So far we’ve see how and why rock music declined, and we’ve looked at the excitement with the current resurgence in the genre, but where do we go from here? Current technology and rock music have a strange relationship. Sure, technology can benefit rock musicians in the same way it does for other genres, as a way of connecting with fans on a more personal level. Twitter, Facebook, YouTube, Instagram, Snapchat and the many other social media outlets give the opportunity for fans to have a closer relationship with their favourite artists than ever before. In fact, when you look at how it’s changed since the 90’s, it's incredible; posters and fliers are now a thing of the past with fans, and potential new audience members, now having unlimited access to bands.
As we’ve seen in the previous blogs, rock music has been more prominent in the mainstream in the last 18 months than it’s been in around 10 years. Yet if you look at the top 30 most streamed artists so far of 2016, you’ll see that only The Beatles and Fall Out Boy represent the rock genre. Why is this? Well, simply, rock artists must be finding other ways to connect with their fans other than streaming sales. The most obvious is of course through the mediums we’ve already looked at; festival appearances, touring, merchandise and many others. However, one thing we haven’t looked at yet, which has kept the genre of rock alive and could now catapult it into the forefront of modern music is, rock fans buy their music. They always have in the past, have continued to do so even with the new ways of streaming music and, I believe, they will continue to do so. There’s always been something organic and acoustic in the sound of rock music which, for me, doesn’t give fulfilment to the listener via a YouTube video or a Spotify stream. Whether it’s vinyl, CD or download (usually with a digital booklet or bonus material to make it feel more personalised) rock fans continue to absorb their music via purchasing rather than streaming. Even when the genre had almost completely faded from mainstream music and the crazy idea that the art of music still needed to be bought, rock fans never wavered. With an ever-increasing nature of streaming, the fact that rock fans still buy, pumps money into the genre, which allows more budgets for shows, tours and support of upcoming acts. This of course means that the genre has more traction, appeal and grows and ends up pushing further into the mainstream of music. So if you're reading this as a rock fan who still goes down to their local record store, or pre orders the album or just who has never quite got the full enjoyment of a record from streaming, well done, you’re one of the reasons for this genre's revival. Something I believe, and you may or may not agree, but if something’s made on a computer it feels fine listening through a computer, if something’s created with an acoustic instrument it requires a fuller listening experience.
So can rock really move into the mainstream again? Well, I personally believe that the simple answer is yes. A brief look at the history of mainstream music trends would support this.
The 1950’s were dominated by rock n roll acts such as Bill Haley & his Comets and Elvis Presley.
The 60’s also had outstanding rock musicians such as The Beatles, Bob Dylan, The Who and The Rolling Stones. However, in this decade Motown also moved into the mainstream along with pop with bands such as The Supremes.
The 1970’s brought rock to the forefront again with innovative forward thinking artists such as David Bowie, The Clash, Led Zeppelin, KISS, Pink Floyd, AC/DC and many many more.
However, rock took a backseat in the 1980’s as dance music moved into the mainstream. Electronic pop and the emergence of hip-hop dominated the decade and rock tended to exist merely through over the top hair metal bands such as Whitesnake and Motley Crue as the genre lost some credibility. As a side note, for people like my parents, who grew up in the 80’s, I know there was amazing rock music in bands such as The Smiths, The Cure, Black Sabbath, Queen and Blondie.
By the 1990’s, pop was by far the leading genre in the mainstream and rock had to reinvent itself again to stay current. It did this through connecting with teenagers with sub-genres such as grunge and nu metal. Nirvana, Pearl Jam, Slipknot and Rage Against the Machine struck a chord with teenagers all around the world and helped keep alive a rock genre that was quickly falling behind its counterparts.
At the turn of the millennium, Britpop and pop punk saw rock infused with a more mainstream sound to keep it current, with bands such as Oasis, Blur, Green Day and Blink 182 achieving mainstream success.
However, pop has continued to dominate the charts and, with an emergence of more electronic based music in the pop genre and other music such as RnB and Hip-Hop, rock has fallen behind again. It’s relied on already established artists such as Red Hot Chili Peppers, U2 and Nine Inch Nails and bands who infuse with a mainstream style such as Linkin Park, Maroon 5 and Fall Out Boy to keep it going. However, if you read this closely you can see a pattern emerging. Sure rock falls behind and out of the spotlight sometimes but what it has consistently done, is reinvent itself and come back again. It might not be the same rock music we’ve heard in the past, but its consistently evolving nature means the future is always bright and it’s certainly about time for a rock revival.
On a last note, my own point of view is that currently there is no better time to be a musician in the genre of rock. I myself am beginning my career in this genre and have already had lots of current professionals tell me what an exciting time it is for the genre. Even now, if you look at music lessons everywhere they’re booked full of children still learning the guitar, bass and drums. Guitars are still the most sold musical instrument around the planet (ok actually it’s the harmonica first, guitar second, but seriously) and we’ve currently got the best technology in history and we can’t replicate the true feel of a guitar. It’s exciting and, as someone who plays guitar, I can tell you there’s no bigger enjoyment on the planet than learning an instrument. For me, I try to embrace all genres of music. I think there’s incredible talent in every genre, amazing skill and something that appeals to everyone. From opera to grime, jazz to techno there’s a genre of music for everyone. The mainstream trend is always evolving and changing but what you can be sure of is that rock music will always be round the corner.
Cue Alex Turner mic drop.
For all things music check out my website Eliot Ash
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