The Firesign Theatre are the only group that can claim among its devoted fans both Thom Yorke and John Ashbery; who have an album in the National Recording Registry at the Library of Congress and also coined a phrase now used as a slogan by freeform giant WFMU; and whose albums were widely distributed by tape among U.S. soldiers in Vietnam, and then sampled by the most selective classic hip hop DJs, from Steinski and DJ Premier to J Dilla and Madlib.
Formed in 1966, they began their career improvising on Los Angeles’s Pacifica station KPFK, and went on to work in numerous media formats over their four-decade career. They are best known for a series of nine albums made for Columbia Records, records that remain unparalleled for their density, complexity, and sonic range. Realizing in an astonishing way the implications of the long playing record and the multi-track recording studio, the Firesign Theatre’s Columbia albums offer unusually fertile ground for bringing techniques of literary analysis to bear upon the fields of sound and media studies (and vice versa). This is a strategy that aims to reveal the forms of political consciousness that crafted the records, as well as the politics of the once-common listening practices binding together the disparate audiences I have just named. It is no accident that the associative and referential politics of the sample in “golden age” hip hop would have recognized a similar politics of reference and association in Firesign Theatre’s sound work, in particular in the group’s pioneering use of language, time, and space.
The Firesign Theatre is typically understood as a comedy act from the era of “head music” — elaborate album-oriented sounds that solicited concerted, often collective and repeated, listening typically under the influence of drugs. But it may be better to understand their work as attempting to devise a future for literary writing that would be unbound from the printed page and engaged with the emergent recording technologies of the day. In this way, they may have crafted a practice more radical, but less recognizable, than that of poets —such as Allen Ginsberg or David Antin, both of whose work Firesign read on the air — who were also experimenting with writing on tape during these years (see Michael Davidson’s Ghostlier Demarcations: Modern Poetry and the Material Word, in particular 196-224). Because their work circulated almost exclusively on vinyl (secondarily on tape), it encouraged a kind of reading (in the strictest sense) with the ears; the fact that their work was distributed through the networks of popular music may also have implications for the way we understand past communities of music listeners as well.
The period of Firesign’s contract (1967-1975) with the world’s largest record company parallels exactly the recording industry’s relocation from New York to Los Angeles, the development of multitrack studios which made the overdub the dominant technique for recording pop music, and the rise of the LP as a medium in its own right, a format that rewarded, and in Firesign’s case required, repeated listening. These were all factors the Firesign Theatre uniquely exploited. Giving attention to the musicality of the group’s work, Jacob Smith has shown (in an excellent short discussion in Spoken Word: Postwar American Phonograph Cultures that is to date the only academic study of Firesign) how the group’s attention to the expansion of television, and in particular the new practice of channel-surfing, provided both a thematic and a formal focus for the group’s work: “Firesign […] uses channel surfing as the sonic equivalent of parallel editing, a kind of horizontal or melodic layering in which different themes are woven in and out of prominence until they finally merge. Firesign also adds vertical layers to the narrative in a manner analogous to musical harmony or multiple planes of cinematic superimposition” (181). But more remains to be said not only about the effect of the Firesign Theatre’s work, but about its carefully wrought semantics, in particular the way the “horizontal” and “vertical” layers that Smith identifies were used as ways of revealing the mutually implicated regimes of politics, culture, and media in the Vietnam era — at the very moment when the explosion of those media was otherwise working to disassociate those fields.
The group’s third album, Don’t Crush That Dwarf, Hand Me the Pliers is typically understood as their first extended meditation on the cultural phenomenology of television. Throughout the record, though there is much else going on, two pastiches of 1950s genre movies (High School Madness and a war film called Parallel Hell!) stream intermittently, as if through a single channel-surfing television set. The films coincide in two superimposed courtroom scenes that include all the principal characters from both films. By interpenetrating the school and the war, the record names without naming the killing of four students at Kent State and two students at Jackson State University, two events that occurred eleven days apart in May 1970 while the group was writing and recording in Los Angeles. Until this point rationalized by the framing fiction of a principal character watching both films on television, the interpenetration of the narratives is resolvable within the album’s diegesis—the master plot that accounts for and rationalizes every discrete gesture and event—only as a representation of that character’s having fallen asleep and dreaming the films together, a narrative sleight of hand that would testify to the group’s comprehension of literary modernism and the avant-garde.
The question of what may “cause” the interpenetration of the films is of interest, but the Firesign Theatre did not always require justification to elicit the most outrageous representational shifts of space (as well as of medium and persona). What is of more interest is the way rationalized space — the space implied by the “audioposition” of classic radio drama, as theorized by Neil Verma in Theater of the Mind— could be de-emphasized or even abandoned in favor of what might instead be called analytic space, an aural fiction in which the institutions of war and school can be understood as simultaneous and coterminous, and which more broadly represents the political corruptions of the Nixon administration by means of formal and generic corruption that is the hallmark of the Firesign Theatre’s approach to media (35-38).
While the techniques that produce this analytic soundscape bear some resemblance to what Verma terms the “kaleidosonic style” pioneered by radio producer Norman Corwin in the 1940s — in which the listener is moved “from place to place, experiencing shallow scenes as if from a series of fixed apertures” — even this very brief sketch indicates how radically the Firesign Theatre explored, deepened, and multiplied Corwin’s techniques in order to stage a more politically diagnostic and implicative mode of cultural interpretation. Firesign’s spaces, which are often of great depth, are rarely traversed arbitrarily; they are more typically experienced either in a relatively seamless flow (perspective and location shifting by means of an associative, critical or analytical, logic that the listener may discover), or are instead subsumed within regimes of media (a radio broadcast within a feature film which is broadcast on a television that is being watched by the primary character on the record album to which you are listening). According to either strategy the medium may be understood to be the message, but that message is one whose horizon is as critical as it is aesthetic.
The creation of what I am terming an analytic space was directly abetted by the technological advancement of recording studios, which underwent a period of profound transformation during the years of their Columbia contract, which spanned the year of The Beatles’s Sergeant Pepper’s Lonely Hearts Club Band (arguably the world’s first concept album, recorded on four tracks) to Pink Floyd’s Wish You Were Here (arguably that band’s fourth concept album, recorded on 24 tracks). Pop music had for years availed itself of the possibilities of recording vocals and solos separately, or doubly, but the dominant convention was for such recordings to support the imagined conceit of a song being performed live. As studios’ technological advances increased the possibilities for multitracking, overdubbing, and mixing, pop recordings such as Sgt. Pepper and the Beach Boys’ Pet Sounds (1966) became more self-evidently untethered from the event of a live performance, actual or simulated. In the place of the long-dominant conceit of a recording’s indexical relation to a particular moment in time, pop music after the late 60s came increasingly to define and inhabit new conceptions of space, and especially time. Thus, when in 1970 Robert Christgau asserted that the Firesign Theatre “uses the recording studio at least as brilliantly as any rock group” (and awarding a very rare A+), he was remarking the degree to which distortions and experiments with time and space were if anything more radically available to narrative forms than they were to music.
The overdub made possible much more than the simple multiplication and manipulation of aural elements, it also added depth and richness to the soundfield. New possibilities of mixing, layering, and editing also revealed that the narrative representation of time, as well as spatial element I’ve just described, could be substantially reworked and given thematic meaning. In one knowing example, on 1969’s How Can You Be in Two Places at Once When You’re Not Anywhere at All, an accident with a time machine results in the duplication of each of the narrative’s major characters, who then fight or drink with each other.
This crisis of the unities is only averted when a pastiche of Franklin Delano Roosevelt interrupts the record’s fictional broadcast, announcing the bombing of Pearl Harbor, and his decision to surrender to Japan. On a record released the year the United States began secret bombing in Cambodia, it is not only the phenomenological, but also the social and political, implications of this kind of technologically mediated writing that are striking: the overdub enables the formal representation of “duplicity” itself, with the gesture of surrender ironically but pointedly offered as the resolution to the present crisis in Southeast Asia.
To take seriously the Firesign Theatre’s experiments with medium, sound, and language may be a way of reviving techniques of writing — as well as recording, and of listening — that have surprisingly eroded, even as technological advances (cheaper microphones, modeling software, and programs from Audacity and Garage Band to Pro Tools and Ableton Live) have taken the conditions of production out of the exclusive purview of the major recording studios. In two recent essays in RadioDoc Review called “The Arts of Amnesia: The Case for Audio Drama Part One” and “Part Two,” Verma has surveyed the recent proliferation of audio drama in the field of podcasting, and urged artists to explore more deeply the practices and traditions of the past, fearing that contemporary aversion to “radio drama” risks “fall[ing] into a determinism that misses cross-fertilization and common experiment” (Part Two, 4). Meanwhile, Chris Hoff and Sam Harnett’s live performances from their excellent World According to Sound podcast are newly instantiating a form of collective and immersive listening that bears a resemblance to the practices that were dominant among Firesign Theatre listeners in the 1960s and 70s; this fall they are hosting listening events for Firesign records in San Francisco.
It is tempting to hope for a wider range of experimentation in the field of audio in the decade to come, one that either critically exploits or supersedes the hegemony of individualized listening emblematized by podcast apps and noise-cancelling headphones. But if the audio field instead remains governed by information-oriented podcasts, leavened by a subfield of relatively classical dramas like the very good first season of Homecoming, a return to the Firesign Theatre’s work can have methodological, historical, and theoretical value because it could help reveal how the experience of recorded sound had an altogether different political inflection in an earlier era. Thinking back to the remarkably heterogeneous set of Firesign Theatre fans with which I began, it is hard not to observe that the dominant era of the sample in hip hop is one where it was not the Walkman but the jambox — with its politics of contesting a shared social space through collective listening — was the primary apparatus of playback. However unwished- for, this determinist line of technological thinking would clarify the way media audiences are successively composed and decomposed, and show more clearly how, to use Nick Couldry’s words in “Liveness, ‘Reality,’ and the Mediated Habitus from Television to the Mobile Phone,” “the ‘habitus’ of contemporary societies is being transformed by mediation itself” (358).
Featured Image: The Firesign Theatre (ice cream baggage claim): John Rose, courtesy of author.
Jeremy Braddock is Associate Professor of English at Cornell University, where he specializes on the production and reception of modernist literature, media, and culture from the 1910s throughout the long twentieth century. His scholarship has examined the collective and institutional forms of twentieth-century authorship that are obscured by the romanticized figure of the individual artist. His book Collecting as Modernist Practic— a study of anthologies, archives, and private art collections — won the 2013 Modernist Studies Association book prize. Recent publications include a short essay considering the literary education of Robert Christgau and Greil Marcus and an essay on the Harlem reception of James Joyce’s Ulysses. He is currently working on a book on the Firesign Theatre.
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The New Wave: On Radio Arts in the UK–Magz Hall
This is Your Body on the Velvet Underground–Jacob Smith
The lyrics to Beyoncé’s 2008 song “Radio” treats listening pleasure as a thinly-veiled metaphor for sexual pleasure. For example, they describe how turning up a car stereo transforms it into a sex toy: “And the bassline be rattlin’ through my see-eat, ee-eats/Then that crazy feeling starts happeni-ing- i-ing OH!” Earlier in the song, the lyrics suggest that this is a way for the narrator to get off without arousing any attempts to police her sexuality: “You’re the only one that Papa allowed to hang out in my room/…And mama never freaked out when she heard it go boom.” Because her parents wouldn’t let her be alone in her bedroom with anyone or anything that they recognized as sexual, “Radio”’s narrator finds sexual pleasure in a practice that isn’t usually legible as sex. In her iconic essay “On A Lesbian Relationship With Music,” musicologist Suzanne Cusick argues that if we “suppose that sexuality isn’t necessarily linked to genital pleasure” and instead “a way of expressing and/or enacting relationships of intimacy through physical pleasure shared, accepted, or given” (70), we can understand the physical pleasures of listening to music, music making, and music performance as kinds of sexual pleasure.
Though Cusick’s piece overlooks the fact that sexual deviance has been, since the invention of the idea of sexuality in the late 19th century, thoroughly racialized, her argument can be a good jumping-off point for thinking about black women’s negotiations of post-feminist ideas of sexual respectability; it focuses our attention on musical sound as a technique for producing queer pleasures that bend the circuits connecting whiteness, cispatriarchal gender, and hetero/homonormative sexuality. In an earlier SO! Piece on post-feminism and post-feminist pop, I defined post-feminism as the view that “the problems liberal feminism identified are things in…our past.” Such problems include silencing, passivity, poor body image, and sexual objectification. I also argued that post-feminist pop used sonic markers of black sexuality as representations of the “past” that (mostly) white post-feminists and their allies have overcome. It does this, for example, by “tak[ing] a “ratchet” sound and translat[ing] it into very respectable, traditional R&B rhythmic terms.” In this two-part post, I want to approach this issue from another angle. I argue that black femme musicians use sounds to negotiate post-feminist norms about sexual respectability, norms that consistently present black sexuality as regressive and pre-feminist.
Black women musicians’ use of sound to negotiate gender norms and respectability politics is a centuries-old tradition. Angela Davis discusses the negotiations of Blues women in Blues Legacies & Black Feminism (1998), and Shana Redmond’s recent article “This Safer Space: Janelle Monae’s ‘Cold War’” reviews these traditions as they are relevant for black women pop musicians in the US. While there are many black femme musicians doing this work in queer subcultures and subgenres, I want to focus here on how this work appears within the Top 40, right alongside all these white post-feminist pop songs I talked about in my earlier post because such musical performances illustrate how black women negotiate hegemonic femininities in mainstream spaces.
As America’s post-identity white supremacist patriarchy conditionally and instrumentally includes people of color in privileged spaces, it demands “normal” gender and sexuality performances for the most legibly feminine women of color as the price of admission. As long as black women don’t express or evoke any ratchetness–any potential for blackness to destabilize cisbinary gender and hetero/homonormativity, to make gender and sexuality transitional–their expressions of sexuality and sexual agency fit with multi-racial white supremacist patriarchy.
It is in this complicated context that I situate Nicki Minaj’s (and in my next post Beyoncé’s and Missy Elliott’s) recent uses of sound and their bodies as instruments to generate sounds. If, as I argued in my previous post, the verbal and visual content of post-feminist pop songs and videos is thought to “politically” (i.e., formally, before the law) emancipate women while the sounds perform the ongoing work of white supremacist patriarchy, the songs I will discuss use sounds to perform alternative practices of emancipation. I’m arguing that white bourgeois post-feminism presents black women musicians with new variations on well-worn ideas and practices designed to oppress black women by placing them in racialized, gendered double-binds.
For example, post-feminism transforms the well-worn virgin/whore dichotomy, which traditionally frames sexual respectability as a matter of chastity and purity (which, as Richard Dyer and others have argued, connotes racial whiteness), into a subject/object dichotomy. This dichotomy frames sexual respectability as a matter of agency and self-ownership (“good” women have agency over their sexuality; “bad” women are mere objects for others). As Cheryl Harris argues, ownership both discursively connotes and legally denotes racial whiteness. Combine the whiteness of self-ownership with well-established stereotypes about black women’s hypersexuality, and the post-feminist demand for sexual self-ownership puts black women in a catch-22: meeting the new post-feminist gender norm for femininity also means embodying old derogatory stereotypes.
I think of the three songs (“Anaconda,” “WTF,” and “Drunk in Love”) as adapting performance traditions to contemporary contexts. First, they are part of what both Ashton Crawley and Shakira Holt identify as the shouting tradition, which, as Holt explains, is a worship practice that “can include clapping, dancing, pacing, running, rocking, fainting, as well as using the voice in speaking, singing, laughing, weeping, yelling, and moaning.” She continues, arguing that “shouting…is also a binary-breaking performance which confounds—if only fleetingly—the divisions which have so often oppressed, menaced, and harmed them.” These vocal performances apply the shouting tradition’s combination of the choreographic and the sonic and binary-confounding tactics to queer listening and vocal performance strategies.
Francesca Royster identifies such strategies in both Michael Jackson’s work and her audition of it. According to Royster, Jackson’s use of non-verbal sounds produces an erotics that exceeds the cisheteronormative bounds of his songs’ lyrics. They were what allowed her, as a queer teenager, to identify with a love song that otherwise excluded her:
in the moments when he didn’t use words, ‘ch ch huhs,’ the ‘oohs,’ and the ‘hee hee hee hee hees’…I ignored the romantic stories of the lyrics and focused on the sounds, the timbre of his voice and the pauses in between. listening to those nonverbal moments–the murmured opening of “Don’t Stop Till You Get Enough,” or his sobbed breakdown at the end of “She’s Out of My Life,’ I discovered the erotic (117).
Royster references a black sexual politics in line with Audre Lorde’s notion of the erotic in “The Uses of the Erotic,” which is bodily pleasure informed by the implicit and explicit knowledges learned through lived experience on the margins of the “European-American male tradition” (54), and best expressed in the phrase “it feels right to me” (54). Lorde’s erotic is a script for knowing and feeling that doesn’t require us to adopt white supremacist gender and sexual identities to play along. Royster calls on this idea when she argues that Jackson’s non-verbal sounds–his use of timbre, rhythm, articulation, pitch–impart erotic experiences and gendered performances that can veer off the trite boy-meets-girl-boy-loses-girl stories in his lyrics. “Through his cries, whispers, groans, whines, and grunts, Jackson occupies a third space of gender, one that often undercuts his audience’s expectations of erotic identification” (119). Like shouting, “erotic” self-listening confounds several binaries designed specifically to oppress black women, including subject/object binaries and binary cisheterogender categories.
Nicki Minaj uses extra-verbal sounds as opportunities to feel her singing, rapping, vocalizing body as a source of what Holt calls “sonophilic” pleasure, pleasure that “provide[s] stimulation and identification in the listener” and invites the listener to sing (or shout) along. Minaj is praised for her self-possession when it comes to business or artistry, but such self-possession is condemned or erased entirely when discussing her performances of sexuality. As Treva B. Lindsey argues, “the frequency that Nicki works on is not the easiest frequency for us to wrestle with, because it’s about…whether we can actually tell the difference between self-objectification and self-gratification.’’ Though this frequency may be difficult to parse for ears tempered to rationalize post-feminist assumptions about subjectivity and gender, Minaj uses her signature wide sonic pallette to shift the conversation about subjectivity and gender to frequencies that rationalize alternative assumptions.
In her 2014 hit “Anaconda,” she makes a lot of noises: she laughs, snorts, trills her tongue, inhales with a low creaky sound in the back of her throat, percussively “chyeah”s from her diaphragm,among other sounds. The song’s coda finds her making most of the extraverbal sounds. This segment kicks off with her quasi-sarcastic cackle, which goes from her throat and chest up to resonate in her nasal and sinus cavities. She then ends her verse with a trademark “chyeah,” followed by another cackle. Then Minaj gives a gristly, creaky exhale and inhale, trilling her tongue and then finishing with a few more “chyeah”s. While these sounds do percussive and musical work within the song, we can’t discount the fact that they’re also, well…fun to make. They feel good, freeing even. And given the prominent role the enjoyment of one’s own and other women’s bodies plays in “Anaconda” and throughout Minaj’s ouevre, it makes sense that these sounds are, well, ways that she can go about feelin herself.
Listening to and feeling sonophilic pleasure in sounds she performs, Minaj both complicates post-feminism’s subject/object binaries and rescripts cishetero narratives about sexual pleasure. “Anaconda” flips the script on the misogyny of Sir Mix-a-Lot’s hit “Baby Got Back” by sampling the track and rearticulating cishertero male desire as Nicki’s own erotic. First, instead of accompanying a video about the male gaze, that bass hook now accompanies a video of Nicki’s pleasure in her femme body and the bodies of other black femmes, playing as she touches and admires other women working out with her. Second, Nicki re-scripts the bass line as a syllabification: “dun-da-da-dun-da-dun-da-dun-dun,” which keeps the pattern of accents on 1 and 4, while altering the melody’s pitch and rhythm.
Just as “Anaconda”’s lyrics re-script Mix-A-Lot’s male gaze, so do her sounds. If the original hook sonically orients listeners as cishetero “men” and “women,” Nicki’s vocal performance reorients listeners to create and experience bodily pleasure beyond the “legible” and the scripted. Though the lyrics are clearly about sexual pleasure, the sonic expression or representation of that pleasure–i.e., the performer’s pleasure in hearing/feeling herself make all these extraverbal sounds–makes it physically manifest in ways that aren’t conventionally understood as sexual or gendered. Because it veers off white ciseterogendered scripts about both gender and agency, Minaj’s performance of sonophilia is an instance of what L.H. Stallings calls hip hop’s “ratchet imagination.” This imagination is ignited by black women’s dance aesthetics, wherein “black women with various gender performances and sexual identities within the club, on stage and off, whose bodies and actions elicit new performances of black masculinity” renders both gender and subject/object binaries “transitional” (138).
Nicki isn’t the only black woman rapper to use extra-verbal vocal sounds to re-script gendered bodily pleasure. In my next post, I’ll look at Beyoncé and Missy Elliot’s use of extra-vocal sounds to stretch beyond post-feminism pop’s boundaries.
Featured image: screenshot from “Anaconda” music video
Robin James is Associate Professor of Philosophy at UNC Charlotte. She is author of two books: Resilience & Melancholy: pop music, feminism, and neoliberalism, published by Zer0 books last year, and The Conjectural Body: gender, race and the philosophy of music was published by Lexington Books in 2010. Her work on feminism, race, contemporary continental philosophy, pop music, and sound studies has appeared in The New Inquiry, Hypatia, differences, Contemporary Aesthetics, and the Journal of Popular Music Studies. She is also a digital sound artist and musician. She blogs at its-her-factory.com and is a regular contributor to Cyborgology.
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Music Meant to Make You Move: Considering the Aural Kinesthetic–Imani Kai Johnson
After a rockin’ (and seriously informative) series of podcasts from Leonard J. Paul, a Drrty South banger dropped by SO! Regular Regina Bradley, a screamtastic meditation from Yvon Bonenfant, and a heaping plate of food sounds from Steph Ceraso, our summer Sound and Pleasure series gets even louder with Kariann Goldschmidt‘s work on live events in Brazil. Brasil Ao Vivo! –-JS, Editor-in-Chief
Brazilians pray, cheer and celebrate in public and often in close physical proximity to each other. From the nearly 3 million people that flocked to Copacabana Beach to hear Pope Francis lead a mass in 2013 to the huge crowds that regularly turn out for concerts at Maracanã stadium, Brazilians earn their global reputation for large-scale public events. Of course there is Carnival in Rio de Janeiro and Salvador; the largest LGBT Pride Parade in the world held in São Paulo; and then there is football.
The relationship between large-scale public events and sound hit home as the country reacted to the national team’s humiliating loss to Germany in the semi-final round of the 2014 FIFA World Cup. The world witnessed a different kind of public outpouring as the Brazilian public mourned. Within hours of the initial shock at the lopsided score, images of Brazilian football fans weeping and screaming in the stadium and on the street became a humorous meme with music and sound playing a prominent role. By the next day, most Brazilian football observers were taking pleasure in the public spectacle of weeping fans. With the abundance of images featuring hysteria, videos mocking the intensity of the crying went viral with dramatic musical scores. One observer proclaimed : “essa capacidade de rir de nós mesmos é uma das melhores qualidades”; the capacity to laugh at ourselves is one of our best qualities. That Brazilians express all varieties of emotions and annual passages together in public for everyone to witness, even when they border on campy excess, allow for everyone to feel the pleasures of community and the power of public performance.
All of this led me to believe that such a public culture has an effect on the aesthetics of what performance studies scholar Philip Auslander calls “liveness” in recorded music and related viral media. Auslander argues that the appeal of liveness for television broadcasts, concerts, and other stage performances allows audiences to feel the immediacy of the moment even if the presence of mediation, such as screens and on-air censorship, is obvious. The international spectacle of Brazilians emoting en masse, then, has a direct relationship with Brazilian sonic aesthetics. Nowhere, I argue, is this more prominent than in the (sometimes viral) popularity of live recordings.
That immediacy Auslander speaks of spreads to many aspects of Brazilian popular culture, including the popularity of concert DVDs and albums which are regularly listed among the most popular domestic recordings. In fact, concert records tend to be more popular than the studio albums that inspire the tour. These live albums often carry the designations Ao Vivo, live or MTV Acústico (the equivalent of the Unplugged albums popular in the United States), and they are often recorded in such a way so as to feature the interaction of the crowds. In place of the draw for authenticity (a value that permeates the MTV Unplugged recordings) is the love for community, and for experiencing big emotions together no matter how obviously they are mediated through cameras, microphones and other technology. Through the example of the continued popularity of live albums in Brazil, there is an opening for a different theorization for sounding liveness; in place of celebrating canonic performances and virtuosity, the valorization of liveness in Brazil reinforces the importance of crowds and the so-called “popular classes” at the root of the politicized singer-songwriter genre MPB or Música Popular Brasileira.
The pleasure and preference for live recordings also extends to social media. For meme chasers, a good example of this is Michel Teló’s 2011 hit “Ai Se Eu Te Pego.” The song and video were recorded ao vivo before a crowd dominated by young women. A close listen reveals that sounds of Teló’s female audience members are just as important as his voice even if his voice is only slightly louder in the mix. There is barely a moment in the recording when the audience stops making itself heard; the engineering revels in their presence. This is especially obvious during the opening seconds of the track when Teló and his audience sing “Nossa, nossa / assim você me mata / Ai, se eu te pego / Ai, ai, se eu te pego” [Wow, wow / you kill me like that / Ah, if I could get you / ah, ah, if I could get you] in unison at nearly the same volume in the mix. When the accordion and electric bass (crucial instruments for the song’s forró style) finally enter over the screaming audience, there is a noticeable break in the tension set up by the audience and Teló singing together. Their cries, like those in other live recordings, illustrate Teló’s appeal to the crowd in that moment while also allowing other listeners to imagine themselves there.
Teló’s song went viral (as of this writing, the official version currently has nearly 580 million views on YouTube and over 72 million plays on Spotify), with alternate video versions teaching the song’s dance steps and others highlighting global football stars dancing and singing along to the song. At one point Neymar, the national team’s biggest hope for World Cup victory, sang with Teló in front of a crowd. In general, Teló’s live songs easily outpace his studio recordings in terms of virality, and, I would argue, that a major part of the appeal of “Ai Se Eu Te Pego” is its provenance in a concert setting. It is just as important that the screaming throngs of women are audible as it is for those dance steps to be easy and recognizable. The liveness of the recording is so important, in fact, that the screaming audience appears as sampled snippets in the Pitbull remix. In its viral form, Teló’s song united the popularity of live spectacle with Brazil’s enthusiasm for other live events, merging concert goers with football fans.
The popularity of Teló’s live song is not an isolated incident. Look, for example, at record sales figures for all time. Two are live albums by artists who do not appear elsewhere on the list. Other albums that have sold more than 2 million copies in Brazil alone are by Roberto Carlos (Acústico MTV) and the teen pop/rock duo Sandy and Júnior (As Quatro Estações ao Vivo and Era Uma Vez… Ao Vivo). In 2011, five of the top ten albums in Brazil fit the ao vivo mode with little regard to genre: MPB stars Caetano Veloso and Maria Gadú are there alongside sertanejo artists Paula Fernandes and Luan Santana. In 2012, three of the top 20 best-sellers were live albums. Meanwhile, DVDs of concerts in Brazil continue to be strong sellers. Thus, the communal pleasure palpable on-screen translates to that experienced in the home.
Compare this with the status of live records in the United States in the last few years where they have rarely seen any chart success. If anything, liveness continues in YouTube clips and Spotify Sessions but not in physical sales and downloads. This is probably because live albums for U.S. based artists are embedded with different values having to do with the rock authenticity rather than communal pleasure. These performances demonstrate the chops of the musician and valorize the concerts (and tours) as events. The double live albums from the 1970s such as as Frampton Comes Alive, Lynyrd Skynyrd’s One More From The Road, and Kiss Alive! hold a prized place in the classic rock canon, often as much for extended guitar solos rather as the screaming throngs of fans. In the late ‘80s and early ’90s live albums, especially MTV Unplugged, re-inscribed a love of liveness through acoustic instruments and songs that reached back into the roots of American popular music. Eric Clapton’s Unplugged (1992) even topped the Billboard album charts and won 6 Grammy awards including Album of the Year while other records such as Nirvana’s MTV Unplugged in New York and U2’s Rattle and Hum were multi-platinum hits. While there is the occasional top-40 live single, these songs are the exception to a genre of that has has moved liveness to YouTube rather than streaming and MP3 markets.
SO! contributor Osvaldo Oyola has noted there is a tension between the efforts recording engineers often go through to make studio recordings sound as immediate as possible, and those that call attention to the recording process. Live records replace the need to sound polished with the need to sound spontaneous, often reveling in mistakes and banter. That immediacy is something I enjoy when listening to live recordings and it has a parallel for many people who participate in the reception of major events in real time through social media.
In Brazil, audiences enjoy the immense power of participation in live events. As part of a larger work in progress I’m particularly fascinated by how this power and pleasure is mediated through the sonic experience of recordings and viral social media. Whether they are sharing tears over an international football loss or singing along to “Ai Se Eu Te Pego” Brazilians extend Auslander’s liveness by prolonging and replaying the immediacy of the crowds to experience that shared sonic moment, again and again.
Kariann Goldschmitt is a Visiting Lecturer in the Faculty of Music at University of Cambridge. Her scholarly work focuses on Brazilian music, modes of listening, and sonic branding in the global cultural industries. She has published in the Oxford Handbook of Mobile Music Studies, Popular Music and Society, American Music, Yearbook for Traditional Music, and Luso-Brazilian Review and contributes to the South American cultural magazine, Sounds and Colours.
Featured image: Adapted from “Gloria” by Flickr user Lourenço Fabrino, CC BY-NC-SA 2.0
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Sound-politics in São Paulo, Brazil— Leonardo Cardoso
After a rockin’ (and seriously informative) series of podcasts from Leonard J. Paul, a Drrty South banger dropped by SO! Regular Regina Bradley, and a screamtastic meditation from Yvon Bonenfant, our summer Sound and Pleasure series serves up some awesomeness on a platter this week with the return of Steph Ceraso, who makes us wish all those food pics on instagram came with recordings. Take a big bite out of this! –-JS, Editor-in-Chief
Lightly I tap the burnt surface with a cold metal spoon until it cracks; it fractures like a fine layer of sugary glass; silent, smooth custard mixes with the sticky sweet crunch of the caramelized shards.
An otherwise bland and unmemorable dessert, crème brûlée is always my go-to treat. The sonic pleasures of this indulgence keep me coming back: the tapping, cracking, crunching.
Though the taste and visual presentation of food usually get most of the hype, it’s no secret that sound can amplify the enjoyment and delight of eating. Indeed, sound has become an increasingly important ingredient in the design, advertising, and experience of food: from “junk” food to gourmet dining. What is especially fascinating and disconcerting about this strategic use of sound is the powerful connection between pleasure and sensory manipulation. To my mind, the myriad ways sound is employed to manipulate perceptions of food underscores the need to pay more attention to when, how, and why sound influences our thoughts, feelings, and sensory experiences.
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Food engineers and marketing teams have been taking advantage of the pleasures of sound for years. Rice Krispies’ “Snap, Crackle, Pop” trademark has been around since the late 1920s. And of course there are Pop Rocks, my favorite sounding retro product. The carbonated sugar crystals were invented in the 1950s, but thanks to commercials that celebrated the candy in all of its sonic glory, Pop Rocks’ popularity reached a fever pitch in the 1970s and it’s still going strong today. The official Pop Rocks website boasts that the product continues to be the “leading popping candy brand worldwide.”
Sound is a crucial part of the pleasurable experience of food’s packaging, too. Consider Pringles’ famous “Once you pop you can’t stop” slogan. A neatly stacked chip cylinder with a pleasant-sounding lid is marketed as a refreshing alternative to crinkly chip bags.
Designing sound for the things that contain food may seem like a silly marketing gimmick, but the sounds of packaging can make or break the product. For instance, in an attempt to make its SunChips brand more environmentally friendly, in 2010 Frito-Lay introduced a compostable chip bag. Consumers found it to be ridiculously noisy and complained. The bag had so many haters, in fact, that a facebook group called “SORRY I CAN’T HEAR YOU OVER THIS SUN CHIPS BAG” attracted nearly 30,000 fans. Sales fell, and the financial loss caused Frito-Lay to go back to the un-environmentally friendly bags. Just this year, the company introduced yet another version of the compostable bag. It’s too early to tell if consumers will deem its sound acceptable.
While many companies strive to hit the right note when it comes to the pleasurable sounds of food and its packaging, recent research on taste and sound has been more focused on how external sounds affect the experience of eating. In a noteworthy study, the food company Unilever and the University of Manchester found that the experience of sweetness and saltiness in food decreased in relation to high levels of background noise (perhaps one of the reasons that airplane food generally sucks). They also identified a correlation between the increased volume of background noise and the eater’s perception of crunchiness and freshness.
Additionally, the Crossmodal Laboratory at Oxford University run by professor Charles Spence got a lot of press for discovering that low-pitched sounds tend to bring out bitter flavors while high-pitched sounds heighten the sweetness of food. Go grab a snack (chocolate or coffee work best) and you can try this experiment for yourself.
Armed with scientific knowledge, many chefs and entrepreneurs have been teaming up to put these ideas into practice. For a limited time London restaurant House of Wolf served what they called a “sonic cake pop.” The treat came with a phone number that presented callers with the choice of pushing 1 for sweet (to hear a high-frequency sound) and 2 for bitter (to hear a low-frequency sound). The experiment was a success. People seemed to want to hear their cake and eat it too. The same Guardian article reports that Ben and Jerry’s plans to put QR codes on its packaging so that customers can use their smartphones to access sounds that compliment the flavor of ice cream they are eating.
For some, making sound a more prominent feature of eating experiences is more than a fun experiment or savvy marketing strategy: it’s a full-blown artistic performance. World-renowned chef Heston Blumenthal uses sound to draw attention to the holistic sensory experience of dining. His dish “Sound of the Sea,” for example, consists of seafood, edible seaweed, tapioca that looks like sand, decorative shells, and an iPod so that diners can listen to the sounds of the ocean.
Blumenthal has also performed sound experiments while eaters spooned up his bacon and egg ice cream (Yep. That’s a thing!). When the sound of bacon frying in a pan was played, people rated the bacon flavor of the ice cream to be more intense than the egg flavor, and vice versa when the sound was clucking chickens.
In a similar vein, Boston chef Jason Bond and composer Ben Houge have paired up to create food operas, or what they call “audio-gustatory events.” They use real-time musical scoring techniques based off of Houge’s work in video games to design eating experiences that explicitly link sound and taste.
Clearly, when it comes to the pleasures (and displeasures) of eating, sound matters. I’ll admit that I’m a fan of the more imaginative, experimental uses of sound in experiences like the food opera or Blumenthal’s edible sonic creations. There is a sense of play and discovery in these designed experiences; and, people know what they are signing up for and willingly choose to participate. Such endeavors have the potential to heighten participants’ sensitivity to how sound figures into eating and other kinds of everyday activities.
Yet, along with the sonic branding and marketing of edible products, these experiments raise some troubling questions about the relationship between pleasure and sensory manipulation: When is it wrong or unethical to use sensory manipulation to create pleasurable experiences? At what point does manipulation become pleasurable? Is all pleasure a form of manipulation?
Perhaps more significantly, the ways that people are applying scientific knowledge about sound and taste opens up another can of worms: What are the implications of trying to standardize pleasurable sounds via commercial products? What kinds of bodies are invited to participate in pleasurable sensory experiences, or not? I’m thinking particularly of individuals who are deaf and hard-of-hearing, or who have different cultural cues when it comes to recognizing a sound as “pleasurable.”
The sounds of food do not necessarily have to be engineered to be pleasurable. However, because new information about the relationship between sound and other senses is being used to explicitly and implicitly manipulate our experiences, it seems that there is a real need for cultivating a keener, more critical sensory awareness. This means questioning when, how, and why sound is being employed to create pleasurable experiences in a range of products and environments; it means paying careful attention to the ways that sound interacts with all of our senses to influence everyday experiences. So, the next time you’re having what seems to be a simple “feel good” eating experience, be sure to open your ears along with your mouth.
Featured image by Flickr user Wizetux, CC BY 2.0
Steph Ceraso received her doctorate in 2013 from the University of Pittsburgh, specializing in rhetoric and composition, pedagogy, sound studies, and digital media. In addition to being a three-peat guest writer for Sounding Out!, her work has been featured in Currents in Electronic Literacy, HASTAC, and Fembot Collective. She is also the coeditor of a special “Sonic Rhetorics” issue of Harlot. Her current book project, Sounding Composition, Composing Sound, examines how expansive, consciously embodied listening and sonic composing practices can deepen our knowledge of multimodal engagement and production. Steph will be joining the faculty in the English department at the University of Maryland, Baltimore County this fall. You can find more about her research, media projects, and teaching at http://www.stephceraso.com.
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