We’re always a bit suspicious of hype around ‘unsigned’ artists taking the digital world by storm, especially when they’re backed by a slick PR campaign. That said, there’s something in the success of two artists: The Weeknd and Alex Day. R&B artist The Weeknd has released his first two albums for free to server-crashing effect, and while The Guardian accepts that “he’s yet to figure out how to turn the demand he’s created into a windfall”, it also reports that he’s fielding $25k gig offers. Meanwhile, we wrote about Alex Day before Christmas: the UK artist became a YouTube hit, and then self-released his song ‘Forever Yours’. The net result? “Oh man, I just got a report through from Tunecore – we sold, worldwide, a HUNDRED THOUSAND copies,” tweeted Day.