Topic: The Culture
Marketing: A New European Import
Who says all pop culture trends start out here in Hollywood? You've heard it all. Los Angeles, the City of Angels, offers something for everyone. Trends start here - some say so does the future. Hollywood creates trends. It determines what is cool. It's the world's cultural capital in some odd way, if the only culture left is large-scale shallow but flashy movies for the world market, popular music of all sorts, and what passes for fashion among fifteen-year-old girls, and celebrity detached from anything like achievement or expertise in anything but posing. And there's television - we gave the world the sit-com, games shows and The Simpsons and all the rest.
One needs to remember that Hollywood is a recent invention, incorporated as a municipality in 1903, with town ordinances prohibiting the sale of liquor except by pharmacists and one outlawing driving cattle through the streets in herds of more than two hundred. In 1904 we got the trolley - Los Angeles to Hollywood up Prospect Avenue. In 1910 Hollywood was annexed into the City of Los Angeles - we needed that water the new Los Angeles Aqueduct was piping down from the Owens Valley. Prospect Avenue was renamed Hollywood Boulevard. The movie industry boomed. Expatriates from Europe showed up in the thirties - Stravinsky, Schonberg, Man Ray - and Faulkner and F. Scott Fitzgerald were writing screenplays, and drinking heavily at Musso and Franks. See this from February 4, 1905 in the Los Angeles Daily Times - "Business of an objectionable character has been discouraged; the saloon and its kindred evils are unknown." Times changed. Hollywood became the center of a certain sort of everything. And we came to know all the kindred evils, every one of them. We turned them into entertainment for the world.
But sometimes trends start elsewhere, and then out here in Hollywood we play catch-up, turning obscure French films into Hollywood blockbusters, and turning the Beatles into the far less odd Monkees. Now it seems to be happening again.
If you're in Paris you can switch from watching The Simpsons in German on Arte to watching Star Academy on TF1, the French take on American Idol. Drop by the local tabac and buy a pack of the most popular chewing gum there, Hollywood. Buy cheap jewelry at Sunset Boulevard on rue des Rennes. But know things sometimes run in the other direction. Earlier this year, NBC announced that it had acquired the rights to develop and screen a US version of the Eurovision Song Contest - instead of forty European nations competing in a cheesy big-budget show for the best bouncy pop song, each of the fifty states of the union will do that. You call in on your touch-tone phone and vote for the winner. Of course you can hardly wait for that.
It may seem peculiar, but the NBC people are no fools. The Eurovision Song Contest is now it its fifty-first year, and draws three hundred million viewers each year. So it didn't start in Hollywood. So what? This could be the next big thing on American television, if you hide the origin. Who remembers "All in the Family" was a version of a UK show, and Archie Bunker had his East End prototype? We're talking big bucks, smash hit potential, with a fine buzz.
Will it work here? Maybe, but this Eurovision Song Contest is very odd, and has come up before here - June 8, 2003, here - "watching the Eurovision Song Contest will either put you in a coma or drive you mad."
And from May 16, 2004, Silly Music -
The rest of the item covered that year's contest held in Istanbul. Ukraine won - only the second time the country had taken part in the competition - Ruslana won for her song Wild Dance. Serbia and Montenegro were second, with Greece third.
The item also quoted this in SLATE.COM -
The next year was covered here, May 29, 2005 - Greece is the Word. Greek singer Helena won. Ukrainian President Viktor Yushchenko presented her with the prize for her performance of My Number One, "a mid-tempo tune with minor-keyed Balkan flavorings." The surprise runner-up was Malta's Chiara. Romania's Luminita Anghel placed third. Vanilla Ninja, from Estonia but representing Switzerland, and Bosnia-Herzegovina's Feminem, with one of its three singers born in what is now Croatia, didn't do that well. So it was Greece, then Malta, then Romania. Cool.
Obviously the country for the previous winner hosts the contest the following year. That means the contest this year is in Athens, with the semifinal May 18 and the final on May 20, and you can read all about it at the official website here.
The best introduction, or at least the most pointed, can be found in SLATE.COM where UK-based Mike Atkinson offers this:
America, Meet the Eurovision Song Contest
Nonsense lyrics, frenetic dance routines, and costumes that sprout pterodactyl wings.
Whose Three-Minute Pop Ditty Will Rule the Continent?
Posted Wednesday, May 17, 2006, at 5:30 PM ET
The issue? The Eurovision Song Contest "can stake a legitimate claim to being the world's most watched regular music event. Despite this, the show remains entirely unknown to all but a handful of Americans."
And here's his analysis of what we have not yet encountered -
Okay. Think about what each of the fifty states over here could do on the NBC version. Pennsylvania with molten steel and a remix techno-thump version of the Pennsylvania Polka? What will North Dakota do? Delaware? Oregon? It's hard to see how this will work. America has been homogenized in a way Europe has not. It not only that we all speak the same language (more or less), we all lead pretty much identical everyday lives - every mall has its GAP, Restoration Hardware and food court with the usual suspects, and Boston and Tucson and Billings look alike where one runs one's errands and relaxes. NBC may have misjudged this one.
Then Atkinson explains the music -
Well, we don't have much of a multilingual audience, so the lyrics here may be better, and the three minute rule can be waived, although it could be useful to limit viewer pain from overload. Too much screeching spectacle and the audience switches over to CSI, just for relief.
As for NBC moving forward, Atkinson notes "there is nothing remotely hip about Eurovision, which generally runs at least ten years behind developments in youth-based genres, if not twenty." Hardly any rap and metal - no modern R&B. But then, "this stylistic conservatism does ensure a continuing appeal to the sort of traditional, multigenerational, family-based demographic that is rapidly disappearing in our tightly segmented multichannel age."
Yeah, but will it play in Peoria? NBC has a problem. The whole thing is not remotely hip, nor does it seem to hit that sweet spot for middle America - safely hip in a non-threatening way that still lets the viewer feel "with it." That's an old Hollywood trick. What you give the rubes has to be as daring and controversial as the hot movie of the moment, "The Da Vinci Code" - not very. Think of "Rebel Without a Cause" - in the mid-fifties every fifteen-year-old guy in Ames or Buffalo was really James Dean, going though existential angst. Right. Make people think they're thinking, and let them think they're in on the cool. It sells.
This may not -
Okay, camp just won't do. That's charming for forty seconds, then it's cloying. Americans will shrug and move on.
NBC has to sell the innocence and sincerity thing. People eat that up. And as they say out here in Hollywood, if you can fake sincerity you've got it made.
You might want to browse the 2006 Eurovision Song Contest entrants here. The Finnish entry, Lordi is conventionally strange - AC/DC meets the Orcs (or Klingons) - and check out Germany's Texas Lightning in their cowboy outfits. Camp indeed.
Will "Our Man in Paris," Ric Erickson, editor of MetropoleParis, be watching?
Here's what he had to say on the 18th -
And that's the word from Paris.