On a road trip to an outdoor concert, I tuned
into the local smooth jazz station to get the traffic report
and see if they were talking about the event. "You are
the Sunshine of My Life," a Stevie Wonder hit from the
sixties was playing. I knew it was the right frequency, but
had the station flipped to oldies? It was followed by an instrumental
version of "Oh, Happy Day," a song that was a hit
in the sixties. Well, it was an instrumental, so the station
was still playing some type of smooth jazz. A produced sweeper
affirmed that I was listening to "Smooth Jazz" and
not "Cool FM, your oldies station," but led into
Luther Vandross' version of "Goin' out of My Head," which
was originally recorded by Little Anthony and the Imperials
in - you guessed it - the sixties. The set wrapped up with
Chuck Mangione's "Feels so Good," a song that is
almost 30 years old, but was at least one decade fresher than
the previous ones. Finally, the traffic report came on. They
explained why we were stuck at 5mph and I bolted back to the
new releases in my CD player. I was stuck in traffic, but at
least I escaped the time warp. How long will that last? Every
new release announcement seems to list more CDs that are composed
entirely of covers of pop and R&B oldies or jazz standards.
Looking at a recent airplay chart there are instrumental versions
of "Do It Again," "Winelight," "Get
Down On It," and "What Does It Take" in the
top 15, and David Pack and Simply Red are charting with their
own remakes of songs that were hits for them in the past.
What is up with this? A cover every once in a while for flavor
was fine, especially if the artist brought an original take to
the song or the original version was not such a big hit that
the nostalgia factor overshadowed the new performance. One or
two an hour on the radio used to be the maximum, and one or two
on a given CD. Now many of our artists are simultaneously discovering
an intense desire to record old songs. Do I doubt that this is
a heartfelt and intuitive choice and not pressure to deliver
safe songs and instant familiarity to a radio format that is
rapidly going gold, or should we say silver? Well, it seems weird
that most of them have developed this urge over the last year
or two after doing incredible original music for so long. They
all say that they have an emotional attachment to these songs
and they want to record them. I have to take that at face value,
after all, they did grow up with these songs and undoubtedly
do have an emotional attachment to them. I just liked it better
when they put two or three of them on a CD instead of turning
the whole thing into a celebration of the past. And how many
versions of some of the more frequently covered songs does one
need to own?
Are we, as adult music fans, so bonded to the past and stuck
in our ways that new music scares us? I don't think so, but some
people who have a lot of clout must because the radio format
is turning into an oldies format, and artists and A&R people
are following suit. This is so sad. One of the most wonderful
things about this music, what drew a lot of us to it in the first
place, is that it was current music created by and for
adults. This was a type of music we could call our own that was
fresh and new; where you could still get that rush you get when
you hear a new song and it grabs you. It was a much needed alternative
to all the radio stations that lulled you into musical complacency
with "the songs you grew up with" and the compilation
CDs they advertise on late night TV infomercials where the narrators
speak of music as nothing more than a vehicle for memories.
The assumption that we bond with the music we listened to when
we were teenagers and continue to want to hear only that as we
grow older, has been around for quite a while. It worked for
people who grew up in the forties and fifties, and some people
did latch onto the sixties and cling for dear life. But if you
look deeper, what did they latch onto about the sixties and seventies?
Adventurousness and innovation! All that "progressive" stuff
and how much fun it was discovering it and sharing it with your
friends. If that generation is now the target audience for smooth
jazz, why is it being assumed that they don't want to discover
new music anymore? The fact that most people are too busy to
search for new music doesn't mean they won't like it when they
hear it. At this point, with almost all adult oriented radio
formats playing some configuration of oldies, the search is bound
to be so frustrating that they give up. Boomers default to radio.
It's where they got turned on to new music when we were growing
up, and the ones who are not in the music business don't know
that there is a lot more out there than what they are hearing.
They just assume there is nothing new available and go back to
ignoring the oldies oriented station that plays in the background
at the office.
The method that radio stations use for music research is one
of the major culprits. When a person hears a rapid fire series
of 7-10 second clips of a bunch of songs, they gravitate toward
the ones they instantly recognize, especially as they get deeper
into the test and fatigue sets in. Pop vocal hits and instrumental
versions of them are much more recognizable than original instrumental
music, especially when only snippets are being heard. Over the
years the pop vocals and covers that "test well" have
eclipsed original instrumentals. As more vocals and covers score
high in the music tests, they get played more. Since the amount
of songs that can be tested is finite, the songs that previously
tested well take up more and more of the slots on future music
tests and playlists derived from them. In the ten years that
this type of testing has been used to dictate playlists, the
focus has continually narrowed until we are where we are today:
covers and vocals, and vocalists covering their own oldie vocals
(eek!). Does this really indicate the audience preference or
does the method skew the results? And worse, if the audience
is repeatedly told that they are supposed to think and react
a certain way do they start to believe it?
I go to a lot of concerts, that's how I keep the faith when the
mailbox is full of compilations and tributes to "back in
the day." I see people go wild over artists like Euge Groove,
Mindi Abair, Paul Taylor and Steve Oliver, who do one or two
covers at most, and the crowds are as enthusiastic over new songs
from heritage groups like Spyro Gyra or the Rippingtons as they
are for the trademark hits. Why does nobody influential seem
to "get" this? We grew up with new music. A lot of
us found this music because it was new music that could grow
up with us. Somewhere along the way, the script got flipped and
we are headed into the past. It's not what we came here for and
it's not what we want.
- Shannon West
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