Not only that, music itself is engaged in a relentless churn. 70 years of pop history – quiffs and southern rock, Elvis, Mingus, post punk, traditional song structures, free jazz, beats, noise and melody – you name it, there’s a band that’s doing it. The Null Device frames it like this:
If there is no originality any more, then originality becomes simply a matter of choosing which reference points you slavishly rip off (and/or update by putting in more swear words and references to iPods and text messages) more creatively.
Don’t start talking about techno’s future obsession, it’s the one musical form that sounds pretty much exactly the same as when it first appeared. Everything in music is retro, according to Maddy Costa in The Guardian. Paul Morley pins the shift on britpop, Simon Reynolds on C86, but it has to have been around for a lot longer than that.

Look and political standpoint are reference points every bit as strong as music. Think back to the Prodigy’s co-option of mohawk (sorry, ‘fauxhawk’) and shouty vocals to add a bit of edge to their major label neutered big beat or Noel Gallagher coupling Beatles melodies with Ian Brown’s lethargic cool – both firmly in my head at the moment after watching the Coachella documentary (read extended promo flick) in which Gallagher criticises Saul Williams’s idealism with a typically suburban claim that only PMs and Presidents can change the world, music is purely entertainment. In Australia you’ve got CW Stoneking doing ’20s delta blues, The Whisky Go Gos doing bourbon-drenched southern rock, Moving Ninja doing UK dubstep, Microworld doing classic Detroit techno, pretty much the entire electronic scene covering mid to late ’90s material from Warp et al.
The Guardian piece places the blame firmly in the increased availability of all this music, the canonisation of the musicians through literal libraries of documentation, and kids who (like Sydney label Future Classic) want to be seen within that tradition. Less about risks, more about being seen as a classic in years to come – that’s true whether you’re talking about ‘avant garde’ sound art or deep house or indie rock.
Another crucial change in the consumption of music has made it harder than ever for the truly original to be heard. The coverage of music has been democratically spread into the broadsheets, radio and television; pop music seems to be everywhere. But in a funny way that means there’s more interference to finding new music. So much that is familiar is being declared the ‘new’ thing by the record industry, the advertising industry and the mainstream media, anything that is truly unfamiliar and moving forward is more neglected than ever before.
That quote (again from Paul Morley), as Costa observes, explains why the truly original grime scene is getting little coverage despite the masses of media space devoted to music. It’s why TV On The Radio’s thrilling EP and debut got enthusiastic reviews but little airplay, while their homogenised follow-up crossed over.
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