1970 s The ME Decade 1970 s Historical

1970 s The ‘ME’ Decade

1970 s – Historical Background • Vietnam • My Lai Massacre Officially withdraw in 1974 Protests, PTSD 58. 000 dead • • Focus on self-improvement Increase in new religious groups Yoga gains popularity Exercise and jogging Acupuncture Nixon 1968 election Silent Majority End turmoil of the 60 s Foreign relations • • Oil crisis OPEC Stop sending oil to US support Israel • Watergate Break in at DNC HQ Nixon resigns, impeached Social EPA OSHA Family Assistance Plan Prices increased, increased inflation • Cultural Identity Exploring one’s cultural identity Reclaim their ethnic background 1974 – Office of Ethnic Affairs Sesame Street Economic inflation Recession at start of decade Stagflation The Great Awakening • Stonewall Riots • Cold War Détente SALT

1970 s – Music Background • The “Me Decade” Shift in values, away from counter-culture towards materialistic and conservative attitudes American culture turning ‘inward’ • Mainstream popular music still stemmed from counter-culture ideals • Market for pop music: A new generation of teenagers (youth culture) Adults 25 -50 (grew up with Rock N’ Roll) Moving towards conservatism and/or nostalgia Grease, Happy Days. American Graffiti • 1960 s are dead Hendrix, Joplin, Morrison died Beatles broke up • Rock of the 1970 s became more mainstream Primary source of profit for an expanding and ever more centralized entertainment industry

1970 s – Music Background • Music consolidation 6 corporations represented over 80% of all record sales Total profiles of record sales reached $4 billion in 1978 Eight-track and cassettes become more popular in 70 s • However, the industry became more risky Labels had to depend on the ‘platinum’ ( million-selling) or ‘multiplatinum’ selling artists Paul Mc. Cartney, Elton John, Stevie Wonder Small independent labels, who pioneered rock n’ roll, could not compete Energy crisis created a shortage of polyvinyl chloride (tapes and discs were made from) • Compelled to present more choice for consumers Will see new specialized types of music Middle of the Road, Easy Listening, adult contemporary, funk, disco, reggae, oldies and sub categories of rock Records stores became more complex to meet the needs of new categories and audiences

1970 s – Music Background • The Top 40 continued to dominate the AM Radio stations Diminished the range of choice music for radio listeners Radio playlists became more restrictive as the decade went on Difficult for band without major backing to break into top 40 • Many Hard Rock and Progressive Rock bands turned their attention to FM radio Number of FM stations increased by about 1, 000 during the 70 s Moved to AOR (Album-Oriented Rock Aimed at young white males, 13 -25 Excluded many African American artists who were usually played on urban contemporary radio stations Economically efficient • Created bigger divide racially Rock became seen as ‘white music’ Many African American Artists created popular trends Continued to struggle to break into and dominate the Top 40

Country and the Pop Mainstream • Expanded during the 1970 s Start to target young and middle class listeners Continued to reinforce its traditional southern and white work-class audience • Grand Ole Opry moved into a new multi-million dollar building • Broaden country music audience Newsweek and Time started writing cover stories of major country artists Network TV shows and Hollywood films • Increase of Country-Pop crossover Pop performers who capitalized on the popularity of country music as well as country musicians who moved towards pop mainstream Olivia Newton-John & Dolly Parton Angered some hard-core country fans, but ultimately helped expand into a wider audience

1970 s Pop Music Webquest… • In this activity you will complete an online Webquest to further explore and analyze popular music from the 1970 s. • Step 1: For each of the 8 artists provided, you will read the article/documents on my website AND listen to any version of the song Take notes on general themes you see and hear from each artist. What does this tell us about society and culture at the time? • Step 2: You will create a brochure that provides information about the mainstream pop music of the 1970 s • Carole King – It’s Too Late • The Eagles – Hotel California • Stevie Wonder – Superstition • John Denver – Thank God I’m a Country Boy • Elton John – Crocodile Rock • Merle Haggard – Okie from Muskogee • Barry White – Love’s Theme • Dolly Parton – Jolene OR Olivia Newton-John – If You Love Me

The 1970 s Jukebox… • In this activity you will make your way around to FIVE different Jukebox stations to hear the variety of music from the 1970 s. • At each station you must complete the following: • Read analyze the artic/document related to that specific artist and/or genre. • Listen to the song(s) at this particular station and complete the music analysis questions. • Punk, Disco, Reggae, Country, Funk