Lecture 9

Background of Rock and Roll

• Emergence in the 1950s: Rock and roll caused a significant musical and cultural revolution that changed the landscape of music and society.

• Fame for Musicians: Many rock and roll musicians lacked formal musical training.

  • They often could not read or write music.

  • This challenged the mainstream music industry, particularly organizations like ASCAP, which represented traditional composers.

• Competition in Recording: Major record labels like MGM, RCA, and Decca faced competition from small independent labels (e.g., King, Chess, Atlantic) that operated on minimal budgets.

Cultural Shifts

• Integration of Cultures: Rock and roll incorporated influences from African-American culture and southern hillbilly culture into mainstream music.

  • This eroded racial barriers that existed in American society.

• Diverging Perspectives: Sociologists had mixed reactions:

  • Some viewed rock and roll as a catalyst for social harmony.

  • Others believed it threatened Western civilization.

Conservative Environment

• Presidential Influence: At the time, President Eisenhower represented conservative moral values tied to hard work, discipline, and modesty.

  • He was a respected war hero but seen as uninspiring by the younger generation.

• Political Turbulence: Senator McCarthy's anti-communism witch hunt affected many, with some facing blacklisting.

  • Notable opposition came from Senator Margaret Chase Smith who challenged McCarthy's methods.

Rock and Roll vs. Traditional Values

• Generational Divide: Rock and roll’s themes often conflicted with the values of the Greatest Generation (those who lived through the Great Depression and WWII).

  • Younger generations rejected their parents' lifestyle, seeing it as bland or boring.

• Commercial Growth: Corporations recognized teens as a new consumer market and began to adapt to rock and roll:

  • Music sales surged, with album sales rapidly increasing from $213 million in 1954 to $603 million by 1959.

Rise of Independent Labels

• Market Dynamics: By 1959, rock and roll songs dominated the charts (38 out of 89 top hits).

• Independent Label Success: Companies like Atlantic and Modern captured significant market share, completing a shift from larger labels, which misjudged rock and roll's potential.

Key Figures in Rock and Roll

• Johnny Ray's Influence: Ray was a white artist embraced by black performers but faced challenges from industry gatekeepers.

• Elvis Presley’s Breakthrough: RCA took a risk with Elvis, recognizing his appeal and investing in his career, leading to significant financial success.

Major Label Strategies

• Search for New Stars: Major labels sought their own rock stars to capitalize on the genre's popularity.

• Conway Twitty emerged as a country artist with crossover potential.

• Cover Songs Strategy: Major labels often sought to 'sanitize' rhythm and blues hits by producing covers with altered lyrics (e.g., Bill Haley's version of "Shake, Rattle and Roll" and Georgia Gibbs' cover of "Wallflower").

Controversial Covering Practices

• Pat Boone's Role: Boone became famous for covering songs originally by African-American artists, enhancing discussions over cultural appropriation.

• Decline of Covering: Over time, fans preferred original versions over sanitized covers, leading to a decline in such practices.

Exploration Beyond Rock and Roll

• Alternative Genres: Some labels, like RCA Victor, explored genres like calypso as alternatives to rock and roll, signing artists such as Harry Belafonte who tailored his music to be more commercially viable.

• Cultural Impact of Calypso: Belafonte's "Banana Boat (Day-O)" represented a notable success in diversifying American music and became a cultural staple.

  • His move into mainstream films also contributed to his lasting career and influence.

Conclusion

• Rock and Roll as a Catalyst: The rise of rock and roll was not just a musical phenomenon but a driving force for social change, cultural integration, and consumerism in America.

• Enduring Legacy: The impacts of these developments in the 1950s continue to resonate in current musical landscapes and cultural discussions.