I read this interesting item about Anna's cousin in Naomi Klein's
No Logo yesterday. Writing about the Gap's 1998 Khaki "Jump, Jive 'n' Wail" ads, she says.
The question of whether these ads were "co-opting" the artistic integrity of the music was entirely meaningless. The Gap's commercials didn't capitalize on the retro swing revival -- a solid argument can be made that they caused the swing revival [In 1998? Maybe in Canada, but I entirely disagree with this statement -- Bob]. A few months later, when singer-songwriter Rufus Wainwright appeared in a Christmas-themed Gap ad, his sales soared [Another questionable claim. Again, maybe in Canada. -- Bob], so much so that his record company began promoting him as "the guy in the Gap ads."
Why, really, are these commercial relationships so distasteful. Maybe the most obvious response would be to say it somehow cheapens the art, which we imagine as a pure and non-commercial endeavor.
Naomi Klein has this idea of a separation between commercial and public culture. That for-profit enterprises are somehow infringing on our public culture by doing what 20th century marketers all want to do: take something pure and cool and personal, and tack their corporate brands onto it. But I'm not so sure the separation is really there. As Dr. Johnson once wrote, "No man but a blockhead wrote but for money."
So I don't buy that argument. Musicians are engaged in a commercial enterprise. They charge money for their CDs and concerts and T-shirts. They craft these images of non-commercial artistic integrity for the exact purpose of gaining money and fame. Maybe that's why the Langley Project holds so much appeal. Because these kids were obviously not Rock'n'Rolling for the money. They were singing for a much higher reason: because their teacher forced them to.
So fundamentally, what is the difference between the Rolling Stones -- a multi-billion dollar corporation/rock band and the Gap? Or for that matter, between Rufus Wainwright and J Crew? Is it just a matter of degree? Somehow I feel violated when I see billboards and product endorsements everywhere, but is that simply because I have a mistaken concept of art and civic life. Am I like those professional sports fans who somehow feel connected to a team of itinerant millionaires who don't even honestly represent their own cities while engaged in a fundamentally commercial and trivial enterprise?
Well, yes. I am. I've been to many professional sporting events. And the reason I enjoy them is because they're fun. It's fun to participate in society and, no matter what the intellectuals would have us think, going to a football game is a kind of participation. It is meaningless, but in all honesty, is it any more meaningless than a great play or political rally? When you live in a democracy and enough people participate in something, that event takes on an intrinsic meaningfulness that nobody can really argue with. It's who we are.
Yet still I have this nagging disdain for a commercial enterprise trying to invest itself with a false meaning. I have this idea that my immediate environment should not be filled up with advertisements. I don't want to be constantly influenced. And, worst of all, I don't want to be influenced by corporations that have no real accountability.
As I see it, the difference between Rufus Wainwright and J Crew is one of accountability. If Rufus decides to take the money and shill, he's accountable for that decision, but if J Crew decides to outsource product to an Indonesian sweatshop, who is really accountable? Ethically? Certainly not J Crew's founder, Arthur Cinader. He's been out of the picture since the early 90's. Not the CEO. CEOs in most large companies are little better than overpaid middle managers. At best, they own a tiny fraction of the company's equity and they are not accountable in the same way that Rufus, or even John D. Rockefeller (whose company, Standard Oil, remained in private hands for most of his tenure as a chief executive). These companies are owned by "the market." And the market is never accountable. J Crew's majority stake-holder, by the way, is a privately held $7 billion investment company called Texas Pacific Group that was founded by David Bonderman, James G. Coulter and William S. Price III. Whose money is really behind this sweater and jeans company is anybody's guess.
That's the problem I have with rampant commercialization of our public lives -- that, more and more, it's being done without accountability. In the 14th century, when the aristocracy and the church bullied their way into public life, at least there were popes and kings and gods who would ultimately take the blame for ruining things. That's no longer the case.
OK, gotta get back to work...