Canadians
The North Side Of Summer (EP)

Let's imagine the musical scene of the 60s. Some good composers are discovered thanks to a live performance, others thanks to a friend on the radio, still others because the CD is so beautiful it can't go unnoticed, and some due to the massive advertising campaign of a major label that has signed them.

We're almost in 2010, and now new stuff goes through Mother Internet. So, to fully understand the Canadians phenomenon, probably the next big thing in Italian pop-rock, we must first examine the communication and propaganda factors used to their highest exponential levels by Massimo Fiorio, aka Dietnam and manager of the blog dietnam.blogspot.com.

The guy proceeds with the web promotion of his band, persistently advertising on his beautiful and well-maintained blog the download of his band's songs (of which he is the bassist), promoting it as catchy and simplistic pop-rock, and surrounding it with his personal wit and charm. His message is: "We have fun playing". So the good surfer, attracted by such semi-adolescent goodness, can't help but download from Download.com, or from their MySpace, the singles that compose this "EP", of which a couple of copies are missing to encourage the purchase of the original CD. The melodic pop of the Canadians (which is defined as "The Shins after too much Italian coffee") flows mellifluously and enchantingly in the tender "Find out your 60's", in the Beatles-like "Venus", and in "The north side of summer", which, despite perhaps being the least inspired episode, gives its name to the EP. The Canadians, and here in the person of Dietnam, essentially manage to do better what I do worse, and mind you, I try to disguise the envy! Admiration instead, galore, as shown in my comments (anonymous, I admit!) but calm and objective on Dietnam's blog, which proves to be bookmark-worthy for many reasons, first for the richness of the content expressed, and then for the ability to communicate with a smile but with pride.

In short, the Canadians and Dietnam are the pioneers of a new way to promote a musical product, without falling into banality and commercialization, but taking care of the main aspects of promotional marketing with taste and intelligence, and moreover producing a music with a sure future in the pantheon of Italian-European-world pop.

Coming soon to your screens...