Unknown Mortal Orchestra
There are over 28 million websites available in the U.S. Add to that, a near unlimited number of Twitter tweeters, Facebook networkers and bloggers. How is it possible for anyone to cut through the clutter? Well, be in the right place, at the right time, with the right sound.
Singer/guitarist Ruban Nielson, a veteran of The Mint Chicks, a New Zealand experimental Noise Rock/Power Pop group, released the track "Ffunny Ffrends" on his Bandcamp profile in '10. Bandcamp, an online music store, as well as a platform for artist promotion, caters mainly to independent artists.
Soon "Ffunny Ffrends" was a blogger favorite and they were insistent on identifying the song's creator. It finally came out that it was Unknown Mortal Orchestra.
Based on the song's success, Unknown Mortal Orchestra was signed by Fat Possum Records who issued the group's self-titled debut in '11.
The set won the '12 Taite Music Prize, named after the late music journalist and broadcaster, Dylan Taite. The annual music prize is awarded for the best album from New Zealand. Nielson also took home the title of Best Male Artist at the 47th annual Vodafone New Zealand Music Awards.
Unknown Mortal Orchestra sophomore set, on the Jagjaguwar imprint, was aptly titled "II" and featured the single, "Swim And Sleep (Like A Shark)."
2011 Unknown Mortal Orchestra