Audience 7 Nirvana

Learning Objective:
To study Nirvana, Music industry with consideration given to Audiences.

• Key words: Targeting, Debates, Responses

Introduction

Nirvana was an American rock band that was formed by singer/guitarist Kurt Cobain and bassist Krist Novoselic in Aberdeen, Washington in 1987. Nirvana went through a succession of drummers, the longest-lasting being Dave Grohl, who joined the band in 1990. Despite releasing only three full-length studio albums in their seven-year career, Nirvana has come to be regarded as one of the most influential and important rock bands of the modern era.

In the late 1980s Nirvana established itself as part of the Seattle grunge scene, releasing its first album Bleach for the independent record label Sub Pop in 1989. 
The band eventually came to develop a sound that relied on dynamic contrasts, often between quiet verses and loud, heavy choruses. 

In one of his first interviews, Cobain told Sounds journalist John Robb, "When I write a song the lyrics are the least important thing. I can go through two or three different subjects in a song and the title can mean absolutely nothing at all. Sometimes I try to make things harder for myself, just to try to make myself a bit more angry. I try out a few subconscious things I suppose, like conflicts with other people. Most of the lyrics on the Bleach album are about my life in Aberdeen."

In 1993, Cobain told Spin that on Bleach he "didn't give a flying f**k what the lyrics were about" and claimed that 80 percent of the lyrics were written the night before recording. He was often still working on the words on the drive to the recording studio. He explained: "It was like I'm pissed off. Don't know what about. Let's just scream negative lyrics, and as long as they're not sexist and don't get too embarrassing it'll be okay. I don't hold any of those lyrics dear to me." Nirvana biographer Michael Azerrad noted that, nevertheless, many of the songs on the album reflected Cobain and various incidents in his life. "Mr. Moustache" was inspired by Cobain's dislike of macho behavior, while "School" was a critique of the Seattle music scene, particularly Sub Pop.

Uses & Gratifications Theory focuses not on the product but on what people do with the media. 

This theory suggests that audience members actively seek out media products to satisfy their needs. 

It also suggests that, since the audience are being active, they pick and choose the messages and ideas that suit them from a media product and ignore the rest. These motivations can be linked to Maslow's hierarchy of needs.

Task 1: 

Discuss in pairs and make bullet point notes under the heading; Nirvana - Target audience.

What was the primary target audience for Nirvana? What things motivate or interest this audience?

Did Kurt Cobain understand the motivations of Nirvana's Primary target audience?

How did he appeal to them?

After signing to major label DGC Records, Nirvana found unexpected success with "Smells Like Teen Spirit", the first single from the band's second album Nevermind (1991). Nirvana's sudden success widely popularized alternative rock as a whole, and the band's frontman Cobain found himself referred to in the media as the "spokesman of a generation", with Nirvana being considered the "flagship band" of Generation X. 

Genre - Signifiers, Conventions, Iconography

Music videos have genre characteristics.

Certain features are expected out of a video depending on the genre of the music, for example girl bands/artists are expected to have dancers and close ups of the singers, whilst a Indi band are expected to have performance shots of the band and be cut to a fast beat.

Theorists in Semiology tell us that the meaning a code communicates is always culturally determined.  This means that we learn codes and symbols as we grow up according to our society and culture.

Nirvana: Genre Metal/Punk/Pop. 

Musical characteristics present within Nirvana:

• Singing style (elements of shouting and screaming)

•Instruments and effects used

•Simple musical structures (verse chorus verse, mostly containing a bridge)

•Some elements but not as purist as punk on Anti-establishment ideology

•Smashing instruments. Seemingly sloppy musicianship. Use of bar chords.

Flannel Shirt

Importance to industry (helping in creating a subculture) Grunge Fashion

•Clothing commonly worn by grunge musicians and fans consisted of clothes that was purchased from or looked like they were from charity shops

•Most common was checked/flannel shirts

•A look that appeared un-kept (ripped jeans, baggy T-shirts, longish hair, anti superficial)

•Grunge fashion was very anti “Flash/show off”

 

Generation X, commonly abbreviated to Gen X, is the generation born after the Western Post–World War II baby boom. Demographers, historians, and commentators use beginning birth dates ranging from the early 1960s to the early 1980s.

In 2011 "The Generation X Report" (based on annual surveys used in the Longitudinal Study of today's adults) found Gen Xers, defined in the report as people born between 1961 and 1981, to be highly educated, active, balanced, happy and family oriented. The study contradicted the materialistic, slacker, disenfranchised stereotype associated with youth in the 1970 and 1980s.

Assessment for Learning.
(Quick) task 2: Spider diagram, orange books.
How do Nirvana's songs and videos reflect the codes and conventions of the grunge genre?

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Casting notice for the Nirvana video 'Smells Like Teen Spirit'.

In response, Nirvana's third studio album, In Utero (1993), featured an abrasive, less-mainstream sound and challenged the group's audience. The album did not match the sales figures of Nevermind but was still a commercial success and critically acclaimed.

Nirvana's brief run ended following the death of Kurt Cobain in 1994, but various posthumous releases have been issued since, overseen by Novoselic, Grohl, and Cobain's widow Courtney Love. Since its debut, the band has sold over 25 million records in the United States alone, and over 75 million records worldwide, making them one of the best-selling bands of all time. Nirvana was inducted into the Rock and Roll Hall of Fame in 2014, in its first year of eligibility.

[Nirvana literally means "blown out", as in a candle. It is most commonly associated with Buddhism. In Indian religions, the attainment of nirvana is liberation from the repeating cycle of birth, life and death (reincarnation).
In the Buddhist context nirvana refers to the stillness of mind after the fires of desire, aversion, and delusion have been finally extinguished].

Nirvana industry issues

Digital technology has been hugely important for three piece Grunge band Nirvana. When their album 'Nevermind' released in 1991 (Geffen Records), people did not have access to the modern technology that we have today such as the internet. This means that the band had to rely on live performances and 'word of mouth' to spread their popularity and ideology.

The main form of digital technology that Nirvana used when their album was released was the live TV performances such as performances on Jonathan Ross and Top of the Pops. For these live performances they pulled 'PR stunts' as to make a huge impact on the audience and therefore become more popular via word of mouth. A example of this is their performance on Jonathan Ross where they were meant to play their song "Lithium", their most radio friendly song but instead they played they played "Territorial Pissing" their most radio unfriendly song. This stunt was sure to drum up a lot of attention and portrays the grunge ideology of rebellion and anti-establishment.

Now in modern times we have access to many more forms of digital technology that were not available in the 1990's, such as youtube and iTunes. 
These 'on demand' services mean that the target audience can view and listen to Nirvana's songs/ music videos where ever and when ever they want. This contrasts to the 1990' where the music was only available on CD, radio and Tv channels (MTV). Itunes allows new generations to find older music because the technology is quick, simple and could be referred to as 'impulse purchases' . The fact that the music is readily available to the masses 20 years after the release ensures the longevity of the band.

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(Quick) Task 3: 
What are the advantages of digital technologies for the music Industry?
Bullet points, orange books.

Response to the above question:

A band that didn’t have access to digital marketing during their career were ‘grunge’/ rock three-piece Nirvana. 
For their 1991 album ‘Nevermind’ they were totally reliant upon marketing via their major record label Geffen. 
Coverage from music press such as ‘NME’ and ‘Rolling Stone’ magazines helped promote the band's profile but ‘word of mouth’ was essential in spreading the message about the bands work pre-Internet as well as TV appearances and live touring. 
Due to this it took the band 5 months to get to number 1 on the Billboard 200 charts, whereas Miley Cyrus 'Bangerz' album went straight to the top of the charts in their first week proving the effective use of digital technology in the music industry in today's modern marketplace. 

Digital technology was not available during the early 90's but their popularity is now widely promoted via ITunes and other online sites such as Facebook as a form of nostalgia for both those that enjoyed their music at the time and new fans. The suicide of lead vocal Kurt Cobain and the rise in sales post-death poses the statement that ‘artists make more money/ get more recognition once they’re dead’. This can be proven due to release of albums such as ‘Nirvana’s Greatest Hits’ released via online stores for the 20th Anniversary of Cobain’s death, promoting their work further with the use of digital technology. 

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Nirvana also have a large number of Fan sites all over the Internet and social networking sites and this also ensures that the longevity of the band. The relative new appearance of social networking may not be as important for Nirvana as it is to Lady Gaga, but it still has a huge impact. It means that the fans of Nirvana, both past and present, can meet like minded people virtually and engage in social interaction with them and this means that the band/album stay as a topic of conversation 20 years after album has been released. 

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(Quick) Task 4:
Write a short essay answering the question
How did Nirvana appeal to its audience, compare with how Miley Cyrus appeals to her audience.

Give consideration to the following:
Authenticity and how they attempt to involve the audience.

A response to the above task (the nirvana part).

Nirvana had to rely upon upon their major record label Geffen to gain them mainstream popularity in the 1990's as the Internet was in its infancy. Their 1991 release 'Nevermind' was released by Geffen at a time when to achieve widespread success in the music industry it was essential to be signed to a global label as they had the marketing and distribution capabilities to promote artists. At this time critical acclaim, through reviews, and 'word of mouth' enabled artists to become popular and established on the independent circuit, but this restricted worldwide success due to lack of revenue - this is why Nirvana chose to ditch their independent label Sub Pop and sign to the major label Geffen. 

Their use of a strong visual rebellious iconography; long-hair, ripped jeans and punk rock attitude had already created a hardcore audience which had allowed them to successfully market themselves to not only metal fans but also more alternative genres. This attitude can be clearly seen in the 'Smells Like Teen Spirit' music video. In the opening shot we instantly see the 'Converse All Star' baseball shoe a typical clothing signifier of teen rebellion. The videos mise-en-scene of a high school basketball court with teenagers 'moshing' in slow-motion was also highly evocative of Nirvana's cultural ideology and potential audience appeal.

Nirvana's DIY, punk attitude was already well-established from their time at Sub Pop, but maintaining this with the move to Geffen increased their marketing potential as they hadn't 'sold out' to their hardcore fans. On the UK promotional tour for 'Nevermind' Kurt Cobain, and the rest of the band, maintained their authentic attitude and image on several TV shows such as Jonathan Ross and Top Of The Pops. On the Jonathan Ross show in 1991 they were expected to play their new single 'In Bloom' but instead chose to play one of their heaviest metal genre songs 'Territorial Pissings'. This created  a buzz around them and people wanted to see them live and this also increased the sales of their album'Nevermind'.  This would have been viewed as a highly effective marketing strategy in the early 90's before the progression to internet marketing as their popularity was increasing through reviews and 'word of mouth'. 

However, since the demise of Cobain and Nirvana the Internet has now enabled their legacy to continue through iTunes and youtube and their music can still be marketed at a young rebellious audience. The ability to target audiences throughiTunes with links to other artists has allowed marketing approaches to successfully reach appropriate audiences without the added costs of promotional and live touring. The Internet has also allowed new audiences to discover Nirvana and buy their album 'Nevermind' as witnessed for the 20th Anniversary re-release via iTunes. This has now allowed the album to achieve over 26 million sales worldwide since its release in 1991.