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rock-critically correct

"The Fader": Prettying Up A Coffee Table Near You

And now it's time for another installment of Rock-Critically Correct, in which the most recent issues of Rolling Stone, Blender, Vibe, and Spin are given a once-over by an anonymous writer who's contributed to several of those titles—or maybe even all of them! After the click-through, he/she goes off the beaten path to look at the new issue of The Fader:



Before a few days ago, your correspondent had never read an issue of—or for that matter, an article in—The Fader. He had from time to time glanced at the mag while over at his friend's homes; it tended to be front and center, alongside Wallpaper, on the coffee table.

Not to get all David Brooks upside your head, but YC did not have to read the mag in detail to understand that Fader is A Beautiful Thing that a certain kind of person likes to have around to signify something about himself or herself to visitors.

This kind of person used to do rather a lot of drugs and go to clubs to dance (and may still do occasionally), and was evangelistic about club music, but his or her tastes have since broadened. He or she is likely crazy about Panda Bear's solo album and is quite proud of the "screwed up" hip-hop remixes that grace their iTunes playlists. If these folks live in NYC, they are counting the days to next month's Brooklyn appearance by Daft Punk (who are profiled in this issue) and maybe checked out the Roky Erickson show in the same borough, which is briefly noted as well. Hell, they probably live in Greenpoint! Being spotted with the other magazines that YC normally considers in this space would send the wrong message to onlookers.

This speaks well of Fader's chances in the collapsing magazine market, and YC would guess that's exactly how the mag's financier's have played it. There's an almost Vanity Fair-ish heft to Fader: It's perfect-bound, it covers all the artists that groove-oriented hipsters need to be familiar with, the design is clean and elegant, and man, them pitchers are mighty purty—so purty that they shame the mainstream music mags.

Anyway, the July/August edition is alternately designated the "Summer Blockbuster" and the "Summer Music" issue. Seems fairly arbitrary, as the issues your boy has seen were pretty much focused upon music. The two centerpiece artists each take covers—Brazil's Bonde do Role on the front, Miami-by-way-of-New Orleans' Lil' Wayne on the back.

YC has enjoyed Lil' Wayne since he was in his early teens tearing shit up in Juvenile and Hot Boys videos, so he's pleased to report that Nick Barat has extracted YC's favorite quote from a recording artist in 2007 in his Wayne story. While shadowing Wayne, Barat asks him whether his astounding work rate (ceaselessly contributing verses to tons of records, making his own music) ever tires him.

"I wake up," says Wayne, "smoke weed, fuck bitches, get my dick sucked...and do this shit...What am I supposed to do, take a vacation? You got a job, but this the vacation right here. I can't front, though—I took that line from the nigga from Kiss." This is kind of quote that can make a hack almost weep with gratitude when it leaves an interviewee's mouth.

As for the Bonde do Role piece, YC recently only became aware of the "Beastie Boys of Baile-funk," so he appreciates that Edwin "Stats" Houghton goes into great detail detailing how the trio are not, as popularly assumed, "barefoot badasses from a Rio shantytown but 20-something smart-ass suburbanites," how they make music that Brazilian hipsters associate with their housekeepers, and how Philadelphia beat impresario Diplo discovered them.

However, Houghton doesn't seem to have elicited much participation, interview-wise, from BdR themselves. He presents two fragments from conversations with the evidently easily distracted band. He also notes that Marina Vello flashes her bra onstage—but does not every Brazilian female between the ages of 15 and 35 do the same? So, while there's color aplenty in the piece, there's little evidence that substantial conversation between interviewer and cover subject took place. Lots of artsy pictures of the band horsing around, though!

Similarly, in a quick "new artist" story in the mag's FOB (called Gen F), we learn that one Jason Isbell has left the Drive-By Truckers and has a new album, Sirens of the Ditch. But writer Will Welch's text includes no quotes from Isbell (unless a quick reference to having "parted ways" with the Truckers comes from Isbell and not, as it would be more likely, from press-release boilerplate). There is a nice, noirish photo of Isbell though! And a preview of Kanye West's Graduation consists of artist Vania Zouravilov depicting "the dominant themes in West's new work in a similarly bold and culturally-clashing manner." What follows are six pages of "hyperstylized Japanese visual art"; West's visage is on the sixth.

For you see, you can read lotsa shit about any of these people using the device you currently gazing at. But Fader is a Beautiful Thing with Beautiful Pictures on nice paper; this is something your guests can look at briefly while you're occupied in the kitchen. (The issue is also available
as a PDF, but in no way can you truly appreciate the loveliness of the magazine's aesthetic in that format.) There's insight to be gleaned from this issue of Fader (and past issues, I'm sure). But insight ain't the point.

The Fader Issue 47 Free Download [thefader.com]

12:35 PM on Fri Jul 13 2007
By Anono-Critic
1,883 views
17 comments

Comments

  • It is a very pretty magazine, and the occasional "fonts as art" piece isn't terribly useful, but I actually learn something from the magazine each issue, which is certainly more than I can expect from most music rags these days.

  • You forgot to mention how the Fader is just another PR device for Cornerstone Promotion, and as such not actually a magazine at all. But sure, it is very pretty.

  • Can someone explain to me why Daft Punk have become the new whipping boy/reference of choice for anyone who doesn't enjoy their style of music? It's ok to like Justice but not Daft Punk? LCD Soundsystem? When did it become hip to like DP? I just don't get it. Maybe they should wear fedora's and grow porno moustaches.

    And to clarify, I'm very excited about the Keyspan show.

  • I began reading this ready to laugh at some hipster-poking since it's Fader, but then I realized that I live in LA, am super excited for the Daft Punk show next week, and am in love with the Panda Bear album. And I have this issue in my bathroom.


    Crap.

  • It is totes the worst written magazine in America.

  • @jetsetjunta: I'm glad someone said it. And also that at least one of the editors of Fader is a DJ and label owner who constantly uses the mag to promote their friends and collaborators. They occasionally cover some good music and the photos are nice, but the whole enterprise is pretty skeevy, even aside from all the eclectic hipster-pandering.

  • @GovernmentNames: I'm glad, too. Is it one of those "David Hyde Pierce is gay," open-secret kind of situations, or are there people with genuinely no idea about it? Having said that, Fader will cover non-Cornerstone acts, and, hey, people seem to love it. It's like the OK of music mags.

  • I don't know how known it is, I think the first inkling I got of it was from someone who'd freelanced for them.

    I will say this, nothing that Chris Ryan has written for can be the worst written anything, that guy is near genius.

  • I once purchased a copy of Fader. It was many years ago and I was deep in the throes of a crippling magazine addiction, even then I only bought it because Bjork was on the cover. Nice photos, but upon reading the accompanying "interview" it became difficult to tell if the writer had ever actually spoken with her, or just trawled the internet, copying and pasting factoids. She's from Iceland? She's got quirky musical idiosyncrasies? Fascinating! B-.

  • You know, back in '96, there was absolutely no way I would have thought that Daft Punk would have become a "reference" group, that they would become so damn ubiquitous. But I guess its because robots don't age, henceforth always being beautiful and fresh.

  • So what if The Fader and Cornerstone are joined at the hip? If they wrote about stuff that wasn't any good, I'd care. It's a damn good looking magazine in which they cover good music, so I could care less. This business is full of conflicts of interest; it's no different from Filter and heaven knows the internet would fall down without Filter.

    I'm not looking at what they're doing as some serious journalistic endeavor. If you are, then you're looking at the wrong magazine anyways (no offense Fader folks).

  • @loudersoft: "It's a damn good looking magazine in which they cover good music, so I could care less."

    exactly. if they covered only Cornerstone artists, I'd be miffed, but who gives a shit? every magazine has its PR companies that its bff with - I scratch your back, you scratch mine kind of deal - I'd rather have it be blatant than covert.

  • @GovernmentNames: What? A writer using his media outlet to promote his friends and associates?

    If you're talking about Barat, I think his pieces are usually just stuff he's into (which seems to be the thread that holds the Fader together) and not some deliberate plan to take over the world.

  • How in the hell would the internet collapse without Filter Magazine? Is that a joke?

  • i'm a few days late, and i haven't even read this post yet but i can't help already say: "does anyone ACTUALLY READ Fader??" probably an over used question by now...

  • It's all a normal process in liking the mag:
    Stage One: Pleasantly surprised

    Stage Two: Skeptical at potential conflict-of-interest

    Stage Three: Resignation at ethical impasse, digging the tunes

  • Cornerstone makes a conscious effort to firewall the promotional company and the mag. Yes, the two are in the same office space. Yes, their culture/vibe/aesthetic is similar, but that's where it ends.

    What geeks me out about the FADER is how genuine and enthusiastic they are about music and culture in a world they speak to that is full of unengaged, ironic cynicism. It's like FADER and VICE are Cain and Abel or some shit.

    Anyway, I fucking LOVE the FADER. I would like to see some better writing, like some real, real cerebral shit, but other than that, it's probably my favorite magazine along with Stopsmiling.

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