Mike Bennett: September 2000

In a recent Aimee Mann review in the NEW
YORKER, Nick Hornby observed that pop music,
in this era dominated by Brittneys, Bizkits and
DMBs, is now truly alternative music. But is it
the type of alternative music that will ultimately
be absorbed in the commercial mainstream, or
are our favorite poppers trapped in a genre
prison? Pop fans often decry how their fave
raves could be the next big thing, if they only
got the chance.

Unfortunately, current market conditions may
dictate that for both pop fans and pop artists,
a drastic change in perspective is needed. The
business of music is replicating the movie industry,
as large multi-national corporations, in the form
of a few major distributors, release music with
the sole purpose of blockbuster success. Meanwhile,
the medium-size seller is being squeezed out. This
is precisely the niche where recent sorta-stars
like the Gin Blossoms, Smithereens, Fastball and
Semisonic have resided.

Diminishing returns will result in even less money
being plowed into major label popsters, making it
more unlikely that Jason Falkner will become the
next Tal Bachman. The window of opportunity is
now the size of a keyhole.

This ain't a bad thing. Rather that worry if an artist
might someday shift one million units, pop fans
should focus on whether he will be able to make
10 or 12 records in his career. Removing pop artists
from the 'chew 'em up and spit 'em out' environment
should mean more music, and probably better music,
at that. A robust community has already formed
(ex. - Not Lame, International Pop Overthrow) that
can nurture artists to be continually creative without
going to the poorhouse. Less potential reward, but
even less risk.

Does this mean there will never be another Beatles,
Paul Revere and the Raiders, Raspberries, Cars or
Cheap Trick? Yes, and I can live with that. Waiting for
pop to rise to the commercial heights again is like Linus
sitting in the pumpkin patch waiting for the Great Pumpkin
(not to be confused with the Great Fufkin). Let's
eliminate the "if the people only heard it" mantra from
the discussion - it's self-pitying and often a defense
mechanism, implicitly indicating that without sales, liking
pop is not as valid as listening to other non-mega-selling
forms of music. Instead, revel in the fact that we're in a
golden era for the pop lover - despite the fact there may
never again be a pot of gold at the rainbow.

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