Macklemore: The Independent Music Messiah

"But it was only 99 cents"- Article by: Jugo Azul

When it comes to the mainstream music scene, it’s the same thing all the time. It’s either “I got money”, “I Get Intoxicated”, “I dress well”, or recently in the last few years “Im God”, which im not going to get started on, and last but not least, anything to do with “twerking”. Put these things in your music and you will get a loyal following of listeners, viewers, or just curious banter from those who are interested in these aspects of social cluture. But what do all these “artists”, or maybe we should just say entertainers, not have? They lack quality, and originality, two things that we in our society have forgotten about in our chase for fame and fortune. But in the last year we have been sent what I like to refer to as an “industry prophet” Mr. Macklemore himself. Partnered with Ryan Lewis, Macklemore has done what many artists have failed to do over the past decade, which is hit the music and entertainment scene running full steam ahead as independent artists. Here on Jugo Azul vs. Entertainment you know that the independent artist and their exposure is the focus, and props are definitely due to this power house performer. Macklemore and Ryan lewis went to the top of US and UK charts with their reality focused hit “Thrift Shop”, and following not far behind their controversial hit “Same Love” which they performed at the 2013 VMAs.

The duo is known for using reality and the ability to give fans something they can relate to as an effective marketing tool, and has taken them to the top of the charts for youtube views and downloads.

         Macklemore comes to us at a time when the industry is in need of a serious make over. It is no secret that the mainstream industry is not concerned, nor worried about the content of their music to this generation. Most of the music today is sending youth and gullible listeners a message that they have only one life to live, so they should do everything in their power to screw it up and make it shorter. Macklemore brings a breath of fresh air to the generation, speaking on issues of equality, originality, and actually living an economically wise life.

We can only hope that this trend sticks and brings some reality into the façade that the mainstream is forcing on the industry. Lets hope that Macklemores strength of influence puts some positive influence on the independent music realm as well as a focus on the indie industry itself. Have we finally reached the day that independent music will become the new mainstream? We can only watch, wait and hope.