From today’s edition of Josh Spector’s For the Interested email:

β€œAt the start of the 1990s, no one cared about the Seattle music scene.

That was a problem for the founders of indie record label Sub Pop, who couldn’t get any LA or New York music journalists to pay attention to their bands (including Nirvana).

So they got creative.

They flew out a British music journalist for a few days, set up a bunch of shows and introduced him to the Seattle scene.

He found it cool and wrote a big story about it.

That piece caught the attention of US journalists who suddenly thought they were missing something in their own backyard, and that launched the Grunge era.”