Yesterday, our blog post talked about a palpable lack of style among most of today’s rock artists and bands. But as many of you pointed out to me in comments, on Facebook, and in person during the past 24 hours, while “show” matters, it’s always been very much about the music. Some see signs of a renewal, a revival, a comeback for rock.
Fans of the genre, as well as bullish label execs and optimistic radio programmers, will point to emerging stars like Frankenmuth, Michigan’s own, Greta Van 
Fleet. Other acts – like Dorothy – are bubbling under, giving PDs hope that a new wave of great rock may be just around the corner. Dorothy Martin fronts her own L.A.-based band beginning to make some noise on the charts. And she clearly has style.
If you’ve been a card carrying rocker for any length of time – from the British Invasion through the rich years of the ’70s, and well into the ’80s and ’90s, successes in rock have had certain attributes in common. They broke the rules, they pushed back, and many had a rebellious streak that propelled their careers and grew their fan bases.
That thought was reinforced last month by none other than Jack White, clearly one of the most unique and influential rockers of the past couple decades. From the White Stripes to the Raconteurs to starting his own vinyl-powered label – Third Man Records – White has blazed his own trail. And he has earned cred with old school rockers, having been featured alongside icons, Jimmy Page and The Edge in the documentary film, “It Might Get Loud” released in 2008.
Pitchfork reports White sat down with KROQ’s Kevin & Bean, and got into a lively conversation about what it will take for rock to make a return to greatness:
“Rock n’ roll needs an injection of some new blood to really just knock everybody dead right now.”
And White is seeing signs of optimism about the state of the genre, especially respecting the cycles that seem to occur every decade or so. His record label is an incubator for helping determine what’s next, and he says there’s are some good signs on the horizon:
“We see it at Third Man all the time, a lot of young rock n’ roll acts, and I can tell in the couple years, it’s definitely different than it was five years ago. I think it’s about to explode again.”
Pros who work in both radio and records – along with millions of rock fans – hope he’s right. Last month’s virtual shutout of rock at the Grammy Awards was another sign of rock’s growing irrelevance in today’s fast-moving entertainment culture.
An interesting point in the interview occurred when White referred to “the cycle of rock.”
“Since rock and roll’s inception, every 10, 12 years, there’s a breath of fresh air and a new injection of some sort of what you could I guess call punk attitude or something like that. A wildness. Things get crazy and then they get crazy for a couple years, and then they kind of get subtle, and then you’ve gotta wait for the next wave to come through and get people really excited and screaming about it again.”
Interestingly, that same cycle was the subject of a recent analysis by Canadian music maven, Alan Cross. In a Global News commentary – “The theory of the 13-year rock vs. pop cycle” – Cross walks us back through rock n’ roll history, noting the points on the curve where an influential period in rock was followed by a musical cornucopia of pop.
How to explain these cycles that both White and Cross say take place every dozen years or so? What are the forces that spawn these important periods in music – the culture, the times, politics, luck – or something else? 
Among other things, Alan attributes the rise of rock to Republican era presidents, nothing the music heated up during the Eisenhower (the ’50s), Nixon (late ’60s/early ’70s), Reagan (the ’80s), and so on through the George W. Bush years where the theory gets a little shaky.
For Jack White, he sees evidence of an upsurge in rock by listening to young rockers that comes through his record label. For Cross, it’s more a matter of watching the political waves.
And Donald Trump’s presidency would seem to portend a strong new cycle where rock rules once again. But we know that’s not the case – at least yet.
Why the delay in a rock comeback since Trump emerged on the scene? Cross lists two main impediments to this rock cycle emerging:
- Hip-hop has emerged as a major force that has upended the rock/pop relationship.
- Technology has changed the way we discover and access music. The myriad channels and platforms have spawned no real consensus about what gets exposed, or what defines quality and mass appeal.
But the factor that could overshadow these “speed bumps” is the turblent, unpredicctable, and shocking political and social times in which we live.
A stronger sense of protest – fueled in recent weeks by the Parkland shootings – bears some of the same watermarks of the Vietnam Era – which had a distinctly rock soundtrack. Yet, you’d never know it by the lion’s share of the rock being released. Bands seem more focused on the technical aspects of crafting hits, rather than holding up a mirror to the millions of disaffected, angry, or unsettled citizens in our country and our world.
It’s as if rock has a bad case of laryngitis – unable or unwilling to add its music commentary to the conversation. At least, for now.
We are living in an increasingly stressful, anxious world. And history shows us, that’s often when rock finds its voice.
Perhaps 2018 will be the time for rock bands to start filling up those shot glasses again with music that does more than hit the right notes.
If that day comes, the first round’s on me.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
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Fred was inducted into the Radio Hall of Fame in 2018.
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Yes it is the attitude reflecting the collective mindset of the moment that pushed Rock forward generation to generation. I agree with Mr. Cross. Where is “Parkland”? Let’s put it this way where is today’s “Ohio”…where is the immediacy and anger that fueled Neil Young’s call to arms. Unfortunately, it seems, for Rock it is Hip Hop that speaks to the issues while today’s Rock can only look backwards to a time where it was the innovative mirror of what is going on. It is no wonder Classic Rock is the format of choice for Rock fans in most markets.
Andrew, spot-on. It’s a missed opportunity on so many levels. Yes, there’s risk, but writing a “For What It’s Worth” or a “Ohio” could make a career, and create a theme song for a generation not predisposed to rock – except wearing Classic Rock t-shirts!
Fred, I too have wondered why—with all the social unrest and young adult targeted violence—we’re not hearing about any of it in most of the new rock music we’re getting.
Is it possible that too many of the acts on the rock spectrum are conservative as opposed to the young people affected who(in large part) are part of a pop/hip-hop music generation?
You might say the same about the Country audience which has grown to be so big among 18-34s over the past 30 years that we might now have far fewer “anti-establishment” minded young adults.
Thanks for the discussion. We need it.
Jack
QUOTE:
“A stronger sense of protest – fueled in recent weeks by the Parkland shootings – bears some of the same watermarks of the Vietnam Era – which had a distinctly rock soundtrack. Yet, you’d never know it by the lion’s share of the rock being released. Bands seem more focused on the technical aspects of crafting hits, rather than holding up a mirror to the millions of disaffected, angry, or unsettled citizens in our country and our world”.
Appreciate it, Jack. Those of us who lived through it would love to see its roots rekindled. If you believe that music is often a product of the social climate, the time would sure seem to be right.
Forest Foster he’s only on soundcloud
There is so much good new rock out there it’s crazy. Though there is some music posing as rock just look at the list of nominees for Canadian Music Week. Here is a good example of a socially conscious Rock Song, “Do you really want it.” By Nothing More. https://www.youtube.com/watch?v=T3E6AKDbI2Y But like the song says most people want everyone else to change while remaining exactly the same. I paraphrased.
Nothing More is cool. Rock will never die, may not be as mainstream but it still has a cult following.
Great article Fred and I’m glad you have devoted some time to talk about why Rock ISN’T dead. It is great to see the success of young bands such as Greta Van Fleet having number one songs on the Active Rock charts. As a host of a syndicated new rock countdown for the past 18 years, it is mind blowing of the nameless faceless bands who have had radio airplay but no careers to build upon. It is my hope we are seeing a resurgence of the format.
In addition, I am glad you brought up Dorothy as well. She was definitely a hit in the limited amount of rock acts that just played last week at SXSW. I’m happy to announce she will be my co-host this weekend on the LA Lloyd Rock Countdown…not a plug for the show but she definitely hits on many of your points in the interview and her producer Linda Perry is spreading the word as well.
Why are today’s garages of youth not pumping out rock??? Too Many Phones, NOT enough guitars!
Something like that. The spirit of rock n’ roll is out there, but it’s important it doesn’t end up becoming like Jazz – a genre of music for Boomers. As thrilled as I personally and professionally am to see Classic Rock continue to thrive 33 years after it hit the FM airwaves, I would love to see new rock make a comeback.
The big difference between today and the 1960/70s is that high school age musicians can no longer earn any money from performing. Music literally changed from being a path out of poverty into an upper-middle-class hobby. Today’s rock music reflects this cultural change in the songwriters and performers. I graduated from Birmingham Seaholm high school in 1964. I had friends who were earning $100 a weekend playing music. This kind of income available to high school students at all income levels. This world was what grew our popular music of the 1950s-70s.
Bob, there’s probably something to what you’re saying, but true passion wins out – especially among teens. The good news is that many are educated about the music, what it meant, and dwhwy it was important. Six weeks ago, some were saying that high school kids were all superficial, glued to their phones and Snapchat. As we’ve learned since Parkland, they’re no different than their parents and grandparents when motivated by the twists and turns of life.
Bad Cop (the nashville band, not the LA one) is probably the best “90s baby” rock band. Their like the millennial version of The Stooges, Iggy Pop, MC5, The Doors…etc… that rebellious wild psychedelic rock, but it still feels bizarrely modern. I feel just like The Stooges and Iggy, they will see a lot of attention down the road maybe in 10-20 years. But in all honesty, I feel rock is coming to a close if bands like this aren’t getting attention.
Other amazing millennial rock and roll bands to check out: The Black Lips and Royal Blood.
Greg, thanks for those tipcs and for taking the time to comment.
I do believe that Rock is hitting a cycle now. It’s re-emerging. A lot of bands seems to be releasing albums or in studio again right now.
We can only hope.
You should check out Ash Riser. Dude is on the rise and he’s been saying he has a full on rock album coming out. Guys like Albert hammond Jr also seem to be bringing the genre back to life.
Sorry. Rock is dead. I will never come back as a force. Let’s face it. Rock is not digital. If you are looking for a classic Led Zep experience it wont happen. And honestly probably should not. Rock has it;s roots based on a environment of the early 1950’s. That is over 60 years ago. If you want the juice it is in Hip-Hop and RnB. White liberal kids in urban areas are so conservative. Black music is so far more interesting that classic Rock. Dude, we heard it all. Let it be absorbed into a electro/Rap/Edm mix. I walk around NYC and I see young Black kids wearing Soundgarden , Andy Warhol and Nirvana tee-shirts. And the white kids are wearing polo shirts. The times are a changing. Personally I am looking for a Roni Size and Goldie revival 🙂
Mark, appreciate you sharing your views. But keep rockin’.
Wrong. Everything goes in waves and cycles. You spoke ignorantly.
We might not be alive to see it happen, but it will.
Btw, I love all types of music.
I am music producer who has been producing pop for the last 3-4 years (this after being in a touring rock band for 10 years). I notice rock is coming back and my take is that listeners are getting sick of the clean / clinical pop sounds and its time to dirty things up a bit. Less rigid quantized rhythms / synthetic drum sounds and more loose / reverb’d out human noise. BTW I really enjoyed producing pop for the last bunch of years but lately I find myself wanting to crank out loose and dirty rock tracks.
One more thought in this ramble is that in the 2000’s rock got very soft and clinical (The Fray / Coldplay) the way that pop seems to have now become. I think if we see a resurgence of rock it’s going to more in the vein of Led Zeppelin than U2. End rant.
Chris, thanks for the “rant” and your take on the state of rock.
There are rock bands but they come and go. I think they get frustrated because they get stuck in a loop of playing at the same venues over and over again. We need a really hard rock band to come busting in the door that shows some kind of raw emotion and send chills down your spine. I think this is the first year that we haven’t had any rock bands in a major concert in the USA. Another thing is that the Music Industry doesn’t really care for quality music anymore and just wants to maximize profits. Also Lastly, in the 90s/early 00s there were a flood of good rock music that barely got any airtime that could easily make the top 40 today. But I’m kinda skeptical of the music industry now…
It’s a tougher world out there, Sean, caused chiefly my disruption, technology…and the fear of change. And yes, the new AC/DC would be most welcome.
The genre rock is very big and versatile is not only the zepellin led sound, and the other thing is that today there are many great rock bands, what happens since the era of streaming the lagoritmos manage the musical taste of the people, in I really believe that rock is not dead, if electric guitars in musical genres because stridency is lacking in mainstream current music, now for example I’ve heard post-punk bands like Kingdom idles and it seemed great with all the energy but as I said before the streaming platforms do not allow them to jump, just many greetings