LIFE ISN'T A ROCK (AND THE RADIO ISN'T ROLLING ME)
The article in Blender this month has a provocative title- "Who Killed Rock Radio?"- and a provocative answer- Fred Durst. Or, more precisely, aggressive rap-rock hip-hop-metal hybrid acts like Durst's Limp Bizkit and Papa Roach and Korn, the kinds of acts that appealed to 15 year old boys. The article SHOULD be titled "Who Killed Alternative Rock Radio?", because that, specifically, is the kind of station on the ropes, and the answer is not necessarily Fred Durst.
The answer, of course, is that the listeners themselves "killed" the format. Radio stations wouldn't have played any of that steaming pile if people weren't listening. But they were. More specifically, the kids were- when I was at Y-107 in L.A. in the late 90's, it was clear to me that the younger end of our audience was rejecting the traditional alternative flavors like grunge and alt-pop and the Lilith Fair crowd. They were into the Durstian style, or, in even greater numbers, hip-hop. And that's what the labels started to crank out, too. It's disingenuous of the music people to decry the "death" of alternative rock when they signed a load of crap bands in the traditional style, saw it rejected by the marketplace, and went out and signed every band with a bunch of white guys with short-cropped hair, tats, and umlauts doing awkward, noisy rap-rock. It was a matter of time before the kids rejected that stuff and gravitated to real hip-hop, and that's what happened. Now, the radio and music industries are chasing the next demographic boom- hello, reggaeton.
And, well, adults can complain- rock critics can complain- but they weren't complaining when THEY were 15 and THEIR taste ruled the airwaves. This angst is the Lament of the Aging White Male Rock Critic, sad because nobody, really, is buying Bright Eyes and there's that nagging feeling deep down inside that the current crop of alternative bands really kinda sucks. So we- look, I can't pretend to be a 15 year old kid anymore- have other options now. There's XM and Sirius, iPods and streaming, the occasional interesting show on rock radio like "Jonesy's Jukebox." And there's talk radio.
Don't cry for us. And don't cry for rock radio- if you don't like what you hear, well, it's not for you. I'd be more sympathetic if we didn't have more options than ever.
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