The World According to David Brooks

Reverend Rock

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To me, '67 was the year that music began to be marketed to young adults as opposed to either teenagers or their parents. The album rock that began developing in earnest that year pretty much created a market that I suppose would later be known as the "college radio" crowd. A whole new demographic developed, I think, starting in '67, that had really been ignored before (except for accidentally during the "folk music revival" era when college kids were grooving on Joan Baez and Peter Paul and Mary and the Kingston Trio in the early 60s).

At least that's how I see it.
 

Spike

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To me, '67 was the year that music began to be marketed to young adults as opposed to either teenagers or their parents.

This sounds about right to me. The album-oriented rock solidified a new market beyond the teeny bopper pop rock of AM radio. This new market probably began with the folk rock of post-electric Dylan/Rubber Soul-era Beatles/the Byrds/Lovin' Spoonful/Mamas and Papas in '65-'66. But it took full flight in '67 with Monterrey and the aforementioned albums that stretched into psychedelia and blues rock.

But I think it's an open question as to how aggressively this new music was "marketed" to this new audience. I think the record companies were largely clueless about the music and the audience. But they sensed that something big was happening and were smart enough to ride the wave.
 

Martha Washington

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remember "Herman's Hermits"? I was the right age for Herman's Hermits and while I did get some of those songs caught in my head, I was VERY aware that somebody was trying to shove Herman's Hermits down our throats. one of my kids feels that way about 'High School Musical' stuff - the other doesn't care as long as she likes the tunes.

same as it ever was.
 

eccentric man

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2. Is the diversity of the music you refer to in the 90s really that diverse?

i'll let you be the judge of that. i tried to find a video from each group i mentioned from around the same time. according to youtube it seems that soundgarden never really released real videos for any single besides 'black hole sun' or 'jesus christ pose'.

here's the 'international' video for pretty noose - http://www.youtube.com/watch?v=8fZ86Fh0XPk


portishead - roads - from their live in NYC album / dvd
http://www.youtube.com/watch?v=Vg1jyL3cr60

air - kelly watch the stars
http://www.youtube.com/watch?v=iV_oBB1iQQk

chemical brothers - let forever be - one of the best videos i've ever seen
http://www.youtube.com/watch?v=Hmpxsk3dHaA

finally - the beastie boys - intergalactic
http://www.youtube.com/watch?v=GDS83yrM30Y

none of the clips be embedded. and i didn't necessarily choose the most representative track from each group. just stuff that would have been out around within the same relative time period. i'm not saying the 60s weren't diverse, just that the 90s weren't as one dimensional as a lot of people like to think. especially not when written off as the 'grunge' era.
 

Zombeels

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The 90's were just as diverse as the 60's. The only problem is the public was hearing this diversity in the 60's and in the 90's most of it you had to dig for it.
 

Spike

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i'll let you be the judge of that. i tried to find a video from each group i mentioned from around the same time. according to youtube it seems that soundgarden never really released real videos for any single besides 'black hole sun' or 'jesus christ pose'.

here's the 'international' video for pretty noose - http://www.youtube.com/watch?v=8fZ86Fh0XPk


portishead - roads - from their live in NYC album / dvd
http://www.youtube.com/watch?v=Vg1jyL3cr60

air - kelly watch the stars
http://www.youtube.com/watch?v=iV_oBB1iQQk

chemical brothers - let forever be - one of the best videos i've ever seen
http://www.youtube.com/watch?v=Hmpxsk3dHaA

finally - the beastie boys - intergalactic
http://www.youtube.com/watch?v=GDS83yrM30Y

none of the clips be embedded. and i didn't necessarily choose the most representative track from each group. just stuff that would have been out around within the same relative time period. i'm not saying the 60s weren't diverse, just that the 90s weren't as one dimensional as a lot of people like to think. especially not when written off as the 'grunge' era.

Thanks! I've got them on a playlist and will get back to you after I've listened a few times.
 

Spike

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The Brooks piece struck a chord with me because of what it said about the fragmentation of the music marketplace, not because of criticism of today's music. It's not so much that I disagree with Fine, it's that I interpreted the Brooks piece so differently that we could be in parallel universes. But I will readily admit that my personal opinions on this topic are also inseparable from my personal experience, meaning that nostalgia is a major factor in how I see this topic.

Unlike Brooks, I think the fragmentation began much earlier; sometime during 1967. Before this time, I was a loyal listener of CKLW-AM in Windsor. In any given hour you could hear the Beatles, the Temptations, Petula Clark, the Beach Boys, James Brown and Dionne Warwick. It wasn't unusual to hear rock, pop, soul and even the occasional country tune in the same set.

Sometime in 1967, albums began to eclipse singles, with the release of The Doors, Sgt. Pepper, Surrealistic Pillow, Are You Experienced? and Disraeli Gears. At the same time, there was a ruling by the FCC -- details of which I don't recall -- that required radio stations to program different material on their AM and FM bands. As a result, "underground" stations started to spring up on the FM dial that focused on album-oriented rock. Around this time, I stopped listening to CKLW and switched to WKNR-FM in Detroit. Uncle Russ Gibb, my favorite DJ on Keener-FM -- would introduce whole side of albums with low-keyed hipness, without the manic silliness of AM radio.

I loved the new album-oriented format because it was a rebellion against the crass commercialism of Top40 radio. But in retrospect, the tragic part of this new trend is that playlists became quite segregated by race. The FM stations would play Hendrix and Sly Stone but never Motown or Stax. You had to turn to the AM dial to hear the latest soul releases. This was the beginning of a long-term trend from broadcasting to narrowcasting, with new formats targeting a smaller and smaller sliver of the audience.


"Growing up in the '60s, I never thought I would one day mourn the passing of top 40 radio. But in retrospect—and through the comfortable haze of nostalgia that allows me to filter out those ugly memories of banging on the dashboard while the 1910 Fruitgum Co. and Strawberry Alarm Clock burbled through the speaker—I see it as something like a musical melting pot. There you had pop, rock and soul and even a little country competing for your ear, and all on the same wavelength. You learned to like things you might never have thought to try on your own. Yes, there were also country stations, and soul stations and jazz, classical and easy-listening, but even those categories seem impossibly embracing by current standards. And the musicians benefited from this free-for-all more than anyone else. Forty years ago the Beatles didn't just have the Stones to worry about. They were also looking over their shoulders at James Brown, Aretha and the Byrds, while Brian Wilson was blending Chuck Berry shuffles with Four Freshmen harmonies and then pushing it all through Phil Spector production techniques."

By Malcolm Jones | Newsweek Web Exclusive
Dec 7, 2007 | Updated: 12:22 p.m. ET Dec 7, 2007

http://www.newsweek.com/id/74169
 

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