I don't want to assume anything about WHO the "typical" VMP loyalist is, especially because I still believe that there is no black or white, regarding who still purchases from them, or is subscribed -- there's a lot of variation and grey area in that department -- but I do believe that there are a number of people that still rely on them for the "curation" aspect, or rather, the idea of it. That may have value to those folks still. Personally, I believe even that is severely overrated.
The truth of the matter is that they got a lot more credit for that, while the community that we built around it -- the community that exists and thrives here, more successfully than ever -- is a much better and thorough resource. Even if they, initially offered a platform for us to congregate, it really has had very little to do with them, in the grand scheme of things. You could follow accounts like LITA, Mr Bongo, Egon/Now Again, Music From Memory, Finders Keepers, Tidal Waves, Be With, etc. on social media and come away with a hell of a lot more new music to research in an afternoon than VMP would provide you in 6 months. Not only did they shamelessly swipe ideas directly from forum members without credit (*
cough**cough*), but they're mostly just following the catalogs of the more knowledgeable labels that they work with, at this point, anyway. The greatest value that I see in VMP is how they threw a lot of different genres into the same arena so that it compelled those members that would normally restrict themselves to one specific genre or another, to step out of that comfort zone and explore something they might not have. That's one reason that I'm disappointed that some folks are so adamant about keeping their separate VMP subs segregated. To me, the best thing about the club was always the crossover.
But, even in the positive way that subscribers often took leaps outside of their typical wheel houses to explore new genres, it was members of the forum that, more often than not, seemed to do the heavy lifting of turning each other onto particular albums and providing context. This became especially true/evident after they switched up the exclusives thread to where it not only didn't provide staff feedback and suggestions, anymore, but was literally a locked thread preventing any conversation, whatsoever. That was a sign, right there, that they didn't want to have a thread dedicated to informing members, if it would require staff to actually interact and provide information. The odd thing is that it didn't seem to matter that it was both a benefit to the consumer and the bottom line of moving their stock. They expected us to do exactly what we did, which was go into other threads and help promote their products naturally. That's why they expected us to do the exact same thing with a new community once they axed the last one. They expected more and more and delivered less. It's something they continue to do. That move with the monthly exclusives thread was also a huge step toward them demonstrating how they would continue to present us with counterproductive and inferior decisions, while trying to sell them as improvements in an already/previously functioning model. Without the old model of the way that they delivered exclusives, there was no way that the "curated" standard, non-VMP releases were going to sell themselves. It was a misguided move all around.