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http://www.nytimes.com/2006/11/16/arts/m...6sann.html

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What Is Ailing Pop Music? Depends Whom You Ask
By KELEFA SANNEH

Maybe you’ve seen the trailer. A guy in a cheap suit jacket, brandishing a big microphone, approaches some unsuspecting young women after a concert. He is making a documentary, allegedly. His manner is naïve, but the questions he asks are plainly insulting. Still, the women are kind enough to play along. He says something weird about bra-burning. They respond politely. Nice.

But this isn’t that fake documentary “Borat.” It’s a real documentary, or at any rate an earnest one: “Before the Music Dies.” The interviewer, eager to make a point about the idiocy of popular music, has found these enthusiastic young women outside an Ashlee Simpson concert. He asks them if they are familiar with Bob Dylan. (At least a few of them aren’t.) He explains Mr. Dylan’s appeal, or tries to: “He used to inspire people to, like, drive to Washington and burn their bras.” Apparently Ms. Simpson has no such incendiary effect. Case closed.

“Before the Music Dies” is the work of a couple of concerned music fans, Andrew Shapter and Joel Rasmussen, who set out to document the decline of “raw, undeniable talent,” as Mr. Shapter puts it, “the kind that doesn’t seem to be around as much in these days of instant pop stars.” The satellite radio network XM is broadcasting the film as an audio documentary. (For more information, visit beforethemusicdies.com.) And the film is touring the country in do-it-yourself style; it is being shown in clubs, at colleges, and in private homes; tomorrow night a guy named Ryan in Minneapolis is inviting people over to watch it.

This is a passionate film, but not a very convincing one. Doyle Bramhall II, a blues-rock guitarist and singer, talks about his frustrating years in the music industry. Unnamed fans wonder why radio isn’t as good as it used to be. Insiders and critics (including Jon Pareles, of The New York Times) talk about how the musical marketplace has changed over the last few decades.

Trying to corral these differing opinions, the voice-of-God narrator asks, “As the torchbearers of America’s rich musical heritage fight for survival amidst the wreckage of what was once the record industry, what does the future hold?” (Objection! Leading the witness!)

You’ve heard this story before, maybe from an overserved guy at a party who’s eager to explain why they don’t make ’em — blues musicians? sitcoms? stained glass windows? parties? — like they used to.

For as long as there has been a music industry, there have been music lovers criticizing it. What’s new is that, as CD sales continue to decline, slowly but steadily, the insiders’ critique has come to resemble the outsiders’ critique. Bob Lefsetz, the longtime music-industry gadfly, publishes a splenetic e-mail newsletter (archived online at lefsetz.com) that is, if anything, even angrier than the film; one typical recent riff began, “This business is so rotten, it’s unbelievable.” (Full disclosure: You’re reading a writer whom Mr. Lefsetz seems to like.) Even Alain Levy, the head of EMI Music, recently announced, “The CD as it is right now is dead,” adding, “We have to be much more innovative in the way we sell physical content.”

This is what’s truly odd about the current music-industry slump: it has created an unexpected consensus among people who usually disagree. From do-it-yourself pioneers like Jenny Toomey (an indie rocker and activist who is interviewed in the film) to former executives; from unsigned hopefuls to arena-filling stars like Dave Matthews (who is also interviewed), everyone thinks something is wrong with the music industry. And so long as the discussion doesn’t go much further than that, it seems as if all these people agree.

Look closer, though, and you’ll see that this story isn’t quite so simple. Take Mr. Bramhall, the guitarist and singer: he was actually signed twice, by Geffen and then by RCA. If you love his music, you may wonder why major labels couldn’t make him a success; if you don’t, you may wonder why on earth major labels kept signing him.

Bonnie Raitt hints at some of these complexities when she reminisces about the good old days at Warner Brothers in the 1970s. She says, “Their big sellers, Deep Purple and Black Sabbath, would pay for Ry Cooder and Randy Newman and me and Little Feat.” That sounds like a great system, unless of course you’re a member of Deep Purple or Black Sabbath, in which case it might be time to negotiate a better contract.

Unlike some of the more sentimental commentators in the film, Mr. Lefsetz is obsessed with numbers: Nielsen SoundScan sales figures, PollStar concert statistics and the like. And because his is an industry perspective (albeit a dissident one), he respects just about any act that really sells records.

Lots of the folks in “Before the Music Dies” might think the hugely popular Canadian neogrunge band Nickelback is a sign of all that’s wrong with the world. But when the most recent Nickelback album hit 3.7 million copies sold in America, Mr. Lefsetz could scarcely contain his glee, writing: “Could it be that Nickelback is now the leader because they’re the only one with any values? And the rest of the acts are sold-out whores purveying music that has the fading taste and longevity of bubble gum?” Hmm. Don’t answer that question. Or rather, don’t try to answer it without addressing the simple but slippery issue of taste. We can argue all day about bubble gum and CD sales and microformatted radio and major-label artist development. But none of that makes much sense unless we’re also willing to discuss what music we like, and why. (For the record Nickelback’s current hit, “Far Away,” is a first-rate power ballad.)

“Before the Music Dies” is incoherent because it doesn’t examine its own taste. The filmmakers advance a particular musical vision — a world full of bluesy guitarists, rootsy jam bands, old-fashioned soul singers and quirky fusionists — while pretending they’re merely diagnosing the music industry.

It’s clear that something is happening. The CD is certainly dying (though it’s not dead yet), and the power of major labels and big radio stations is clearly under siege. But how you feel about all this probably depends on whether you have a vested interest in the current system, and on what kind of music you like. It’s nice to imagine we’re all in this together. But we ain’t.
I'm a subscriber to the Lefsetz letter, and todays post made me think of The Hip.

<!-- m --><a class="postlink" href="http://lefsetz.com/wordpress/index.php/archives/2007/09/11/hits/">http://lefsetz.com/wordpress/index.php/ ... 9/11/hits/</a><!-- m -->

Hits

So I’m opening up the daily mail and I come across a CD Pro for Kim Richey. Yup, the label has picked a track to be featured on radio, as if she’s got a chance and anybody’s listening. But she’s got one of the best labels going, and it made me think of one of their marquee acts, Ryan Adams, who just released an album. Which came out with a thunder and hasn’t been heard from since. Is it a stiff?

Well, we’d have to check the grosses for that.

Yup, that’s how you know if you’ve got a career today. Whether anybody wants to SEE YOU or not! Album sales? You can’t sell any albums unless you’re the rapper du jour or a mainline country act. Look at Kelly Clarkson. Her album’s a joke and now she’s playing theatres. How does that old song go? She’s going DOWN DOWN DOWN DOWN DOWN!

And maybe she’ll have another Clive-manufactured hit to bring her up again, but it will only be momentary. She’ll smile on TV, sing some national anthems, go on a tour, and then she’ll be back at base zero, thinking of guesting on sitcoms. Or maybe she’ll give up the rat race, go back to her native Texas and duet with Tracy Nelson, trying to reinvent herself as a blues mama. She’s got the pedigree! Strong woman unlucky in love sings the blues! Hell, that’s a HELLUVA lot more interesting than wannabe starlet with a weight problem battles septuagenarian label head over fate of her stardom.

What is a star? He or she used to be ubiquitous. Someone everybody knew. Who was respected. You don’t respect the people with publicity these days. Kanye gets the mic and expresses such arrogance you turn your head. He’s not THAT good! And Fitty is so angry you’d rather he go to counseling than make music. As for the starlets all over the Web? Hair and makeup. Drinking and drugging. What does this have to do with music?

Are you a musician? A musician sings and plays. A star is a coddled item manufactured for consumption. But, it’s almost impossible to become a star these days. Certainly a music star. Either you sell your soul to the devil, the machine, losing everything that makes you attractive to begin with, or you start off from rock bottom.

I mean who would you rather be? Kelly Clarkson or Ani DiFranco?

DiFranco never went platinum. Was never plastered all over billboards or MTV. But, her fans still buy her records and want to see her live. So, they’re just a fraction of the overall population? WHO CARES! Do you really want the momentary people at the gig, talking on their cellphones, yelling out the name of the radio hit? Do you want to dilute the essence to such a point that there’s nothing left?

Records are no longer a path to riches, their release no longer makes a splash, they’re just another totem that the fanbase has to collect. See them that way. Don’t focus on them, run your career by them. It’s too disappointing. You take a year off from the road, hire a publicist, buy ads and what happens? ALMOST NOTHING! Because after the core purchases the album, no one else cares. In a world of endless diversions, do you really think you’re going to have an impact?

Oh, the labels just lay it on heavier. We’re gonna FORCE the public to pay attention. If you think that works, you’re probably some asshole I don’t know e-mailing me about your unsigned band trying to get me to listen and spread the word. That’s the KISS OF DEATH! You just show me you work harder at selling than playing. Because if you’re THAT good, a FAN will contact me, with no desire other than to turn me on. The fan is your audience, not me.

MTV is not your audience. Nor the "New York Times". Not "The Today Show". Not "Rolling Stone". None of them are about you, they’re about advertising. Your fan isn’t about advertising, he’s just about you. Solidify THAT relationship. THAT will pay dividends for decades if you play it right.

Ryan Adams returned to form. Not as much as the writers would have you believe. Then again, he was never that far off the mark, that far gone, as they want you to believe. I don’t want to read another fucking article about how he battled his demons, just give me the fucking record. That article about him in the newspaper, that’s not WRITTEN FOR THE FAN! It looks like he’s stunting, playing the game, I’M TURNED OFF!

The fan knows about the new release. Because he CARES!

And the only way you can get SOMEONE ELSE to care is if they don’t hear it from you, but from someone they trust, who is a FRIEND! Whether it be an individual or a Website. It’s about the TRUST, not the HYPE!

If you do it right, that album you just made should sell FOREVER! And you don’t have to worry about people cherry-picking singles on iTunes, because they will want everything you ever do. The demos, the live tapes. And, they’ll pay for them even if you give them away for free. As a badge of honor, as a hallmark of BELONGING! You want to turn a blind eye on THESE people and get in bed with the MACHINE?

The machine didn’t do well by John Prine. He’s been doing it himself now for twenty years, quite well, thank you. And he’s not that good-looking, and he doesn’t dance, but he can write songs.

Hate to tell you, but there’s an ENDLESS SUPPLY of good-looking people in this world. In the time it takes you to make it, the machine can find someone else younger, who won’t talk back, to start paying attention to. And now, in the studio, via auto-tune, it can be made to appear that ANYBODY can sing. But not anybody can sing live, not anybody can write a song.

So, if you’re a musician, you want to focus on writing and singing/playing. That’s it. If you’re good, and you’ve got a Web presence, people will find you. And these people will do ANYTHING for you. They won’t care if your single stiffed on the radio, in their heart, YOU’RE ALWAYS NUMBER ONE!

You’re a cottage industry. Your product is you. Make it as good as you can and guard it very closely. Don’t grow too fast, you won’t be able to keep up with your success. And don’t be afraid to try something new, to risk. If you want instruction, study Silicon Valley companies as opposed to major labels.

The old yardsticks are irrelevant. Don’t pay attention to SoundScan. Music fans don’t watch MTV, and neither should you. Go where your people are, both physically and online. Connect with them. Make it about the essence, not the sheen. Be in it for the long haul. Talent is at most fifty percent, the rest is pure desire. If you’ve got both, it’ll take you a long time, but you’ll make it. You’ll have a career in music. You’ll be able to quit your day job. As for being featured on "Cribs"? It’s what’s on the inside that counts. Not the bling. And the bling never lasts. The same car won’t run forever, not without a ton of upkeep. And that mansion has expenses. You can lose it all. But you can’t lose yourself. Focus on yourself.
Great post!

:thumb:
That almost describes the Hip's approach to focusing on music to a T.

Thanks Chris, great post.