Known Formerly Known As Known

Popular culture offers two distinct techniques for artists seeking to exist as “alternative identities”. Musicians often do this- creating new characters from which a new style of music can be offered. Perhaps just sneaky marketing, these moves are often less about the music and more about the figure “behind the song.” Whether contemporary music is actually about music remains ripe for debate, but the methods used to advertise music and its makers remain. Ultimately music in popular culture is created and sold by distinct entities whose work to stay relevant involves complicated maneuvers to both maintain and evolve an image. We do not consume music without an awareness of its makers. Songs are linked to artists and albums are collected expressions of these makers.

Madonna and Lady Gaga utilize the first technique of alternative identity. New “personalities” are created and loaded with new types of clothing, makeup and stylings that act to contrast a previous form. Here an image is adjusted. New albums and new songs come packaged with a new type of talent. These artists often disavow a relationship with the previous characters and strive to cast this new creation as something different from the previous form. This is not an evolution on display: a disavowal of older forms suggests a desire to re-appear as relevant and smacks of less artistic notions and more a desperate attempt to re-seize the excitement of debut.

Bob Dylan best evokes the second technique of alternative identity: effusiveness. One never actually exists if the personality conveyed lacks distinct features. Dylan mumbles as he speaks, refuses to answer questions and avoids direct inquiry as much as possible. His albums do vary, but at their core still work towards the classic inspirations of his youth. Though Dylan often changes his appearance, his personality remains constant.

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