So apparently Justin Timberlake and Destiny’s Child are going to ‘save pop’, The Saturdays are returning via a new reality show and Will.I.Am & Britney Spears are set to hit number one with one of the worst pop songs in recent memory. Pop music, in that most narrow of senses meaning the Top 40 chart, seems to be up shit creek. The one thing which seems to unite all of these happenings is the triumph of celebrity over music: it should never be the case that a mediocre group like The Saturdays resort to debasing their personal lives on television in order to sell pop records. That they are doing so is instructive as to where much of the pop music audience is at these days – they want to like the artist almost as you would like a friend first and foremost and the music comes later. They are aspiring to that “strange celebrity where viewers/readers feel they know them and what they actually do is secondary” so exemplified by Cheryl Cole. Britney offers a slightly different take on it – people may not feel that they know her, exactly, but she long ago ceased to exist in the public consciousness as a person and instead became a pliable brand – and people love their brands.
I think this has driven much of the hysterical response to Justin Timberlake returning. He’s had two albums, the first of which was pretty dreadful. Yet his return was viewed as The Great Hope for pop in 2013. Timberlake has long affected a chilled ‘guy next door’ cool – I say affected because it really seems so transparent to me that I’m amazed anyone buys into it, but buy into it they do – which led to him being one of the few mass pop artists it was ‘permissible’ to like if you were the kind of person who worries about such things. No less an arbiter of hipster tastes than Pitchfork adore him, hilariously placing him in their ‘Best Albums of the 2000s’ list and panting with excitement over this return. Destiny’s Child and Beyonce achieved similar, albeit with a much higher standard of output. It’s instructive that contemporaries like Nelly Furtado and Christina Aguilera released strong albums far removed from the Will.I.Am/Guetta chart stranglehold to deafening silence last year. Indeed, Furtado’s fate caused me to write last year about how “major pop albums which show such a messy but clear artistic impulse seem to be getting rarer” and pop listeners were largely abandoning albums as ‘Rockist’ conceits. The response to Timberlake is a strong illustration of this – looking past his personality, his pop status rests on a handful of strong singles.
The sense that pop’s drive downwards is in large part fuelled by the low expectations of many pop listeners was further charged by the rather common response that Timberlake’s return was ‘pop’s Bowie moment’, referring to the latter’s unexpected appearance on Tuesday. Some undoubtedly meant this tongue-in-cheek but many clearly did not, taking the time to emphasise that they didn’t give a shit about David Bowie. Once again, the tired Rockist/Poptimist dichotomy was in play, with Bowie seen as the former and Timberlake the latter. I can think of nothing which better highlights the short-sighted stupidity of extreme Poptimism. There is definitely a case to be made for David Bowie being the greatest pop star of the past 100 years – certainly his influence is writ large in artists ranging from Madonna and Prince to Lady Gaga and, yes, Justin Timberlake. The idea that pop listeners should be encouraged to dismiss him as ‘not one of theirs’ because he’s too old, too respected, too ‘classic’, too artistic even, is very sad. Pathetic, even. As always, this attitude reinforces the idea that notions of wild creativity, of artistic involvement, of music-above-all-else, are tried old tropes obsessed over by ‘snobs’ while pop fans merrily destroy pretence and hierarchies. This attitude has , in fact, ended up in pop bands resorting to soul-destroying reality television in order to get noticed and pop fans celebrating One Direction being nominated for a ‘Best Group’ Brit award because it would ‘annoy fans of ‘credible’ music’. It’s idiotic.
I found the perfect summation of this attitude in a rather unexpected place – an OpenDemocracy piece on Melvyn Bragg’s Radio 4 series on ‘culture’. In a paragraph dealing with the ancient debate over ‘high’ and ‘low’ culture the author writes:
…nobody today believes that entire genres can be either defended or dismissed in toto, while only fanatical neoliberals actually believe that all preferences are of equal value.
The dismissal of entire genres was of course a central trait of Rockism. The irony is that, while Poptimists would claim to hold the second view that ‘all preferences are of equal value’ (which certainly is fanatically neoliberal) they actually tend to hold the first, dismissing most music which falls outside a narrow idea of what ‘pop’ is. What any music fan should aspire to is the piece’s description of Roger Scruton’s notion that “there is a case to be made for critical and informed discrimination within any genre of creative work.” This means being open to music wherever it may come from, certainly, but the ‘critical and informed discrimination’ point is key. We should not abandon our faculties in pursuit of the misguided notion that a critical approach to music is a pointless, even negative, exercise. The idea that ‘all music is equal, but some music is more equal than others’ is the idea which is more than anything responsible for the identikit dreck littering the charts at the moment. We need more people like Bowie, artists who sincerely and seriously care about what they do and do not aspire to be all things to all people. We need to demand more and that begins when we start taking pop seriously again.