Myth of the Mainstream

'Mainstream' - a principal current of a river, 1667, from main (adj.) stream, hence, "prevailing direction in opinion, popular taste, etc.," a fig. use first attested in Carlyle (1831).

I propose that the concept of 'the mainstream', be it music, art, ideas, politics, entertainment and all other social constructs, is and has always been a social myth.

The key to this argument lies in the cyclical nature of the market economy, political thought, and technological advancement. For sake of simplicity, I shall concentrate solely on the development and eventual disintegration of the concept of the 'mainstream'.

What came before the MP3? The CD.

And before that? Vinyl.

And before that? Shellac and wax drums for musical boxes.

And before that? Sheet Music. Musical Scores.

As funny as it sounds now, at the very dawn of 'Popular Music' or pop, a 'Hit' technically accounted for the total sales of a sheet of music, a musical score. The expectation and reality of the market was solely reliant on availability of current technologies at the time (namely music boxes and pianos) and the musical ability of the consumer.

For the main part it was more economic to purchase an upright piano rather than a the musical box, purchasing songs for a music box was a privilege of the rich. Imagine paying $500 for an mp3 track? No one in their right mind would, yet the physical nature of such devices meant that supplying a range of music for any device would be beyond the reach of the masses. The 'Player Piano' moved things along somewhat, creating rolls of punch paper reduced the costs considerably. For many this was new technology was still out of reach of the average, or even middle income family.

For most, instead of an Ipod, there would stand, pride of place in the Sitting Room or Parlour, a basic upright piano, of which at least one member would be able to read and play music, and the others would at the very least need to hold a whole gamut of decent notes to make the performance painlessly entertaining. The more savvy music publishers (yes they were printers and nothing more), realized early on that if they wanted to increase their sales they'd need to expand their market.

A few seemingly harmless pointers to publishing a popular 'hit' led to a series of hard and fast rules that held back the creative growth of the music industry for over a century.

Family friendly. Their market was the Middle-Class Family, they had money, Sunday Evenings with little to do, a strong moral and religious upbringing and a very definite idea of what music should do.

It shouldn't offend, anyone, anywhere, anyhow. It cannot include any mention of any controversy. The melody must be light, instantly engaging and simple to follow. The whole family must be able to join in and not feel awkward or embarrassed in anyway. Basically hymns.

The market began to fracture eventually, songs for the kids, religious, risque ditties for young lovers and dirty old men, then came style... jazz, blues, big band. Finally wax rolls for musical boxes gave way to shellac and eventually Vinyl discs and as the sound quality improved, and the availability increased and prices reduced, finally those that played the piano instead of a Gramophone, were the rare exception.

The world has changed a lot since then, but as with all things fashion has a funny habit of repeating itself. More and more iPod fans and mp3 addicts are beginning to manipulate their own collections, with the development of a whole series of cheap and cheerful music mixing software releases on the way, it doesn't seem so far-fetched to imagine a time in the not so distant future where rather than the 'Mainstream' we will be talking in terms of Single Streams, or even the 'Onestream'.

In the past the more forward thinking printers and publishers of the day decided to buy music from songwriters for a pittance, sometimes even steal them outright and make all the profit for themselves. Now things are changing beyond belief.

Anyone can make music to a point with the aid of software and electronic instruments that a child could learn and play within minutes. With the increased interactivity involved in many of the new technologies, the PC being the original focal point, most consumers are no longer purely consuming, they are now producing. Be it their own Tivo TV schedule, the play list on their iPod, the answer phone message they recorded themselves. Consumption was never a creative act, but finally it seems technology is enabling individuals to come to that conclusion by themselves.

Eventually few people will purchase entertainment in any form, simply the means to produce it. As part of my Fine Arts Degree many years ago, I specialized in Photo Montage, appropriating and aggregating a variety of disparate images, and manipulating and combining them to form a new and original work. Nowadays few would ever consider going through the rigmarole of cutting and pasting printed matter when a graphics program and the internet can provide vast more choice in subject matter and imagery.

Technology has led our actions, or rather inaction for most of the 20th Century, in the 21st we are witnessing the slow decay of Consumerism itself, and at the beginning the first change we are all both witnessing and providing, is technological manipulation of consumer goods.

As the manufacturers of multimedia devices finally catch up with demand we will witness more and more graphic and sound interactivity to the point that most products will simply enable us to create our own entertainment, as we have in histories past. The only difference is that your Bedroom DJ Mix is now heard by the world rather than an unwilling friend or family member. Local heroes and heroines will be born, down the road from my place are the band Keane, a very successful UK pop band from Battle, Sussex. without the proliferation of social networking technologies I doubt that their meteoric rise to fame would have been as startling.

Other more stark examples are Gnarls Berkley and the Arctic Monkeys, who via the Myspace.com service have become major players in the world music scene. This isn't simply a technological change. The 'Futurism' Arts Movement at the turn of the last century was obsessed with painting fast cars and trains and planes, as much as a young boy might do these days. No one wants to draw an MP3 player, no one wants to write a poem about their Xbox. People want to 'use' them, and they do, all of them.

The idea that materialism can enable anything other than a show of wealth has changed, we no longer have toys, we have tools. Consumption is now lured by the idea of Production, the snake is eating itself.

Within your lifetime, your or someone you know will produce something remarkable, the miraculous is about to become commonplace and the 'Mainstream, obsolete.

The mainstream is diverging into a billion tributaries, the concept of popularity, and eventually mass advertising will dry up, along with monolithic centralized institutions and corporations. We as individuals are finally learning to disagree with each other, we are taking informed and personal choices in our consumption, and eventually the production of our own 'streams'. We fish for ideas, we take those ideas and create our own unique range of arts, entertainment and individual understanding of the world. And when we're bored with our own minds, we trade our goods with others, some like-minded, some not so.

Music, Art, Entertainment, conceived, designed and produced by the individual for the individual. Very much the way we began. Travelling Minstrels, visiting one village and the next, trading music, trading styles, ideas, even new technologies, but for the main part from home.

There never was a mainstream, the concept of the mainstream was conceived for the convenience of unwieldy organizations with little ability or even impetus to change. Like a vast dam, blocking and filtering the river, it is now beginning to crumble, and creative sources and flowing in from all directions, a veritable waterfall of new ideas, sounds and images are about to be born.

Paul Baines - Musician, Singer/Songwriter, Producer and sole creator of OneManBrand. UK-Based Electronica Artist offering free mp3 downloads. Visit http://OneManBrand.co.uk.

Living Arts Yoga Videos

How To Lose Belly Fat With A 10 Minute Workout

Are you looking to change the shape of your body or trying to lose belly fat without joining a high priced gym? If so, try this high energized cardiovascular fitness routine that that was developed by Keli Roberts.

With this 10 minute exercise routine you can burn up to 150 calories every single day.

The first two minutes of this fat burning routine is: Jump Rope - Begin by performing two jumps for each turn of the rope. safety: Use the correct size jump rope and always land softly on the balls of your feet (that is the upper part of the bottom of your foot). Keep thinking I am losing weight.

Minutes two to three: Squat Thrust into a Push Up. The proper technique for this exercise is to stand with your feet shoulder width apart and your arms strait down next to your sides. Slowly squat down with your head forward and bring your hands to the floor just outside of your feet. Your hands should be pointing forward as well. Then in one movement, push your legs back and out behind you (into a pushup position). Perform one strict pushup and then jump back into your squat position and then stand back up. Keep thinking, the fat is vanishing.

Minutes three to four: Jump Rope with only one jump per turn. Keep thinking, The fat is melting away.

Minutes four to five: Back to the Squat Thrust and Push Up only this time you are going to add the Side plank. After completing your squat thrust and push up, you are going to lift and rotate your left arm off of the ground and over your head. Your left foot will rotate and rest on top of you right foot. And you will rotate your neck so you are looking up at your ceiling. Rotate back to the center and repeat on the other side. When finished, hop back into your squat position, stand up and start again. Keep thinking, no more belly.

Minutes five and six: Jump Rope. Same as minutes three and four. keep thinking, I am losing body fat.

Minutes six and seven: Back to the Squat Thrust and Push Up only this time you are going to add the Leg Lift. This is the same as minutes two and three only this time you will lift the toes of one foot about twelve inches off of the ground only after you have performed your push up. Lower your foot and repeat on the other side. hop back up to your squat position, stand up, and start again. Keep thinking, goodbye belly.

Minutes seven and eight: Jump Rope. Same as minutes three and four. Keep thinking, my belly is getting smaller.

Minutes eight and nine: Back to the Squat Thrust and Push Up only this time you are going to add Mountain Climbers. Repeat everything as in minutes two and three only this time after your push up, you will quickly jog in place from your push up position. Make sure you bring your knees up to your chest on each rotation. Perform 5 jogs and repeat this entire process. Keep thinking, I am going to lose weight.

Minutes nine and ten: Jump Rope. Same as you first two minutes. Keep thinking. If I do this everyday, I will lose belly fat. Good luck to everyone.

We recommend using a soft padding such as a yoga mat when performing this exercise. This will cut down on any injury and save some of those knee joints for you. If you need more information on gym mats and yoga mats, please visit Ultimate Fitness Equipment - for all of your fitness needs.

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