always been an important music marketing strategy but now it seems even more vital to an artist’s success. Only by targeting your audience can you be heard amongst the constant chatter of the online world. Only by finding your genre will you discover the right people and publications to support you. In some ways this is also the reason why music has become so homogenised. If your sound doesn’t fit into the pop realm then major publications won’t cover you and the average music listener won’t find you. So it is refreshing to hear Valerie June’s The Order of Time, an album which has so many diverse influences and clearly couldn’t care less what genre it doesn’t fit into.

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