What is Shred?
Shred is a lot of things.
It is a picture of laziness, of occasional motivation,
and, to be blunt, a vehicle driven by alcohol more often
than is probably socially acceptable.
Yeah, sure, you're asking, but
what is it?
Let’s call Shred is a voyage
of exploration. Now is an exciting time for music. Things
can go one of two ways, music will either deteriorate
in quality where all you will here is computer-generated
pop groups with songs with product-placements buiried
in them, or there will be an explosion of creativity
on a level not seen since the advent of FM.
Let me explain. The line between
alternative and mainstream culture has never been so
blurry. Even five years ago, would an artist like The
White Stripes' Jack White be given a free pass for driving
around in a Ferrari with his Hollywood girlfriend? And
would someone as punk as Rancid’s Tim Armstrong
ever haven gotten away with writing and producing an
artist as completely packaged as Pink? Meanwhile, The
White Stripes, is making the most interesting and radical
music heard on commercial radio in many years. And Armstrong,
well, he hasn’t put out a good record since “And
Out Came the Wolves”. But, er, that’s not
the point I’m trying to make.
Music can either become so watered
down that the only way an artist can be assured popularity
is to have a good publicist, one that makes sure that
pictures of him making out with Winona Ryder gets leaked
to the press. Or, conversely, the exposure that Tim
Armstrong is getting with his association with Pink
might result in helping in the subversion of the Top
40 with artists that can really challenge the listener,
resulting in a more educated and less forgiving audience.
So then how does this
fit in with Shred?
Well, Shred is here to strike
a balance. If a band or artist deserves attention then
they will get it. The emphasis will be on those who
are up and coming or have found their niche, wherever
that may be. Again, let me explain.
Some years ago when I worked in
radio, I argued with some commercial radio mooks at
a conference who complained about CanCon regulations
(the government regulations that say that radio stations
must play 20 per cent Canadian Content per hour). They
complained that if there were enough quality CanCon,
then they would play it. My response was that, man,
if you can’t find two or three quality Canadian
songs per hour, then you just aren’t looking hard
enough.
What Shred will try to do, is
mix the good Canadian with good music from everywhere
else. What I want to do is create a place where good
music reigns. There is a definite Canadian bias, but
that isn’t what will rule. In fact, I also don’t
care if you’re signed or not; if you are interesting
and creative there’s a place for you at my table.
The other side of Shred
In the coming months, you can
expect to see a new section devoted to the delivery
of online music. There are many services that are coming
out that are competing for your attention and dollars.
We will look at these services and let you know about
developments that you, the music consumer, should be
aware of.
In the meantime, take a look around,
see what you like, and let me know what you think.
Keith Powell
Editor and Publisher
Shred
Contact us at shred@shredmusic.com. |
