“If You So Smart…”
I was asked recently, in an interview, why the records I make seem to have so much structural variety. In particular, the interviewer compared two tracks from two different albums and asked how I could move from one sonic extreme to another. He wanted to know why I would choose to do so.
The first song he mentioned was written in a typical verse-chorus-verse-chorus mode, with an emphasis on the lead vocal. Only three instrument tracks. The sound itself was captured on a Tascam 4-track cassette recorder. The second track he mentioned was a long, experimental soundscape from an earlier album. This track contained many layers of drums and guitars and noises and several intertwining vocal drones. It had been recorded onto a laptop, and is louder, doomier. This second track lacks the “lo-fi charm” of the other, but makes up for it in volume and bass/treble range. (That’s the best description I can manage, short of posting the tracks themselves.)
My first reaction to his question was one of frustration. Would this guy ask the same question to Thurston Moore? Would he ask the members of Sonic Youth to explain how and why they could make such bold leaps from, say, the wall of sound that constitutes Daydream Nation to the melodic, radio-friendly tracks of Sonic Nurse? But then I realized the key importance of his question: in our current mode of sonic media production and distribution, our artists write “singles,” not “albums.” How is it possible to create wildly divergent pieces of media that are all consistent with the single image that you have branded?
I don’t want to speak for all artists (some artists are, of course, writing “full albums,”) but the primary force in popular music today is the mp3 single. The download. The popular albums I hear through the channels of Pitchfork Media (and pretty much every other blog out there, since they all seem to blare the same, identical message) have a distinct sonic identity that is consistent from one song to the next. We’ve developed masterful ways of mastering records so that tracks recorded in different studios at different times can be sequenced into one continuous stream - which isn’t, in itself, a bad thing. I mean, there’s nothing worse than listening to a homemade CD or mix tape where you have to keep adjusting the volume knob to offset the different productions of each track (especially while driving.)
But when the expectation of continuity extends to the band’s entire catalogue - to the output of a whole career - I begin to hedge. Listeners used to expect (and become excited - or enraged - about) an artist’s developing sound. Think about the range of songwriting from The Beatles’ Rubber Soul through The White Album, or the way people reacted to Bob Dylan going electric. Labels would support artists through the “ups and downs” of sonically-varying careers. Nowadays, I see more and more artists resorting to name changes in order to preserve the sonic continuity of their - yes, I will say it - their brand.
It’s pretty much a fact that to be a successful artist these days, you have to be a brand.
We no longer have Bands, we have Brands.
Hooray! America.
The other day, I was thinking about a conversation I had with a professor when I was in graduate school. (I didn’t study music, I studied creative writing. Yes, in grant applications I am a “interdisciplinary artist.” Also, you can make money as a person with writing talent and experience. Few indie-rockers can boast that their mp3 downloads are sources of car payments and health insurance.) This professor told me, in no uncertain terms, that these were the keys to success:
1. Figure out the story you are going to write, then write it over and over again for the rest of your life. Insert poem for story if you are a poet. Insert song for story if you want to make music.
2. Make big art. Big sells.
This professor loved everything I showed him. He showered me with praise like I had never before received. Mostly, my professors in graduate school resented me, I think, because I was older than their blindly-adoring advisees fresh out of college and I was already publishing in the same journals as they were. One explicitly told me that I should quit publishing and hold off until after I had graduated, which is pretty much the opposite of what you should do - check out the advice columns for graduate advisors/advisees offered on The Chronicle of Higher Education. Anyways, back to the guy who offered me interesting advice. He held up a 2-page poem I’d just shown him and said: “Do this. Over and over. For 500 pages.”
I see what he’s saying, and in many ways, I agree. After all, we’ve culturally survived both Minimalism and Post-Modernism. We understand how humans are affected and influenced by capitalist modes of productions and their accompanying machines. There are plenty of products on our shelves, so many that the borders of Andreas Gursky’s photographs can’t contain them. Infinite Jest just keeps going. I can appreciate repetition and volume for repetition and volume’s sake, I can appreciate having a personal style, but sometimes we want (or need) to change our clothes!
What happens when artists don’t want to be McDonald’s?
What comes next?
The true way to grow as an artist isn’t necessarily to push the boundaries of how much you can say, or how often you can say it (or how often and how much you can pay agencies to get stations and blogs to broadcast it) but to experiment widely with many forms, many voices. Try everything on for size. Think about developing in terms of being a violinist: a true virtuoso doesn’t just experience music and craft in terms of technical skill, loudness, the number of pieces he or she can know, memorize, perform, compose. A true virtuoso is also able to adapt. He or she can sit in with an orchestra, a rock band, a jazz quintet, and be flexible enough to contribute in a meaningful way.
Why should he or she have to change his or her name in order to contribute to each situation? Why should we force branded identities on our virtuosos? On our rock bands? On our writers? On any artist at all?
Artistic development as a measure of adaptable, flexible virtuosity is based on a biological model of adaptability and survival. Throw several healthy, strong creatures into a markedly different (yet non-toxic, at least not severely toxic) environment: they’ll adapt to the atmosphere. Throw a human into a foreign country for a year: they’ll learn the language. Artists evolve, but only if they are given the opportunity to face a multiplicity of challenges and take on new and changing conditions. For centuries, painters have learned the styles of many old masters in order to innovate, poets and prose writers have learned all of rules of verse form and storytelling structure before they broke the rules. But artists only develop if they’re exposed to change, and allowed to express that variation and multiplicity in their work. And forcing artists to change their names, their identity, with every new direction they take (as though the change were a negative, not a positive thing) is a form of schizophrenia. A madness. Our corporate branding of artists is endemic of a cultural madness.
The biological model is also a feminine model - one that allows for non-hierarchical collaboration and communication between forms. Rather than rigidly branding an artist forcing her to abandon the branded name when the well is dry, or when the cow isn’t milking, or plainly, when the packaged product isn’t selling, why not embrace the change as a strength? We’ve been hypnotized by the media, by the marketing and advertising machines, to believe that what we want is a Consistent Product. And artists have delivered, but the result is bland songwriting, predictable instrumentation, homogenous production, and young artists that are so hungry, so laden with college debt and the stigma of unemployment that they are willing to release their first creative works under the imprints of soft-drink companies that aren’t even paying them anything.
We’ve been sold a burger that isn’t a burger, it’s a manufactured piece of crap.
It’s up to artists to unbrand themselves and find an alternate solution.