Indie Beats Fuel ‘The Craft’ Into Musician Deep Dives

I didn't know who Aloe Blacc was going into this series. Apparently he's been called "an indie R. Kelly," a soulful singer-musician-emcee from the O.C. with a loyal cadre of admiring fans. But jumping into the indie music web series The Craft, I can see the appeal. That's one of the great secrets of this emerging medium—that web series are discovery tools—grabbing us wherever we are in our on the web and pulling us into other worlds. These are deep dives. The ten-minute episodes are longer than traditional MTV-style jump-cut flyovers, bringing out a fuller, much richer story behind each musician. Smith calls the series "a show for people who really, really like shows." He added, "it's something that is of high quality that has something interesting and engaging. We're not TMZ. We're going to give you something that is a short-form, broadcast quality show." Smith produced
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