Gimmicks are nothing new in music. They
go all the way back to the days of Robert Johnson supposedly selling
his soul to the devil at the crossroads. They probably go back
further than that, but today it seems that you won't get a first
glance without a gimmick. Masks, facepaint, and even teenage girls
have been worked into the world of heavy metal for the sake of a
gimmick. Anything to get your attention, and if it distracts you from
questionable music, that's even better; don't think, just buy!
In the current age of over-saturation,
bands are focusing just as much on their gimmick as they are on their
music, if not more. A depressive black metal band from nowhere, North Dakota apparently isn't as interesting as one from China. Why? Your
guess is as good as mine, but I'm sure it has something to do with
building hype. I don't feel this way, but someone, somewhere once
said, "Oooh, a press kit in broken english, this music must be
awesome!" and the hype spread from there.
The entertainment industry is built on
fabrication; just like politics, religion, or any other big business.
Whatever can convince you to plop down your hard-earned money is fair
game. Not to speculate, but I feel certain a conversation like the
following has occurred at some record label: "I'm tired of
one-man metal bands, how about a one-WOMAN metal band?". Blank
expressions fill the room as a young executive ponders, "No?
What if she was from somewhere exotic, would that help?". Faces
light up as they search press kits for a blonde woman who can fake an
accent.
Speaking of which, take current pop-rap
pariah, and minstrel show, Iggy Azalea for example. A blonde,
Australian woman who fakes a "southern" accent to blend in
better with the current crop of commercial, swag rappers. Cultural
appropriation is about as gimmicky as gimmicks can gimmick, never
mind the fact the she just plain sucks as a professional rapper. The
fact of the matter is that reasonably attractive, white, blonde women
who don't mind showing their ass, sell a lot of... well, everything!
So what about musicians who just want
to bare their souls, and be accepted as who they are; what hope do
they have? Unfortunately, not much unless you're a reasonably
attractive, white, blonde woman who doesn't mind showing her ass.
Otherwise, consider a gimmick! What's that, you want to be genuine?
I'm afraid you've picked the wrong business, my friend. In all
seriousness though, “making it” on sincerity, and originality is
possible, just not very common.
However, there's no rule saying you
can't do it all yourself. It's becoming more, and more common for
artists to pull quadruple-duty or more, acting as their own road
manager, booking agent, PR firm, and salesperson. Indeed, the DIY
aesthetic is no longer exclusive to punks, and for better or worse,
it's catching on in the mainstream. Sure, pressing vinyl still costs
a few months pay, but virtually everything else a label can do for
you can be done with lots of hard work, time, and patience. If
nothing else, a relatively small monetary investment will get you
started, but you're still gonna need to be friendly with people. Make
those contacts, and stay in touch!
Until honesty becomes a marketable
gimmick unto itself, all the heartfelt songs in the world won't get
you much further than the local bar. Not that there's anything wrong
with playing there, but chances are, you'd like to play at least one
small arena once in your life. I'm not saying you should develop a
complete lie of a backstory, I'd prefer all the lies to stop, but
what I am saying is: image, and perception matters a lot! Honestly, I
think it matters too much, but I don't make these stupid rules, and
industry standards. Make yourself into something grand, AND genuine;
maybe the tide can turn toward authenticity in music. Anything is
possible, and it's up to us as the artists of the world to show
everyone else that's the truth.
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