Popular music had a good run in America. It lasted from the late 1800s to about the mid-1990s. So, roughly 100 years. We had everything from Ragtime, to Jazz, to Blues, to Rock, to Rap, to Country. Since the vast majority of this time frame was dominated by rock music, I will focus on that. It is, after all, what lead to the downfall of popular music. Some will argue and say that it is not dead. It rose from the ashes of hair metal and glam rock, and it can rise again. I would argue, though that it is dead. We have factors that are in place now that were not in place during other times when good music was pushed aside. I am going to explain why this time it is dead.
There are several factors that lead to the demise of pop music, but the Internet is not one of them. A lot of people (most notably, record executives). It can’t be the Internet. Ever since the early 80s, with the invention of recordable cassette tapes, the technology has been in place to illegally obtain music. Is it easier? Sure, there is no denying that. However, it was not hard in the 80s and 90s to borrow a CD from your friend and record it on to a cassette. A bigger reason than the Internet is that record companies are not putting out music that people want to own. Here is a little case study to prove my point. Fed up with record labels, Nine Inch Nails (NIN) decided to release their record themselves. Granted, you need a lot of money to do this, but that is not the point. They had several options for users. You could buy a super deluxe version for $350, a double CD for $10, or you could download the entire album for free and only pay if you want to. The results were astounding. People were very generous paying for free downloads and NIN sold out of the super deluxe $350 versions as well. They were able to do this because they were giving people music they liked. It was so successful that Radiohead did the same thing a few months later.
A bigger reason are music clubs. Most of them are 21 and over. That presents a huge problem. Most people decide what kind of music they like when they are in high school. Going to a club to see a new band perform is no longer an option for them. If they want to see live music, they are forced to go to the arena shows. Inherently, there is nothing wrong with arena shows. Some really good bands band s have become popular, and have been able to have these shows. However, times have changed. It began with the death of radio.
For a band to get radio play these days is very, very difficult. There are about 5 media companies controlling all the radio stations in the country. They care about ratings so they can charge more for advertising. It’s simple business. They do not entrust DJs to be able to pick songs that will keep listeners from changing stations. No. They have focus groups and only select the most popular to be played on the radio. the popular songs are chosen because the songs fit a pattern they are familiar with. This pattern was started by the record company executives who think they know what hit records are. When Kurt Cobain said that he was waiting for the “dinosaurs” in the music industry to die, it may have sounded hip and cool, but, ironically, it killed music. You see, the dinosaurs knew that they did not know what was popular with kids, so they were more willing to try different things out and were happy with whatever was popular. Now, these young executives think they know what sells with the kids and only accept records that fit into their vision. Music has never been “one size fits all” until now.
Kids today, have a very hard time discovering music that is away from the “mainstream”. That’s too bad because they are missing the best music out there without a doubt. They think they are getting the best. When will perception be reality? When that happens, we’re all going to be sorry.