I cant totally agree because in Germany, Holland and Belgium I have seen a Techno scene that is totally thriving and full of young people - I havent been to Spain nor Ibitha (which is clealy over sold by now) Techno can be marketed to the masses, look at the number of TV commercials to which its sound provides the background muzak. Its most definately not marketed, hardly even available in the UK either; and in London, well "Techno" - mention that word to anyone and they'd say to ya "You don;t wanna take wot mate?". It can be marketed
----- Original Message ----- From: "Giles Dickerson" <[EMAIL PROTECTED]> To: "laura gavoor" <[EMAIL PROTECTED]>; "Peter Leidy" <[EMAIL PROTECTED]> Cc: <[EMAIL PROTECTED]>; <313@hyperreal.org> Sent: Friday, March 01, 2002 06:37 Subject: [313] Marketinbg techno + house to the masses I think a huge part of why the attempts to marklet house and techno on a large scale have failed is because there is no one singing (sure occasionally there is) but there's no one there dancing singing to make a video of, talking to the audience. Popular music has melodies that are easily remembered and have lyrics than be sung along to. I'm guessing thet's the huge appeal the house and techno are often missing. Hence the explosion of "Everything but the girl". The grand reception of Bjorks "dance vocals". Hip hop is as close as we've come the beats are as heavy and great but there someone there singing and talking and on an average human level, people can connect with that easily. - Giles D I G I T A S // B O S T O N -- Giles Dickerson Art Director 800 Boylston Street Boston, MA 02199 -- mobile 617 899 9635 office 617 369 8601 > ---------- > From: Peter Leidy > Sent: Friday, March 1, 2002 1:32 PM > To: laura gavoor > Cc: [EMAIL PROTECTED]; 313@hyperreal.org > Subject: Re: [313] The Great White Hype...was IT'S ABOUT TIME!!! > > > First of all, this is one of the most thought-provoking threads I've read > in a while (nit-picking over curse words aside)- I'm glad the opinions are > being voiced and I'd like to hear more from those like Laura who have a > lot of direct industry experience with these issues. > > > firing off cannons. Recently while watching CNN, there was a news segment > > covering Elton John FLAMING the music industry for lowest common denominator > > marketing. He said that the good musicians and music were actively being > > passed over in favor of the rubbish msuic the industry was putting out...He > > Last night I saw a great PBS special that focused on this same problem of > LCD marketing- but in the realm of Film-Making- its called "The Monster > that ate Hollywood." There are tons of interviews with industry analysts, > journalists, producers and directors up on their site at: > http://www.pbs.org/wgbh/pages/frontline/shows/hollywood/ > > I think these issues of Pop Culture, Global Economy, LCD Marketing, etc. > are common across the various realms of Arts & Entertainment & similar > things are happening in each field right now from an economic standpoint. > > In terms of dance music getting serious attention- > I think the problem with house and techno is that there is not a good > stereotype of techno producer to market to teenage kids. I think the Major > Labels like to market stereotypes of Rebellious, Subversive, Cool, and > more recently pop-conscious-satiric characters that middle-class suburban > teens can relate to. The problem with house and techno is that when you > look for stereotypes- you have the gay club scene, the middle to lower > class minorities- but without the hip-hop egos and fashion, then also the > computer and synth geeks, none of which are sexy or cool to todays > teenagers. But when the London Rave scene appeared- here was something > more marketable- white kids sneaking out at night, taking drugs, and > partying to rave music, not to mention new marketable fashion trends to go > along with it. And of course, once they found something marketable, they > further bastardized the music into formulated candy-coated crap, just as > they did with disco 25 years ago. > > PS- I'm not even going to bring up the race issue- a whole other can of > worms- but I agree that the "race card" is not over-used- it is still a > serious problem with deep roots in the social and political policies that > govern our country. People need to be aware of this especially as it > becomes more subtle and disguised by other issues. > > -p > > > --------------------------------------------------------------------- > To unsubscribe, e-mail: [EMAIL PROTECTED] > For additional commands, e-mail: [EMAIL PROTECTED] > > > --------------------------------------------------------------------- To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED] --------------------------------------------------------------------- To unsubscribe, e-mail: [EMAIL PROTECTED] For additional commands, e-mail: [EMAIL PROTECTED]
