In 2008, bloggers - who discovered, posted and leaked records with impunity - built momentum. With the spread of these mp3 websites from big cities to unheard-of regions, power was steadily being seized from the record labels. There was success, copy-cats and egos. But there was also a harsh reality: blogs weren’t making any money. Eskay, running the most notable site of them all, watched both the landscape and his competition extremely carefully, and decided that he was ready for a giant, new fight.