Hype is what has everyone today listening to the same music, eating at the same restaurants, smelling the same, looking the same. Hype is modern day peer pressure. Hype has become an industry. Hype created hipsters and Hypem. Hype is Williamsburg. Hype is Montreal.

This blog is the antonym of hype. Everything we share on here – music, ideas,films etc… – will be curated based on their own merit without considering their place in modern or past pop culture. Hype