Coincidentally, I'm currently reading Rebel Sell - Why the Culture Can't be Jammed by Joseph Heath & Andrew Potter. The thesis of the book is that the counterculture movement has not only been unproductive, but has also helped to create the very consumer society that radicals oppose.
My favourite quote from the book so far?
"From the standpoint of social justice, the big gains that have been achieved in our society over the past half-century have all come from measured reform within the system. The civil rights movement and the feminist movement have both achieved tangible gains in the welfare of disadvantaged groups, while the social safety net provided by the welfare state has vastly improved the conditions of all citizens.
But these gains have not been achieved by "unplugging" people from the web of illusions that governs their lives. They have been achieved through the laborious process of democratic political action - through people making arguments, conducting studies, assembling coalitions and legislating change. We would like to see more of this.
Less fun, perhaps, but potentially much more useful."
I think social cause organisations should spend less time complaining about the success of professional lobby campaigns and actually hire us themselves.
I participated in the anti-war rallies when Bush first contemplated invading Iraq. And, sure, the tam tam playing and megaphone shouting was fun. But our boy George still went to war. I attended pro-choice rallies in undergrad, and yeah it was thrilling to stand up to riot police, see other supporters in the streets. But the current U.S. Supreme Court is still taking active steps to open the door to state by state abortion bans.
What is needed is not a critique of how repressive the State and Markets are. Buying alternative sneakers and beauty supplies does not shatter the Dow Jones. But how much more effective is the global access to essential medicines campaign with generic manufacturers available in India than with simple moral claims?
What is needed by social cause activists are coordinated, strategic offensives in support of specific policy goals. A desire to get out of Opposition, to assume the reins and lead. Less fun, more useful, indeed.
So what I like about the Hip Hop Project is the way that it leverages the cultural appeal of hip hop and the resonance of one guy's story to shine a light on a range of specific social ills. And then it provides a blueprint for how to bring disaffected youth together and to channel their discontent. And then it uses the power of (all types of) media to extend the story's reach. And it's not afraid to align itself with business, or the industry's elite.
When we watch the movie, we'll be touched by this guy's story. We'll start to see how a music project can change individuals' lives. And then we can buy the soundtrack, hear the characters' social commentary - and know that the net profits from the project will go to helping different youth organisations make a difference in some other kids' lives.
*the filmmakers are Matt Ruskin, Scott Rosenberg, and Ari Issler. They've been filming the project for the last four years.
