Word: hipsterism
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...think this thing has peaked yet," says Tom Calderone, senior vice president of music at MTV. The network was originally loath to air Backstreet Boys and 'N Sync videos, until viewer demand overcame the reflexive hipster's prejudice against groups whose faces appear on school binders with little hearts drawn around them by hand. Backstreet Boys and 'N Sync are currently MTV's most requested artists. "Whether it's cool or not," concedes Calderone, "it's what the viewers want...
...this is not what I really want. It is still exciting to find the perfect sweater at a vintage store in the dollar box. It's more satisfying to find a fabulous cheap restaurant than be a hipster at the latest over-priced hot spot. It's nice to cook, boil water and make pasta sauce. I don't want to slide down the slippery slope. I don't want to be the proper Harvard graduate and get the right kind of job and eat at the right restaurants and drink the right vodka and have the right brand...
...adman's adman. He wasn't a hipster like William Bernbach, who tapped into youthcult with the "Think Small" campaign for Volkswagen. He wasn't an elegant rationalist like David Ogilvy, whose ads famously advised the rich that a Rolls-Royce was the sensible car to buy. He didn't even work on Madison Avenue, but in Chicago's Loop instead. But Leo Burnett, the jowly genius of the heartland subconscious, is the man most responsible for the blizzard of visual imagery that assaults us today...
...with pensive street scat like "I shot three m______f______s, and I don't know why." Well, it's a start. For Ray, it is the start of big things. He falls in love both with Lauren and with the furious folk art of slamming--a mix of hipster poetry contest and hip-hop riffing. Now Slam starts to look like a 'hooded update of The Corn Is Green and A Star Is Born. But hope is never that simple. Ray realizes that the prospect of a meaningful future can be even more frustrating than the certitude...
...while. He survives as the last word in a hipster style all the more fascinating for its plain links to squaredom. The minute that grunge thing came along, circa 1990, you knew it was only a matter of time before Sinatra and the Rat Pack came back into fashion. Uncombed hair and flannel shirts cried out for a counterattack of sharp dressing and flip courtliness with women. Thus "lounge music," cool and dressy, then swing music, hot and dressy, plus a bar scene where lounge lizards aren't dinosaurs anymore. Then the film Swingers, about two guys making their...