Date: May.18.2004 Author: Hossein Publication: TeganAndSara[dot]org Column: Versus Headline: TEGAN & SARA AND THE INDUSTRY

Commercialism as such isn't going to motivate me into idealistic protests, but I will object if it's done in a tasteless way and yes, there are certain types of marketing that I don't care for and would not like to see used by Tegan and Sara. One of which being music videos… The Image I don't like music videos because I think they're fake - not just fiction, but plain fake. Nothing is more ridiculous than behind-the-scenes shots of rockers posing in front of a camera. Of course, acting in front of a camera is nothing new, but this is really different to how it's done with films and such. In that case it's fiction, what is being told is beyond reality whereas in the case of rockers, they're casting their image in you. They're not supposed to be someone else, they're just pretending, while at the same time trying to convince you about being something "real". Complicated? Yes. If you're fine with it being fake, there's still the problem of performing quality music. It only makes sense that if looks is just as important as the musical performance, that's going to be damaging to the music in the way that it's not going to get the main focus. The result of videos being the main promotional tool is that appearance matters just as much. So you split the thing from 100% music to 50%, or even if it's not that bad, 75%, which is still less. I realize Tegan and Sara are not at that stage right now, but they might as well be the day you start to see them more often on MTV and such, and it seems like a lot of the fans wish them to reach that level - anything as long as they are more successful in terms of airplay and income. Of course, I discovered them through a video - the one for "I Hear Noises", so I suppose I shouldn't complain too much and I'm not sure what to say. I guess there's a contradiction in me being perfectly fine with this fact while being disapproving of videos as such. I think there was a behind-the-scenes thing about it though, an "open" one, which made it more entertaining. Either way, the song sounds a lot better on my CD. Since no one listens to the radio these days, it's still necessary to get some kind of exposure in terms of music, and I think it is possible to solve that problem by releasing live videos. I don't see any problem in that. Fashion The Elle Girl shoots were pretty stupid as well. On the earlier UK version, it was just really dumb in the way it made them look like teenyboppers, and the content just didn't have anything to do with them at all, them being pop musicians and not some fantasy I have about them as Sara and Tegan in real life. But I was more irritated by the more recent one, where I think they took part in selling out rock ´n´ roll. Harsh words, but assuming they actually care, every band has a responsibility to keep the scene alive. Just as with music videos, it will lose something when half the content is completely irrelevant. When this was discussed back then everyone were so preoccupied with talking about what Tegan and Sara want, what this means for them, and how we should be happy for them, for the exposure that they will get - and which they deserve - for this. But that's not the point, that's not the issue here. I'm not a fan of Tegan and Sara in the sense that I "root" for them. This is bigger than Tegan and Sara, and there's a reason for why many people have these ideals, which is that in the long run, it's going to be damaging for Tegan and Sara as well. They're part of the pop/rock industry, that's what matters here. Like most of you, I think that Tegan and Sara are underrated. I can't believe how If It Was You is not a hit record and yes, I do think that they "should" get more exposure because they're doing seriously good stuff. Apparently they're not getting it, so, should I want them to have it because of some image display on a teenage fashion magazine? Is that what they're looking for, now that they get turned down by the general pop/rock press? Is that the only option? Alternatives Marketing as such is not a problem for Tegan and Sara. As far as I know, they've never been idealistic about it, in terms of the traditional anti-commercialism of independent rock music. It seems like even the name has turned into entertaining advertisement, the way it's constantly repeated as such an important entity while it has the most innocent meaning of all - the first name of the main performers. It's almost like a parody and on that level, I don't mind it at all, I enjoy it. They're really good at it, and I'm always excited when there are new video clips or journals put up on the official website. So, regarding commercialism, I'd rather have them move on with it, aggressively if necessary, than seeing them conform to what is seen as part of the life as a "rockstar". Next But since it doesn't seem to have worked so far, I can't help being worried about the future. If being this clever and witty won't get you up on the charts, then who knows what "tactics" they have to take on next. They play big pop that should reach the big crowds, but what can I say…I just happen to think that almost everything on prime time music media is shit. If you have to do it their way, then maybe I'd rather have things stay the way they are. They're still making records, they have the ability to live on their music, and I don't think they'll lose fans in the coming years…So, what's the problem?