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of the main proponents of this phenomenon is Motown, a record label and musical
style originating from Detroit, America. Dubbed "The Sound of Young America,"
Motown appealed to mainly the younger generation, both black and white. With hit
single after hit single, Motown took advantage of the specific younger demographic
When Berry Gordy founded the record label Motown in 1959, he spotted an opening
in the audiences of 60s America. While the popularity of 50s rock 'n roll slightly
receded, other musical styles such as blues from the old cotton mills in the South
began drifting North. However, the blues songs contained messages which were
Berry Gordy recognised that these blues themes would not appeal to the younger,
newer generation, and the rock 'n roll listeners had already grown into adults. He
reasoned that this new demographic which had emerged needed a new style of
music, thus, formed Motown as a pop label and not a blues label.
Much like the word "Motown," a portmanteau of Motor Town, a nickname for Detroit,
the musical style of the record label was also a fusion of different styles. It took
influence from the African-American church songs with uplifting gospel lyrics, hand
Detroit. Yet, Gordy did more to achieve an ideal 'assembly line' system of creating
hits, and made sure songs from his label appealed to all teenagers. He achieved this
through the music itself, the lyrics and the overall presentation of his performers.
by the Marvellettes, released in 1961. The lead singer and backup vocals are mostly
in call and response, while the chord progression remains regular and repetitive,
making the song catchy and memorable. As the song begins, one can immediately
hear the strong backbeat created by drums and hand claps, a feature of gospel
music. This, along with the bright major key of the song, allows an uplifting effect to
be achieved. In contrast to the blues songs of Howlin' Wolf, which a young American
who had never approached a cotton mill would not identify with, teenagers could
easily tap their foot to a Motown song. In addition, these musical elements were
simple enough to be recreated, ensuring that another hit could be produced as soon
as a preceding one began to fall in popularity. Gordy recognised this, and to further
population growing up in the 60s, who found themselves unable to relate to themes
in blues songs, Motown was the uplifting style they needed. Additionally, due to the
replicable musical elements of Motown, they could guarantee that they could get
more catchy tunes every time they turned on the radio or television.
The lyrics of Motown songs were written to be positive and memorable, also
furthering the aforementioned uplifting effect. Although not written in the early 60s,
Ain't No Mountain High Enough (1966), performed by Marvin Gaye and Tammi
Terrell illustrates this. In this song are the words " Ain't no mountain high enough,
Ain't no valley low enough, Ain't no river wide enough." Particularly interesting is that
these words contain no negative connotations, and state that one can overcome any
obstacle to achieve love. The sense of triumph these lyrics give is relatable to those
teenagers who did not suffer through war or work in the cotton mills like their parents
did. In addition, lyrics in this and other Motown songs contained no political
connotations, essentially isolating itself from the events such as the civil rights
movement. This enabled the younger generation to enjoy an escape from this
overarching turmoil.
was the presentation of its performers. For example, the 1965 song I Can't Help
Myself (Sugar Pie Honey Bunch) by The Four Tops, which, when performed live, had
the four singers all dressed in identical well-tailored costumes. Nothing seems out of
place, unlike the leather jacket outfits rock 'n roll artists, such as Elvis Presley, wore
in the 50s. Gordy recognised another growing trend in the populace of America at
the time: the advent of television. Less so were new singles distributed by radio;
through television, every song could easily be heard, and seen, by the entire nation.
Consequently, artists who were dressed sensibly and for the television screen would
find more appeal than the rough image of rock 'n roll and blues artists. Additionally
would usually only be heard by a black audience, the performers were trained in how
music before.
In summary, the Motown style was crafted in many aspects to resound with the wider
American audience. Its sound was unique in that it presented soul music memorable,
lively way, using an assembly line process to ensure that if one enjoyed a first song,
they would enjoy the next. The lyrics were written to have positive, uplifting
connotations, to reflect the mood of the young populace compared to the older
teenagers of all racial backgrounds. In these regards, Motown was a style born out
of an audience.
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