The Thanks He Gets

Living in Los Angeles, there are many opportunities to witness the love-hate relationship that exists between celebrities and the public. It’s scary to me how quickly an adoring crowd of fans can turn into an unruly mob. Kendall and I were walking down a street in Beverly Hills last night and had to pass by a gauntlet of paparazzi and fans waiting in front of a restaurant called Mr. Chow. They obviously had a tip that someone “really big” was in there. From the tension among the jostling photographers, it had to be a celebrity that would bring in the big bucks at the gossip rags, maybe Brad and Angelina or the recently arrested Lindsay Lohan? When we walked back from our dinner almost two hours later, the paparazzi had multiplied like cockroaches and it was hard to get past them on the sidewalk. I wondered what it would be like to be the object of such attention and be chased down the street by these folks with their flashing digital appendages. There’s little chance a group like that is going to be respectful of anyone’s privacy or personal space, and I can easily see how ugly scenes can erupt quickly, from smashed cameras and lawsuits to Princess Diana slamming into a concrete median.

My brushes with fame have only been on the far-end of the periphery, thank God, I don’t think I’d have the stomach for the real thing. As I’ve mentioned (too often?), my brother-in-law is Jeff Tweedy of the band Wilco. I’ve been following the “controversy” that has been brewing over the past few days on Via Chicago, a message board for Wilco fans, regarding a new series of Volkswagen commercials that is using several Wilco songs. The first commercial is already on the air and features one of Jeff’s more recent songs called “The Thanks I Get.” I’ve never seen any topic on Via Chicago generate that many responses. At last count the thread was 49 pages long and contained 971 posts. It begins with a very critical comment by someone who says that he has lost all respect for the band as a result of the VW spots.

I would understand if the band all drove VWs and really, just like, really loved their cars—but I doubt that is the case. This was a crass, marketing decision.

I’m sure the band researched the company carefully to ensure that all their parts and labor are purchased from outside contractors who have their workers best interests in mind and pay them accordingly, right down to the cigarette lighter—but probably not.

They should at least have the balls to add VW to their list of links on their website—maybe right up there on the front page—so we can see where the band really stands.

I’m know, I’m ranting, but go and read of some of Jeff’s recent interviews, and then come back and tell me it doesn’t start to sound like so much bullshit in light their move to advertising.

I shouldn’t care about the holier-than-thou ravings of this person but I admit that his accusations infuriate me since they are so undeserved. Plenty of people in the discussion that followed disagreed with the idea that Jeff and Wilco are “selling out” by allowing their music to be heard on these commercials but many others joined in the pile-up and blathered on about the sanctity of art versus the evils of the corporate empire. What a load of hooey.

Granted, I can’t claim total objectivity here, but I have never met anyone who is less cynical about his art or less of a sellout than Jeff Tweedy. While I can imagine myself selling out in a heartbeat (I’d change the name of my blog to “McJew Eat Yet?” and put Golden Arches on my banner if it meant I could actually earn money from this damn thing), Jeff is completely committed to his music and will not bend to the whims of his corporate sponsors. Anyone who saw the excellent Sam Jones documentary about Wilco, “I Am Trying to Break Your Heart,” knows how far Jeff is willing to go to protect his vision. They were dropped by their label because of Jeff’s refusal to write something “more commercial.” Of course, it worked out great in the end with a subsidiary of the same corporation entering into a bidding war months later for the same CD that the parent company had dropped.

But despite his refusal to compromise his art, why wouldn’t Jeff want his music to reach the widest possible audience? He has appeared many times on Conan, Letterman, and Leno, has allowed his songs to be heard on some very interesting movie soundtracks, and now has permitted Volkswagen to use a few existing songs. They were not written for the commercials and the lyrics were not adulterated in any way. In the current one, a portion of “The Thanks I Get” is simply playing on the radio of the car that appears in the commercial. It's obviously meant to evoke a certain tone. There’s no mention of Jeff or Wilco but what’s wrong if a new audience hears that song, likes it, and tries to find out where they can hear more?

This is not the first rock song to be heard in a national advertising campaign, God knows, although some examples are more memorable than others. As a kid I was introduced to Carly Simon’s “Anticipation” through the famous Heinz Ketchup commercial and subsequently bought many of her albums. That usage was far more crass than the current VW campaign and yet I thought it worked perfectly and did not demean Carly Simon in any way. I remember hearing Peter, Paul, and Mary sing their hit “Lemon Tree” at a concert once and wondering why they got the words wrong. What was this “Lemon tree, very pretty, and the lemon flower is sweet?” Didn’t they know the real lyrics were “Lemon Pledge, as you’re dusting, brings new luster to the wood?” We all cringed when Nike used the Beatles song “Revolution” in a commercial, but that’s because it was against the wishes of the Beatles themselves (who had lost their rights to the song). A lawsuit eventually resulted in the 1988 removal of the commercial from the airwaves but since that time Yoko Ono gave permission to Nike to use John Lennon’s “Instant Karma” in a commercial. There are many, many other examples of artists allowing their songs to be used in ad campaigns and I guess it’s up to us to decide whether such usages are well executed and fun or in poor taste. I certainly think that the new VW ads are examples of the former.

I was waiting to see how long it would take the increasingly hysterical fans on the Wilco site to mention Volkswagen’s checkered past. It happened on page 11 of the thread and then flared up big time. Yes, Volkswagen was a large German company that obviously had ties to the Third Reich during World War II. It’s not a history that they hide nor is it one that they stress (to do so would be marketing suicide). Of course there is no connection today between the Volkswagen Company of America (the sponsors of the current spots) and National Socialism but I’ll leave it at that—I have no interest in becoming an apologist for the past moral failings of Volkswagen or any other company. On the other hand, if I was meting out judgment, I might hurl even more at the American companies that got into bed with the Nazis in the 1930s and 40s such as the Ford Motor Company which was headed by the vile anti-Semite Henry Ford. I’d also ponder the cowardice of the Jewish movie moguls in Hollywood who were so worried about offending the lucrative German market after Hitler first took power that they would make it a point to always show Germans in a good light and to avoid making films with Jewish themes. And how about the questionable wartime activities of the Coca-Cola company as it exploited its successful German market even during the war?

Another poster on the message board ruminated that Wilco has always eschewed the usual music business bullshit but “that’s all changed now.” He goes on to make the following claim about Jeff’s so-called sell-out:

I hope Jeff at least had the decency to stop short of selling songs he explicitly stated were for Sue – “no baby, well, yeah, I did really mean what I sang, but, well, the house is getting a little cramped and the cars odometer is not exactly going backwards – you know I love you the most.”

I laughed the hardest at that one. As if my sister would ever want Jeff to avoid giving certain songs additional exposure because they somehow belonged to her? Other fans go on to compare Wilco’s allowing their songs to be used in VW ads with a career in prostitution or pornography. Still others vigorously defended the band.

This is absolutely ridiculous. How dare any of you even consider calling them sellouts. Think of every single thing Wilco has done for their fans. This isn't a band that puts out a piece of plastic every other year just so they can have money to eat with. Wilco breaks their backs just to give the fans what they want. Have you forgotten Wilco practically gives their CDs away via their website? Do you know any other band that let you listen to their last three albums months before they hit the record store? Do you know any other band that streamed a DVD the night before it hit shelves?

I know I sound defensive, and I should state again that people have every right to air their opinions on this issue. I was the first to cry “foul” when the Gap digitally manipulated a movie sequence featuring Audrey Hepburn in a recent ad campaign. Inserting dead celebrities into modern-day ads makes me very nervous. In that post I wondered where it would all end?

And now, screen legend Greta Garbo explains why she’s going “muy loca” for Taco Bell’s new triple-decker burrito…

But with the myriad ways that Jeff continually demonstrates his devotion to his craft and his deep respect for Wilco's fans, it’s hard not to be a little upset when I see how quickly some of them turn on him because of their beliefs on what constitutes art, how much money they think Jeff should earn, and how successful he should be. I do believe there is a certain subset of fans who would prefer to go back to the early days of Jeff’s career when he was in Uncle Tupelo, living hand-to-mouth, and only known by a tiny group of devoted followers who were horrified at the thought of the group becoming more “mainstream.”

It saddens me that these people seem to believe that the VW campaign will somehow affect Wilco's future activities or Jeff's commitment to his songwriting. From the outcries I’ve seen on several sites, you’d think Wilco had licensed “She’s a Jar” to sell Kraft mayonnaise, “Nothing’s Ever Gonna Stand In My Way” to hawk Viagra, or “I’m the Man Who Loves You” to promote the North American Man-Boy Love Association. Oy.

And now, for the rest of Jeff’s fans, I’m going to share the new promotional photo he had taken following the debut of the Volkswagen campaign. No one has seen this yet so it's very exciting.

Here it is. But wait. What the…? Oh. My. God. Jeff Tweedy IS a Nazi!! Oh crap, now I see that the people condemning him were absolutely right, he has sold us all out! I bet marrying my Jewish sister was just a ruse to further his white supremacist agenda. All that liberal twaddle he spouts at his concerts is just a front to hide his nefarious activities and his devotion to Satanic causes. Dammit, that’s the last time that turncoat comes to our Yom Kippur services! Everyone who cares about America, PLEASE join with me in a national burning of all your Wilco CDs—our freedom depends on it!

(Have I ruined my chance to get a free Volkswagen?)

Comments

[leigh keiruff]

LOLZ! A very entertaining, yet informational, blog indeed. Especially the Hitler pic you got there. It gave me a good laugh. :D

VW Parts Blog

[Free Music]

Blather on all you like, but the guy has certainly sold out.

[Ian]

Yes Volkswagen was a product of Hitler’s Third Reich. But after the war the company was instrumental in rebuilding Germany’s devastated economy and mass-producing possibly the first economy car, the Beetle, overtaking the T-model Ford as the best selling car in history. The only emotions I would feel upon hearing a Wilco song coming from a Volkswagen radio is the desire to hear Wilco played on the radio more often and, this may make me a consumer-sheep, a desire to buy a Volkswagen. Fans often annoy me with their claim to ownership of a band. It reminds me of the hoopla when REM went with Warner Brothers, but it appears to me Wilco isn’t even going that far. I say, if Pete Townsend has done it, it’s alright—unless they are selling Mitt Romney or something.

[Fornya]

Excellent post. Very thought-out and well written. I wanted to choke a few people on those VC boards. The calamity just seemed so ridiculous. It's one of the pitfalls of the internet.

May I also say how jealous I am that you are Sue's brother and Jeff's brother-in-law? Well I am. There. I've said it.

Thanks again for your thoughts.

[Churlita]

I love the Hitler moustache pic. I think you're right, if you're a celebrity, everyone thinks they have the right to judge you.

[jnickerson]

Wow – my little rant pissed of Jeff’s extended family – my goodness.

As the creator of that thread I have apologized for its original tone, and went on to share my feelings regarding just how much I love the band. I’ve been a fan since the get go – I am a friend of a friend of Sean Slade, the recording engineer at Fort Apache – I was lucky enough to get a, ummmm…borrowed copy of No Depression before it was officially released. I would never suggest that they do not have a right to make a living – that is ridiculous – however, I stand behind my belief that selling songs to advertisers cheapens the original message – as many others have stated, many of the voices coming from within the recording industry – Tom Waits – Bruce Springsteen and Neil Young among others.

Jeff has stated that he feels as though the band and the audience share a strong connection – each playing a part in the creation of the songs and how they are received. I was not calling his indie cred into question, as they have not been on an indie label in many, many years – however, you can not simply brush off this decision without taking into account how this fits within the context of a larger framework, as more and more artists cozy up to larger and larger corporations, or, as partners as Jeff suggested, how this may have come across to some fans.

I apologize for my original tone, however, I will not back down from the underlying message – musicians should stick to playing music – car salesmen and woman should stick to selling cars (or burgers, or clothes or Bud or whatever.). Just imagine a world in which used car dealers took up guitars and abused us with their – “music.”

Yuck.

Please tell Jeff I said hello, and that I absolutely adore him, his music, and the rest of the band. I’m upset because I care, if I didn’t care, I wouldn’t be upset (Which is not to suggest that those who care but are not upset care less – we just have a difference of opinion.). Much of what I said was me playing devil’s advocate – I think it is interesting how little many people care that corporate America is gobbling up not only larger and larger slices of pie, but the genuine artists of this country as well – those who, not too long ago, acted as our defense against such crass commercialism.

Those are my two cents – which, at one time, could like, buy you something.

[Jay]

But Jeff drives a Honda?

[Sarah]

more power to jeff and the band to get the music out there. that's what it's all about. who cares where you heard about it from as long as you listen to it and enjoy it!
i enjoyed reading this entry, VC can be crazy at times, but it really is a good place. sometimes people just get their undies in a bunch for silly reasons.

[Danny]

While I still strongly disagree that this episode sets any kind of unhealthy precedent for Jeff or Wilco, I appreciate the apology for the tone of some of your earlier posts, jnickerson. To say that comments Jeff has made in interviews should be called into question because of the Volkswagen ads seems absurd (and offensive) to me. And I would add that this ad campaign in no way represents Wilco being "gobbled up by corporate America." I get that you don't like hearing your favorite music in any commercial, no matter what, and that we simply have a difference of opinion there. As far as I'm concerned, that decision should be completely up to the artist. Thanks for commenting.

[jnickerson]

"It saddens me that these people seem to believe that the VW campaign will somehow affect Wilco's future activities or Jeff's commitment to his songwriting. From the outcries I’ve seen on several sites, you’d think Wilco had licensed “She’s a Jar” to sell Kraft mayonnaise, “Nothing’s Ever Gonna Stand In My Way” to hawk Viagra, or “I’m the Man Who Loves You” to promote the North American Man-Boy Love Association. Oy."

"This particular paragraph caught my attention because, in a way, one could read it as saying, "Wilco endorsing VW = okay....Wilco endorsing Kraft or Viagra = not okay". Obviously, I know he's joking...and I have no doubt that a NAMBLA ad would most likely raise the collective eyebrows of Wilco Nation (But, on the other hand, it might attract a whole new fanbase to their music!!). I guess I just wonder what distinction he's trying to make with this comparison."

I certainly appreciate and respect your opinion - wholeheartedly. However - the preceding quote was taken from a response on the forums - would you care to comment?

I hope my tone does not come across as overly confrontational - unfortunately, these types of discussions often come across as angry - that is not my intent.

Thanks for provideing such a great blog!

[M. K. Maguire]

LOL! Is that some kind of pooh-colored play-dough on Jeff's face? How juvenile! :-)

Seriously, Danny, you shouldn't read those message boards. I used to be intimately involved in a couple of online communities and the endless stream of homegrown controversies made me crazy.

I remember the selling out debate that occurred around Dylan more than a decade ago when "Times they are a changin'" first appeared in a Bank of Montreal commercial. Dylan proved to be ahead of the popular tide, as usual. Ironically, the Dylan debate smelled a little anti-semitic to me!

In any case, try to ignore the naive comments from so-called fans. TV commercials are simply one more venue for the music, nothing more or less. In fact, I discovered the late, great, singer-songwriter Nick Drake a few years back through a VW Cabriolet commercial.

Sincerely,
MKM (a fan of your blog)
Cotati, CA

"And none of you stand so tall
Pink moon gonna get you all."

[Kevin Neil]

Dear Jeff Tweedy's brother-in-law, you are a wise and senseable man. Two thumbs up!

[Matthew Malin]

Did you get to meet Billy Bragg when he did the sessions with Wilco? I love Billy Bragg, long time fan.

[Dunja]

But with the myriad ways that Jeff continually demonstrates his devotion to his craft and his deep respect for Wilco's fans, it’s hard not to be a little upset when I see how quickly some of them turn on him because of their beliefs on what constitutes art, how much money they think Jeff should earn, and how successful he should be

Yes I can imagine it's hard not to be upset, but there is one big reason not to be: Because they weren't fans to begin with.

Thank God, for what it's worth, those people are just a meaningless minority and should be forgotten as soon as you log off the forums. They aren't worth a single thought, because they in no way represent the majority of Wilco fans.In fact, they don't represent us at all, seeing as they can't be call fans anyway.

[jnickerson]

"Yes I can imagine it's hard not to be upset, but there is one big reason not to be: Because they weren't fans to begin with.

Thank God, for what it's worth, those people are just a meaningless minority and should be forgotten as soon as you log off the forums. They aren't worth a single thought, because they in no way represent the majority of Wilco fans.In fact, they don't represent us at all, seeing as they can't be call fans anyway."

So - I guess, what you're saying here is, even though I've purchased everything the band has released, attended many shows, defended their evolution over time, but, since I don't agree with a few things they have done, I'm not a fan? Wow - that's quite a stretch - and none too offensive.

Have you ever disagreed with a parent, sibling or friend'd decision - does that make you less of a friend, less of a sibling, or less of a son/daughter?

With all do respect, that is ridiculous. Do true fans blindly follow, or voice their opinions?

[Ian]

I would like to make an ammendment to my comment. After a quick fact check I found out that the Beetle was the best selling car for a time but the current best selling car in history is the toyota corrolla--for anyone who cares besides me.

[Joe]

Thanks for your thoughts and insight Danny, and I really love that first picture as well. Mostly because I took it....:)

[Dunja]

Yes I do disagree with parents/siblings/kids/friends/favorite bands, I do not like all Wilco songs, I don't blindly worship every head scratch from Jeff Tweedy - yet I try to voice my opinion in an at least remotely respectful way........and some people just didn't. That's what upsets me. As long as the band does what those people like, all is fine. When they do something some fans don't approve of, they seem to be rightfully slaughtered. Sorry, can't agree with that.

[Lauren]

Great post.

Completely pointless criticism, but a bit of a peeve of mine: though you didn't quote anything I said, *every* time a board member quotes me they refer to me as a 'he,' though I'm not (screen names are almost always ambiguous in that regard, but still). Do you check up on that at all when you refer to the board posts you use, or just shoot in the dark?

[Danny]

Joe, sorry about "borrowing" that photo of yours from the Wilco website without giving you any credit! Nice shot.

Lauren, it's true that people make assumptions about posters without a lot of info. For all I know, jnickerson is a woman.

Jnickerson, I think I can speak for Jeff (but really shouldn't) and say that he has no interest in fans "blindly following" the band in any way—if they have critical opinions they want to share, bring 'em on! But I also agree with Dunja that some of the comments in that discussion were getting extremely personal and inflammatory and that's what bothered me because I felt certain criticisms were completely unjustified. As for your earlier query, yes, I do think having a Wilco song playing in the background of a Volkswagen commercial is very different from using the lyrics of a song to sell mayonnaise. But if Jeff wants to write a mayonnaise jingle, go for it! I love the song he wrote for the "SpongeBob SquarePants" movie.

[jnickerson]

"1 Jun 2007 : In a new form of music/promotion/communications, the band Wilco's recently released album Sky Blue Sky is the soundtrack to Volkswagen's latest TV campaign. This new form of marketing collaboration has the creative forces of Wilco and VW combining to launch both an album and a VW campaign in the same week (May 22nd). The partnership spans multiple commercials and multiple songs, with the first song being "The Thanks I Get." The Wilco Volkswagen union will run for the summer and all songs can be streamed on vw.com. It's also the first-ever licensing deal for Wilco." - prdomain.com

http://www.prdomain.com/companies/V/Volkswagen/newsreleases/20076141095.htm

[Rurality]

As long as I'm having to watch commercials, I'd rather be hearing nice music while doing it. VW has had some great songs in their ads... it's how I first heard Richard Buckner.

[Dunja]

What bothers me also is that it seems to be somehow "justified"/"legalized" to flame the band/Jeff as long as you have bought all their releases.

I had the same discussion going on years ago on an REM board, when I openly criticized them releasing a "special edition CD with completely unreleased and new material that will thrill every fan to bits" which turned out to be mainly just live songs every hardcore fan had downloaded long before anyway. I thought it was a rip-off, and voiced my opinion in a polite and respectful but open way, and indeed mentioned the fact that I felt entitled to criticize the band and let it out when I am personally not ok with something as a longtime fan who has spent quite some money on them, and I also said that. (Of course I got torn into pieces anyway because people thought that nobody should criticize the band at all ; mostly the webmaster of that board who works for Warner now ;))

But I honestly don't see any entitlement to offend and insult them just because you disagree with something they do.

I guess a lot of harm in general life situations just like this could be avoided when you say "I personally don't like the song Casino Queen/the fact they are doing a commercial/their new setup a lot" instead of "their songs are crap/they suck/they sell out".

Everyone's quotes here are based on subjective opinions after all and should be expressed as those and not as if someone's stating a fact.

I'd have no problem whatsoever telling Jeff this very moment that I am not too fond of "Casino Queen" and can't see what others obviously see in that song - just as I had no problem telling him several times how much "Via Chicago" means to me. And I am absolutely sure that he'd have no problem in me telling him so. But I am also sure he'd have a problem with me saying "ey Jeffrey, y'know what? your new album sucks, it is unbelievable! selling out already with not even 40 eh?!" I am sure nobody would find such a remark in any way acceptable.

Personally, I find it somewhat amusing that Jnickerson just registered on that message board on 28th of May 2007 - it just surprises me that such a longtime devoted fan who bought all their stuff didn't find that board until they had something to rant on about?!

[sistasmiff]

I'm married to an artist/songwriter and as far as I'm concerned, Stayfree Maxi Pad or Summer's Eve female products have our permission to use any of his songs as a jingle. Not a thing wrong with selling out. I can't speak for Jeff, but, most artists I know (lots) are in this business to make a living. Yes, they are dedicated to their art, but, dedication alone doesn't pay the electric bill or put your kids through college. Thanks to the Volkswagon people (and whoever else might use his songs in the future) Jeff will hopefully be able to have a nice old age and not worry about whether or not he should buy his medicine or buy groceries.

[jnickerson]

"Personally, I find it somewhat amusing that Jnickerson just registered on that message board on 28th of May 2007 - it just surprises me that such a longtime devoted fan who bought all their stuff didn't find that board until they had something to rant on about?!"

I've followed the board for years - I just never felt compelled to post. I've been a member of the, for lack of a better word - indie/punk community for 22 or so years - I think my passion insofar as this topic is concerned should give you a hint as to my devotion – you can disagree with me, and I completely understand, but please, don’t make veiled doubts as to my sincerity – loyalty – or honesty.

And I'll do the same.