Has Music Become Disposable?

I had the pleasure of seeing a new documentary about the Grammy Camp – an 8 day program where talented high school aged teens from around the country are invited to participate in a special course at the University of Southern California’s Thornton School of Music. They are guided through everything from songwriting and arranging, to playing with each other in a full band culminating with a final performance at the Grammy Museum in the heart of Los Angeles. I have to add a disclaimer here that the company I work for, Fender Musical Instruments Corp. supports the Grammy Camp and the Grammy Museum and I participated in the filming of one of the scenes, but that did not influence my opinion of the power and beauty of the film. The strength of this movie is based on the passion and dedication these young musicians have towards their craft. They come from diverse backgrounds, but one message came through loud and clear and that in scene after scene; their proclamations of how music is the most important aspect of their lives.

That got me to thinking: if these budding artists think that way, why does music today seem to have such little value to most everyone else? I’m not saying that music doesn’t matter to the average person, quite the contrary - people love music today just as much as past generations did. And the introduction of the iPod allows us to take a good portion of our favorite music wherever we go so we “never leave home without it.” What I mean about music’s value is that so many fans are use to thinking that they can rip music from the internet without paying for it that music no longer has the monetary value it once had. Furthermore, some record label execs and radio stations choose to promote music that is uninspired and unoriginal because it’s all about the instant hit, with no longevity for the record or the artists past the initial launch. Disposable music that’s here today and gone tomorrow to make room for the next disposable track. This is great for advertising revenue for the radio stations particularly when it is attracting a certain demographic, but not great for an artists’ long-term career.

And I hate to bring out the old punching bag one more time, but American Idol is also to blame. Each year we get a batch of artists and the winners and runners-up get a record deal, tour, and then they fade by the time the next season begins. Sure there’s a few that last past their expiration date, and even become bonafied stars, but for every Carrie Underwood, Jennifer Hudson and Daughtry who used the show as a springboard, there are more Taylor Hicks and Ruben Studdard’s whose fame barley lasted until the next season of American Idol. There’s inherently nothing wrong with a springboard – The Police dyed their hair blond to perform as a punk band in a UK commercial for bubblegum, but of course, they didn’t build their career around being in that commercial, and had the goods to rise to be one of the top bands of all time.

Just before seeing the Grammy Camp doc, I had just finished reading “Cornflakes With John Lennon” by long-time Los Angeles Times music critic Robert Hilburn. In the book, Hilburn focuses on the creative process of such top artists as Bruce Spreingsteen, Bob Dylan, Bono, Johnny Cash and of course John Lennon.

The one thread that runs through each artist is the passion and determination to never settle for anything but the best with each new record. And to do this, they had to open up their hearts and souls to the listener – not an easy or comfortable thing to do, but necessary to remain at that level of creativity. To them, music would never be “disposable”, but just the opposite – a sometimes all encompassing driving force in their lives. I saw the same passion in those young musicians in the Grammy Camp and I believe they represent the next generation of artists, and because of that, I think music is going to be just fine.