retrotalk2023: the Nostalgia-Industrial Complex

 Pitchfork's Jayson Greene on what he's cleverly calling Music's Nostalgia-Industrial Complex - a tag that here describes the consolidation of song catalogues by legacy artists in money-minded hands looking to maximise every conceivable form of earning back on their huge investments in publishing rights.  

One way is to instigate the interpolation of hooks from these bits of prime musical property into songs that become Top 40 hits. Like this one:

"After clocking the 1987 smash’s internet infamy, Primary Wave acquired a percentage of the rights to [Rick Astley's "Never Gonna Give You Up"]....  then pitched the idea of an interpolation to Yung Gravy’s manager. At the same time, a member of Shukat’s team reached out to a producer who worked with Gravy. “Within a day, we literally had a track to listen to, and Gravy rapped over it two days later, which was fucking dope,” Shukat says over the phone. He was less enthused by the original track’s name—“Get Pussy”—and requested a rework, which was obliged. The song went on to peak at No. 30 on the Hot 100 and currently has more than 200 million plays on Spotify. When I observe that Shukat is describing a role more akin to a music producer than a publisher, he says, “I’m comfortable with that. We’re producing on a daily basis.” 

Primary Wave's chief of marketing is involved in the work of "'“artist re-development.' His team assembles three-to-five-year marketing plans for each new acquisition, and then presents a pitch deck to the artist or their estate."... Primary Wave treats their catalogs the way powerful record labels treat their star artists—except all of the publishing company’s talent is either dead, a legend, or both. And when you own the rights to some of the most important American popular music ever recorded, opportunities have a way of presenting themselves in perpetuity.

It's the wave of the (no-)future - retro-necrosploitation of golden oldies with proven hookability and nostalgic triggers in-built. 

"In the past few years, Primary Wave has been joined by what Shukat estimates are more than 20 similar companies. He points directly to the pandemic as the cause for the catalog stampede, which erased touring income from everyone’s ledger sheets for nearly two years. Now it feels like a week doesn’t go by without a major artist’s catalog getting scooped up."

Alongside Primary Wave, a company called Hipgnosis (unrelated I assume to the record design company) are big players in this field. 

"The rise in catalog acquisition helps to explain how we’ve arrived at a moment when the pop charts are littered with chunks of old intellectual property. Nicki’s “Super Freaky Girl” and Yung Gravy’s “Betty” are just two high-profile examples; you don’t have to look far for more. The Santa Clara, California rapper Saweetie’s “P.U.S.S.Y. (Powerful, Utopia, Supreme, Sacred, Yummy)” samples Mtume’s “Juicy Fruit,” the basis for Biggie’s “Juicy.” Atlanta’s Latto double-dipped Tom Tom Club’s “Genius of Love,” famously sampled on Mariah Carey’s “Fantasy,” for her song “Big Energy,” bringing in Mariah herself for bonus points." 

"... In some ways, the Hot 100 right now feels as recursive, all-encompassing, and allergic to new input as the Marvel Cinematic Universe. "

retrotalk2022#3 - the dead oppressing the living

" Is Old Music Killing New Music?" asks Ted Gioia at his substack The Honest Broker, and goes on to explore the steady growth of catalogue sales in music. 

"I had a hunch that old songs were taking over music streaming platforms—but even I was shocked when I saw the most recent numbers. According to MRC Data, old songs now represent 70% of the US music market....

"The new music market is actually shrinking. All the growth in the market is coming from old songs.

".... the 200 most popular tracks now account for less than 5% of total streams. It was twice that rate just three years ago. 

"The current list of most downloaded tracks on iTunes is filled with the names of bands from the last century...

"....Never before in history have new tracks attained hit status while generating so little cultural impact. 

"... Old recordings, like zombies in those bad films, are out to kill the living"

Gioia also points to declining audience figures for the Grammies, radio programming trends, hologram tours, A&R and other music biz executives losing confidence in the present, and other symptoms. 

In Retromania, I looked into this issue of catalogue outselling new and recent ("deep catalogue" being a particularly potent category) and asked Billboard's Ed Christman for his specialist-knowledge low-down. So I'm not surprised to see the tendency has continued and escalated... 

It's a kind of oligopoly of the elderly -  a gerontocracy comprised of those who were able to establish  enduring stature through the Analogue System aka the Monoculture. Now as Gioia observes, they are selling off their publishing for massive sums, to investors betting on a posthumous dominance that will continue to hold sway: 

"The hottest area of investment in the music business is old songs—with investment firms getting into bidding wars to buy publishing catalogs from aging rock and pop stars. The song catalogs in most demand are by musicians in their 70s or 80s (Bob Dylan, Paul Simon, Bruce Springsteen, etc.)—if not already dead (David Bowie, James Brown, etc.).  Even major record labels are participating in the shift, with Universal Music, Sony Music, Warner Music, and others buying up publishing catalogs—investing huge sums in old tunes that, in an earlier day, would have been used to launch new artists."

follow up to the Interpol 10th Anniversary commemoration post, here's Chris Ott having a "Rational Conversation" with Daily Swarm's Eric Ducker about that absurdly premature reissue.

Also discussed is the fact that Saddle Creek recently reissued Danse Macabre, the 2001 album by The Faint. Which tops the Interpol reish for absurdity and then some. Did anyone even remember that record by the end of the year it came out?

Ott, he don't pull no punches, even though he liked the Faint a bit at the time:

"The situation with Danse Macabre is that No Doubt took them on tour as an opener to buy their “cred”, as it were, in 2002. And so, as far as The Faint goes, that was the biggest thing that ever happened to them, in their entire career. But I suspect those audiences don’t remember it that way, and that they didn’t make a lot of fans off that decision. When Saddle Creek and The Faint look back on ten years ago, perhaps they remember that tour and maybe almost getting mainstream attention. But The Faint weren’t My Chemical Romance, and it was never going to happen. There’s a very distorted memory there, in trying to celebrate Danse Macabre and that moment, which I experienced as a complete failure. "

Of course the real point is that both bands were unoriginal, derivative of an earlier age of music, and of specific bands to boot. And just as you can't have a revival of a revival (well, No Doubt as participants in a late 90s ska-revival revival maybe disproves that, but it's the exception that proves the rule), so too an Anniversary Reissue of a piece of music that wasn't in its own time a Broader Sociocultural Event  (e.g. The Slider 40th Anniversary mega-box) NOR has it subsequently become  Iconic through Steadily Accruing Cult Love, Ahead of Its Time Stature and Influentialness (as with the Velvet Underground and Nico's 45th Anniversary mega-expanded box), it just don't make no sense! It's just a record that came out, to modest impact, that has since never been out of print and is still readily available with unsold copies lingering all over the place, and, as Ott notes, is on iTunes and Spotify and the rest.

So why then? It's just a marketing ploy, says Ott:

"I look at the reissue thing as a way for the classic, outmoded music industry to toot its own horn and say, “We might have a way here to force the gatekeeper websites to promote our catalog.” Advertising is everything; so, in a way, the reissue is a very powerful advertisement for catalog sales. Catalog sales dwarf new music sales in terms of physical media: they overtook them this year, statistically, along every measurable line. But it was already the case for ages: that’s why Billboard had the “Heatseeker” bullshit inside the chart, so your new hip-hop protégé doesn’t notice his record is two positions lower than an old Michael Bolton album."