It's not a matter of rock and roll ceasing to be an authentic trumpet of the troubled young soul once it became a brand; rather, rock and roll has always been a brand once white producers, record company owners and music publishers got a hold of it early on and geared a greatly tamed version of it to a wide and profitable audience of white teenagers. In any event, whether most of the music being made by Elvis, Jerry Lee Lewis and others was a weaker version of what was done originally by Howlin Wolf, Muddy Waters et al is besides the point. It coalesced , all the same, into a style that perfectly framed an attitude of restlessness among mostly middle class white teenagers who were excited by the sheer exotica, daring and the sense of the verboten the music radiated. It got named, it got classified, the conventions of its style were defined, and over time , through both record company hype and the endless stream of Consciousness that most white rock critics produced, rock and roll became a brand. It was always a brand once it was removed from the the black communities and poor Southern white districts from which it originated. I have no doubt that the artist's intention , in the intervening years, was to produce a revolution in the conscious of their time with the music they wrote and performed, but the decision to be a musician was a career choice at the most rudimentary level, a means to make a living or, better yet , to get rich. It is that rare to non-existent musician who prefers to remain true to whatever vaporous sense of integrity and poor. Even Chuck Berry, in my opinion the most important singer-songwriter musician to work in rock and roll--Berry, I believe , created the template with which all other rock and rollers made their careers in music--has described his songwriting style as geared for young white audiences. Berry was a man raised on the music of Ellington and Louie Jardin, strictly old school stuff, and who considered himself a contemporary of Muddy Waters, but he was also an An entrepreneur as well as an artist. He was a working artist who rethought his brand and created a new one; he created something wholly new, a combination of rhythm and blues, country guitar phrasing and narratives that wittily, cleverly , indelibly spoke to a collective experience that had not been previously served. Critics and historians have been correct in callings this music Revolutionary, in that it changed the course of music , but it was also a Career change. All this, though, does not make what the power of Berry's music--or the music of Dylan, Beatles , Stones, MC5, Bruce or The High Fiving White Guys --false , dishonest, sans value altogether. What I concern myself with is how well the musicians are writing, playing, singing on their albums, with whether they are inspired , being fair to middlin', or seem out of ideas, out of breath; it is a useless and vain activity to judge musicians, or whole genres of music by how well they/it align themselves with a metaphysical standard of genuine , real, vital art making. That standard is unknowable and those putting themselves of pretending they know what it is are improvising at best. This is not a coherent way to enjoy music. One is assuming that one does, or at one time did, enjoy music.
All entrepreneurs are risk takers, for that matters, so that remains a distinction without a difference. What matters are the products--sorry, even art pieces, visual, musical, dramatic, poetic, are "product" in the strictest sense of the word--from the artists successful in what they set out to do. The results are subjective, of course, but art is nothing else than means to provoke a response, gentle or strongly and all grades in between, and critics are useful in that they can make the discussion of artistic efforts interesting. The only criticism that interests are responses from reviewers that are more than consumer guides--criticism , on its own terms in within its limits, can be as brilliant and enthralling as the art itself. And like the art itself , it can also be dull, boring, stupid, pedestrian. The quality of the critics vary; their function in relation to art, however, is valid. It is a legitimate enterprise. Otherwise we'd be treating artists like they were priests. God forbid.