I just saw the news that Retro will include a 72-page booklet similar to the one included with Heart and Soul. My first thought was "Cool." My second thought was hope they show some restraint and drop the verbal nonsense. Does anyone else feel this way about NO when it comes to the subject of how they promote themselves in recent years?
In Heart and Soul’s liner, the Paul Morley section is absolutely awful; Turmel’s academic approach to the band is only a bit better. And how about that damn growling narrator on the New Order Story…”because they cared, because they couldn’t care less.” Or yet another gem, “Trapped between the pleasure of it all………and the pain.” I spent most of my time laughing my ass off at that woman or alternately thinking I would give real money if she would just shut the fuck up. International’s liner notes continue the new tradition of delivering senseless and trite information.
Now some might jump on me and say that’s the point of promotion like the stuff above…they’re continuing their “tongue-in-cheek, we’re not serious (except when we are), we’re not voices of a generation or anything like that” approach they’ve used many times in their career. Some might say NO is continuing to poke fun at themselves by including such well-produced but often un-SUBSTANCE-ial promotion.
I have to ask why they would do this at this point in their careers.
Liner notes like International's and Heart and Soul's feel like notes written for adolescents. Sure, the notes are for adolescents who are sensitive…adolescents who might love Hamlet...adolescents who don’t listen to Britney Spears. However, I am 32 and a lot of NO/JD fans are of similar maturity. Why speak to those feelings we may have had 20 years ago but have hopefully outgrown? On the other hand, if NO is including tongue-in-cheek material to make a joke, I say it’s an inappropriate one because it cheapens the band and their fan base alike: it makes fun of a band with a fantastic legacy, a band who succeeded when they shouldn’t have, and it makes fun of fans who are pretty atypical.
I bet there are a lot of people like me who loved New Order, separate from their music, because NO was quiet, because they seemed to treat their careers like careers, because they seemed to understand that people buy music because they like the music, because they didn’t seem to buy into the cult of personality that pervades entertainment. The changes that came with London are primarily good ones, I suppose, but something a little rotten has crept in as well. And verbal vomit liner notes are examples of that for me.
I just feel it’s time for the band to evolve a bit when it comes to the issue of how they promote themselves. They have always had high-production values and that doesn’t need to change, but they’ve replaced their silence with a glibness which is just plain dumb half of the time. Don’t get me wrong, there’s a lot of good in the way they promote themselves. New Order Story was a great documentary about the band but it has elements of mockumentary throughout. It’s time to drop that attitude I think.
What do you guys think?