More than a week after the Grammy’s people are still talking about the Arcade Fire’s win for Album of the Year – and I’m not talking Twitter complaints. Steve Stoute, the Founder and CEO of Translation, a brand management firm, published a $40,000 ad in the Sunday edition of The New York Times, addressed to President Neil Portnow, NARAS and the Grammy Awards, attacking them for their voting methods and being culturally out of touch. I recently posted a video of Steve Stoute discussing his company and the “culture of cool” which you can see here. It pictures him in a much different light compared to the tone of the NYT letter. Check it out to compare and contrast.
Before we get into the ad – is it just me, or is anyone else having a Mad Men/Don Draper/Lucky Strike flashback? Because this is the first thing that came to my mind.
Letter published in the Sunday New York Times:
An Open Letter to Neil Portow, NARAS and the GRAMMY Awards:
Over the course of my 20-year history as an executive in the music business and as the owner of a firm that specializes in in-culture advertising, I have come to the conclusion that the Grammy Awards have clearly lost touch with contemporary popular culture. My being a music fan has left me with an even greater and deeper sense of dismay — so much so that I feel compelled to write this letter. Where I think that the Grammys fail stems from two key sources: (1) over-zealousness to produce a popular show that is at odds with its own system of voting and (2) fundamental disrespect of cultural shifts as being viable and artistic.
As an institution that celebrates artistic works of musicians, singers, songwriters, producers and technical specialists, we have come to expect that the Grammys upholds all of the values that reflect the very best in music that is born from our culture. Unfortunately, the awards show has become a series of hypocrisies and contradictions, leaving me to question why any contemporary popular artist would even participate. How is it possible that in 2001 The Marshall Mathers LP — an album by Eminem that ushered in the Bob Dylan of our time — was beaten out by Steely Dan (no disrespect) for Album Of The Year? While we cannot solely utilize album sales as the barometer, this was certainly not the case. Not only is Eminem the best-selling artist of the last decade, but The Marshall Mathers LP was a critical and commercial success that sold over 10 million albums in the United States (19 million worldwide), while Steely Dan sold less than 10% of that amount and came and went as quietly as a church mouse. Or consider even that in 2008 at the 50th Annual Grammy Awards, after going into the night as the most-nominated artist, Kanye West’s Graduation was beaten out for Album Of The Year by Herbie Hancock’s River: The Joni Letters. (This was the first time in 43 years that a jazz album won this category.) While there is no doubt in my mind of the artistic talents of Steely Dan or Herbie Hancock, we must acknowledge the massive cultural impact of Eminem and Kanye West and how their music is shaping, influencing and defining the voice of a generation. It is this same cultural impact that acknowledged the commercial and critical success of Michael Jackson’s Thriller in 1984.
Just so that I’m not showing partiality to hip-hop artists (although it would be an entirely different letter as to how hip-hop music has been totally diminished as an art form by this organization), how is it that Justin Bieber, an artist that defines what it means to be a modern artist, did not win Best New Artist? Again, his cultural impact and success are even more quantifiable if you factor in his YouTube and Vevo viewership — the fact that he was a talent born entirely of the digital age whose story was crafted in the most humble method of being “discovered” purely for his singing ability (and it should be noted that Justin Bieber plays piano and guitar, as evidenced on his early viral videos).
So while these very artists that the public acknowledges as being worthy of their money and fandom are snubbed year after year at the Grammys, the awards show has absolutely no qualms in inviting these same artists to perform. At first I thought that you were not paying attention to the fact that the mental complexion of the world is becoming tanned, that multiculturalism and poly-ethnicity are driving new meaning as to what is culturally relevant. Interesting that the Grammys understands cultural relevance when it comes to using Eminem’s, Kanye West’s or Justin Bieber’s name in the billing to ensure viewership and to deliver the all-too-important ratings for its advertisers.
What truly inspired the writing of this letter was that this most recent show fed my suspicions. As the show was coming to a close and just prior to presenting the award for Album Of The Year, the band Arcade Fire performed “Month of May” — only to… surprise… win the category and, in a moment of sheer coincidence, happened to be prepared to perform “Ready to Start.”
Does the Grammys intentionally use artists for their celebrity, popularity and cultural appeal when they already know the winners and then program a show against this expectation? Meanwhile the National Academy of Recording Arts and Sciences hides behind the “peer” voting system to escape culpability for not even rethinking its approach.
And I imagine that next year there will be another televised super-close-up of an astonished front-runner as they come to the realization before a national audience… that he or she was used.
You are being called to task at this very moment, NARAS.
And to all of the artists that attend the Grammys: Stop accepting the invitation to be the upset of the year and demand that this body upholds its mission for advocacy and support of artistry as culture evolves.
Demand that they change this system and truly reflect and truly acknowledge your art.
What do you think of the letter? Do you agree with his viewpoint or disagree? Was it too over the top to publish a full page ad in the Style section of The New York Times, or a bold, fitting move akin to Don Draper?
Arcade Fire’s manager Scott Rodger has responded to comments from Steve Stoute and industry analyst Bob Lefsetz, with his own letter addressed to Bob.
Arcade Fire had the final slot on the Grammys as the ratings are low at the end of the broadcast. It really is that simple. We were one of the least known acts on the bill for a network audience. Don’t you think I wanted a better slot for the band?
The reason we got a second song was also simple. No big plot. We had no guarantee of air time, but it was simply to play out the end credits of the show, if we’re even had that much. The show never runs like clockwork to an exact time so the end is always loose. As it happened, the broadcast was covered by sponsors messages and the end credits.
For the Grammys international broadcast our main performance, along with that of Mumford and Sons and the Avett Brothers was completely cut from the show. Our end title performance was bastardised because they cut out ads/sponsor messages completely. It was a bit of a farce. You’d think we’d be given a little more after the fact.
Arcade Fire deserved the win this year. They made the best album. If the award was names “Album Sales Of The Year” award, there would be no discussion. Stoutes letter was nice piece of self publicity. Did he see Kanye’s tweets when we won and the praise he gave us?? He needs to tune in. Eminem made a big selling album but it was far from being his best work. Katy Perry made a big pop record that simply didn’t have weight or credibility. Gaga’s repackage, great album but it was a repackage of the main release. I think everyone felt it was going to be Lady Antebellum’s moment having won 5 out of 6 awards to that point. We all felt that way too.
I’m proud of this band and what they have achieved. We didn’t lobby any organisation for this nor did the band play the game. We paid our own overhead to do the event, thus the lack of on stage gimmicks. No label picked up the tab.
Arcade Fire are now one of the biggest live acts in the world. It’s not all about record sales. It’s about making great records and it’s about building a loyal fan base. Ther band make great albums, they’re not a radio driven singles band. On top of that, they own their own masters and copyrights and are in complete control of their own destiny. Things couldn’t be better.
Excuse any typos as I’m on my blackberry
What do you make of all this? Weigh in, in the comments. And to read Steve Stoute’s response as to why he published the ad click here.