Fake Bugg & The Power of Image
I have recently revised my opinion of “saviour of modern music”, indie heart-throb, Jake Bugg. I do not believe he is the next Bob Dylan. Or that he is the antidote to manufactured pop. I just don’t believe he’s the genuine article. I do think that he is the product of extremely good marketing.
It was only a matter of time before someone recognised the enormous gap in the market for an ant-mainstream, NME-style, “legend” in the making, to fill the gaping whole left by the likes of Arctic Monkeys and Oasis. There is a huge market for this, which is most visible on Twitter. That girl who has Sally Cinnamon as her display name, #madferit in her bio (unironically), and A Town Called Malice as her location is exactly the type of person Jake Bugg would be aimed at. And, believe me, Twitter is crawling with these Sally Cinnamons, desperately looking for the musical legend our generation is undoubtedly lacking.
And so he was created! Put him in a Fred Perry polo; put a guitar case over his shoulder – and he’s the missing piece to the jigsaw! His quick rise to fame was hardly surprising. The video for “Two Fingers” is set against the backdrop of a troubled family life – what teenager couldn’t relate? He’s also sufficiently masculine, so as not to alienate half the demographic – boys who crave the Britpop arrogance of Liam Gallagher in a role model, and not the flamboyance of, say, Jarvis Cocker or Brett Anderson. Just so we don’t forget that nonchalance is cool. Arrogance is cool. Fred Perry is cool.
In this post, I don’t mean to attack Jake Bugg. He’s a perfectly good singer, and with a hungry fanbase, I’m sure he’ll do very well. He’s just a convenient example of an instance where image overrides talent. Or talent being blown out of proportion, just because an artist looks the part. Take Lana Del Rey, as another example. A brilliant singer, albeit unheard of until she was re-branded as a sexy, sulky Lolita. We’ve all heard the controversy surrounding her lips, accompanied by the infamous before and after pictures. With her new, Brigitte Bardot façade, she became one of the most successful female artists of 2012, providing a welcome alternative for those who weren’t buying into the Adele hype. Who simply thought they were ‘too cool’.
And so Jake Bugg is doing the same in 2013, becoming a saviour for the ‘too cool’. We can speculate on his authenticity, but he’s definitely here to stay.
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I think you are spot on in your assessment here about Jake Bugg, but don’t forget that style & image is a big part of Rock n’ Roll. Many of the Indie Heroes or “Legends” were as style conscious and were fully aware of how it creates (or makes them part of) a ‘scene’… and every scene needs new blood. Marketing and publicity have been an integral part of the Music ‘Business’ for decades and the image piece plays right into the heart of the inherent vanity of rock ‘n roll musicians (even if some will fervently deny this – but haircuts don’t ever happen by accident)
Jake Bugg has probably had his haircut that way and worn Fred Perry from the first time he saw The Enemy (Indie Revival), who did it because Oasis or OCS wore them (Britpop), who did it because Weller wore them (Mod Revival), who did it because The Who wore them (Mod), who did it because The Beatles did (Brit Beat), who did it because Brian Epstein styled them that way to sell them better – it’s been going on this way for a long, long time, rightly or wrongly.
This cycle has gone on for many years and will continue for many years to come…
So I suppose what I’m saying is give the guy a break, you’re right in your assessment but A&R have give the guy his shot because his was the right image at the right time and he was all the willing because it played to his vanity and he probably doesn’t see how unoriginal he actually is. Good job though – rarely does someone of your age ‘get it’ like this quite so soon. You usually have to get old and cynical like me from many more years bombardment from it all!
As a final comment, and some shameless self-promotion, I’d love it if you read and commented on my humble words on Jake Bugg here; http://truemistersix.wordpress.com/2012/11/21/the-ultimate-playlist-is-bugg-ing-out/
First of all, thank you for such a genuine, intelligently written and long comment!
Yes, I realise that what I wrote was probably a tad harsh, considering he’s not actually a bad singer. I suppose it gets on my nerves because I see him in every music magazine being hailed as ‘revolutionary’, when there are so many (more original) new artists who don’t even get a mention.
But, yes – you’re right! I suppose image is everything, and it’s not really fair to accuse others of ‘copying’ when it’s being going on for so long, through the generations. And thank you! Although if I’m already cynical now, imaging how cynical I’ll be in 20 years time!
Of course, I’ll have a look now…
Thanks,
Anna
xxx
You’re welcome. I liked your post – it got me thinking and wanted to reply.
As to your cynicism growing through the years – trust me; there comes a point in life eventually when some of it all stops being important and falls into the background; you just kind of let go!
Interesting perspective on Mr Bugg, and as a Media/Sociology student I like your cynicism. However there are a few points in your blog I’d like to not necessarily discredit but more present a different point of view on.
I happen to have (unfortunately) grown up around 5 miles away from Clifton, the area Jake Bugg is from, in a similar Nottingham/Derby outskirt town. Therefore I can confirm the authenticity of his lyrics, as well as the video for ‘Two Fingers’. For many people in the area it is a truth. Take the lyric ‘Stuck in speed bump city, where the only thing that’s pretty, is the thought of getting out’. Aside from the amusing reference to Nottingham’s unreal amount of speed bumps, this is a painful truth for many, including myself, that dream of leaving. Be it London or Manchester, for young musicians like Bugg, and indeed myself and my friends and peers, nothing is less appealing than ‘speed bump city’.
This leads onto the point of his ‘quick rise to fame’. I have found myself (briefly and unsuccessfully) on the usually appalling music scene in the Nottingham/Derby area for the past few years. Jake Bugg has been winning over audiences in the area for some time, his songs the same and his message and integrity intact. Now here however is where I do, to an extent agree with you. There was a clear gap in the market for some one to appeal to all the Sally Cinnamons out there (love that observation too by the way, very fitting), and an A & R man will have seen Jake Bugg and worked out with the odd interview with Noel Gallagher and a support slot for the Roses he will then be ready to sell to all the Sally Cinnamons across the land.
But I do just want to present this idea. If, for example, there was a gap in the market, or a need for a politically orientated stadium rock band with punk roots, would A&R men have jumped on my old band, dressed us up in white skinny jeans and fur coats and billed us as the midlands answer to the manic street preachers? No. Of course not, me and the guitarist were no Nicky and Richey with lyrics, and our singer couldn’t howl or play as good as JDB,not even close. I short, we were no where near as good as the Manics, so if a slot came for a band to please all the ‘@m0tercycle3mptiness’ fan girls, we would not, probably, have been chosen.
Bare with me, I am going somewhere…
Jake Bugg may be the perfect fit into the post-indie band-post britpop-post mod revival-post mod jigsaw, but that’s not just because he wears Fred Perry and chain smokes with with a moody glare, it’s because he, like those before him, has talent. Talent in bags.
Yes the timing was a little too perfect, just as it was for Arctics, Gallaghers and Smiths before him, but he is no more ‘fake’ than any of those above him on the family tree of British music.
Really interesting blog though, love the rest of it too, keep it up! Look forward to a reply!
Thank you for taking the time to comment! Yes, since writing this I have changed my opinion of him somewhat. You’re right in that, aside from the uncanny timing and styling, he does have the talent to go with it. I suppose I was reluctant to acknowledge this talent as first, (being the cynical person that I am), but when compared to many artists trying to do what he’s doing, he really does stand out. What I’m saying is – the Sally Cinnamons could probably do a lot worse!
I also think some of the geographical relevance of the lyrics is wasted on me, as I’m from Manchester. And whilst I dream of living in London, I can’t really complain about Manchester. I suppose it’s the whole mindset that comes with the feeling of being trapped in a place that you personally see as a dead end. (Also, Manchester has a reasonable number of speed bumps, so that joke was wasted on me until you explained it)!
You’re very modest about your own former musical ventures! I’m a massive fan of the Manics, so I’ll have to give you a listen, even if you say you were no Nicky and Richey! Thanks for the DM – I’ve liked the Facebook page too!
X
It’s fine, I felt compelled too reply as it’s a breath of fresh air to see other teenagers have an interest in the same music as me! There’s a small group of us round here who love Britpop/Madchester/80′s Indie etc, but it’s always nice to speak to others who care! I do mean care too, you have a clear passion, not just liking TDCC and buying a Smiths greatest hits for the sake of being different.
Yeah on the geographical note, that’s one of the reason’s Jake is so massive in his home area, we have never had anyone worth a mention from Nottingham (Dog is Dead, I mean really?). So to have someone who makes reference to the things we know is mad. I’ve spent most of my youth wishing I was from Manchester until he came about. In fact, I hope to be moving to Manchester in September, so I’ll no doubt find the lack of speed bumps refreshing!
Well thanks for the interest! But I assure you we are nothing particularly special. We did stand out in the area as the only band to sing songs about socially important subjects, but other than the fact we went absolutely mad onstage (early Manic’s esque – even wore light skinny jeans and horrid shirts) we had little to offer in the way of originality or talent. I still play in a duo now, really just taking a backseat until I move up North to try and start another band then.
I’ll stop rambling on, but I really do find your stuff interesting, even bought Elastica’s debut today (I’ve always loved stutter so I look forward to the rest!). Keep it up, if your not writing for the NME in 10 years it’s a crime!
Ben x
It’s good that you replied – I love talking to people who like the same music as me! Yes, I’m in a little group here as well. Although there’s inevitably a few girls who know a couple of Oasis songs and think they’re the authority on good music…
I think when you’ve grown up in Manchester, you sort of inherit all the musical heritage that goes with it! And especially with having two older brothers, I got all their old, hand-me-down CDs, which was always a good thing. They gave me the ‘best of’ CD of Blur and they remain my favourite band to this day! So you’re moving to Manchester? We should definitely combine groups to go and see a gig!
And I’m glad that you enjoy my blog. YES – Elastica are brilliant! And that was probably just the biggest compliment ever… It’s my dream to write for NME. That pretty much made my day.
Anna
x
Look’s like there’s little pockets of taste everywhere! Or the ones who ‘Love Blur, yeah, that WooHoo ones my favorite’.
That’s what everyone there say’s, your so lucky to have that heritage, it’s the best city for music in the world, only really London and New York come close. Ah now I bet that is lucky. I just have my parents for that, I got heavily into Northern Soul from my mum, and my dad’s from the Northwest anyway, so he’s introduced me to Oasis, The Smiths and The Stone Roses, but I guess I really got into most things on my own.
Yeah I am, hopefully, providing I don’t fail English tomorrow, (so probably won’t be!). But yeah, I’ve wanted to for literally since I can remember, it’s like a dream. Ah that would be great yeah, I have only ever been to one gig in Manchester, hopefully more to come! But yeah man, half of us are going to Manchester and the other half Sheffield, so I’m sure we could get people at a gig!
I’m going to listen to it in full at work when I can give it my full attention. (I push trolleys at Tesco, freezing, boring and pointless, but great for checking out albums).
Oh no I mean it, it would be refreshing to read your stuff in there, I mean I Iove it, get it every week, but some one with your views would fit in well!
Ben x
Or if they only know The Universal off the old BT adverts!
Obviously all the gigs I go to are in Manchester! Next month I’m seeing the NME Awards Tour (Miles Kane, Django Django etc…), which should be good! And hopefully The Specials in the summer. I’m gutted that Suede’s one off show has sold out now though! I would have gone to that too, given the chance…
That sounds like the worst job ever, especially in the snow! Hopefully Elastica can make it bearable for you!
x
Tell me about it! Does my head in.
Well your luck then! But I will be going to the NME awards tour too, Nottingham leg! Suede would have been amazing, such a great band. I would have loved to see Pulp too, but didn’t manage tickets. always disappointing.
I think it definitely is the worst job ever. Hopefully I will be able to leave it in september!
x
I would have killed to see Pulp! I read the review in NME and it looked so good. My brother spotted Jarvis Cocker in Hackney yesterday, and he rang me like, “Guess who I’ve just walked past?” So I said, “Who? Give me a clue”, and he sang to the tune of Disco 2000 “His name wasn’t Deb-or-ah”. And my reaction was along the lines of “Oh my gooodddd!”.
xx
Interesting post… but ain’t most of music idols molded by marketing? Especially in the first years of their careers! I guess I just don’t see that as something so reprehensible.
But what do I know? I live faaaaaar far far away from the UK, how could I get the totality of the hype? In fact, as I Brazilian girl, I see exactly the opposite. Indie music blogs around here PRAISE him (NME told them to, how could they dislike?), but he’s simply not appealing to most of my friends (even the #madferit Sally Cinnamons). You see, us from a nation without years of boys in Fred Perry in a magazine cover, are not fooled by the propaganda. Here, those who appreciate him, like me, do it because he sounds a bit odd. Even for me, and I’m fan of most of his influences. I know he’s not exactly the first of his kind, but, in my opinion, he’s is an intriguing mixture.
Sorry for the shallow post, it’s a bit hard to write in another language AND express yourself clearly. I just wanted to show the view of someone outside the reach of the hype, but I think I lost my point a billion times! Anyway, nice blog. It’s great to see a young girl like me (though a bit younger) talking about Justine Frischmann’s badassness
Thank you for the comment! Yes, I suppose marketing makes the world go round… Wow, I didn’t know he was big in Brazil too. It’s always interesting to find out how far the hype extends!
That wasn’t shallow at all! Your English is perfect and you make a good point – many of the old music legends we worship today might never have got anywhere without the right marketing! I’m sure there were people like me in the 60s who had a go at the Beatles’s haircuts and labelled them as ‘fakes’. Only time will tell whether Jake Bugg will make it to quite their level of fame! Haha.
Thanks for the kind words about my blog. I think ”badassness” is the only word that can fully sum up how extremely cool Justine Frischmann is! I love it when I meet girls who also idolise her like I do!
xxx
I feel EXACTLY the same way about Jake Bugg. As a musician he is great but his image reminds me of so many other musicians that i find him boring and it actually puts me off investing my time listening to his material. The record companies know that people get misty eyed over an act that reminds them of Brit Pop or Quadrophenia and the marketing takes over the appreciation of the musicians music which I think is wrong.