While I love the phenomenon of bands making money in new, exciting Web 2.0 ways, I really wish these people weren’t the example NPR cited. Because they’re everything I hate about hipsters.
Watch the video I linked to above. What goes on?
First, the entire focus of the video is on process. We get close-ups of kickstands pounding on bass drums, fingers dialing on mixers to get distortion. We see exactly how the artists created that hypnotic three-part harmony on the chorus: they just recorded Nataly singing the same line three times! When the piano comes back in, we get a shot of Jack playing the piano. Like clockwork. Everything arranged just so.
Pop music is of course produced with exactly this eye to precision, but the beauty is that it appears spontaneous. When you watch the original “Single Ladies” video, you see a tightly choreographed but unpredictable dance arrangement. You don’t see the days of rehearsing that went into getting it just right. Ditto any other pop classic, like “Hey Ya” or “Womanizer” or “I Saw The Sign”: the result looks spontaneous, even if it came about mechanically.
But hipsters – especially hipsters with access to new media, like YouTube – are all about process. If you can duplicate the rituals of your forefathers just so, you can produce the same kind of inspirational art they did. It’s not about passion or creativity; it’s about following the steps. RTFM, n00bs!
Second – and maybe I’m just sensitive to this because I read a TigerBeatdown post last week on how guys have a hard time dealing with girls in bands, but – what the hell, Pomplamoose. Your video consists of a man really enjoying himself: look at him hammer on those drums! look at him bob his head while he plays guitar! look at him tinker with all these cool sound-effect toys! And then there’s a girl who looks terrified. She stares blankly at the camera, moving her mouth as little as possible. She’s so washed out by lighting and makeup that she looks like a hostage. Not only is she not rocking out as hard as the dude is, she doesn’t look like she’s enjoying herself at all.
I’m not saying she’s been coerced into that. I’m not suggesting that she was locked in a basement for a week, then dragged into an attic studio and forced at gunpoint to sound like Regina Spektor (though were that the case, would it look any different?). I’m saying this is a style that the hipster subculture rewards. Guys get to be enthusiastic; girls have to be cute. Guys get to play with all the cool technical toys; girls make pleasing sounds into a can.
(Note that I’m judging the image Pomplamoose chooses to present, not the reality behind it. Maybe Jack’s only sorta technical. For all I know, Nataly mixed the entire video herself with Logic Express while chaining Nat Shermans and banging her head to the Stooges. But the video doesn’t depict that. The video depicts Jack rocking out and Nataly standing very still)
And this wouldn’t gall me half as much if (A) I hadn’t just read that TigerBeatdown post and (B) they were covering less rockin’ songs. But come the fuck on, Pomplamoose! “Single Ladies” is one of the most bold, positive music videos of all time (of all time!). It features a strong woman, confident in her femininity, not just deflecting an ex-boyfriend’s butthurt but throwing it back in his face. “If you like it, then you shoulda put a ring on it! If you like it,” etc. To bleach the passion out of that song and handle it with sterile gloves is a crime.
And “Single Ladies” isn’t the exception. Here’s their cover of “Beat It,” probably the hardest song on Thriller. Remember the knife-fight in the garage? Remember Michael Jackson strutting around an empty pool hall, pumping his fist and straining his face with anger? Remember that sweet Eddie van Halen guitar solo? Well, screw that garbage, hipsters!
I won’t begrudge Pomplamoose any of their newfound Internet success. I just wish they weren’t afraid to rock out.