Quebec Saves the Music Industry

I watched this video from Angine de Poitrine the other day. They’re out of Saguenay, Lac-Saint-Jean.

I hit play not expecting much, and within about thirty seconds I’m just sitting there going, what the hell is this?

And then it ends, and I’m not even kidding, I just sat there for a second thinking, I’m supposed to just go on with my life?

Like… that’s it? I just go make a coffee now? Scroll Instagram? After whatever that was?

So I try to look them up.

Nothing. No real names, no clean little bio, no story packaged up for me. I’ve got a video sitting at around four million views in a month and I still don’t know who these people are.

That honestly makes it better.

Because everything else right now is so dialed in. Everything’s clean, everything’s tight, everything’s built to hold your attention just long enough.

And most of it you forget immediately.

This thing, whatever it is, sticks. Even if you don’t like it, it sticks. There’s no version of you going, yeah that sounds like ten other songs I heard this week. There’s nothing to compare it to.

And it’s coming out of Saguenay. Not LA, not New York, not some industry machine.

Just… there.

That’s the part that got me.

It feels like nobody stepped in and said, maybe tone this down, maybe make it more accessible, maybe think about where this fits.

They just went all the way with it.

And somehow, four million people followed them there.

I’m not even saying it’s good in the traditional sense. I don’t even know what box you’d put it in.

I just know I watched it, and it didn’t leave my head.

And right now, that’s rare.