You have to wonder what's happening, with many major US magazines
publishing about this "new" kind of music. I imagine that the only
reason people are looking into this at all is because of people like
David Bowie, U2 and Nine Inch Nails, multi-platinum artists all, who
have stated that they like this stuff, they listen to this stuff, and
they are interested in incorporating it into their own sound.
On the other side, you have record companies thinking, if
million-selling artists are incorporating this stuff, it will become
very popular, and since people are always looking for something new,
these "new" techno bands that have gone the other way to incorporate
vocals and "rock" trappings into their music (ie, Prodigy, Chemical
Brothers, Underworld) are the ones they're going to woo, to make it
easier for them in their first efforts in trying to bring this stuff
mainstream.
This shouldn't come as any major surprise, really, when you think about
what led the press (and MTV) to this point.
Some will feel vindicated, some will feel injustice, some will be
outraged. I don't need the press to tell me what to listen to, and
neither do most of the people on this list, so there's really no need to
feel threatened by anything. Even the Newsweek article admitted that
the Prodigy are a decidedly lesser image of this music, a shell with all
the guts of history and experimentation removed. That said, they also
gave them the "most likely to succeed" appellation for exactly that
reason. But who knows? Maybe the likes of James, Paradinas and
Jenkinson will surprise everyone and be the chart front-runners. I
doubt it, but wouldn't it be fun? Why is it any less likely than
gangsta rap? My feeling is, if it puts more people in tune with the
cool stuff even as it makes the more mainstream stuff wildly popular,
that's a good thing.
Aphex Twin = Brian Wilson? I think perhaps Frank Zappa is a better
analogy.
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