College radio stations played unpopular music.
You used to be able to buy magazines for $5-10 which also came with a 10-20 song list of random artists.
There was a time when lots of music was on MTV, and you could watch 120 Minutes and similar shows late at night to see unknown bands.
As others said, watching one band at a bar often meant you got to see 2 or 3 other opening acts.
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