I know there’s not too much value in my ‘re-tweeting’ (it’s safe to use that verb as a generic descriptor now, right?) something that the Ole Gray Lady published, but the piece by Jon Caramanica in Friday’s NYT really got my attention. The article concerns a hip hop reissue label in Mass that’s doing terrific business because they have realized that the consumer-value inherent in certain sound-recordings can by applied, via symbolic transference, to what are essentially display or decor items. Even tho the sound-recordings THEMSELVES no longer have cash value due to ‘the internets,’ by packaging certain totemic items alongside those sound recording it is possible to imbue the totems with a value that far exceeds their manufacturing costs. WELL DONE. I worked for many many years on reissue campaigns at one of the last Major Labels, and while we occasionally had products that skirted this semiotic territory, we never really went all the way. These folks, ‘Get On Down,’ made the realization that it does not matter HOW LITTLE cash value there is to be had in sound-recordings at this time in history, because the emotional value, the use-value of those recordings in the lives of consumers, is still as great as ever. Click here to read the piece in the NYT. And if yr into classic hip hop at all, you will probably be very tempted to purchase some of these objects/recordings here: Get On Down.
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