Young Wave

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Presentation about rock, focusing on a brazilian trend called in Brazil as “Jovem Guarda” or "Young Wave".

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Young Wave

  1. 1. Thanks God, It’s Friday! YOUNG WAVE and ORIGINS Pop Music In Brazil
  2. 2. JOVEM GUARDA
  3. 3. Rock n’ Roll Emerge as a new market in US in 50’s Roots in “black music” from guettos: Rhythm n’ blues (R&B), gospel, ballad broadcasted by small recorders Big Recorders Monopoly Spread of radio stations Growth of Television system
  4. 4. Standartized Music: generates disgruntled demand Young people interested in rhythm n’ blues Big Recorders: adaptation of this music for the target public Influence of “white music” - Country
  5. 5. Emergency of a youth culture in part upon the rejection of older styles of popular culture
  6. 6. Rock appears as a hybrid tendency Industry homogenize the musical genre to reduce cultural differences between influences “Easy Listening” Music: Songs and Lyrics Public: Middle Class First successed song: Rock Around The Clock – Bill Haley Capture young people: industry see them as a new market to explore
  7. 7. Rock and Roll was for and about adolescents Lyrics related to teenage problems School, cars, summer vacation, parents, and most important, young love All aspects of music indicate a teenage defiance of adult values and authorithy
  8. 8. Phonografic Industry Disseminates and produces behaviours, patterns and values Absolute Values: “way of life”: clothes, music, cars, etc This scenario doesn’t aim to change social, economic and cultural difference. Rock, at least this time, is not a social movement
  9. 9. Ahora, vamos practicar nuestro Español...
  10. 10. MOVIE
  11. 11. In Brazil...
  12. 12. Brazil Rock cames to Brazil in 50’s We could buy Bill Haley’s LPs in 1955 Nora Ney rends Rock Around the Clock in English Young Middle Class: they discovered new dance and songs (success)
  13. 13. TV-Record releases the genre in Brazil They bring international musicians as Neil Sedaka, Brenda Lee, Bill Haley and Johnny Ray Recorders produce rock music also publicize the genre 1957: first brazilian composition: Miguel Gustavo – Rock and Roll em Copacabana As strategic solution, covers were recordered
  14. 14. TV Programs specific for teenagers: Carlos Imperial presents “Clube do Rock” Producers shape the musician/artist to fit in a esthetical conception compatible with the market Showmans look for artist and define profile, style, genre, fund, etc Development of phonografic industry: directors responsible by strategies implementation – tasks division
  15. 15. New Singers Generation In 59, Celly Campello launch by Odeon a LP with “Stupid Cupid” song translated to Portuguese. Celly became knowed as “Brazil’s girlfriend” Featured artists: Demétrius, Sérgio Murilo, Tony Campelo, Roberto Carlos and Ronnie Cord “Well-bred” young guys
  16. 16. MOVIE
  17. 17. Young Wave : TV Show TV-Record creates a TV Show to young people called “Jovem Guarda” – Young Wave Presented on Sundays by Roberto Carlos, Celly Campelo and Erasmo Carlos High audience a get-together - young singers “Well-bred” young guys
  18. 18. The expression “Jovem Guarda” becomes to reffers to the musical style. American and English Pop Music: Versions/adaptation Influence: Beatles, Rolling Stones, Gerry and Pacemaker, Gary Lewis, The Playboys Melodic and harmonic aspects: basic
  19. 19. No background from public required Lyrics about happiness in love, pain in break up, adventures, humor, etc. Situations from urban scenario: automobiles (status), drive in high speed and in wrong way Young wave was a lifestyle : connection between young people’s image and modern condition
  20. 20. Plagiarism/ Translations/Versions VEM (HELP) - THE YOUNGSTERS ANNA(ANNA) - OS CARBONOS ESCREVA LOGO (PLEASE MR. POSTMAN) - RENATO E SEUS BLUE CAPS SOU FELIZ DANÇANDO COM VOCE (HAPPY JUST TO DANCE WITH YOU) – RENATO E SEUS BLUE CAPS EU ME APAIXONEI (I FEEL FINE) - PAULO CÉSAR BARROS HEY JUDE (HEY JUDE) - THE FEVERS GAROTA MALVADA (I CALL YOUR NAME) - RENATO E SEUS BLUE CAPS NÃO VOLTO MAIS (PAPERBACK WRITER) - RENATO E SEUS BLUE CAPS EU TE AMO (AND I LOVE HER) - PAULO CÉSAR BARROS SUBMARINO AMARELO (YELLOW SUBMARINE) - OS LORDES NÃO CONSIGO TE ESQUECER (THE NIGHT BEFORE) - PAULO CÉSAR BARROS GENTE DEMAIS (TICKET TO RIDE) - THE YOUNGSTERS
  21. 21. Plagiarism/ Translations/Versions TE ADORO (I NEED YOU) - GOLDEN BOY MEU BEM (GIRL) - RONNIE VONN SOU TÃO FELIZ (LOVE ME DO) - RENATO E SEUS BLUE CAPS MICHELLE (MICHELLE) - GOLDEN BOYS OBRIGADO GAROTA (THANK YOU GIRL) - OS VIPS ONTEM (YESTERDAY) - GOLDEN BOYS O HOMEM SÓ (NOWHERE MAN) - THE BRAZILIAN BITLES COISAS QUE ACONTECEM (THINGS WE SAID TODAY) - OS VIPS EU SEI (I'LL BE BACK) - RENATO E SEUS BLUE CAPS POBRE DE AMOR (NORWEGIAN WOOD) - RONNIE VONN VOCE VAI SER FELIZ (FROM ME TO YOU) - PAULO CÉSAR BARROS FECHE OS OLHOS (ALL MY LOVING) - RENATO E SEUS BLUE CAPS LADY MADONNA (LADY MADONNA) - THE FEVERS
  22. 22. MOVIE
  23. 23. Publicity of the enterprise Roberto Carlos chosen to present the TV show: good looking guy and succeeded as a singer TV Show name defined by an agency: quot;The future belongs to the youth, for the old school is obsolete” - Lenin Advanced communication techniques to get public. 30 persons envolved: seamstresses, journalists, marketers, producers, entrepreneur
  24. 24. Publicity of the enterprise Creation of a image using the new communication system: The television! Two administration companies opened to support the TV Show Line of products related to the performer: sustain image and interprise
  25. 25. Young Wave was the first marketing enterprise related to music in Brazil
  26. 26. The King
  27. 27. Failed in another styles: bossa nova and bolero. Affirmed as a rock singer Created Image: romantic, gracious, charitable, trusty, hard working, self made man and faithfull with the fans Sometimes rebel “É proibido fumar”, “Lobo mau”, “Quero que tudo vá para o inferno” His music reached adults and kids too
  28. 28. Considered an idol Roberto keeped some distance from public
  29. 29. Roberto had his own way that made him a successful singer He knew how to transit between his limits, artistic production and the market This posture created an aura of mysticism and inaccessibility to preseve his singularity Young and soft voice
  30. 30. Roberto Carlos represents the first musical product in Brazil
  31. 31. This phenomenon happened in parallel with communication system development (television): cultural expansion in Brazil
  32. 32. Successor: Ronnie Von His name: Ronaldo Nogueira Graduated in Economics He had a social origin wich were different from another “iê iê iê” singers Expert in literature He did not compose political music Presented new tendencies in songs
  33. 33. Ronnie had a distinct strategy: mention to classical music, literature and intellectualized behaviour
  34. 34. The decline
  35. 35. Thanks!
  36. 36. Bibliografy José Roberto Zan, Do fundo do quintal à vanguarda: contribuição para uma História Social da Música Popular Brasileira, Doctoral Thesis – Arths Institute – State University of Campinas – UNICAMP Great balls of fire! (1989) – directed by Jim McBride and features Dennis Quaid as Jerry Lee Lewis – American biographical film

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