The rise of the Internet has pushed artists committed to operating apart from "the system" further into the fringes. Any artist who insists on remaining “indie” must forget that the Internet exists, and work through tight mediums. As Rob Horning of n+1 Magazine wrote in June 2011, “The total-corporate state may have arrived without our really having noticed it.” Branding becomes much easier. Thus authenticity, which the independent music scene focuses a significant amount of energy on, must find new ways to be expressed.