In the Jan. 9 issue of Newsweek, a magazine better known for appealing to politically-minded professionals than anyone under the age of 35, an article entitled “Rise of the Yupster,” proclaimed both the birth of a new musical following and the virtual end to the independent music scene as we know it. For those of you who don’t regularly peruse Newsweek’s pages, the article defined Yupsters as Yuppie hipsters: young professionals with big bank accounts, preppie attire and a surprisingly eclectic musical preference.
In addition to giving a correct pronunciation guide for Sufjan Stevens’s first name, the article also predicts that independent music, which used to be available only at live shows or local music stores … la Vintage Vinyl, holds in its grasp the entire future of the music industry. Thanks primarily to the continuing popularity of the iPod and mp3 blogs such as Stereogum.com, more people have access to all types of music – Yupsters, hipsters and middle-aged professionals alike. The result? It all seems to be paying off big-time for our friends on the indie circuit who, like Stevens, have miraculously seen their songs show up on the Billboard 200. Despite this recent surge in popularity, the question remains: will Sufjan Stevens really be the next Justin Timberlake, wooing 13-year-old girls across America and selling out major stadium events?
Truth be told, the answer is probably yes. Sort of.
In just the past year, independent labels claimed 27 percent of the music market, Audi advertised on Pitchfork, and Clap Your Hands Say Yeah sold 50,000 CDs and had its music played in the background of an NBC sitcom. As the Britney Spears of the world are off having babies and partying their mediocre talent into the ground, independent music is becoming incredibly popular, and deservedly so. And while the Sufjan Stevens’s of this world will probably never sell out the Savvis Center, independent artists will surely gain some degree of this so-called “pop stardom.”
But what does this mean for those of us who have been loyal fans all along? Are our favorite artists going to sell out, make mediocre music, and appear on Pepsi commercials? Maybe.
Are we going to have to suffer through shows at large venues, and miss seeing our favorite artists up close and personal? Probably.
Are we going to feel a little betrayed when the bands we’ve been following for years suddenly show up on an episode of Total Request Live with thousands of screaming fans outside. Definitely.
But will more people have access to great music being produced by artists whose usual recognition is a round of applause and a five-hour van ride to the next venue? Yes. More people will be able to fall in love with great music, and for that, it’s all worth it.