And this blog is here to tell you why not… You Are Not So Smart.
This is one of my favoruites – the myth of not conforming to capitalism by buying non-mass market products.
“You needed to self actualize, to find your own way, and you sought out something real, something with meaning. You waved your hand at popular music, popular movies, and popular television. You dug deeper and disparaged all those mindless sheeple who gobbled up pop culture.
Yet, you still listened to music and bought shirts and went to see movies. Someone was appealing to you despite your dissent.
If you think you can buy your way to individuality, well, you are not so smart.
Since the 1940s, when capitalism and marketing married psychology and public relations, the free market has been getting much better and more efficient at offering you something to purchase no matter your taste.”
Unknown bands are a special sort of commodity. Living in a loft downtown, wearing clothes from the thrift store, watching the independent film no one has heard of – these provide a special social status which can’t be bought as easily as the things offered to the mainstream.
In the 1960s, it took months before someone figured out they could sell tie-dyed shirts and bell bottoms to anyone who wanted to rebel. In the 1990s, it took weeks to start selling flannel shirts and Doc Martens to people in the Deep South. Now, people are hired by corporations to go to bars and clubs and predict what the counter culture is into and have it on the shelves in the cool stores right as it becomes popular.