The text below was meant as a comment reply to my friend Glenn, but I think the subject warrants its own blog post:
Art becomes problematic when money is the object, because in order to make money, the artist must “comply” with the mainstream pop culture & limits of the time. Wild experimentation would result in a financial disaster, so no risks are taken. But it’s that experimentation that propels both art & our world forward. See, if you do pop music exactly because it’s easily consumable, and because you want to make a buck, then no, what you do, is not art. It’s a product.
My previous article was meant to go against the powerful mechanisms of capital and power in particular, who would manufacture “art” in order to sell to the masses, rather than because it’s good art. Just today I was reading this, where 6 media giants (in cahoots), get to decide 90% of the entertainment that gets served to the population. This is not just money we’re talking about here, but it’s POWER. When you control that much of the art people use, then you control these people, plain and simple.
That’s why I mostly listen to bedroom pop these days. 90% of my music experience is music written by young people in their bedrooms, who give their music for free (usually, but not always), and self-publish mostly via Bandcamp. These artists don’t even offer a picture of their faces to accompany their albums or their Tumblr blogs, while these one-man projects are usually hidden behind a pseudonym. In other words, this is 100% antithetic to what mainstream show business are. Plus, this kind of “chillwave” music speaks to me volumes about our situation today, about how we feel, or how we want to feel, rather than a sterile Katy Perry or a Lady Gaga song would ever be able to do so.
Regarding video we are still in the dawn of true indie video. Good cameras have just become to become affordable. For video, it’s like we live in 2003, in terms of computer music tool availability. Consider that chillwave took off in 2009. So by 2018 or so, I think we should be having amazing short films or other artistic videos, mostly for free on Vimeo. Sure, we already do have some (e.g. Matthew Brown’s work), just not as many.
I mean, just like with bedroom pop, I expect that artistic indie video will go to a different direction, to a new dawn of cinematic experience where the aesthetics, senses and emotions get 10x higher than in a normal narrative movie — for those who can “decode” the style. Chillwave was never about competing with mainstream pop, instead the Internet-sprouted genre was surprisingly current, and much more emotional: I listen to “Skin” by FiveNG for example, and I get transcended like I’m on a voodoo ritual. I listen to Washed Out’s “You & I“, and I get so fucking horny, that no other music ever managed to do so. I listen to “New Theory” by Washed Out, and my eyes fill up with tears with nostalgia about a place and time that was, but never really was. No other kind of mainstream music, ever, was able to do this to me. Maybe it helps that I’m a synesthete, I don’t know. Or maybe it’s because I give music a chance to open up to me. But since this hasn’t happen with any other genre or mainstream art before, I do give the credit for these high emotions and thoughts they inflict on me to the very fact that bedroom pop was created by real humans for a multiplicity of reasons (but all these reasons were pure), and not by an established capital power encouraging the masses to simply consume and obey.
To make it more visual: mainstream pop is like eating donuts. Full of corn syrup and wheat flour, among other additives, fried in PUFA oil. You eat some, your insulin spikes, and an hour later you need more because that’s what sugar does to you! You end up fat, sick, and dead inside. You become a slave of the system, of a chain of events that only stop when you die. True music instead is like eating a steak with a mix of veggies as a side. It’s a less interesting proposition at first, but it provides true nutrition, and after a while, this “real food” is the only food you eat, but you don’t necessarily “crave”, because craving itself is a symptom of the metabolic syndrome.
So similarly to music, I don’t expect this new kind of video art to try and compete with Avatar or Star Wars, but instead, be truly different. We live in the dawn of a new kind of filmmaking, which is truly impressionistic in nature. The people who will have their brains and eyes open, will feast on it. The rest, they can stay slaves of the powers of capital, who mostly serve pedestrian love war-stories. Good luck to them.