Our heroes, who move us in paradoxical awe and pity, have never chosen this way of being.

*

When I was growing up in the 80s and 90s the misfit kids were indignant when their bands were adopted by the mainstream. I think it was like this: the mainstream could have chosen otherwise – it just helped itself to something novel that happened to be there. The mainstream would equate its consumption of yet another variety of entertainment with our need for what we experienced as art, as a rare and precious sense of belonging.

I think when we pulled that move of dismissing an artist’s later work (“That first album was great, but…”), we were attempting to preserve a brand relationship. We severed our relationship with the band as it exists in the present – and even with the band’s past work as it is discovered in the present. The new brand relationship was having been there at the time it was happening: having the right to enjoy the band nostalgically. We learned how to do this, and did it repeatedly, constantly, as our desperate alternative to an unacceptable existence became the consumer category Alternative Music.

Then we became ashamed of hanging our identities on bands at all. Sonic Youth decided to like Madonna and hip hop, and that seemed like a good way to go. We tried to like sports, and we wore baseball caps. We looked for guilty pleasures that could democratize us a little. We loosened our grips, opened our hands, went out into the market…