The Slow Cancellation of the Future: 70s Cosplay in Modern Pop Music
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Despite only being two years into the decade, the music of the 2020s has already revealed a trend of artists relying on styles that other musicians have established long ago. In his book Ghosts of My Life: Writings on Depression, Hauntology and Lost Futures, Mark Fisher described this phenomenon as “The feeling of belatedness, of living after the gold rush.” Our expectations have been lowered and we rely on a formal nostalgia, perhaps, as Fisher speculates, because there’s “an increasing sense that culture has lost the ability to grasp and articulate the present.”
Before Fear of Death was released in 2020, comedian Tim Heidecker had to convince his audience that this was not an elaborate setup — his intention was for this studio album to be taken seriously. “I’m like Dylan,” Heidecker bites, responding to a viewer question during his podcast Office Hours Live. “My name ‘Tim Heidecker’ means Dylan,” he elaborates while his crew chuckle in the background. It’s clear that Tim is not in on the joke. The music video for the titular single on the record is intriguing. In the first 20 seconds, Tim is “showing” the band what cords to play. The camera is directly in his face, but he never acknowledges it. It’s a similar effect to the illusion in documentaries where subjects are aware they’re being filmed, but do their best to pretend to be un-spectated. Shot in 16mm, Tim Heidecker sees himself as a rockstar; one or all of his 70s musical idols at once, a strange showmanship emerges, and it’s a pattern you’ll see throughout the entire record.
Heidecker has a public playlist on his Spotify titled “Fear of Death,” though it features no songs off his own album. Instead, you’ll find Paul Simon’s “Graceland,” Joni Mitchell’s “A Case of You,” John Lennon’s “Mother,” Bob Dylan’s “Tangled Up In Blue,” Leonard Cohen’s “Famous Blue Raincoat,” and more. I want to praise Heidecker for wearing his inspirations on his sleeve, but sometimes when an artist says they’re “influenced by” something, what they really mean to say is that they have borrowed from it liberally. If you look up his songs on YouTube, the most popular comments consistently reference other artists. The top comment on “Nothing” compares Heidecker to Harry Nilsson, a prominent singer/songwriter from the 70s. A few comments on “Property” call the album Randy Newman-esque. Did I mention the record also has a cover of “Let It Be”?
In a Washington Post article, Heidecker said he’s better at sounding like Dylan than himself. “My voice doesn’t have its own character,” he reasoned. Later, the article mentions how Heidecker felt his hair looked similar to “Wings-era McCartney.” In addition to this, reviewers and fans alike had no problem comparing Heidecker’s lyrical ability to that of Paul Simon or Stephen Stills. Is this not a tired precedent? Why are we placing these high accolades onto a comedian whose music career is a hobby, or at the very worst, an after-thought?
Fear of Death promises a pursuit of existential topics, but it has little to no emotional catharsis. Heidecker’s voice is loud, but what it projects is trite lyrics surrounded by equally loud but bland instrumentals. It’s an easy-listening album, but there are no elements that compel you to hear it out. Heidecker fears he lacks a distinct voice, and I believe he uses that as a shield from fully committing to a challenging artistic endeavor, instead settling for something that he can add to his resume, Wikipedia page, or whatever personal book of accomplishments he keeps for himself.
Elsewhere in the music industry, other even more established artists aren't immune to this kind of historical navel-gazing. The most recent albums from Bleachers and St. Vincent both struggle with the same problems. Bleachers lead singer Jack Antonoff also produced St. Vincent’s album, so it's safe to assume Antonoff was juggling both projects at once, and it shows. Both Take the Sadness Out of Saturday Night and Daddy’s Home follow the same beats, right down to the album artwork and the costumes. Pop artists are chameleons, shapeshifting into new aesthetics to correlate with the sound of their album — it’s an extra step in branding that’s existed since the beginning of time. However, behind the Bruce Springsteen feature and rogue George Harrison worship, Antonoff reveals his agenda through the yelpy vocals and millennial pop beats. It’s a record tailor-made for alt-pop radio, but it hides behind these distinct influences, pretending to sound bigger than it is.
Antonoff performed some of these songs on Saturday Night Live earlier this year—dressed in cuffed jeans and a leather jacket, he feigns the rockstar aesthetic and sound, without any of the angst or true emotions that fill the songs he’s trying to replicate. There’s a desperation to it. The desire to stand out and be different. Young people don’t notice it because they aren’t familiar with the music it’s referencing. It’s akin to how tweens & teens listen to Lemon Demon and Jack Stauber before they find out who Oingo Boingo and Talking Heads are. Older people are waiting for something better to come along, and with their lowered expectations, they happily take St. Vincent in a Candy Darling wig riffing on a rejected Steely Dan instrumental over another Justin Bieber tune plaguing the radio.
There’s an issue of class here as well. Both Antonoff and Heidecker come from upper-middle-class backgrounds, growing up in the suburbs of New Jersey and Pennsylvania, respectively. Juxtapose this to Bruce Springsteen (as he is an inspiration to both), who grew up poor in the 50s, which in itself led to a lot of traumas. However, Springsteen tapped into that troubled generational atmosphere as it was in the turbulent process of spiraling down. He earned the title of rockstar by performing with a fearless passion. He believed in what he was singing because he lived it, and the things he didn’t live he observed through the experiences of his peers and fans. He was a natural showman, charismatic, and in the business of projecting a big story. I don’t believe you necessarily have to go through intense hardships in order to write a good song, but in the case of Heidecker and Antonoff, their economic class and shallow life experiences lead to boring records. An isolated life leads to a limited perspective.
I should also touch on Daddy’s Home a bit more. Annie Clark (St. Vincent) used her father's 12-year incarceration for his role in a $43 million stock manipulation scheme as the crux of this 70s pastiche album. She attempts to be educated about the faults of the prison system and how it affects the black community, but Clark exhibits a clear dissonance when she stumbles through a watered-down reference to Nina Simone and positions black backup singers to sulk about her white father who committed a white-collar crime. Clark, of course, kept this story hidden until journalists forced her hand. “People are flawed, but also are capable of change. We can’t just write somebody off,” Clark said in an interview. To cope, she dropped into a cobbled-together character based on stolen and reappropriated aesthetics. Clark went from a “white-haired, sadomasochist cult leader” to a “dominatrix at the mental institution” to a “Cassavetes heroine” in the span of three album cycles. She attributes this current phase as a tribute to the albums she grew up on, which is the case for all millennial / gen x musicians. There isn’t anything unique about listening to Joni Mitchell and wishing you could be her.
Artists are perceiving the past as a mythical entity, which is contributing to the slow cancellation of the future. Focusing on aesthetics alone can lead to limited hindsight about an era and its ideals. Through appropriation, these artists are shrinking the possibility for an organic/original sound to emerge. This leads me to the next topic of discussion: Greta Van Fleet.
Greta Van Fleet is a band from Michigan who is best known for being Led Zeppelin emulators. As this article states: “the music, the costumes, even the backlash against them — is crafted intentionally to appeal specifically to people who are too young to know that they’re derivative and people who are too old to care because they remind them of when they were young. They’re a band designed to be regurgitated by algorithms, worming their way onto “Recommended If You Like…” playlists and nabbing themselves the No. 1 rock album in the country without so much as an original thought. They themselves are still young — but old enough to know exactly what they’re doing.” Greta Van Fleet does not push the world of rock music forward; their art is stagnant and without any new or original ideas, concepts, and styles. There is no authenticity, experimentation, or excitement. They’re gliding into their rising popularity, and with the external increase of 70s cosplay within their peer group, there are no signs of it slowing down anytime soon.
Whether they're creating rock, pop, or overly-earnest singer-songwriter fare, artists like Greta Van Fleet, Bleachers, and Heidecker take the aesthetics of the 70s and believe that is enough. However, the songwriters of that era implored a strong use of language and narrative. Randy Newman was known for his tongue-in-cheek satires, Harry Nilsson was known for his spontaneous imagination, Joni Mitchell was known for her equally heartfelt and intricate poetry. Excellent writing and a knowledge of how to use figurative language is the core of what makes a song compelling, memorable, and worthy of being passed down to a future generation.
Another hit album of 2021 was An Evening with Silk Sonic. Throughout this release, the duo comprised of Bruno Mars and Anderson .Paak indulged in a faithful and committed tribute to the R&B genre. Though music videos and lyrical references throughout the album fetishize the 70s, it is clear that their revival of this sound is tongue-in-cheek; they’re aware of how well-worn this aesthetic is. The irony doesn’t absolve the album from fault, but is an indicator of how it was a passion project, never meant to be perceived as anything deeper. However, as Pitchfork mentioned: “any significant level of investment poses the question: When artists invoke music as beloved as Motown and Philly soul, how can anything they create measure up?”
What is the purpose of 70s cosplay if not to invoke feelings of nostalgia? Even to those of us who were born way after that decade, the sounds and color palates still feel warm and inviting. It’s easier to accept false replications of the past than to conceive of something new. Why should you seek out new genres or singers when you can listen to an established artist that makes you think of being a kid, sitting in the back of your dad's car while he had the classic rock station on?
What’s worst yet is that this 70s revival refuses to acknowledge the influences artists from the 70s borrowed. Bob Dylan thanks Jimmy Reed and Woody Guthrie for his career, Led Zeppelin wears the influence of Muddy Waters and Skip James on their sleeve, Joan Baez cites Pete Seeger and Odetta as an inspiration. It is true that no one is uniquely individual or without inspiration, but what's different about artists of the 1970s to the ones of the 2020s is that they elevated themselves with these influences while constantly reinventing, experimenting, and being brave enough to let their voice waiver without the clutch of reverb and electronic drum beats.
The culture of nostalgia has reached an evolved form with films, documentaries, and music celebrating pop auteurs. The past already happened. To recreate it is a futile attempt to capture a moment that was never really there. What glamor is there in recycled fashion looks or referenced bass lines? Is there no pride in swallowing your inspirations and channeling a new ambition from them?
It is in my humble opinion that inspiration can be found in idiosyncratic talent and artistic motives. It is more admirable to place recognition in the greatness of creatives before you and try to imbue their philosophy in the voice you project into the world rather than stand in as a cheap knock-off. You don’t have to dress like Marc Bolan and sound like Bowie to be alluring—you just have to possess a relentless passion for performing. Modern artists are so terrified to fail openly, and their music shows it. To do something that hasn’t been done before requires a certain bravery that groups like Bleachers and Greta Van Fleet don’t possess.
None of these albums will make an impression. They will be forgotten in the same vein of how we remember The Beatles and not the hundreds of copycat bands that came to be as a result of them. These albums are the result of admiration — but it’s not a case of, as Brian Eno stated, "The first Velvet Underground album only sold 10,000 copies, but everyone who bought it formed a band" where the energy and attitudes were what was desired to replicate. Instead, this modern crop of albums represents the fetishization of aesthetic, recontextualization of the past in a contemporary lens, and carrying a pretense of leveling on the same heights as the artists they’re replicating. The lack of subtlety is tiring. These musicians assign themselves a self-importance because they are aware of the acclaimed arts of the past. The core issue with all of these projects is that they don’t understand the source material. They don’t understand the context in which the art they adore was made, and this self-indulgence prevents cohesion. What purpose does a referential album or gimmick serve in an age where all of history is accessible in three clicks?
In the past, writers, musicians, and activists operated under a political sentiment of engagement. This is how counterculture was born. But as it stands today, we have no oppositional culture. We’ve surpassed the end of history in terms of chance for political upheaval or drastic societal change, and no one really knows what to do. Nostalgia, though well-worn and bittersweet, is a type of regression when liberally exerted. If artists keep dipping back into the honeypot, we may never witness the future. In order for the future to exist, we must participate in new thoughts and imagination and rid ourselves of styles we weren’t supposed to hold onto this long.
Kaycie is a high school senior and writer. You can find them on Instagram at @boyishblues.
