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All those guys were heavily promoted by Big Music though, the new thing is that aside from a spot in the Freshman class at XXL (which is probably a huge negativ

All those guys were heavily promoted by Big Music though, the new thing is that aside from a spot in the Freshman class at XXL (which is probably a huge negative in 2013), Macklemore is almost entirely an internet phenomenon and unlike everyone else you named is completely unaffiliated with Big Music. The point is not that blogs are popular, it's the degree to which they are popular.

nchlswu 14y ago
For all intents and purposes, blogs are pretty much affiliated with big music now though. And for what it's worth, Drake was only really affiliated with big music after he made it big on his own. Even when he was (allegedly) promoted by big music without being signed, that was in a bid to win build him and win him over. While I agree that an entirely internet phenomenon is a bit different, I don't think it's a unique case. Macklemore just happens to be exemplifying an extreme case of a trendthat's been going on for a while.