I agree with you.J. said:And the NSBM thing with Graveland cannot be called a gimmick. Graveland are a Pagan band first and foremost. The majority of their lyrics deal wit Wotan, Viking, Odin and all that Epic imagery. A very few songs deal with racist stuff, but it is far more subtle than say, Arghoslent who use lyrics with "my pals". And since when is a beliefe, no matter how detestable, a gimmick? Does this mean Christian bands like Extol use their beliefs as a gimmick?
However, unless you know these people personally, it's all speculative right? Just to be devil's advocate, how do you know he's not just using that subject matter of pagan ancestary etc. because he's not creative enough to come up with something more original? In real life, his best friend might be a black dude!
*Many* people who buy Graveland and Burzum CDs buy them because they are NSBM or whatever, and that's all they need to know. They would buy them regardless of whether they like the actual music or not. So the selling point becomes the subject matter (racism, NSBM, anti-semitic, anti-whatever), and that then becomes the gimmick.
Selling Point = Gimmick. See what I'm saying?