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October 01, 2005

JB Doubtless: Slave to Marketing

I heard this conversation before a meeting the other day:

Chuck: "I like Coca Cola".

Barry: "I did - until I saw Pepsi's can."

Chuck: "Er, whaddya mean?"

Barry: "What color is Coke's can?"

Chuck: "Er...red and white?"

Barry: "Exactly. Pepsi is red, white AND blue."

Chuck: "So?

Barry: "So Pepsi's more patriotic!"

Chuck: (Whacks self upside head) "WHAT? Are you NUTS? That was just a marketing decision! Some corporate executive thought it'd make the right impression..."

Barry: (Slurping down a Pepsi).

Chuck: "Never mind".

========

So Over the years, I worked at 2.1 country western stations (KDAK in Carrington, ND, WDGY in Minneapolis, and one day at KQDJ-FM in Jamestown, ND, before I quit).

In that time, I learned a few things about country/western music:

  1. When it's bad, it's very, very bad.
  2. When it's mediocre, it's very, very bad.
  3. When it's good, it's very, very good.
  4. If you hear it on mainstream country radio, it's probably mediocre. At best.
Now, I did learn to like quite a bit of country; I love Emmylou Harris, Rodney Crowell, Steve Earle, Clint Black, Dwight Yoakam, Roseanne Cash, Willie Nelson. As a rule, I love the older stuff; the twangier the better. And there is some great songwriting out there, all cliches aside.

The worst thing about country/western? While all popular music, whether rock, hip-hop, country, R&B, pop or what-have-you is controlled by corporations who very carefully market music to their selected audience segments, no genre of mass-market popular music is more a creation of marketing than mainstream country/western music.

It's safe to say that almost nothing gets on country-western radio without the express blessing of one of a couple of dozen executives on Music Row in Nashville (or Los Angeles) - and no genre depends more on airplay than Country. And it's not like those couple of dozen execs are especially creative, either; when Kenny Rogers went pop in 1977, suddenly country radio was clogged with slick pop-crossover music. In the early '80s, when Randy Travis and "Urban Cowboy" made honky-tonk hip, the airwaves were overrun with interchangeable Randy Travis clones (Ricky Van Shelton, anyone?).

When Garth Brooks came upon the scene and conquered all before him with his back-to-the-roots style, laconic delivery and showbiz savvy, Music Row began turning out cheap copies like a Chinese toy factory stamping out Happy Meal prizes (anyostene remember Doug Stone, Randy Collie and...jeez, I used to be able to name like twenty of them off the top of my head)

Today, country fans are somewhere between the Country Diva trend (Faith Hill, Shania Twain, Martina McBride, Reba, Wynonna Judd and the like) and White Trash Chic, with the likes of Big and Rich, Toby Keith, Alan Jackson (himself one of the last survivors of the "Mini-Garth" genre). But you may rest assured that if a black rasta lesbian in a stetson sold a million copies of a country-reggae-hop single, Nashville will follow up with an avalanche of alternative lifestyle worldbeat/western, just as soon as Nashville's most elite market research companies held enough focus groups and market tests to know exactly how world-beaty, black, female and lesbian they could be to maximize sales.

JB and I have been going back and forth on the subject of music (and, in a broader sense, art) and politics for years now. Despite being the most conservative person I personally know - or perhaps because of it - I enjoy a lot of different types of art, much of it by artists who happen to be grossly left-of-center.

JB responds that there's a "price" one "pays" when listening, say, to music (even non-political music) by liberals like Springsteen, U2, Steve Earle, Emmylou Harris, the Clash, although he's never gotten around to telling us what this "price" is; since my musical tastes haven't gotten any less ecumenical in thirty years, but my politics have swung from smug-left to solid right, the "price" must indeed be a subtle one.

But no matter; as Exhibit B, JB posits a country-western song by one Gretchen Wilson in response, as example of what music should be.

Well, alrighty then.

Ms. Wilson, who leapt to popularity with the single "Redneck Girl", with its messages glorifying alcohol abuse, fornication, dissipation, class stereotyping and senseless violence - really, a hip-hop song done with steel guitars and a twang - is country's latest "it" girl. JB nods approvingly to her latest single, "Politically Uncorrect" (and grammatically, er, uncorrect as well). JB notes with favor (and, apparently, no irony intended) that the song features a cameo by Merle Haggard.

Now, bear in mind that Haggard - one of the very, very few genuine originals to have broken through Music Row's monopoly and still maintain some semblance of a career - couldn't get airplay for a new single of his own if he walked into the studios with a baseball bat - because like most of the genuine originals whose genres have faded from commercial favor, hardly anyone on Music Row remembers him (Suzy Bogguss, anyone? Holly Dunn? Roseanne Cash? Dwight Yoakam? Steve Earle?). But like all of the real things - Willie Nelson, Loretta Lynn, any of the Hank Williamses still in single digits) he gets trotted out for about the same reason Paul Prudhomme trots out the Cayenne pepper - to give whatever product Music Row is shovelling out a thin veneer of authenticity.

But no matter - JB's mainly interested in the song itself, which contains references to "soldiers who fight for this land", bibles, flags, "...the forefathers' plan", yadda yadda. Which is fine, as far as it goes.

But you know damn well - or, if you don't know how Nashville and country radio work, you should know - that before a song invoking soldiers, bibles, flags and constructionism was allowed on the air, there was meeting somewhere in Nashangeles that went a little something like this:

BIG EXECUTIVE: "OK, so how does this "Politically Incorrect" song play?

JUNIOR EXEC 1: "Market research shows that its positives to negatives are 55-45 overall...

BIGEX: "Not NEARLY good enough. Maybe add a NASCAR reference...?

JUNIOR EXEC 1: "Er, NASCAR only adds two points if you refer to flags, bibles and soldiers"

JUNIOR EXEC 2: "But we're ahead of that one; they said that if it sounded more colloquial and less formal, it'd jump by 15 points.

JUNIOR EXEC 3: "We ran it by the folks in Downhomization, and they suggested "de-literizing" it a little bit.

BIGEX: "Right, adding some fake illiteracy. What do you have?"

JUNIOR EXEC 2: "We're thinking maybe Political Incorrect..."

JUNIOR EXEC 3: "...but that only added five points".

JUNIOR EXEC 4: "How about Politically Redicuous?

BIGEX: "We said "colloquial", not illiterate"

JUNIOR EXEC 3: "How about "Politically Uncorrect".

BIGEX: "Hmmmmm - I like it. Maybe toss in Merle Haggard?"

ALL JUNIORS: "Who?"

BIGEX: "Er, he was a big star in the seventies."

JUNIOR EXEC 2: "Oh, I have his research on my Blackberry. He adds 25 points among 45+ year old veterans, bikers and blue collar workers!"

BIGEX: "Do it!"

JUNIOR EXEC 1: "Perfect!

But at least Gretchen Wilson's heart is in the right place. Right?

Maybe, but with country, you don't know from the songs an artist does - because unlike the world of rock and roll, most country songwriters are just voices and faces, selected to sing other peoples' music; most of the music you hear on the likes of K102 is written by a small crowd of Music Row songwriters, working in a system as tightly closed as anything the Brill Building put out in the glory days of Sedaka, Diamond and King. The Music Row executives control everything to do with their artists' presentation - their image, their style, their distribution, and of course their producers, who in turn pick the music their singers will record.

Right now, among Country's audience, God and the bible and the troops are hot (and God bless Country's audience!). But if Music Row discovered tomorrow that the Bible wasn't testing so hot, but Jews were, you'd start to see a flood of songs about God, the Bible and the Old Country.

So for all we know, Gretchen Wilson could be a wobbly from Soho who hangs out with Moby; doubtful, but possible. But she and her music - like that of almost all mainstream country music - are product, marketed with no less targeting and cynicism than any other product.

So Gretchen Wilson is standing at the bar singing about bibles and soldiers and the founding fathers with Merle Haggard? Nashville's waving the flag? Big deal - in the days after 9/11, so were the networks.

JB says:

I await a popular rock song to have lyrics that are even 10% as right on in terms of a worldview as these. U2 aint writin' 'em, Bruce sure as hell aint.
For one thing, JB, I already have a worldview. I don't need to have it validated by artists...no. I have world view that I don't need to have reinforced by the carefully-marketed product of a bunch of executives. I don't need Gretchen Wilson to make it OK for me to be a constructionist; I certainly don't need her to explain it to me. I don't need Lee Greenwood or Bono or Michael Stipe or Moby to agree with me to make anything OK and valid, because it is anyway.

(Oh, and if you read this blog, you needn't "await" that popular song; Franky Perez' wonderful debut album had plenty of 'em - Laura Ingraham uses him for bumper music - and was a self-written indy effort to boot.

What's the "price", JB? What's the worry - that if you listen to "leftist drivel", you'll turn into a drivelling leftist? I refute you this; Me. I knew REM before they were superstars, I love the Clash and the Pretenders and even the Dixie Chicks. And yet I remain the single best conservative either of us knows.

And I don't need anyone on Music Row's OK for that!

The lesson - think for yourself! You don't need a corporation, whether it's WalMart or Ben and Jerry's or Columbia Records - to give you permission to think!

Break away, JB! Free your mind, and the rest will follow! If you're a real conservative, you'll have nothing to fear - and if you're not, well, I'll wave to you as you pass in your Volvo with the "What Would Wellstone Do" sticker - the one that the secret groove on the Moby disk made you buy...

Posted by Mitch at October 1, 2005 06:18 AM | TrackBack
Comments

Wow, Mitch the cliches and hackneyed received wisdom are flying so fast right now it's hard to even know where to start and since I'm heading to a guitar shop in LaCrosse in about a half hour I'll be brief (but this isn't over).

You sound exactly like a leftist with your EVEEELLL BIG CORPORATIONS Nashville cliches. Gretchen's songs are written by her, John Rich from BNR and a few other people. Her records are produced by her, John Rich and one other dude.

She sings about what normal, red-blooded Americans like to hear about and what country has sung about for generations, God, the Flag, cheatin' and it's consequences, their families.

She's a huge talent, straight out the traila (as Kid Rock might say) who's going to be here for a long time.

Oh, and she isn't a socialist. That matters.

Posted by: jb at October 1, 2005 08:46 AM

"You sound exactly like a leftist with your EVEEELLL BIG CORPORATIONS Nashville cliches."

It's not a cliche if it's true, JB - and it IS true in C&W. You can maintain all sorts of ideological delusions about the industry if you like. I only worked *in the business*, though. What would I know?

"Gretchen's songs are written by her, John Rich from BNR and a few other people. Her records are produced by her, John Rich and one other dude."

Well, that's a good thing. There might be hope for her.

"Oh, and she isn't a socialist. That matters."

And again - why? What is the "price" I "Pay"?

Posted by: mitch at October 1, 2005 09:19 AM

I find myself in complete agreement with your first 2 points about county music. :-)

Posted by: rrd at October 1, 2005 09:19 AM

Delbert McClinton. Period. Geez, I can't believe Delbert's gonna be 65 this year. He sounds as good as ever, though, so perhaps there's hope for us all....

Posted by: Will Allen at October 1, 2005 10:56 AM

Also, the fact that Delbert has produced transcendent music in, if not obscurity, at most relatively quiet success, while people like Garth Brooks have live network specials, is indicative of the truth in Mitch's characterization of the industry.

Posted by: Will Allen at October 1, 2005 11:01 AM

I think the reason so many "corporate clones" get airtime on the radio is because most people have that kind of "taste" in music. Almost all the rock music I have ever liked a lot was never played on the radio-I liked Black Sabbath...they were playing The Archies...I like Steve Earle...they are playing Shania Twain (oh my God....shoot me now). Twas ever thus. I guess I'm being snobbish and saying the majority of people haven't got much scope no matter what music genre they like. If it isn't right out in front of them, they have no idea it exists and never will.

Still agree with JB Doubtless on the socialist "artists" though...if you contribute to their number of either "fans" or income, you are giving the impression that there are many that agree with their "politics" and so add fuel to the fire that conservatives are few in number.

Posted by: Colleen at October 1, 2005 12:40 PM

Curious..there are no country songs about gay cowboys and cowgrrrlz riding the range.

Does Michele Bachmann ride a horse? If she does, would she support theocratic legislation to keep all of the gay cowboys and grrrlz from riding the range?

Developing...

Read my blog.


Posted by: Eva Young at October 1, 2005 04:39 PM

Re Eva's post: what the hell? (And could we PLEASE not have girls spelled with lots of rrrr's EVER again?!). Or with a "z" at the end....

Anyway, one thing I have to hand to Mitch (Springsteen fan though he is)...if you like Dwight Yoakum, you're not completely misguided! I

Posted by: Colleen at October 1, 2005 04:54 PM

Mitch's "hackneyed cliches" and "received wisdom" have the added benefit of being dead-on.

I'm a wild-eyed Georgia redneck who spent ten years as a side man in a bunch of country bands. I am a flaming bible belt Republican, and a US Navy veteran.

And the mainline country music industry IS entirely controlled by the record labels. That's not saying "big baaaad corporations" like some liberal. It's calling it as it is. It's not "liberal" and "cliche" to say Microsoft or NASCAR or General Motors has a controlling position in a market, is it?

And yes, you DO have to get over on a bunch of executives to make it in Nashville. Mainstream country (unless you're a pro songwriter) has little to do with music, and all with looks, style, marketing and who you know.

Take off the rose colored glasses, JB, and don't let your ideology cloud reality. Country is like Hollywood - just a little more Republican. (And not even as Republican as you may think)

Posted by: Carl at October 1, 2005 05:37 PM

Country music is, and just always has been, a heavily controlled genre. As such, it's not that different than pop, frankly. There have been those fighting the trends, but they're the exception and generally don't win too long.

However, given the general properties of most music genres these days, the thing I really like about country music is that I can generally let my kids listen to it and not worry about them. Try that with the pop and (c)rap stations around here these days.

Posted by: nerdbert at October 1, 2005 09:16 PM

So the liberals are wrong when they talk about WalMart and Haliburton being EVEELL CORPORATIONS! but you guys are right for pulling out the same tired cliches about Nashville?

Please!

I will put the caliber of music coming out of Nashville right now on par with anything. The problem is, though, you actually have to like country music or I really don't care what you think about it since you probably think the joke about "What do you get when you play a country song backwards" joke is funny.

And Mitch, the cup of coffee you had in your short radio career does not make you some kind of industry insider. Working the 2am to 6am shift in Dogweed, North Dakota does not qualify you as an expert in anything.

Posted by: jb doubtless at October 2, 2005 10:26 AM

"So the liberals are wrong when they talk about WalMart and Haliburton being EVEELL CORPORATIONS! but you guys are right for pulling out the same tired cliches about Nashville?"

It's not either-or. There's nothing about size or corporate status that makes a company either EEEVUL (damn, I'm getting tired of that spelling) *or* above criticism.

"I will put the caliber of music coming out of Nashville right now on par with anything."

File under "damnation with faint praise". Music in general is in a lousy state these days. In terms of overall product quality, C&W is actually probably doing a better than most pop genres. C&W has had its up and down swings, too - it was great in the early seventies, awful in the late seventies and early nineties...

"The problem is, though, you actually have to like country music or I really don't care what you think about it since you probably think the joke about "What do you get when you play a country song backwards" joke is funny."

Again, there's nothing either/or about it. I don't make a point of liking *any* entire genre, since implicit in that is the notion that I'm buying an entire bill of goods. There's quite a bit of country I like and have liked over the years. I believe as Leonard Bernstein did; 5% of any genre of music, whether it's classical or 12-tone or techno or country or bulgarian folk music or whatever is good. The other 95% is crap. I'll enjoy the 5% of any genre on its own terms. And, by the way, unless it's overtly political music, I remain uncaring about the politics of the artist involved, and STILL am waiting for you to tell me what "the price" I "pay" for believing this is.

And when you phrase it as "either you like [the genre] or I don't care what you think about it..." - well, then why talk at all?

(Hmmm - "Either you dig Springsteen or your opinion doesn't matter to me". Wow. That'd make things *so* much simpler, wouldn't it?)

"And Mitch, the cup of coffee you had in your short radio career does not make you some kind of industry insider."

But the gallons I drank in the 13 years I did in the business do, in fact, make me a HELL of a lot more knowledgeable than being a mere uncritical fan, akin to some squealing 13-year-old who's got her walls plastered with pictures of Justin Timberlake, does.

" Working the 2am to 6am shift in Dogweed, North Dakota does not qualify you as an expert in anything."

Moreso than someone who didn't work that shift. Or midmornings in Minneapolis, for that matter. Because yes, JB, having seen how the country radio machine works, I do indeed know more about it than you do. And always will. There can be no rational debate on that point.

Still waiting on the "price", JB. I'm starting to think you don't really know what it is.

Posted by: mitch at October 2, 2005 10:44 AM

JB, give it up, you're not only wrong, you're starting to bore the crap out of people who actually know something about C&W.

Eva, hard to believe you've never listened to k.d. lang, because if you had you wouldn't've popped off with that remark from the warning track in left field.

Mitch, you're right - you can listen to any kind of music you want by any kind of idiots you want and not get your mind warped by their message. Proof positive of this is that U2 hasn't convinced millions to come home to Christianity, when they're pretty much the only world-caliber band in that genre. As for country music that never made it on the radio, I personally prefer the cowpunk of Jason & The Scorchers (who were on the radio for maybe 4 minutes with "White Lies" once upon a time) and James McMurtry. His politics suck, but the boy can play guitar, write songs, and set the stage on fire in a live show. I reckon he'll get played on K102 after I win the Powerball and buy the station, but not before.

Posted by: Kevin at October 2, 2005 08:23 PM

Mitch, the Dixie Chicks? Why man, why? Political views aside, I've never found anything to like about their music. I usually put them in the same category as Shania Twain and a few others: popular artists for reasons I don't understand.

My recommendations: Montgomery Gentry and Nickel Creek. The former is the best of any recent rockin' country, while the latter is more bluegrass/contemporary folk, but a treat to listen to.

Posted by: Sixth Sense at October 2, 2005 10:30 PM

Six,

Dunno, I just like some of the stuff I've heard from the chicks. I know they're Nashville product - but unlike Shania Twain, they just work for me.

I like Gentry, and I've seen Nickel Creek. Great stuff.

Posted by: mitch at October 3, 2005 05:57 AM
hi