Yesterday's rebellion is today's marketing ploy (as we all know), but that fateful day that everyone freaked out over "Revolution" being used to sell shoes still took people by surprise.
Yes, it did. I admit I'm writing with the benefit of hindsight. Nevertheless, surely you must remember, as I do, that even in the 80s younger people were waking up to the fact that the Sixties generation that made The Beatles the biggest band in the world was also the generation that seemed to sell out everyone else for its own gain. Personally I interpret the surprise over the Nike ad a little differently. I don't think people saw the ad and said, "Wow, look what they did to
our band, The Beatles". I think they looked at the ad and said, "Wow, this is who
we are". Well, heh, okay...maybe they said that deep down.
I also find your "yesterday's rebellion..." axiom interesting because that's a perfect way to view The Smiths in relation to The Beatles. As I said earlier, I grant that The Smiths have been housebroken and tamed by the marketplace, to some degree. In some ways their posthumous fate is similar to The Beatles and every other "classic" band. But isn't it telling that they are still not really anyone's idea of a marketing ploy? I'm aware of things like the car commercial ("How Soon Is Now?"), but by and large The Smiths really aren't on the marketing radar the way lots of other groups are. I think that testifies to something truly dangerous in The Smiths' music.
When hip-hop first broke, I don't think anyone saw it as potential mainstream, commercial fodder. Rap ate itself.
Well, you'd think so, wouldn't you, to look at Biggie Smalls and Sir Mix-A-Lot.
I don't think anyone saw rap as commercially viable at first, no, but it did break through pretty convincingly with the Beastie Boys in 1986 and then, even more dramatically, with acts ranging from novelty pop (MC Hammer) to gangsta (Dr. Dre). My intent was to illustrate the way pop music sometimes drives, but just as often passively reflects, the social conditions that make it possible. Rap reflected only one side of a larger movement in the United States toward, shall we nutshell it,
personal responsibility. It was the darker flip side of Reagan and Thatcher's push for the dissolution of the state: everyone is an individual looking out for his or her own well-being; greed is good; expect no handouts; get the other guy before he gets you; and life is cruel, so get your kicks while you can. As such, we can look at hip-hop as a major, transformative force in American (and global) culture, but it's also possible to see its success in the late 80s and 90s as a symptom of different forces at work. I mean, the fact that Eazy E was a Republican donor is only shocking if you're not paying attention.
And so, too, with The Beatles. It's probably a subtle point to see (and no doubt I'm making a somewhat general argument here) but for me there's a crucial difference between understanding The Beatles as creators of (or leaders in the creation of) the "counterculture Sixties" and The Beatles as the inevitable product of certain social and economic realities emerging in that decade. Did they direct the flow, or go with the flow? It's not a completely irrelevant question to ask, I don't think. One of the reasons punk and post-punk music has a rightful claim to being better than every other kind of pop/rock music is the way it opposed,
truly opposed-- using a wide variety of tactics, obviously-- the cultural and political establishment. There remains, at the core of those movements, something that never has been, and never will be, assimilable to the mainstream. I tried to identify it above: a willingness to stand partly, or completely, outside of mass culture, a spirited wager that by taking the risk of being totally uncommercial, sometimes to the point of not even being music anymore, they could win a certain degree of independence from the machine of commerce-- the very machine The Beatles and their ilk had built.
I admit these are purely academic debates which settle nothing, I'm just making a case here as to why one might legitimately say The Smiths were better than The Beatles.
Many things will cause this planet to burn: "Hey Jude" is no more culpable than "Heaven Knows I'm Miserable Now." If you think The Smiths are a stuck bone, you should see the geezers who still complain about The Beatles; they've held that grudge for more than 40 years.
Politely disagree, for reasons I stated above. As history unfolds, we see more and more that The Beatles and their peers became the official soundtrack for globalization and everything that entails. So far, in the 24 years since they split up, The Smiths have not. It's a profound difference in my view. The Beatles didn't mean for it to happen, and they were certainly part of something larger going on, but nevertheless there was an intrinsic quality to their music which made it eminently useful for the rising tide of late capitalism. I maintain that whichever ad agency came up with that Nike ad didn't do violence to an innocent Beatles tune, but instead saw something in the music's DNA that was congenial to corporate profit-making. Whatever that quality is, it's not in The Smiths: box office poison, as Morrissey said.