Monday, April 14, 2008

Rockophilia and Dairy Propaganda

Many things more relevant and current happened in the world recently, but since I'm writing this blog entry in advance through Blogger in Draft, I'm going to write about the latest Got Milk? ad campaign.

This piece of dairy board propaganda evidently started online through social/new media sharing networks (MySpace, YouTube, Facebook) before going on broadcast TV. It stars a rockophile of the Jack Black variety named White Gold with his rhythm section The Calcium Twins, as they play an ode to the benefits of milk called "One Gallon Axe." Apologies to those who cannot digest lactose that well:



It seems to me that this style of rock music - one that doesn't take itself too seriously, and its ethos is completely derived from the love of rock 'n roll should be classified as its own genre: not parody, as it is most sincere to the rock, but rockophilia. I think Jack Black (and Kyle Gass in Tenacious D) really popularized the movement of loving the rock (School of Rock) or the metal (Pick of Destiny) or whatever for the sake of the music, the coolness of being in the music, etc. Other evidence would be the case of Dave Grohl, who went from punk rock drummer to bordering on glam rocker over the past decade-and-a-half, or faster than you can scream, "I don't owe you anything!" Okay, it's maybe not that extreme, but Kurt Cobain probably wouldn't go there (he wanted to be a bluesman).

In conclusion: "Got Milk?"

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