AN ANALYSIS
THE PART of the literary game up for grabs should be obvious, but it’s not: non-readers. Many millions of people who can read, could be reading, should be reading, but aren’t. The outfit which figures out first how to reach that crowd, that demographic, will own the future of the literary business.
A model to follow exists: the rock n’ roll music explosion which began in 1955 with the success of the 45 rpm single “Rock Around the Clock” by Bill Haley and the Comets– which dropped like a thunderbolt into an era of bland pop music sung by the likes of Patti Page and Perry Como.
At the forefront of the early rock movement were a handful of low-rent hustlers: Alan Freed in Cleveland; the Chess brothers and Chess Records in Chicago; Sam Phillips and Sun Records in Memphis; and soon enough, Berry Gordy Jr. and Motown Records in Detroit. Within a few years, they and other indie labels took half the record industry’s market share away from the monopolistic “Big Four”– and sent the cultural world into shock.
Over the next fifteen years the record industry multiplied several times over– due largely to new listeners. Popular music became the indispensable art, a part of most people’s everyday life– even part of their being, instead of existing as a distant icon on a pedestal, to be observed from afar and admired.
A key stat: in the mid-1950’s the jazz and classical music genres, sustained by the “close-listening” crowd, each held about 20% of the record market. By the time the musical revolution was over, their shares hovered closer to 1% each. They held their fan bases– but played no role in grabbing new audiences. The difference between a static and dynamic art.
THE LESSON?
The lesson is that cultural opportunity is always out there, but you need to be willing to grab it. To open the door to the new and exciting– or bust open a door if one isn’t there. Opportunity is greater with an art that’s long remained static, as in the literary field.
At New Pop Lit we’ve worked intensively at developing new models which potentially can wake up the non-reading public. That enormous untapped market. Our latest experiment is a novella which combines pop, noir, adventure, satire, topical politics and a comic book vibe: The Loud Boys. Ebook soon available at Amazon, with a print version to follow.
TWO QUESTIONS
1.) Are our literary experiments worth the attempt?
Absolutely. The upside is enormous.
2.) Am I pandering to the audience by writing “pop” style fiction?
I’m not pandering. I am that audience. I was an enthusiastic reader long before I thought about being a writer.
-Karl Wenclas