These lines in The Independent stuck a chord:

"With the internet making it ever easier to discover new music, musos scrambling to stay ahead of the game and record labels getting ever more frantic in the face of their decline, it seems that these bands are rolling by at an increasingly swift pace. Every week throws up new bands you're told you must hear..."  

Since we're all suffering from digitally induced A.D.D., how does a band keep from having the spotlight shine on them before they're ready or watch it shift to the next big thing before they've had the time to mature?

The answer is restraint.

It goes without saying that record labels need to be patient before pushing an artist out onto a larger stage. So too, music critics and bloggers must think twice before anointing Next Big Thing status.  Not because they don't believe that the artist is deserving, but precisely because they foresee a bright future for them.

Ultimately, the most restraint must be shown by the artist.

That's not to suggest that regular communication with fans is not essential, but rather that there are different levels of interaction.  Just as auto dealers have screamed "SALE! SALE! SALE!" so often that no one believes them, artists and their teams must understand when to turn up the volume and when to keep things more casual.

Kayne West's bursts of both frustration and sincerity are more effective when displayed selectively. Similarly, giving away a free song is only a strong calling card, if it's a great song.