Rage Against The Algorithm: The Death of Discovery and the Fight for Taste

Rage Against The Algorithm: The Death of Discovery and the Fight for Taste

I once bought an Armand Van Helden record where the title wasn’t even in English — it was in a made-up cipher. You had to decode it using a key printed on the back. That was the game: crack the code, drop the needle, see what the hell you’d just invited into your speakers. It was part mystery, part music, part magic. That’s the world I came from. Not scrolls. Not recommendations. Discovery.

The coded green cover of Armand Van Helden’s “Koochy” — a visual mystery box that had to be decoded to uncover the artist and track name.

Now? You’re spoon-fed “what you like” before you even know you like it. The algorithm does the taste work for you. But here’s the thing: taste isn’t something you inherit — it’s something you build. You get it wrong sometimes. You buy the wrong tape. You drop the needle on something awful. And in that mess, you find what moves you.

We built AltSounds.TV as a protest. A curated revolt against the endless sameness of autoplay. Every video hand-picked. Every song and visual chosen for its ability to grab you — not just fill space. It’s music as visual cinema. A punch of inspirationThe spark that starts it all—ideas fuel campaigns, shape strategy, and turn bold thinking into unforgettable creative. from the last 80 years of pop culture, playing 24/7, programmed with love and zero compromise.

At RIOT, we still buy tapes. Still load up the old six-deck player and let it ride from Side A to Side B and back again. No skips allowed. This isn’t nostalgia — it’s resistance. It’s about letting taste evolve, get weird, get personal.

We’re not here for the people who want convenient background noise. We’re here for the ones who know something’s off — the ones who still want to be surprised.

FUCK THE ALGORITHM.

Or better yet: Hack the Planet.

As you read, you’ll find YouTube videosYour brand in motion—video captures attention, tells stories, and delivers emotion in a way that text and static visuals can’t. embedded throughout — obscure, unexpected, imperfect. They’re not there to prove a point. They’re there to glitch the feed. To seed the algorithm with a little chaos. Maybe, just maybe, if enough people click, search, wander… the system might start to break. Or better yet — surprise us.

The Age of the Feed

You wake up. Scroll. Mute a Story. Skip a song. Scroll. Like. Double-tap. Swipe up.
You haven’t even had coffee yet, and already the algorithm knows your mood better than you do.

We live inside a loop now — a feed that feeds itself. Trained on your habits, your hesitations, the stuff you didn’t even realize you hovered on. It doesn’t just recommend. It predicts. It assumes. It corrals. And worst of all — it’s usually right.

But the algorithm doesn’t love you. It doesn’t want you to grow. It wants you to stay exactly where you are — suspended in an infinite stream of what you already like.

There’s no friction. No risk. No joy. Just optimisation.

The algorithm has become culture’s auto-pilot.
And surprise doesn’t exist on auto-pilot.

Once, discovery was sacred. You found things because you looked for them — or better yet, because they found you in ways no machine could script. A late-night radio host. A record store clerk. A friend with a warped cassette. The background track to a memory you didn’t know was forming.

Now? Spotify knows your tempo before you press play. TikTok serves the same three sounds in different faces. Instagram’s Explore tab doesn’t explore — it regurgitates your own taste back to you like a baby bird.

The Age of the Feed is the death of the deep cut.

And that’s not just a music problem — it’s an emotional one.

When the new starts to feel like the same — when discovery becomes delivery — what are we even doing anymore?

From Mixtapes to the Matrix: A Timeline of Tastedown

The algorithm became our taste before we even noticed we’d stopped choosing.

Culture didn’t die overnight.
It got smoother. More convenient. More personalized.
The feed didn’t start as the enemy — but it became one when it stopped challenging us.

Here’s how we got here:

• 1998 — You’re burning CDs off LimeWire. You’ve just downloaded a track labeled “Radiohead – Creep.mp3” that turns out to be an acoustic cover by some guy in Ohio. You love it anyway.
• 2005 — MySpace Top 8. You curate your friends and your music with equal intensity. This is the golden age of public taste as identity.
• 2007 — Pandora arrives. Enter “Music that sounds like what you already like.” Feels helpful at first. Soon becomes a loop.
• 2010–2015 — Spotify’s algorithm matures. Playlists replace albums. “Discover Weekly” becomes god. The idea of listening to an entire record becomes vintage.
• 2016–Present — TikTok. Music goes viralContent that catches fire—viral content spreads fast, ignites emotion, and puts your brand on everyone's feed. in 15-second loops. Everyone hears the same 5 sounds. The hook is now the whole song. The rest is disposable.

We’ve gone from “what do I want to feel?” to “what am I being told to want?”

We’re not anti-technology.
We’re anti-passivity.

That’s why taste — messy, human, unpredictable — is our creative North Star.

Taste is the Last Rebellion

Taste used to mean something.

It wasn’t about liking what was popular. It wasn’t about co-signs or comment counts. It was about knowing what moved you. What bent your brain. What made your hair stand on end at 2am in a basement you probably shouldn’t have been in.

Taste is personal. Built over time. Formed through a thousand tiny decisions: the weird record you took a chance on, the film you watched alone on a bad night, the tape you bought for the cover alone and ended up playing for years.

The algorithm doesn’t know how to build taste — it just reflects your past back at you like a cursed mirror.

At RIOT, we still believe in the long, slow burn of taste. That’s why we made AltSounds.TV — a love letter to human curation. Hours of handpicked music videosVisual storytelling for a track—part promotion, part art form, all brand amplification. from every decade, every genre, chosen because they hit. Because they say something. Because they’re good — not because a machine decided they’d convert.

We treat it like a gallery. A playlist as visual cinema.
A rolling museum of sound and style, sampled from 80 years of cultural noise.

It’s not nostalgia. It’s how we stay sharp.
Because taste dulls when it isn’t challenged. When everything is served to you. When discovery becomes a product and not a process.

Real taste comes from risk. From wrong turns. From the joy of getting it wrong and loving it anyway.

That’s what the algorithm will never understand.

And that’s why taste is the last rebellion.

The Vinyl Aesthetic

I didn’t know it was Armand Van Helden when I picked it up.

All I saw was a slab of bright green vinyl with a title written in what looked like some alien-coded typographic riddle. No artist. No track name. Just mystery and possibility — wrapped in a sleeve that felt more like a puzzle than a pitch.

On the back? A key. If you wanted to know who made the record, or what it was called, you had to decode it. First the sleeve. Then the music.

That was “Koochy”. And that was the thrill of analog discovery.

Buying a record because the artwork grabbed you. Dropping the needle without a clue what was coming. Sometimes you struck gold. Sometimes you got noise. But either way, the moment was yours. You chose it. You lived it.

The algorithm would’ve never shown me that record.
It couldn’t — because I didn’t know I needed it yet.

This was how we built taste: by trusting our instincts, getting it wrong, and growing anyway. That green vinyl wasn’t just a good record. It was a moment of total engagementMore than just metrics—engagement is about meaningful interactions, building relationships, and creating content that sparks conversation and action. — visual, intellectual, emotional.

We don’t get that with autoplay. We don’t get that from playlists designed to blend into the background. We don’t get that from the feed.

Now, most people click. Tap. Scroll. They experience music like a screensaver — curated by algorithms built to never make you skip.

But real discovery doesn’t happen when you’re being fed.

It happens when you’re searching.

The algorithm gives you more of what you already know.
Vinyl gave you a portal to what you didn’t know you needed.

The Algorithm Has No Soul (And No Surprise)

The algorithm doesn’t understand why you loved that song at 3am.
It doesn’t know you were high, half-drunk, half-heartbroken, and fully alive when it hit you. It doesn’t know you watched the video five times in a row because of how it looked, not just how it sounded.

It only knows what’s next — not what matters.

That’s the problem. The algorithm optimises. It flattens. It makes taste safe.

When we designFunction meets form—design shapes how brands look, feel, and connect through everything from logos to layouts. for engagement, not impact, we strip out the tension, the mess, the weird. We get playlists that flow like ambient hotel lobbies. Videos that look like each other. Songs engineered for the first 15 seconds because that’s all TikTok gives you before the skip.

Surprise is messy. Surprise requires patience.
And surprise is the first thing the algorithm removes.

Take Tool. For years, they refused to put a single track on streaming platforms. If you wanted to hear them, you had to commit — CD, vinyl, download, something physical. Their albums aren’t just collections of songs. They are sonic rituals. Long, weird, epic. No autoplay. No skipping. Just immersion.

Tool held out longer than almost anyone. And then — streaming won. Their music came online, and the edge dulled. Not because the music changed. But because the frame did.

“It’s almost like there’s an absolute mechanism in place to amplify and loop narcissism.”

— Maynard James Keenan, on algorithms shaping pop culture

It’s not just what we make — it’s how people reachThe total number of unique people who see your content—used in media planning and performance tracking. it. The platform shapes the experience. And the algorithm has no reverence. No tension. No awe.

It gives you what works, not what wounds. What pleases, not what persists.

This is why we rage. Not because we hate tech. But because we love mystery.

Curators Over Coders: What RIOT Believes

We don’t believe in metrics-led design.
We don’t believe in testing taste.
We don’t believe beauty should be A/B’d into oblivion.

We believe in the gut. The goosebumps. The that’s it moment in the back of your neck when the right sound meets the right image. When something hits and no data point can explain why.

We believe in taste — not because it’s always right, but because it’s yours.
Because it evolves. Because it can be weird, wrong, poetic, obscure. Because it comes from listening harder, looking deeper, and letting instinct lead. That’s why we’ve always made work that doesn’t look like anything else out there.

In a world of infinite choice, the tastemaker matters more than ever.
The algorithm wants you predictable.
RIOT wants you inspired, fucked up, and alive.

You can’t code intuition. You can only cultivate it.

That’s what we do. That’s what we stand for.
Because good work comes from visionThe spark that starts it all—a concept is the big idea that shapes campaigns, guiding everything from visuals to messaging. — not velocity.

The Joy of Getting It Wrong

Not every tape hits. Not every record earns a second play.
Sometimes you follow your gut and end up in sonic hell.
And that’s the point.

The algorithm doesn’t allow for failure. It optimizes you out of risk.
It wants you in a loop of the familiar, the frictionless, the safe.

But taste? Real taste? It’s built by getting it wrong.

By buying something awful because the cover felt haunted.
By giving a weird band a second shot just because the outro hit you sideways.
By letting surprise win — even when it’s ugly.

Discovery isn’t efficient. It’s emotional.

The feed will never give you that.
It can’t. It’s not designed to.

But you can still find it.
In tapes. In green vinyl. In 4am AltSounds.TV holes.
In your own instincts. In the quiet refusal to let a machine define your sense of wonder.

Let’s fuck up more. Let’s get weird again.
Let’s build a culture that values surprise over sameness.

Long live the deep cut.
Long live taste.
Long live the glitch.

“Taste is the last rebellion.
It can’t be coded. Only chosen.”

— MUG5