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Why did you decide to write a book on Bubblegum music?
"It's a fascinating subject: art, commerce, kids, exploitation, sexual
innuendo, pure pop music. Also, it was largely undocumented, particularly
since many of the original musicians hid behind their cartoon creations."
One of the reasons I picked up the book, was that the title intrigued me.
Why did you decide on 'Bubblegum - Music is the naked truth'?
"The title comes from an ad campaign by Buddah Records, and we thought it
captured Bubblegum's sexual undertones and also hinted at the "truths" we
wanted to dispel/promulgate."
Who was the first person to call it Bubblegum?
"Kasanetz and Katz - the team who produced so much music for Buddah and their
own Super-K productions."
What are the important ingredients for making a delicious Bubblegum song?
"Uptempo melody, kid oriented lyrics, danceable, ridiculously cheerful.
Usually with a soupcon of the risque."
Some critics say that Bubblegum has no true value. As if Bubblegum is a
guilty pleasure. Should we try to cure this obsession by listening to loads
of Free Jazz?
"Free Jazz as penance - I'm sure that's how Archie Shepp wants to be
remembered. As a kind of good-for-you fiber to cleanse your bowels. Why
should pleasure induce guilt anyway? I thought Americans had the market on
such a puritanical outlook."
Defending music seems pointless. You either like it or you don't. Still most
critics say Bubblegum is just pre-fab bands lipsynching disposable pop
songs. Do some Bubblegum records contain innovations?
"There's a tremendous amount of craft involved in writing a great pop song.
Bubblegum tended to synthesize other innovations rather than create new ones,
but innovation is hardly the only standard by which to judge music. One of
the myths we tried to address was that good pop music could only be produced
by a band that wrote its own songs. Clearly with the examples of entire
genres such as Soul, Reggae, Disco or Glam -- which are just as studio and
producer driven as Bubblegum -- you can make great music that is "pre-fab.""
The glory period of Bubblegum seems to have been the 60s. But then the 90s
spawned the Spice Girls. Would it be a simplistic statement saying that
Bubblegum rears its sweet head in dull (musical) times?
"Bubblegum recurs whenever the dominant pop music fails to appeal to young
pre-teen girls. Bubblegum is a kind of utilitarian music - a dance music.
It's function is to provide the simple ecstacy available through pop music.
It's not easy to create - many try, but each era only turns out a handful
true pop masters."
Most of the Bubblegum artists seem to be American. Why do you think that is?
"Untrue. Bubblegum is a meme that successfully translates to many other
cultures, and essentially defines Euro-pop, Japanese Pop and lots of Latin
Pop. We put France Gall on our Bubblegum 100."
Bubblegum music is composed to make pre-pubescents jump up În¶ down. So why
do so many other adults like to groove to the sounds of the Archies and the
Spice Girls?
"Great pop music appeals to anyone with open ears and a sweet tooth. I'd rank
The Archies with the best of The Hollies or ABBA or most Disco classics."
Many old Bubblegum music contains a lot of double-entendres. Re-listening to
'Yummy Yummy Yummy', I can¶t help but blush! Can the songwriters still get
away with it?
"Sure, "Genie in a Bottle" by Christina Aguilera was a classic song of a young
girl realizing her sexuality."
Some would be surprised to find out that Bubblegum and alternative music
aren't two strangers. What are some of the important underground bands that
contain Bubblegum in their sound?
"The very template for punk, The Ramones, were huge Bubblegum fans (that's why
the book is dedicated to Joey Ramone and Lester Bangs). Many indie-pop bands
have a strong Bubblegum influence, particularly among the Elephant 6 bands
like Apples in Stereo. Stephin Merrit of Magnetic Fields and Andy Partridge
of XTC are bown avowed Bubblegum fans."
Is the expire date on the Bubblegum wrapper timeless or has it gone stale?
"The current Bubblegum cycle seems to have peaked, but it (or something very
much like it) will recur."
Britney Spears, the Backstreet Boys and New Kids on the Block are sometimes
referred to as dance pop stars but then sometimes they are also labeled
Bubblegum musicians. What is the difference between the two genres?
"We had a sidebar in the book on dance pop and bubblegum. They're related
genres. Bubblegum has always been a dance music, as well as pop song
structured. The difference is basically in the marketing."
What records would you recommend to a Bubblegum novice?
"The Varese Sarabande compilations cover the significant singles from a wide
variety of bands during the late sixties / early seventies heydey. Current
bands can be surveyed with similar Now That's What I Call Music compilations.
Personally, I think you can't go wrong with The Archies, though Kim's a big
Ohio Express fan."
Finally, which current Bubblegum records make you shake your booty?
"Hmmm, I'm less enamored of the current crop than I was with certain 90s bands
like Hanson, The Spice Girls or Shampoo. I like Aqua - they have a sense of
their own absurdity and the hooks are unstoppable."
http://www.kindamuzik.net/achtergrond/709/blowing-bubblegum/980/
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