Module 5

The MP3, iPod, MySpace and Youtube

Napster

In 1998, the MP Man, the first portable MP3 player, was made available for purchase to the public. This was a first step to the download revolution that would forever change the music industry. The following year, eighteen-year-old college dropout Shawn Fanning created Napster, an Internet service that allowed the public to share MP3 files for free. After Fanning was taken to court for copyright infringement, Napster was shut down in February 2001.

In 2001, Apple introduced the iPod, a portable MP3 player that could store up to 1 gig of music, or about 1,000 songs. Apple also created iTunes, an online service to accommodate iPod users. On iTunes, customers could purchase and download songs legally for ninety-nine cents each. In 2003, the iTunes online store was launched and by the end of the decade became the number one music distributor. In 2003, social media took off with the creation of MySpace. This new form of media proved beneficial especially for independent bands looking to increase exposure without the help of a record label. Bands could provide MP3s for people to stream worldwide, and upload images and videos.

YouTube

In 2005, YouTube was launched and became a vehicle for many artists to be discovered. On YouTube, anyone could upload their own videos and in seconds make them available to the public. Several artists including Justin Bieber were initially discovered via YouTube, which led to record deals with major record labels. This strategy has continued to the present day, serving as a virtual talent scout for record companies, far from the days of executives traveling to hear upcoming acts perform at live venues.

In 2001, a virtually unknown musician by the name of John Mayer released his debut album Room for Squares as an Internet-only download album through a small, independent record label. Mayer had recently graduated from the prestigious Berklee School of Music. There he studied a wide range of guitar styles, including twentieth century greats Robert Johnson and Albert King. Mayer’s ability to disseminate early blues worldwide through a digital information system marked the many possibilities inherent the new music industry.

In 2007, Radiohead released In Rainbows independently as an Internet-only download, allowing their fans to download the full album for the price of their choice. The average price was a little less than three dollars, and with no overhead costs, the band retained full profits, selling several million in the first year.

American Idol

In 2002, the first season of American Idol aired, a prime time reality television show that featured hundreds of contestants competing for a record deal. Three judges were chosen to assess the amateur singers including eighties pop star Paula Abdul, and high-profile producer and musician Randy Jackson. The television audience was allowed to participate in the judging by voting for their favorite contestants via telephone. Consequently, the number of viewers grew in record numbers, essentially growing fan bases for the new artists. Kelly Clarkson, a Texas-native who had been pursuing a professional singing career in Los Angeles, emerged as the first winner. The exposure she received from weeks of performing to prime time audiences proved beneficial. Her debut album Thankful was released in spring 2003. Clarkson was featured performing a wide variety of R&B and pop-based music styles, similar to the American Idol format. The following year, Clarkson released Breakaway featuring a more decisively rock-based sound. Breakaway represented a growing trend of female rock artists in the mid-2000s that included Canadian singer-songwriter Avril Lavigne. Lavigne, who broke into the industry as a teen, co-wrote several hit songs on Clarkson’s sophomore album including “Breakaway” and “Since U Been Gone.” The album reached number three on the pop charts and established Clarkson as a bonafide rock star of the new millennium. Clarkson’s professional path confirmed that television was still a relevant medium for upcoming artists, similar to past programs including American Bandstand and Soul Train.

The Expansion of Hip-Hop & Garage Rock

Kanye West: College Dropout

In the 2000s, several hip-hop artists emerged and redefined the music and image of the genre. Kanye West was one such artist who developed a performance and production style in hip-hop that was unprecedented, beginning with his distinct middle-class, preppy image. After behind-the-scenes success as a producer, in 2004 West released his debut solo album College Dropout. West’s crossover appeal helped the album reach number two pop, number one R&B, and number twelve in the U.K. He continued with several albums that topped the pop and R&B charts. West also presented rock and roll roots, quoting several hit songs from the 1950s, 60s and 70s, including his 2005 single “Gold Digger.” The collaboration with Jamie Fox featured the main hook from Ray Charles’ 1954 hit “I Got a Woman.” Other notable hip-hop pioneers in the new millennium included Outkast and the Roots, both of whom mixed several rock and pop styles into their unique brand of hip-hop. In 2009, the Roots became the house band for NBC’s Late Night with Jimmy Fallon and continued in 2014 with The Tonight Show Starring Jimmy Fallon.

Garage Rock in the New Millennium

White Stripes: Icky Thump

The White Stripes formed in Detroit’s underground garage rock scene in 1997 as a blues-based duet that featured Meg White on drums and vocals and Jack White (b. John Anthony Gillis) on guitar, keys and vocals. The White Stripes capitalized on a minimal approach, both in instrumentation and production. After releasing their first three albums on the independent Sympathy for the Record Industry label, the band moved to a larger record label and released their next three albums, all reaching the Top Ten. Icky Thump was the duet's final and most successful release. The title track features the White Stripes’ unique sound and lyrical writing. Hailing from the same town that produced proto-punk artist Iggy Pop and Motown, the White Stripes contributed to the redefining of rock in the 2000s.

In the 21st century, rock trends continue to morph and evolve, providing a foreshadowing of the future of rock. As technology progresses at exponentially unprecedented rates, we see its affects more than ever on the music industry. Consider that we are now able to compare the year 2015 with the 2015 that was presented in the 1989 film Back to the Future II. Our projection of the future in terms of our current technology provides us an interesting way to look back at our history. Interesting examples include Disneyland’s Tomorrowland presenting what the world would look like in 1986, and George Orwell’s 1949 classic novel 1984.

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