Gotye and Digital [Pop] Culture

This post is intended to argue that the Gotye mash up above is evidence of Gotye's understanding of the mindset of digital culture. But instead of jumping right in, I intent to enter the conversation through the back door, in order to provide some theoretical background to what I am going to argue about Gotye's piece.

A couple years ago, Steven Hopkins, a graduate school colleague of mine wrote and presented a paper for a graduate seminar in which he presented the Gregory Brothers as an example of web 2.0 success (I hope I don't mis-state his argument. If I do, I look for him to correct me in the comments section). The Gregory Brothers, a musical group made up of a set of brothers and one of their wives, are now known for Autotune the News, the Obama Kick Ass Song, and of course the Bed Intruder Song (a phenomenon that I've addressed in the past).

Understanding the Gregory Brothers' success relies on two concepts important to theorists of digital culture and literacy. The first is Alexander Reid's concept of Rip/Mix/Burn. Reid cites Lawrence Lessig as the originator of the idea, which states basically that participatory digital culture relies on the ability of participants to rip material from other sources, and to combine these artifacts until a new artifact is produced through these combinations. Reid argues that this is, in fact, how cognition works. If this is the case, all cultural artifacts (whether art, discourse, or any other intellectual endeavor) are culminations of the artifacts, attitudes, ethics, and tropes that influenced them. This understanding, to Reid, problemitizes our understanding of issues like copyright, since nothing can truly be the product of one author/artist. All intellectual work is communal.

In the digital era, this process of Rip/Mix/Burn is exemplified in artifacts like fanzines, YouTube mash ups, and so on.  This is, of course, what the Gregory Brothers do on their websites. In order to make their videos, they bring together news clips, soundbites, and images and set these to music. So, they start with other people's copyrighted material, mix it up, add their own creativity, and produce something new.

The second important concept in understanding Web 2.0 success is Michele Knobel and Colin Lanksheare's idea of a Web 2.0 "mindset." For Lanksheare and Knobel, print culture was built around a "scarcity model." Hemingway was valuable because there was only one of him, and his success relied on his having been signed by Scribner. In order to become a successful writer, one must do so through the professional mediator of a publishing house. If one was to become a successful musician, one must be signed to a record deal. In this mindset, value came from an artifact's rarity, and the dissemination of that artifact was carefully controlled by professionals who supposedly knew what was good, and what would sell.

Web 2.0, on the other hand, functions according to a proliferation model. One becomes successful in digital culture by "going viral." And this relies, not on the professional wisdom of publishers and recording studios, but on the mouse clicks of viewers who like what they see and hit the share button. The Gregory Brothers, a band, became popular not when they were noticed by a studio for their "original" pieces, but when they were noticed by Internet users for their mash ups. Culture, according to Lanksheare and Knobel is shifting in such a way that this mindset will become dominant.

The entertainment industry proper, however, has been reticent to the changes this second mindset calls for. The entertainment industry, and the music industry in particular, has in fact, engaged in open warfare with the second mindset through  anti-piracy movements and PSAs, and law makers have responded with bills like the SOPA. The recording industry, including many musicians, has often militantly protected copyright. In this way, the industry has been rather retrograde with respect to its response to digital culture.

Because of this,I was a bit surprised and also pleased with this video by the recording artist Gotye. To produce this video, Gotye (who signs the video with the shortened form of his given name "Wally") trudged through the numerous parodies and covers of his song "Somebody that I Used to Know" that had been posted on YouTube and pieced together a new rendition of the song using these clips. Rather than circling the legal wagons and going after all of these video makers for copyright violation, he has instead himself ripped these samples, mixed them, and produced something from them. He has helped write his own fanzine.

This suggests that Gotye has adopted what Lanksheare and Knobel call the "second mindset." He hasn't just allowed the remixing of his song, but has in fact participated in the remixing process himself. In this way, he shares authorship with his audience, in much the same way as a blogger does when he enables the commenting function on a blog, then responds to commenters. He's allowed his sing to become an artistic wiki. Furthermore, he acknowledges that the form of the remix was ityself "inspired" by [ripped from] a Kutiman YouTube video. He also provides a link list to all the "original videos" of the "Somebody" covers he has used, and admits (in a tone that looks like apology) that he could not include all of the covers  he found.

What Gotye seems to understand is what the rest of the industry seems to have missed with regard to the new mindset: that the parodies and samples of his song did not harm him by violating his copyright. Rather, they brought attention to the song and they added to the conversation about its value. He seems to understand that art is a communal process, in which artists (and consumers) inspire and react to one another. The image of a solitary genius is a myth. Authorship is always shared. And the result of this shared authorship, in this case, is a haunting and aesthetically beautiful piece in its own right.

Posthuman Collective Composer

The video above is from one of my son, Aodan's, favorite DVDs. It's an Animusic DVD that Charissa, my music teacher wife, brought home for my boys to watch. The Animusic series is a collection of cartoon music videos featuring machinery of various types playing music. Some of the machines are better-mousetrap style contraptions, others are like giant wind-up toys. The one above features robots on a spaceship playing percussion instruments. As we watched the DVD yesterday (and Aodan drummed along on a toy drum), I remarked to Charissa that I was uncomfortable with the possibilities this particular video explored. I am uncomfortable with the extreme posthuman (or maybe dystopian) theme of machines playing musical instruments without apparent human involvement (this is the kind of conversation I routinely subject my poor wife to). Despite my interest in digital literacies/cultures and computer mediation of human literacy habits, I want artistic sensibility and aesthetic to belong to humans. Humans make art. They may use technology to do so (of course they do; musical staffs and symbols are a technology after all), but it is humans that control it in order to turn sound into art.

Then today, a friend and colleague of mine posted a Gizmodo article about a scholarly journal article by Imperial College-London researchers published yesterday in PNAS called Evolution of music by public choice. This study essentially studied the evolution of sound into music in order to compare it to models of evolutionary biology. In this study, researchers basically (I'm skipping important steps for the sake of space. Go read the article) started with clips of randomized noise and allowed people to rate the clips according to musical quality. The top rated clips were then combined in a semi-randomized "genetic" style creating new clips, and the process repeated itself. Over time, the clips begin to sound like recognizable beats, then melodies, then they finally become relatively complex and interesting musical strains (I listened to all the published examples. I encourage readers to at least listen to the commentary and overview offered on the Gizmodo article. It's pretty amazing).

The idea of the study was to study consumer input in the evolution of musical aesthetic by isolating it. In other words, there was no human writing the music: no experimental artistry by a person trying to play with old conventions, no producer looking for a hook, no band members wanting a solo. In removing the factors these factors so they could look at data relating only to the issue they were studying, researchers also removed the people that are typically associated with making music--that is, the composer, lyricist, and producer. Instead, these processes were automated.

Historically, music is considered a humanistic art form, not because it touches a human audience, but because it is created by a human composer. This music, then, is remarkable because it doesn't have that singular person we typically associate with musical composition. But I think the Gizmodo article oversimplifies when it says that "it's possible for digital music to evolve by itself, without creative input from a composer." It is certainly the case that there is not a single human composer. By getting rid of this figure, this experiment abolishes the concept of the genius artist, individually achieving a transcendent artistic artifact. Instead, there is something decidedly posthuman in the composition of this piece.

When I speak of the posthuman here (a term which involves a kind of spectrum of thought), I'm thinking along the lines of Donna Haraway's "cyborg." This involves the idea that the separation between our selves and the objects we make/use is, as it turns out, rather blurry. As we evolve our instruments, those instruments evolve us as well (this idea of "man as ongoing process" is the central theme of posthumanist theories). It is this interplay between our selves and our technology that make us "natural born cyborgs" (Clark). We are, by our nature, part human, part tool.

The DarwinTunes are composed through the interplay between tool (a computer designed by humans running an algorithm programmed by human researchers) and active human beings (the people voting on which clips move on).

Not only is the music produced by DarwinTunes posthuman, but it is also an example of another important element of digital culture in that the human half of the composition process is completely collaborative. Just as the singular artistic genius is replaced by a computer program, so also is he replaced by, not one musician, but thousands of consumers, all of which bring to the process their own cultural histories (in the form of chord progressions, dissonances etc. which seem "natural"), personal aesthetic sensibilities, and so on.

Perhaps, then, the most surprising thing about the DarwinTunes is that, after about 500 generations, they start to sound pretty good.  Pieces of music composed, not by an individual or small collaboration of talented artists, but by a process of negotiation between a piece of technology and collective intelligence may, after enough generations, turn out to be as complex and sophisticated as any experimental piece by Philip Glass. This brings into focus one of the fundamental questions we begin to ask when studying digital culture: Just how important is the "expert/genius/author" after all?

Because I'm (sort of) a Rhetorician Who Was Once a Music Major

Several weeks ago, this digital poster made the rounds especially among my artsy, hipster friends. Of course, graduate school ruined me so that I can't look at anything without performing a miniature Toulmin analysis, so I quickly analyzed this poster, questioned it's assumptions, and filed it away in my brain to deal with it later. Well, it's later. I won't do a line by line Toulmin analysis here, because it wouldn't be particularly interesting, but I will address the implicit argument of this digital poster and the assumptions on which such an argument relies.

The argument itself is relatively straight forward. The poster first shows lyrics from the song "The Way You Look Tonight" which, if the adjacent photo denotes authorship, it mistakenly attributes to Frank Sinatra (the song was written by Jerome Kern and Dorothy Fields and originally performed by Fred Astaire for the 1936 film Swing Time. Sinatra recorded a version in 1964, by which time the song was considered a standard.) Underneath these lyrics, the poster lists the much less interesting, highly reductive (dare I say, stupid) lyrics of Justin Bieber's "Baby." Underneath these lyrics, in the popular style of the (de)motivational poster, is the line, "Music, w..what HAPPENED!?"

The argument here is easy to discern. Music (judged by lyrics) was at one time rich, complex, and good. Now, it's simplistic, stupid, and bad.

This claim presents as its grounds the lyrics of these two songs. Of course, this is a digital poster, so it has little time for a nuanced portrayal of the music of these two eras (either the 30s or the 60s depending on if the poster intends the actual song, or the Sinatra remake, and the early 21st century). A complete historical picture of these two eras obviously cannot fit onto a digital poster. The claim of this poster, then, relies on the assumption that each of these songs is representative of its era. The quality of each era can, therefore, be judged based on the quality of each of these songs.

This assumption is relatively easy to attack. After all, it relies on the related assumption that ridiculous lyrics, like those of the Bieber song, did not appear in songs of the earlier era. Such a claim disregards lyrics like these from the Johnny Mercer song "I'm an Old Cowhand" (also remade by Sinatra):

I know all the songs that the cowboys know
'bout the big corral where the dogies go
'cause I learned them all on the rad-ee-o
Hey, yippie-yi-yo-ki-yay
Yippie-yi-yo-ki-yay

Furthermore, this assumption suggests that our current era does not include lyrics of more sophistication that the Bieber song, thus discounting lyrics like those of Anna Nalick:

Cause you can't jump the track, we're like cars on a cable
Life's like an hourglass glued to the table
No one can find the rewind button, girl
So cradle your head in your hands

In other words, in order to support the claim of this poster, the author relies on a biased sample, a logical fallacy in which the arguer makes generalizations which cannot be supported by the evidence provided because they are purposefully biased.

Furthermore, claims like the one made by this digital poster tend to discount one very important aspect of history--that is, history will ultimately remember the things that were the best of the era. Every church in the Baroque era large enough to hire one had a church composer and organist. But they didn't all become Johann Sebastian Bach. Indeed, an extraordinary majority of them, though they may have been popular at the time, have been forgotten by history. We remember Bach because he was the best of the era. The same has been true of the music of the 1930s and will be true of current music as well. It is, therefore, inappropriate to compare the relatively banal lyrics of one particular Justin Bieber song to the songs that have survived because they held some quality that made them classic, and use this comparison as evidence of some kind of devolution of music.

Claims like the one made in this poster ultimately belong to the narrative of the "golden age." Such narratives are often presented for rhetorical reasons by folks who wish to show that their own generation had it right and that "kids these days" have it all wrong, or by people who wish to show that they are aware that things used be be better and that their awareness of this fact makes them more sophisticated than others of their own generation. In other words, there is an element of pop-culture elitism inherent in these arguments. To the careful observer, however, these arguments do not show the sophistication of the arguer, but rather, the arguers historical ignorance, or at the very least, the arguers abuse of rhetorical strategy.

Radiohead and Samuel Beckett

In a paper I wrote during my MA, I argued that Samuel Beckett's writing career can be described as a process of deconstructing the theatre. Though I still have work to do to fully flesh out this claim (if I ever get around to it), Beckett's work suggests this to me because his work, especially toward the end of his career, becomes more and more minimalistic.

Through their repetitions, Beckett's early plays already subvert cherished theatrical conventions with regard to the plot model which requires rising action, climax, and falling action. Conflict is also a tricky concept in Beckett's plays. As his career progressed, however, he abandons more and more theatrical conventions. His plays get increasingly shorter and he begins to dissect his characters--rather literally.

In "Happy Days," Winnie is buried in a mound , without use of her legs. So body parts are disappearing in Beckett's plays. In "Not I," only a mouth is visible on an otherwise dark stage, and in "Breath" no character appears at all. There is only a stage covered in rubbish and the sound of breathing. At the end of his career, Beckett began writing radio plays in English, his characters finally completely disembodied and no longer physically present in the space of a theatre, existing only as sound waves.

Again, I'm not able to make the case fully that Beckett is trying to deconstruct the theatre in a linear and progressive way across his career. I'm not so sure the chronology of his plays allows this argument. But certainly his career trends this direction.

So this morning Radiohead's "The King of Limbs" hit stores, and I got to Best Buy thirty minutes after they opened to buy it (I still like CDs, or I could have bought it digitally on February 18th).

When I listened to it, I immediately thought of Samuel Beckett. It's perhaps a strange thing to compare a modernist playwright to a post-modern rock band. But I see Radiohead as doing to rock music what Beckett did to the theatre. As Radiohead moves forward in time, they are seemingly deconstructing rock music.

They began innocuously enough with their 1993 post-grunge "Pablo Honey" which some have taken to be a subversion of grunge music (using as evidence the eerie similarity between "My Iron Lung" and Nirvana's "Heart Shaped Box.")

Thom York has expressed dissatisfaction with that first album and their albums since have gotten progressively more ethereal and less musically unified. Their last two albums, "In Rainbows" and now "The King of Limbs," are particularly deconstructive. One blogger even calls "The King of Limbs" Radiohead's "least accessible album to date."

In both these albums, the music has become more and more electronic, increasing the level of mediation between audience and artist. The songs are also almost completely without hooks, making it easy to get lost in the music, rather than to sing along with the songs. Finally, it often seems that the melody (where one is recognizable) and the rhythm section are in two different meters, creating a disjointed feeling, as if one can never quite catch up.

The wonderful thing about Radiohead's dissection of music is that it questions the genre and indeed music theory in general. Radiohead seems to be asking just how important our Western notions of aesthetic actually are? Can music that doesn't conform to this aesthetic succeed, especially in a genre as flippant as Rock?

What Radiohead is doing is extremely interesting, artistic, and intelligent. I hyperbolically predict that, if Radiohead continues to make albums, their music will eventually consist only of screeches, feedback, and disembodied sounds. And I'm looking forward to buying these.