Sales & Marketing Alignment: How to Synergize for Success
Postmodern music
1. Postmodern Music Notes – Chase and Status
Homage – doesyourchosenartistuse otherpeople’smusicinarespectful way?Are theybringinga
potentiallyoverlookedorforgottenstyle toanew audience?
SpongeBobreference
Parody – doesyourchosenartistuse other people’smusicinordertomock itand itsfans? Are they
attemptingtodamage the “authority”of a style of music?
Chase & Status - Let You Go ft. Mali (Mocks the JeremyKyle Show) - They are portraying the idea
that people like himare oftenself-servinghypocrites,throughan artistic medium.
Bricolage – doesyour chosenartistuse musicfromdifferenttimeperiodsof genres?Doesthis
change the “meaning”of the original song?
“I know” – NewAtlantic (Count On Me sample),Loleatta Holloway– Blind Faith
Intertextual References –doesyour artistsreference othersongs(lyrically,melodically,stylistically,
visually) intheirwork?
Simulacrum – Is your artist“real”or merelyplayinga“character”? For many“mainstreamartists,
theirimage isjustas importantas theirsound(if notmore so),postmodernartistsplaywithideasof
image inthe way theyrepresentthemselves.
Consumption– how doesyourchosenartistwishtheirmusicto be consumed?Isthere anartefact
(object) thataccompaniestheirmusic?
Creation– howdoesyour artistcreate theirmusic,are theya musician,asongwriter,acomposer
Producers,DJ Sets– postmodernaspect manipulatingmusic, mixing,regurgitatingthe past
Performance – doesyourartistplay“live”?Isthere a “show” to accompany?Isthere a “style”to
theirvideos?Whatif anyinteractionisthere withtheiraudience?
BBC Radio 1’s Big Weekend,CoventryMTV Crashes
https://www.youtube.com/watch?v=7Ky-upRddw4
https://www.youtube.com/watch?v=rMGM8ACNrU0
https://www.youtube.com/watch?v=-N2UTNwYhbM
2. https://www.youtube.com/watch?v=YrW3ZlkStM0
Chase and Status have an MC when theyperform live who interactswith the crowd and makesthe
live performancesevenbetter.
Influence – Has yourartists influencedthe widerworldof music(are otherartistskeento
collaborate,have mainstreamartistsappropriatedtheirsound? The postmodernsensibilitythat
anythingcan be consideredcool inanironic“I know it’sbad,but it’sso badit’sin a good way”
Plan B, Cee Lo Green,Rihanna, Example and Tinie Tempah have collaboratedwith Chase and
Status
Johnathon Kramer – PostmodernMusicTheorist
1. Post-modernmusicis differentandadds somethingnew
2. Is, on some level and in some way ironic(funnyelement,humorous)
End Credits– 1:04
Chase & Status - Let You Go ft. Mali (Mocks the Jeremy Kyle Show)
3. Mixeseverythingup– doesnot respectboundariesbetweenmusic
Variousdifferentgenresof music
4. Challengesbarriersbetween“high” and“low” styles.High= classical,opera, gospel.Low =
pop, rap, rock – mixingthe two
Chase and StatusSongGenres - Jungle/drum’n’bass,Alternative/Indie,Dance/electronic,Hip-
hop/rap
Varioussongsfrom differentgenresare produced.Mainly,Jungle/drum’n’bass,
Alternative/Indie,Dance/electronic,Hip-hop/rapandGrime.Thisisone reasonwhyChase and
Statusare viewedaspostmodernasitappliestoJohnathonKramer’stheoryof challenging
barriersbetweenmusic.
5. Plays with the structure of music withina song,various stylesin it. Music stops and starts ina
differentway.
End Credits– 1:04, 1:46,
6. High and low – can be both. Challengesthe ideathat music can be drawn from any area
7. Differentgenreswithinone song
3. 8. Songs have a deepermeaning,linksto cultural, social and political contexts
Chase & Status - Let You Go ft. Mali (Mocks the Jeremy Kyle Show)
9. Sampling,remixing
Counton me – NewAtlantic
10. Technologyis very important in postmodernmusic,in samplingand for remixing – change
things around completely
Chase and statusproduce DJ sets
11. Mixture of thingsthat wouldn’tusually go together – contradictions
12. Distrusts binary oppositions – classical vs pop
13. Includesfragmentationsand discontinues – red herring,used once and not heard again – a
sample
14. Music has more than one meaning
Let You Go ft.Mali
15. Multiple meaningswithinthe music – downto the audience
Let You Go ft.Mali
16. Meaningof the musicis withinus – we attach meanings(audience aspect)
17. Familiar