For those of you following along at home, you may recall that Gather is the creation of one, miss Katie Kay, whose former occupations include being a co-designer at Skingraft, business partner to Amanda Palmer, and Lucent Dossier performer. She first opened Gather in Downtown LA back in July of 2010, and this summer the LA Weekly fashion issue had this to say about it:

Nearly everything in the store is an expression of what Kay calls the “slow fashion” movement, which favors one-of-a-kind pieces over mass production in China. Slow fashion is about creating a lifestyle as a designer rather than building a “career” it’s about being indifferent to “trends” because, most likely, you’re making them. “This may be fashion, but I’m very open to being genuine about things,” Kay says.

I first met Katie when we were both living in San Francisco over a decade ago and our lives have been intertwined in some strange and wonderful ways since. I came on board with Gather just as it opened its new location, at the intersection of Hollywood and Sunset, a couple of weeks ago. More than just a store, Gather is an articulation of a new kind of relationship we have with the things we buy. Our lives have become ever more like art galleries, both physical and virtual. And we are the curators. The pieces we select tell the story of who we are and where we’ve been. These things, the things we buy, are no longer consumed… they’re gathered.

Images courtesy of Los Angeles, I’m Yours, which had some very nice things to say about the opening.

Visit: Gather

*Totally Fucking Crazy

Right now all across America there is a feather shortage. In April, The Billings Gazette reported:

Jewelry-makers and hairstylists have been snatching up the premium chicken feathers used in standby trout-fly patterns, creating a sudden run on a market that’s ill-prepared for significant fluctuations of demand.

“Supplies are just decimated,” said Jim Cox, co-owner of the Kingfisher fly shop in Missoula, [Montana]. “We just can’t get the premium feathers. Even the (sales) reps for the suppliers can’t get them for themselves.”

What began a couple of years ago as a scattered interest in feather jewelry has erupted into a full-on fad for hair extensions made out of long, slender feathers — the exact same feathers used in the vast majority of traditional dry-fly patterns.

The feathers most valued both by fly-tiers and, lately, fashion mavens come from specific types of roosters that are selectively bred to produce long, slender feathers. Such chickens typically take almost a full year to raise before slaughter. What’s more, they’re rare: Only a few dozen commercial breeders exist in America, and most are small operations.

The situation’s getting so dire, American Public Radio’s Marketplace reports, the American Fly Fishing Trade Association is lobbying lawmakers about conservation. Tom Whiting, owner of Whiting Farms in western Colorado, one of the world’s largest producers of fly tying feathers, a third of whose sales now go to fashion, says, “We have orders far in excess of what we have in our system.” With the demand, the prices are skyrocketing. Last week the Oregonian reported a rooster neck of feathers that would have normally cost $29.95, is now selling for $360. A 300% – 700% jump in rooster saddle feather price is now typical.

In fashion parlance, feathers are in. Steven Tyler has been wearing the avian accessories as he judges American Idol contestants. Pop singer, Kesha, rocks feathers, too, even sticking one in Conan Obrien’s hair during a recent appearance on his show. Between Los Angeles’s mercantile meccas of Melrose Ave. and the Beverly Center you can get feather hair extensions, earrings, necklaces; feathers on boots, shoes, tops, skirts, hats, bras, anything. In the summer of 2011, feathers have become a staple of every sartorial and tonsorial aspect imaginable.

The other day I was asked my opinion as to where this current ubiquity of feathers has come from. But as it turns out, I happen to have something better than an opinion: I have an explanation.

Our story begins almost 12 years ago, in a little town in Oregon, by the name of Ashland, where a group of kids came together to start a circus performance troupe called, El Circo. The group would gain recognition within the Burning Man culture for the extravagant parties they threw at the festival, featuring lavish fire performances, a large, geodesic dome venue, and a top-notch sound system that attracted world-renowned music acts to perform there. In a 2005 San Francisco Bay Guardian article on the effect that the various groups within the Burning Man community have had on San Francisco nightlife — an impact which now extends to the entire west coast’s, and arguably global, dance culture — the writer paid particular attention to the influence of El Circo:

El Circo has fused a musical style and a fashion sense that are major departures from the old rave scene. [They are credited] with creating the postapocalyptic fashions that many now associate with Burning Man. Most of the original El Circo fashions, which convey both tribalism and a sense of whimsy, were designed by member Tiffa Novoa.”

Here are some of the El Circo costumes from their 2005 shows:

That same year, just two years out of college, I stumbled into the role of production manager for a newly-formed, L.A.-based vaudeville cirque troupe called, Lucent Dossier. Through that initial involvement with Lucent I would meet many other circus groups, including El Circo, who were by then based in San Francisco along with The Yard Dogs Road Show and Vau De Vire Society. There was also March Fourth Marching Band in Portland, Clan Destino in Santa Barbara, and Cirque Berzerk, and Mutaytor in L.A. As these acts grew, the I-5 Freeway became a central artery of culture, pumping a distinct combination of art, music, fashion, and performance up and down the west coast. A social scene evolved around these circus troupes the same way the punk subculture sprang up around the bands that defined it. For lack of another term, I’ve referred to this subculture over the years simply as “circus.”

In Freaks and Fire: The Underground Reinvention of the Circus, J. Dee Hill delves into the history and sociology underpinning the alternative culture circus resurgence:

Traditional forms of the tribe, like the village, have almost completely disappeared. Fewer and fewer people live in small communities where their daily interactions bring them in contact with the people they are deeply connected to, either spiritually or economically. Workers in modern corporations are replaceable and no longer bound to each other by the experience of a shared interdependence. The modern individual is preoccupied simultaneously by isolating, immediate concerns of personal survival and the larger, often intangible concerns of war, terror and economic change as transmitted by a now-seamless global media network. The intermediate space of community is not easily reached.

Not by accident, many of the newer, emergent forms of culture include a specifically tribal aspect. A return to tattooing, sacrification, fire performance and drumming, as well as a renewed interest in ritual, has occurred side-by-side with the formation of intentional (if temporary) communities such as the Rainbow Family gatherings and Burning Man festival.

It was at these kinds of festivals, in clubs and at underground raves, that alternative circus acts began appearing in the early 90′s. The performers were young, crazy “freaks” without any formal training who used circus costumes, skills or themes as performative means for expressing their own exaggerated personalities. Many went on to gain formal training or to study the history of the genre, but essentially their relationship to conventional circuses resembled that of outsider art to mainstream art circles. They didn’t really relate to the modern-day circus. They took their cues from something much, much older: the caravan-pulling gypsies.

The phenomenon of alternative circus performance can be seen as the theatrical dimension to one generation’s wholesale rediscovery of the concept of tribe.

And the inexorable feather trend is inextricably linked with this trajectory.

Novoa co-founded El Circo along with Marisa Youlden, a jewelry designer whose pieces accompanied Novoa’s costumes from the beginning. Youlden first used feathers in her pieces in 2000 and recalls this was when Novoa began creating elaborate feather headdresses for the performers. “At first, this was all costuming,” The 2005 Bay Guardian article quoted Matty Dowlen, El Circo’s operations manager, and performer, “but now it’s who I am.” The aesthetic Novoa first envisioned for the El Circo performers evolved into the prêt-à-porter of the circus subculture and became its signature style. Feathers, which had come to define El Circo costumes, became an integral component of the subculture’s street fashion:

Yup, that last one is me. You can’t see the feather in this shot, but trust me, it was there. In the early to mid-aughts (when the photos above were taken) the feather was as de rigueur a cultural signifier within the circus scene as the safety pin was for punks in the late 1970s and early 80s. In fact, back before it was so commonplace as to lose meaning (or induce a national feather shortage), condescending terms for those sporting the look sprang up within the subculture: “Feather mafia,” was one I heard thrown around; “Trustafarian peacock” even made it into UrbanDictionary.com. And then, something else began to happen.

In 2005, Mötley Crüe picked circus as the concept for their comeback tour:

The next year, Panic! At the Disco won an MTV Video Music Award for their circus-themed, “I Write Sins Not Tragedies” video:

A theme they then extended into their “Nothing Rhymes With Circus” tour:

And in 2008, the reigning queen of pop herself at the time, Britney Spears, came out with an album titled, Circus, and ensuing tour of the same theme:

Throughout pop culture, traces of circus’s influence would keep surfacing. The same year as Britney’s Circus album, this was the ad for that season’s America’s Next Top Model:

Or take this ad for the launch of Microsoft’s short-lived Kin mobile device from last year:

The proliferation of circus within pop culture has been directly tied to its growth in underground culture, and being in an underground circus troupe during the height of this infiltration offered backstage access to the proceedings. For example: The circus featured in the Kin ad is March Fourth Marching Band. The circus performers in the Panic! At the Disco music video and tour were members of the troupe I managed. The performers who went on tour with Mötley Crüe would become Lucent Dossier members, as well. Last year, Miley Cyrus’s “Can’t be Tamed” music video featured a winged Cyrus alongside a troupe of be-feathered backup dancers inside a giant birdcage:

Which bears a distinct resemblance to the birdcage (not to mention the aesthetic) Lucent Dossier used prominently in aerial performances during their 2008 residency at the Edison nightclub in Downtown LA.

Especially in Los Angeles, where the Downtown underground and the Hollywood pop culture industry coexist within such proximity of one another, their crossover was inevitable.

Which brings us back to fashion. In 2002, designers Cassidy Haley and Evan Sugerman, who’d met at Burning Man the year before, founded a fashion label called, Ernte. Two years later, Novoa joined Ernte Fashion Systems, parlaying the aesthetic vision she’d first developed for the circus stage into high fashion. Tragically, in October, 2007, at 32-years-old, Novoa suffered a fatal drug reaction while working in Bali, Indonesia. By then, Ernte had become a globally-renowned haute couture label, retailing in high-end boutiques like Maxfield in Los Angeles, Collete in Paris, and Loveless in Tokyo. Below are some shots of Novoa’s work:

In 2005, Haley went on to form a new label, Skingraft Designs, with Jonny Cota, and later Katie Kay, who was a partner from 2007 – 2010. All three had circus pedigree. Cota and Haley had performed with El Circo, and Kay was one of the original members in Lucent Dossier, for which Haley and Cota would occasionally moonlight. Some of Skingraft’s early work is pictured below.

Since opening their flagship store in Downtown L.A., in 2009, Skingraft’s “post-apocalyptic couture” has graced the celebrity skins of Adam Lambert and The Black Eyed Peas. Rhianna wore a custom Skingraft headdress in her “Rockstar 101″ music video:

And both Britney Spears’ and Beyoncé’s most recent videos are dripping in Skingraft designs. As Skingraft has evolved into an established name within the vocabulary of Los Angeles fashion, countless other apparel designers with circus origins have sprung up in the wings, as it were.

Over the years since Tiffa first put feathers on the bodies of circus performers, inspiring others to follow suit, hundreds of thousands, if not millions have been exposed to the style at Burning Man, and the E3 gaming convention where El Circo would perform; at Coachella, and the Grammy’s afterparty, where Lucent Dossier performed; at countless night clubs stretching from the depths of Downtown L.A. up the length of the Pacific coast. Hollywood stylists partying on Saturday night woke up on Monday with new inspiration. And circus costumers became famed fashion designers. In the end, this cross-pollination laid the foundation for the exact kind of tipping point Malcolm Gladwell describes in his seminal, 2000 book exploring the social mechanics that lead trends to “tip” into mass, cultural phenomena. The Tipping Point begins with the words:

For Hush Puppies — the classic American brushed-suede shoes with the lightweight crepe sole — the Tipping Point came somewhere between late 1994 and early 1995. The brand had been all but dead until that point. Sales were down to 30,000 pairs a year, mostly to backwoods outlets and small-town family stores. Wolverine, the company that makes Hush Puppies, was thinking of phasing out the shoes that made them famous. But then something strange happened. At a fashion shoot, two Hush Puppies executives — Owen Baxter and Geoffrey Lewis — ran into a stylist from New York who told them that the classic Hush Puppies had suddenly become hip in the clubs and bars of downtown Manhattan. “We were being told,” Baxter recalls, “that there were resale shops in the Village, in Soho, where the shoes were being sold. People were going to the Ma and Pa stores, the little stores that still carried them, and buying them up.” Baxter and Lewis were baffled at first. It made no sense to them that shoes that were so obviously out of fashion could make a comeback. “We were told that Isaac Mizrahi was wearing the shoes himself,” Lewis says. “I think it’s fair to say that at the time we had no idea who Isaac Mizrahi was.”

By the fall of 1995, things began to happen in a rush. First the designer John Bartlett called. He wanted to use Hush Puppies in his spring collection. Then another Manhattan deisgner, Anna Sui called, wanting shoes for her show as well. In Los Angeles, the designer Joel Fitzgerald put a twenty-five-foot inflatable basset hound — the symbol of the Hush Puppies brand — on the roof of his Hollywood store and gutted an adjoining art gallery to turn it into a Hush Puppies boutique. While he was still painting and putting up shelves, the actor Pee-wee Herman walked in and asked for a couple pairs. “It was total word of mouth,” Fitzgerald remembers.

In 1995, the company sold 430,000 pairs of the classic Hush Puppies, and the next year it sold four times that, and the year after that, still more, until Hush Puppies were once again a staple of the wardrobe of the young American male. In 1996, Hush Puppies won the prize for best accessory at the Council of Fashion Designers awards dinner at Lincoln Center, and the president of the firm stood up on the stage with Calvin Klein and Donna Karan and accepted an award for an achievement that — as he would be the first to admit — his company had almost nothing to do with. Hush Puppies had suddenly exploded, and it all started with a handful of kids in the East Village and Soho.

How did this happen? Those first few kids, whoever they were, weren’t deliberately trying to promote Hush Puppies. They were wearing them precisely because no one else would wear them. Then the fad spread to two fashion designers who used to shoes to peddle something else — haute couture. The shoes were an incidental touch. No one was trying to make Hush Puppies a trend. Yet, somehow, that’s exactly what happened. The shoes passed a certain point in popularity and they tipped. How does a thirty-dollar pair of shoes go from a handful of downtown Manhattan hipsters to every mall in America in the space of two years?

Right now, the roosters know, but they’re not telling.

__________________________________

Special thanks for helping fill in the details and history for this post go to: Arin Ingraham, Siouxzen Kang, Marisa Youlden, and Cassidy Haley.

Super late to my own party on this, but here it is:

Last summer, I came up with an idea for The Glitch Mob to do a Tron: Legacy remix video scored to music from their 2010 album, Drink the Sea, and edited by Khameleon808. We released the video in November 2010 and after that lots of things happened.

Sean Bailey, the head of production at Disney, singled the video out at a press conference. It got a writeup on Wired.com, earning me a lovely compliment along the way for instigating this whole thing. And then, in February, The Glitch Mob were asked to do an official track for Disney’s Tron:Legacy R3configur3d remix album, featuring artists like M83, Photek, Moby, Com Truise, and others reworking Daft Punk’s original tracks from the movie score. R3configur3d just dropped last week and The Glitch Mob’s take on Daft Punk’s “Derezzed” is the first track on the album.

To celebrate the release, Khameleon808 re-teamed with the Glitch Mob to create another audio-visual-gasm.

Enjoy!

MirrorLAnd is an adaptation of Lewis Carroll’s Alice’s Adventures in Wonderland, except Alice is now in her 20s, just out of college, and falling down the rabbit-hole working as an assistant in the film industry. Until she lands in the wonderland of LA’s underground circus. Plus, there’s free music, and lots of fashion and art. This is a project I’ve been working on for years and am thrilled to finally share it with you!

Get to MirrorLAnd….

Back in the spring, when I was writing a post about Why Iron Man is The First 21st Century Superhero, I came across this awesome Iron Man trailer remix created by Mike Relm. The remix was so rad, in fact, that when Jon Favreau, the director of Iron Man, brought it to the attention of Paramount and Marvel, they hired Relm to do an official TV spot for the film in his signature style.

Some months later, I saw a beyond-epic 9-minute long video, called “The Apple Tree,” featuring VFX shots, action clips, and dance sequences from like 700 different movies in a mind-scrambling montage scored to The Glitch Mob‘s music. New York Magazine, which got a hold of the video in September, called it “intense,” and, indeed, if by the end of The Apple Tree you don’t experience the overwhelming need to get in your car and drive somewhere immediately with the volume up, the windows down, and the needle in the red the whole way, you’re probably dead. The first time I watched it I literally had to hit pause like every 30 seconds just to catch my breath. But more than simply an adrenalized ad for special effects, The Apple Tree video is really a piece of art, using montage not so much to tell a story but rather to relate sound to motion, each cut creating its own blast of synesthesia. Among the clips used in the video were a handful from the forthcoming Tron: Legacy sequel due out in December, which picks up where the classic 1982 movie left off.

And that’s when I got an idea… I brought this idea to The Glitch Mob, who got Khameleon808, the auteur behind the Apple Tree on board; we picked a track, Animus Vox, off their new album, Drink The Sea, and now, a few months later, I’m suuuuuper excited to announce this new piece of total fucking awesome!

Brace yourselves!

Khameleon808′s Tron: Legacy “REREZZED”
ft. music by The Glitch Mob

.

UPDATE:

On November 23rd, Wired.com picked up the video, in an article titled “Fan’s ‘Rerezzed’ Mashup Earns Raves From Tron: Legacy Producer”:

A Tron mashup crafted by an unemployed movie fan made a big impression on Tron: Legacy producer Sean Bailey, who singled out the clip during a recent Los Angeles press conference.

While discussing Tron: Legacy’s viral-marketing campaign, Bailey saluted the trailer made by 31-year-old Josh Prescott. The DIY filmmaker took Daft Punk’s electronica as a stylistic point of departure for his own sequence of beauty shots culled from promotional trailers and music videos for the 3-D sci-fi sequel.

Prescott’s “Rerezzed” clip, which glides along on music by Los Angeles-based trio The Glitch Mob, caught the eye of Bailey and other Tron: Legacy filmmakers.

On November 24th, the video was featured on the official Tron: Legacy Facebook page, and Twitter account.

At the time of this update the video has been viewed over 85,000 times.

For my crimes in originating the idea for the video, Wired.com called me a “social media maven.”

Congrats to all those involved, Khameleon808 and The Glitch Mob!

UPDATE 2:

March 2, 2011 – The cat is out of the bag: Pitchfork reports Walt Disney Records will release a remix album of the Tron:Legacy soundtrack, Tron: Legacy R3CONFIGUR3D on April 5th. The first track on there is The Glitch Mob’s remix of “Derezzed.” In case you’re wondering what that’s gonna be like, I’ve heard it, and it sounds like what this looks like:

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Some friends came through town on tour, and sitting around in the dressing room backstage at House of Blues during the opening act, we started talking about the most epic-est, rock-’n'-rollingest backstages we wished we could have gotten to been a part of. Guns N’ Roses, Mötley Crüe, The Rolling Stones. You know, the usual acts that had come to represent the platonic ideal of the Rock Star. This conversation was instigated by an admission from the main act himself about how boring it was backstage. Thinking back on the venues and the bands I’ve worked with, and even the vaudeville circus I used to manage, it occurred to me that (aside from a few exceptions working with music festivals — notably, on the production rather than the performance side — which only served to prove the rule) almost all the backstages I’ve ever been in were basically boring. Sure, there was always the inevitable adrenaline of last-minute chaos and ego trips and personality clashes and whatnot, but the debauched excess of the truly rock ‘n’ roll antics of yore? Even the folks on the tour, who would, that night, go on to rock the faces off twelve hundred screaming fans, noticed that all the examples of the epitomized backstages we were listing off had had their heyday before we were even old enough to get into any of their shows. This was not what MTV (back when MTV, actually stood for Music Television) or even Vice Magazine had promised us backstage would be like when we grew up. It looked increasingly less like the photo above.

It looked a lot more like this:

Mike Gallagher of the band Isis, backstage at the Trocadero  – Philadelphia, 2007 / Image: Markphoto.net

And that’s when it dawned on me: the Internet had killed the rock star.

Well, first off, is there anything the Internet hasn’t already killed yet? Back in May, The Atlantic featured a piece about the Internet’s ongoing assassination of the music industry — a crime story a decade old now, but, like the JonBenét Ramsey of disruptive technology, undyingly over-covered. Other casualties in the Internet’s Edward Gorey-like murder spree have included music journalism, killed by mp3 blogs, pirate radio, killed by general redundancy, and even the mystique of the radio star (which, hadn’t video already confessed to killing like 30 years prior?) killed by too much exposure. At this point, to say the Internet’s done away with anything else when it comes to music is, admittedly, a cliché, but, nevertheless, I do think there’s one more, less-publicized casualty.

In an interview with NME earlier this year, Kasabian singer Tom Meighan was on to part of it:

It’s not like what it used to be like in rock ‘n’ roll. In the ’60s and ’70s you had the likes of David Bowie and Marc Bolan, and then in the ’80s you even had shit acts that were rock stars.

I think – especially in the last three or four years – the internet’s taken a stranglehold and killed off the myth of the rock star now. You know when you used to buy the records and there was the myth behind them? There’s too much on blogs now and I think it’s killed it off. Nobody’s surprised by an interview anymore or anything. It’s quite tragic.

There are so many rock stars writing these self pitying blogs and it’s not in the spirit of rock ‘n’ roll, it’s like ‘Wow, what rubbish’.

That’s the victim no one talks about when they’re focusing instead on how much money the RIAA’s member organizations are losing due to the Internet: the “spirit of rock ‘n’ roll.” Cuz you know what those acts in the 60′s and 70′s and 80′s and, to a large extent, the 90′s didn’t have backstage? Email. Or Facebook or Twitter. There were no urgent texts that needed immediate replies, no forums of endless fan comments to be compulsively monitored, no hundreds of images from the previous night’s show to be sorted through and uploaded, no online profiles for potentially competing or collaborating artists to be stalked, no blog posts that needed to be written, or  livestreams set up. Hell, there weren’t even any cell phones with which to call anyone during those hours and hours on the tour bus. Not to mention any of the normal things that even non-rock stars do on their computers, like instant message with their friends or watch the entire last season of Mad Men. Millennials — the generation whose older members are now of rock star age — spend almost 10 hours a day online. Add to that the three more hours per day that Americans now spend using the web on their mobile phones, and then factor in the completely-absurd-even-to-this-millennial FOUR THOUSAND texts that the average (AVERAGE!!) teenager sends per month — that’s six texts every waking hour — and all of that compounds into a LOT of time that the typical touring act in 2010 is spending doing shit that simply wasn’t there to have been done back in the day. Before we all developed these new digital compulsions there used to be a lot more time for, and a lot fewer pressing distractions from, the analog ones, namely the sex + drugs that = the “spirit of rock ‘n’ roll.”

Of course, being a rock star back in the 20th century, you could also get away with a lot more than you can now. Your drug-addled, sex-addicted, minor-fucking ways were not gonna end up on Twitter three seconds after some groupie snapped a photo on her cell phone, let alone on TMZ. To a large extent, truly rock star behavior used to be a lot easier to contain. Now, there’s really no buffer. And that increasingly permeable line cuts in both directions. Much as self-pitying blog posts are a definite cramp in the rock ‘n’ roll style, so is not being able to avoid your hate mail. In the past, your handlers would have simply made sure you never saw it. Now, not only does it take some herculean willpower to avoid the known hubs of haterade — and rock stars aren’t famous for their self-restraint — but even for the most disciplined musicians, messages letting you know you suck are like online porn: one in three of us has ended up with it in our face even when we weren’t looking for it. It’s why Trent Reznor quit Twitter last year…. Twice. The first time around, Reznor posted the following on the Nine Inch Nails forum by way of explanation:

When Twitter made it’s way to my radar…. I decided to lower the curtain a bit and let you see more of my personality. I watched some of you get more engaged because you started to realize there’s a person (flaws and all) back there, and I watched some of you recoil in horror because I’m not what you projected on me. All expected. I’m not as concerned about “breaking” your idea of NIN at this point. It is what it is and I am what I am. The relationship between artist and fan is changing if you haven’t noticed, along with the way we consume and experience music and even communicate since the internet arrived.

….But some people exist to ruin it for others – and they are the ones who have nothing better to do with their time. Example: on nin.com, there’s 3-4 different people that each send me between 50 – 100 message per day of delusional, often threatening nonsense. We can delete them, but they just sign back up and start again. Yes, we are implementing several changes to address this, but the point is it quickly gets very old weeding through that stuff.

Rock ‘n’ roll has never been scared of confrontation, but in the past it’s always been in-person, and visceral. Being able to settle things with a fistfight or a blunt and / or glass object is incredibly more rock ‘n’ roll-y than this new equation:

Image: John Gabriel

Of course, it’s undeniable there are significant advantages that all this new technology has afforded artists as well. From those just starting out to the ones with Stadium Status, the Internet has put a lot of new tools and resources directly into artists’ hands, allowing them unprecedented control over their own careers and their relationship with their fans. But it also means that handling much of what a label was once responsible for — and even more that they still haven’t even figured out how to do — is now part of the job requirement of being a successful musician. You have to be an expert in marketing, branding, community strategy, and user engagement; knowing how to write code, the meaning of the term “information architecture,” and a good web designer also help. “Engaging your fans” the old fashioned way meant spraying them with champagne in the green room. Now, replying to messages on Facebook is your second job. A couple of decades ago you wouldn’t have had to be giving a shit about anything called a website; now you have to anticipate you’ll be redoing yours every few years just to keep up with the rapid pace of change on the web. A friend of mine who’s in a band that just finished a tour of the U.S. followed by Australia, told me in the wake of the band’s website redesign to incorporate the StageBloc platform, a process that spanned several months, “At the time, I didn’t think that working at an internet startup was going to be helpful to my music career.” Which also speaks to the kind of personality the evolution of rock ‘n’ roll is selecting for these days.

Think about the best concert you’ve seen in the past five years. You know what the band did after the show? They checked a bunch of email, sent a bunch of texts, possibly also a bunch of Tweets, and generally stared at screens for a while. Cracked.com’s list of the 7 Most Impossible Rock Stars to Deal With, which features the likes of DMX, Keith Moon, Iggy Pop, Nikki Sixx, Ozzy Osbourne, and Eric Clapton — all people who were wreaking havoc by the time they were my age — includes absolutely no one who is my age now. (And aren’t we, Millennials, supposed to be the over-entitled spoiled-brat “Generation Me”?) While the barrier to entry into rockstarhood may have never been as porous (getting discovered on YouTube, anyone?), the competition has arguably never been more intense. Just being a talented performer and charismatic entertainer is not enough anymore. The same tools that are giving artists more control are also saddling them with more responsibility. The business savvy and marketing aptitude that once made Madonna an anomalous success are now prerequisite just to stay in the game. You simply couldn’t keep up if you are the kind of mess that the emblematic rock stars who defined the term got to be. Or, perhaps, as Cracked suggests, all the drug addiction and general nihilism were so rampant among rock stars in the olden days “possibly because no one had invented the Internet yet, [and] they got bored.”

Of course, there’s still bands like Justice, whose trouble-making, euro-hipster decadence is entertaining enough for an hour-long tour documentary. But as you’ll realize if you watch the “A Cross The Universe” DVD, chronicling the band’s 2008 U.S. tour, the duo hardly spend time at their computers, aside from when they’re performing. And there’s no mystery why. The band doesn’t have a website, or Twitter. Their Facebook is a UGC Community Page created by fans. They basically just have a Myspace, which is maintained by their French label, Ed Banger Records. In a sense, Justice isn’t so much an exception as an appropriately ironic throwback. The documentary, hearkening back to when rock stars were legitimately so, effectively paints the laptop rocker duo in those nostalgically familiar colors.

When asked during the promo tour for his latest book, Imperial Bedrooms, whether contemporary book launches are more or less fun than when he started in the late 80′s, Bret Easton Ellis — arguably the closest equivalent that the literary world has to a rock star, and a writer who has expertly articulated the unbridled excess that is the trope’s defining characteristic (“It was always the A booth. It was always the front seat of the roller coaster. It was never ‘Let’s not get the bottle of Cristal’ … It was the beginning of a time when it was almost as if the novel itself didn’t matter anymore—publishing a shiny booklike object was simply an excuse for parties and glamour.”) — laughed, “Oh, it’s less fun. It’s much less fun. Because we’re in the ‘post-Empire’ world now. Book publishing,” he added, “flourished in the ‘Empire,’” a term which Ellis uses to refer to the period from 1945 until 2005 — the era that defined the 20th century, and a time when, not coincidentally, the rock star flourished, too.

There’s a reason that Aldous Snow — the rock ‘n’ roll MacGuffin played by Russell Brand in this summer’s Get Him To The Greek, the latest installment “From the Director of Forgetting Sarah Marshall and the Producer of Knocked Up and Superbad” — is referred to in the movie as “one of the last remaining rock stars.” When it comes to this 20th century Dionysian archetype, there really aren’t that many left. The Internet is making sure of it.

October 7th, I’ll be on a panel at the FutureM Conference in Boston, entitled, “Your Life Will Be A Transmedia Experience (It Already Is).” Sound familiar? Yup, it’s a different take on the theme for a panel of a similar name I’ve got submitted to SXSW, and featuring many of the same cast-members! I’ll be speaking with Marta Kagan, Managing Director, US, for Espresso, and Jan Libby, Experience Designer Consultant at Wieden + Kennedy.

Come and hear about what is, indeed, the future of marketing from the pottymouths who produce the “What the F**k is Social Media?” slideshow franchise, and the smartypants responsible for transmedia campaigns for brands like Levi’s and Scion ! Also, it’s FREE!! Plus! We’ll have an interactive game for all (21+) attendees to play, which is 100% guaranteed to be fun since it will include free alcohol provided by Magner’s Irish Cider! — despite ostensibly leaving my music festival producing past behind me, I still cannot seem to escape being involved with ANY kind of event that doesn’t come with wristbands, even a marketing industry panel! Then again, while much will change in the future of marketing, free alcohol will always be a constant. But space is limited, so

Register to attend now! CLICK HERE

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