I've got ramblings on my mind.
Seriously.
Nearly a week ago, Ahmet Ertegun passed away. Over here in France. no one knows who Ahmet Ertegun is, and I suspect it's more or less the same everywhere. Online news sites make a quick mention of his passing, respected newspapers may have written a small article on the subject, but overall, Ertegun goes in silence when the world should be thanking him for all that was right in music and is no longer.
Ahmet Ertegun, you see, was the founder of Atlantic records, and his talent scouting and production are behind most of the greatest 20th century artists in the soul, jazz and rock genres. Ray Charles, John Coltrane, Roland Kirk, Ruth Brown, Joe Turner, Led Zeppelin, you name 'em, Ahmet Ertegun had a hand in making them famous. In other words, everyone should know who he is. He had a huge role in shaping modern music, and his track record is a vibrant tribute of his keen understanding of what music, in the noble sense of the word, is.
Interestingly enough - and this is where I start to ramble, I guess - Ertegun goes at a time when the majors of the music industry, who have long since absorbed Atlantic, are struggling for their survival. Interestingly enough, the back catalogs he was instrumental in building may be what is currently keeping these bloated, inefficient structures alive. It contributes a vital, steady revenue stream from artists who stood the test of time where most artists currently launched last no more than a few years. If that.
Ahmet Ertegun knew how to spot an artist. He knew being an artist required vision, personality, and he was willing to invest the time and energy needed for them to find their public. This approach was evident throughout the heydey of the Atlantic label. In the sleevenotes to Rahshaan Roland Kirk's The Inflated Tear, producer Joel Dorn writes :
[...]the part of him [Kirk] that I wanted to capture on tape was the part that made people crazy[...] I wanted to to come out of the box with the madness, that unbelievable energy he generated in 'live' performances[...] As the album took shape, song by song, I felt the music was too subtle, too traditional. I knew it was excellent, he was never less than brilliant musically, but I couldn't figure out why he chose the repertoire and direction he did.
Not that it's any consolation, but I wasn't the only one who felt that way. When I played the finished album for my boss, Nesuhi Ertegun [Ahmet's brother], he immediately picked up on the quality, but like me, was expecting a much different debut album. Both of us felt it wouldn't sell well. Even so, that didn't affect Atlantic's long-term commitment to Rahshaan. In those days, once Atlantic executives signed an artist, they stayed with him until he made it, or until they felt they'd given it their best shot and there was nothing more they could do.
The emphasis is mine.
An artist, for better or for worse, is a personality. Someone who has talent, sure, but also someone who has something to express. A pretty voice, a dextrous hand, a handsome figure don't come into it. These things are needed for the marketing, sure, but they don't help with the music. Does Tom Waits have a pretty voice ? Was John Lee Hooker a guitar wizard ? Was Mick Jagger ever pretty ? And yet more than thirty or fourty years after they first came to the public's attention, they are still here, outselling most of the recently discovered artists.
The absolute shallowness of the recording industry majors is their downfall. Sure, piracy helped, but not because it hurt sales. Piracy helped because it allowed millions of listeners to discover artists they never would have if the marketing of the majors had been the one to decide who they should listen to. Internet and peer to peer contributed to what may be the saving of music as an art, even if it means the death of music as an industry.
I've been reading The Long Tail recently, a stunningly clever book about how Internet has shifted the economy of cultural goods on its head. And once you've digested the content of that book, it becomes absolutely evident why the majors are dying: they are dying because they no longer know how to spot an artist, because all they know how to do is to market a hit, and hits aren't as big as they used to be, because music purchasers now have better ways of finding what's hot than MTV and Payola.
The majors of the recording industry are dying because they no longer know how to do what Ahmet Ertegun knew how to do so well. In a way, it's a strange symbolism that he would pass away now, in a world where his legacy in business has been forgotten. Thankfully, his legacy in music will outlive him, and most likely outlive the major recording companies that he was once a part of.
Tha music lives on.
Thank you Ahmet. They may have forgotten you. Music lovers have not.