I don’t know about you, but for me, the 2012 Grammy Awards made a huge statement concerning the music industry. The already platinum selling Nicki Minaj was trumped for Best New Artist by the very alternative Bon Iver, The Civil Wars beat out Kelly Clarkson, and Jason Aldean for Best Country Duo, and Adele dominated all the leading Pop categories even though, as she admitted - she’s not really “Pop.” What does it all mean? I think we’re seeing a shift in the priorities of the public, not just the academy. With songs like “Somebody That I Used to Know” by Gotye becoming radio hits, and topping tigers on iTunes like LMFAO, Drake, and Madonna, one thing seems to be very clear: popular music is getting a big makeover.
Entering into the night, although critics favored Adele to walk away with the most awards, I think many were still surprised by her six-for-six sweep. She trumped Katy Perry’s “Firework” for Record of the Year, Bruno Mars’ “Grenade” for Song of the Year, and Lady Gaga’s “Born This Way” for Album of the Year. Not too shabby. The soulful British singer seems to embody a very bygone era of music and performance that music fans are desperate to hear. In the midst of the bubble-gum pop that is stretched and molded by money-minded industry hot-shots, Adele represents a time when having a perfect body was not one’s ticket to selling records, when having impressive vocals was not uncommon for female performers, and when writing your own music was assumed, not exceptional. Her six awards represent a new value in the quality of music that hits our airwaves. How often have you turned on your radio to hear the same monotonous chorus being repeated over and over... and over? Relevant lyrics have been sacrificed in place of catchy music that can be easily remembered and played in clubs. That’s where the Adele factor comes in and shakes the foundations of the industry. She’s not half naked in her videos, she actually can sing, and her music is actually unique and meaningful. The reality is, it's sad that we have to make such an honor of someone because of these characteristics - all music should be backed by the same artistic fervor. But that’s what makes her so special and that’s why she made musical history on Sunday.
While Adele proved that talent still speaks louder than imagery, The Civil Wars showed that simplicity still has its place in a mainstream setting with their two awards for Best Country Duo/ Group Performance and Best Folk Album. They don’t tour with a big band or lots of instruments, just a guitar and a lovely ability to produce complicated harmonies. Their brief performance before introducing Taylor Swift was powerful and folksy as always.
One of the most surprising wins was Bon Iver for Best New Artist. Up against The Band Perry and Nicki Minaj, many were expecting money to talk and for Minaj and her many hits to steal the prize. Against all odds, the indie folk band trumped the newest pop/ hip-hop princess and claimed the coveted title that has foreshadowed so many successful careers (including that of Adele). They also won for Best Alternative Music Album.
So an indie folk group wins two Grammy's, a Country/ Folk group wins two Grammy's, and a soulful singer/ songwriter takes the cake with six Grammy's. I think the big statement here is a shift not only in the academy, but in the public. People are over the exhaustive synthetic pop that screeches over top 40’s stations. The public is itching for music, and meaningful performances by artists who truly connect with the message behind their songs. The shock that came from Arcade Fire’s Album of the Year win in 2011 humbled the likes of Eminem, Lady Gaga, and Katy Perry. It's refreshing to see the underdog succeed and even more refreshing to see true creativity recognized. Overall, I think the 2012 Grammy Awards sent a message out to the music industry and the public that true, heartfelt music has not lost its place, and that talent is still a priority. This is going to be a great year!
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