The two most common characteristics of the “indie” persona these days, at least in North America, are an aversion to overt seriousness and the ability to find everything “awesome”. These characteristics often intermingle and feed off one another, creating the voracious indie devourer who is able to simultaneously enjoy every kind of music while at the same time not particularly caring about anything. They are the ultimate consumer, willing to embrace and discard bands at a moment’s notice while never questioning what led them to lose interest in one band and embrace another. Awkward inquiries about almost any subject can be dealt with in a detached and deliberately ironic manner — following trends is awesome, selling out is awesome, being shallow is awesome, sweatshops are awesome. When it comes to fashion, trashiness battles against both vintage store retro and American Apparel chic as the dominant form, and everyone thinks that everybody but themselves is a hipster. How this persona was birthed is a relatively straightforward tale, as suburban America fell in the love with the vulgar commercial product of its youth. An ironic approach was already somewhat popular but something, or in this case someone, happened in the ‘90s to turn what was a mere aspect of American culture into the dominant personality trait of American teenagers, twenty-somethings and, at this point, thirty-somethings. That someone was Beck.
Cinema in the 90s reflected this shift in taste, with the ultra-violence of Quentin Tarantino’s movies creating a detached, cartoonish reality that allowed the viewer to feel unconcerned as to the repercussions of the savagery on screen. The character’s brutal transgressions are played out for entertainment and amusement rather than illustrating any kind of painful struggle. Tarantino’s movies were also filled with pop culture references that allowed the viewer to feel like they were part of the director’s insular self-congratulatory world. If America in the 70s wrestled with moral dilemmas and a diminished sense of individuality and reach, then pop culture mavens in the 90s merely wanted to be in on the joke. To music fans who imagined themselves to be more alternative in their approach, Beck fulfilled this need. His music basked in the mindset of trash culture and knowing irony, of sneering at seriousness, of adopting hip-hop beats to play up the now utterly commonplace “look at me I’m a nerdy white guy rapping about ridiculous things” persona that has managed to all but reduce hip-hop to a comedy sideshow for those who need an occasional break from their Arcade Fire or Vampire Weekend albums.The ironic stance, the article argues, was a false victory, delivering the counterculture straight into the arms of the consumerist mainstream. After all, you can buy more crap if you're doing so ironically:
Consumerism thrives on people getting excited about, and buying, things that they ultimately don’t care about. In this sense the ironic persona is the ultimate gift to consumerism. Mainstream music revels in easy sentiment and soul-crushing banality and can only truly be enjoyed by not paying attention to the lyrics. Beck’s meaningless babble trained a generation of young ears to seek out amusing sound-bites over articulate content and in doing so helped break down the last vestiges of ‘alternative’ music by making it as equally meaningless as, and therefore all but identical to, mainstream drivel.I'm wondering whether the rise to dominance of the stance of ironic detachment and the tendency of musicians and bands to define themselves publically by catalogues of their influences ("we're kraut-punk meets Afrobeat meets New Jack Swing") could not both be symptoms of a more abstract shift from directness and immediacy towards mediation and referentiality, an addition of levels of abstraction to the processes of culture, a tendency to see and do things from one step removed.
Please keep comments on topic and to the point. Inappropriate comments may be deleted.
Note that markup is stripped from comments; URLs will be automatically converted into links.