Slate on Clubbo
Top of the Charts: A fake record label shows the way for online fiction.
[Joe] Gore took the guts of the novel and combined it with the short, kitschy, home-recorded songs he’d been working on with Malmberg. They recruited a group of music and tech industry friends to do photo shoots and design album covers, ultimately concocting a story of 10 short-lived acts. The advantage of the site’s conceit is that it allows the authors to connect thin, unrelated snippets of material into a much bigger story.