At some level, most people intuitively understand that music embodies and implies a set of philosophical beliefs, and that the decisions an artist (or listener) makes are bound up with (and inextricable from) those personal beliefs.
In my experience, this tends to be a profoundly controversial idea – one which, when mentioned, tends to elicit responses along the lines of “You’re thinking about it too much”. There are probably many reasons for this, the main one being that people would prefer to believe that their taste decisions are purely a matter of personal choice.
But the idea that taste-related decisions embody philosophical beliefs is not nearly as intellectual an argument as it sounds. It is actually quite a common thought process, which many of us have. It’s easily recognisable when viewed in slightly different terms.
The very fact that you a reading this, means that you know who I am, and that presumes that you are either a friend of mine (who shares some of my important personal values) and/or that you are engaged in a relationship with my band’s music (which again assumes that we share some of the same musical values). So I can assume some things about you.
Firstly, you will probably be in your twenties or thirties, and about half of you will have been to university, where you would have studied a subject in one of the cluster of humanities subjects. You will probably imagine yourself to be of above average intelligence, and would probably not be too concerned about making money (although it’s always nice to have some).
Also, and this is important, a majority of you will be somewhat suspicious of mainstream popular culture in one way another – i.e. your taste decisions will be in some ways oriented against the mainstream. I can also assume that what little mainstream culture you enjoy (however grudgingly) you will probably regard as a kind of guilty pleasure. In general, you prefer your films intelligent (probably subtitled) and your bands on minor labels. A smaller percentage of you may have a penchant for collecting things on vinyl (regardless of whether you have a working vinyl player!) and you secretly find it disappointing when a band you’ve followed for years breaks into the mainstream and starts making “bland” music.
How do I know this? Well, it’s natural isn’t it? You wouldn’t be here reading this if you didn’t meet some of those conditions, the fact that you know who I am means that you probably get a lot of your cultural information from outside the mainstream media sources. You like to hunt for things, that’s how you know who I am. The rest follows.
I am not trying to build up a profile of you for demographic or marketing purposes; I a merely using this as an illustration of my second point, one that (now we’re acquainted) I consider I can make without offending you. In order to make this point, I need you to answer me one thing, and honestly. When you meet someone for the first time (i.e. in a bar, or in work) – do you find yourself a little disappointed in them when they confess to liking a very popular aspect of culture, such as The X Factor, soap operas, or the latest Hollywood blockbuster? This is a reaction I have myself, if I am honest.
But where does that sense of disappointment come from? The easy answer is to say, “Well, I would know for their answer that I don’t have anything in common with that person”. But that’s unsatisfactory. Answering “It proves that I wouldn’t have anything in common with them” reveals an underlying assumption that the taste decisions a person makes directly reflect the kind of personality that they have.
This doesn’t have to be snobbish by the way, because it can just as easily work the other way round too – an X-Factor lover might find somebody “cultured” to be boring. Both perspectives are equally valid.
In my own particular case, the sense of disappointment that comes over me when (for example) an otherwise charming and good looking potential date reveals that he enjoys popular culture, reveals an aspect of my personality that equates popular culture with a cluster of other values which I find generally distasteful. So, “Mass produced culture” equates with things like “Dumbing down”, “Clichéd”, “Over-produced”, “Hollywood”, “Celebrities” and so on – a bundle of values and ideas which represents that which I DON’T like about culture.
Of course, we define ourselves as much by who were are as by what we are not; my response reveals that I define myself as much as a person AGAINST the values of mass-produced culture as one that is for the values of independent music. In a situation where someone confesses to being a fan of popular culture, I am disappointed because their taste decisions connect with a bundle of intellectual ideas that I find distasteful, those kind of “cultural tracers” or what I have taken to calling the “shadow values” embodied in culture.
Almost everyone believes this on some level. So I am not sure why this has been such a controversial idea. Almost everyone feels that the cultural decisions they make reflect something quite profound, or should I say fundamental, about their personality. And it’s widespread: you only need to look at last year’s widespread attempts on social networking sites to prevent the X-Factor cover version of Leonard Cohen’s Hallelujah from becoming the Christmas number one to see that people are prepared to militantly organise themselves to fight for their taste decisions. On some level we intuitively sense that our taste decisions embody our most deeply held beliefs and that there is something of crucial importance going on within them.
Since writing this, I have found an interesting article which I think bears some relevance to this topic: http://www.guardian.co.uk/music/2004/oct/05/popandrock.conservatives2004