Like a Rolling Stone

There recently was an article on cnn.com regarding the 1,000th issue of Rolling Stone. Like most gala events, someone’s unmentionables are being tugged for whatever reason, usually money. In this case it’s Jann Wenner, RS’ owner, showing how well he can do himself. Wenner points to his readership, 1.3 million strong, to show just how damn important his publication is.

It’s unassailable to say that Rolling Stone has had a great impact on the world of music, for better or worse. Sure, there’s been some incredible writing over the years, Hunter S. Thompson is one beacon, but there’s been little growth in the last 10 (more?) years. Every time I read it, it’s only because they have some List of the 243 Most Important Songs of All Time Ever in the Whole World. Don’t get me wrong, I love to read the lists, hell I love to write the things. The rub is that there’s no quality control or knowledge anymore in the pub. 3 Doors Down’s “Superman” at 476? Led Zeppelin’s “Stairway” at 13? Eagles’ “Hotel California” at 142? Obviously, there has to be a better way to expose people to incredible music that’s being made everywhere, underground and over, not a rehashing of “yeah we were there and we are awesome”. But to understand why they’re doing this is simple: they need to sell magazines.

Now it’s easy to turn your nose in the air and say that the last Deerhoof record was so much better than anything they would even give a 1/16 column to. Those of us indie/underground listeners feel entitled to be snobby about our tastes. After all, it took us time (don’t forget money(!) - for those of us that still buy music) to find these artists, research them and get into them. Michael Azerrad writes in his Our Band Could Be Your Life: “The underground’s musical diversity meant there was no stylistic bandwagon for the media to latch on to, so the record-buying public had to find things on a band-by-band basis, rather than buying into a bunch of talk about a ‘new sound.’” Well, here we are in 2006 and we have multiple online and some print media outlets to hear about all these new indie groups putting their spin on the new sound. Shoot, anyone remember the two words “dance punk”?

Essentially, the “underground” has disappeared and is only something worthy of the name for the mom-and-pop record labels and distribution channels. No, that Air Conditioning record isn’t going to make it into Best Buy – does that make it underground, exclusive and more important? Basically, the indie record consumer should control their urges to put that ringed nose in the air and begin to understand that you’re not so unique. Yes, what you’re listening to is most likely 10x better than the manufactured pap smears Jessica Simpson is putting out. But we should learn why that music is better by focusing only the music, not the exclusivity of it all. Because it’s not unique anymore. Just like everything else, the underground has been sold. Hell, it’s really not a bad thing – some kid in Oklahoma might be able to pick out the new Pissed Jeans record in Circuit City. They’ve recently signed to SubPop and you better believe they’re working their hardest to get on those shelves.