Brilliant essay by Simon Reynolds. And worth thinking about more broadly than music:
Cobain, arguably the last rebel-rocker-as-star, had owed his rise to the centralizing power of the old media; now in his death, he was entangled with the emerging new media disorder. The old media and entertainment channels (what I think of as the analog system) constructed the mainstream while simultaneously creating the possibility of that mainstream being breached and reinvigorated by forces “outside.” In grunge’s case, that meant the flannel-wearing, slacker-minded alt-rock underground that had developed during the ’80s, fostered by a network of independent labels. This curious process of inversion—the underground becoming the overground—was how the analog system had worked repeatedly in the past. (’50s rock’n’roll came initially from the regional independent labels.) And with Nirvana and their fellow travelers, that’s how it worked one last time.
But what is also true is that that the media organs of the analog system generated what you might call the “Epochal Self-Image”: a sense of a particular stretch of years as constituting an era, a period with a distinct “feel” and spirit. That sense is always constructed, always entails the suppression of the countless disparate other things going on in any given stretch of time, through the focus on a select bunch of artists, styles, recordings, events, deemed to “define the times.” If we date the takeoff point of the Internet as a dominant force in music culture to the turn of the millennium (the point at which broadband enabled the explosive growth of filesharing, blogging, et al.), it is striking that the decade that followed is characterized by the absence of epochal character. It’s not that nothing happened … it’s that so many little things happened, a bustle of microtrends and niche scenes that all got documented and debated, with the result that nothing was ever able to dominant and define the era.
The failure is bound-up with the erosion of the filtering function of the media and its increasing inability to marshal and synchronize popular taste around particular artists or phenomena. The Internet works against convergence and consensus: the profusion of narrowcast media (blogs, netradio, innumerable outlets of analysis and opinion) and the accelerated way that news and buzz get disseminated, mean that it is harder and harder for a cultural phenomenon to achieve full-spectrum dominance of the attention economy. Now triumphant, the digital system has interfered with our very sense of culture-time.