In popular music, a side project is a project undertaken by one or more people already known for their involvement in another band. It can also be an artist or a band temporarily switching to a different style. Usually these projects emphasize a different aspect of that person's or that band's musical interests that they feel they cannot explore within the boundaries established by their main project. Side projects can later become full-time endeavours, but should not be confused with quitting a band for a solo career or another band. Peter Hartlaub of San Francisco Chronicle called the solo side project "the biggest longshot bet in mainstream music". The New York Times described the side project as "a break from the other band members, a chance to toy with different genres and recording methods, a fling with no long-term commitment". There can be aesthetic reasons to pursue side projects, and side projects can have the benefit of protecting indie credibility.