An apprenticeship of open-mic nights, after-school clubs and apathetic audiences followed, during which Wolf Alice morphed from an acoustic duo to an electric four-piece whose delicate folk was given a grunge-pop makeover.
Filmed on a soundstage in Culver City, the video featured the band playing at a pep rally in a high school gym to an audience of apathetic students on bleachers, and cheerleaders wearing black dresses with the Circle-A anarchist symbol.
Thankfully, I find that just a tiny fraction of my audience is apathetic, while the vast majority is typically motivated to take some sort of action, no matter how small.
A result is that the heavily courted under-25 audience has become apathetic, some might even say discerning.
His belligerent, in-your-face stage persona developed because "audiences in Edinburgh are so apathetic", he says.
He wants to "reach an audience of people who maybe have become apathetic toward television," to "make a show that people go, 'Oh, man, I just don't know what it'll be tonight' — good and bad, because we're going to miss as much as we hit, or maybe more.
If the loyal audience in the hall was bored and underwhelmed, the apathetic public will be even more so.
Experience also had shown them that, while the peasants were physically too scattered to be an effective force and were in any case too apathetic, the workers in the new industrial cities offered a more promising audience.
Vita might not be on life support just yet, but if Sony's not careful, its apathetic approach to promoting its own hardware could end up being reflected by its audience.
