For musicians whose sensitivity to such chicanery places them a few notches up the evolutionary chain from Busted and Avril Lavigne, the implied contradictions can be pretty hard to swallow. Put bluntly, Anglo-American popular music is among globalisation's most useful props. Never mind the nitpicking fixations with interview rhetoric and stylistic nuance that concern its hardcore enthusiasts - away from its home turf, mainstream music, whether it's metal, rap, teen-pop or indie-rock, cannot help but stand for a depressingly conservative set of values: conspicuous consumption, the primacy of the English language, the implicit acknowledgement that America is probably best.
As the record industry's corporate structure has hardened into an immovable oligarchy - EMI, Time-Warner, BMG, Sony and Universal - so the range of musical options on offer has been dramatically scythed down. In 2004, there are but a handful of international musical superstars: Beyoncé, 50 Cent, Justin Timberlake, Eminem, Norah Jones, Coldplay. To characterise the process behind their global success as top-down is something of an understatement. MTV may have initially been marketed with the superficially empowering slogan, "I want my MTV"; more recently, with billions gladly hooked up, it has used the flatly sinister, "One planet, one music". Those four words beg one question: who decides?
Such, to use a phrase beloved of the Bush White House, is the cultural aspect of the New American Century. How long, I wonder, before Halliburton and Exxon start sponsoring festivals?