{"id":8242,"date":"2014-01-02T17:44:43","date_gmt":"2014-01-02T17:44:43","guid":{"rendered":"http:\/\/stylusmagazine.ca\/?p=8242"},"modified":"2014-01-02T17:44:43","modified_gmt":"2014-01-02T17:44:43","slug":"fear-of-music-the-machine-wakes-sees-itself-and-smiles","status":"publish","type":"post","link":"https:\/\/ckuw.ca\/stylus\/2014\/01\/02\/fear-of-music-the-machine-wakes-sees-itself-and-smiles\/","title":{"rendered":"Fear of Music :: The Machine Wakes, Sees Itself, and Smiles"},"content":{"rendered":"

\"lorde-billboard-cover-story-650-430\"<\/a><\/p>\n

by Devin King<\/strong><\/p>\n

Gentlemen of the board, I\u2019ve gathered you all here today as I understand there has been some concern raised over our release of New Zealand singer Lorde\u2019s single titled \u201cRoyals.\u201d As you may know, the song in question discusses the idea of extreme wealth in the music industry, and broadly, society. Some of you have expressed concern that this might ignite class consciousness and foster a realization of inequality in the masses. I am here to tell you not to be afraid.<\/p>\n

A close scan of the lyrics reveals no social intent, no call to action. The song misses the bigger picture entirely. She focuses on things like \u201cgold teeth and grey goose,\u201d in songs – she\u2019s attacking the symptoms, gentlemen; the sort of music that glamorizes, ahem, \u201cbling.\u201d If we were to be concerned, she would not be talking about the songs; she would be talking about us. There is no mention of us, the wealthy, the elite. There is only talk about wealth in popular culture. And the wealth presented here is largely a cartoon version of what wealth really is. Nothing about privilege is mentioned. Instead we hear of \u201ctigers on a gold leash.\u201d Come on.<\/p>\n

You might still be concerned, but you need not be. Just as much as any \u201cbling\u201d song, \u201cRoyals\u201d is aspirational. You might not believe me, but it is. \u201cWe\u2019ll never be royals,\u201d she says. However, \u201cyou can call her Queen Bee\u2026let me live that fantasy.\u201d It\u2019s her fantasy to have this sort of power. But it\u2019s not the power to change, and it\u2019s not the power of influence. It\u2019s telling that Lorde focuses not on our privilege but on all the tangible materials \u2013 ball gowns, diamonds, gold, Cadillacs, timepieces. It shows that she \u2013 and largely, the people who are listening to these songs \u2013 don\u2019t understand the wealth they \u201ccriticize.\u201d All these tangible materials represent the totems of wealth, and these are the items that the dreary masses desire. It\u2019s not the widespread systemic change. It\u2019s the stuff. They don\u2019t want everyone to be equal; they just want what we have. They want to be rulers. They want to be Royals. Even though they think they hate who we are.<\/p>\n

This song is a perfect song to market because listeners want to hate things and love things at the same time. Look at YouTube comments for everything; people are wasting hours pissing on things for no other reason than that they enjoy to. People hate-watch television shows. It used to be irony \u2013 a hipster trend that seems to have evolved into a love of hate. A cultural ambivalence that allows a listener to be feel connected and disconnected to a message at the same time. \u201cRoyals\u201d is perfect because it says everything and nothing simultaneously. This is how the proletariat will vent steam. They\u2019ll be able to pretend to do something in order to feel better about themselves. \u201cLike this status update if you hate tyranny!\u201d We identified long ago that the market hated not the market, but the people who they believe are behind the market. All we had to do was channel that hate in a safe way. And so here we are.<\/p>\n

Gentlemen, rest easy. Years ago we identified that Lorde would be a tool to communicate a message that would create an ambivalence towards the idea of wealth. It was a gamble, yes; but it has paid off. Number one on the American Billboard Charts. Number one on the UK Billboard Charts. 85,000 copies sold in a single week in July. In the week of October 9th, the song sold 309 000 copies. Three times platinum in three regions, over three million sales. A free download on Soundcloud in November 2012, to this. There\u2019s a reason this isn\u2019t a free song distributed to the masses. Gentlemen, capitalism is here to stay. Wealth is here to stay. And we will be the one holding it.<\/p>\n