Exoticism

The emergence of psychedelic rock in the late 60s was fueled by the same cultural interest in exotica that inspired the 50s exotica of Les Baxter and Martin Denny. The (Hawaiian) steel guitar is to country/western music what the sitar is to psychedelia: both instruments invigorated these forms of pop music through their novel, non-Western, that is, exotic sound. Exoticism and primitivism (both forms of essentialism) were terms used within the discourse of authenticity—that which is considered to be trustworthy or genuine—to sell exoticism to music consumers—“there ain’t nothing like the real thing, baby.” The Stan Getz/Joao Gilberto bossa nova hit, “The Girl From Ipanema” (1964), as well as the Getz/Charlie Byrd LP, Jazz Samba (1962), were to lounge exoticism (cool detachment) what Santana’s “Soul Sacrifice” and “Oye Coma Va” were to hippie exoticism. Authenticity is merely a marketing tool, a way of validating certain popular music forms.

The embrace of the exotic became a form of bohemian expression. As Simon Frith has observed, “music is more like clothes than any other art form” (Performing Rites: On the Value of Popular Music, Harvard UP, 1996). Bohemianism substitutes aesthetics for politics, which is why songs such as “Street Fighting Man” by The Rolling Stones—the first true bohemians to become rich through rock music—is nothing but sheer posturing. By the late 1980s and the era of digital sampling, artists such as Peter Gabriel employed the sampling of so-called “world music” as a way to enhance—and therefore validate as authentic—his music within the marketplace. He wasn’t the first.