Thanks God, It’s Friday!

YOUNG WAVE and ORIGINS Pop Music In Brazil

JOVEM GUARDA

Rock n’ RollEmerge as a new

market in US in 50’s

Roots in “black music”from guettos: Rhythm n’blues (R&B), gospel, ballad broadcasted bysmall recorders

Big RecordersMonopoly

Spread of radio stations

Growth of Televisionsystem

Standartized Music: generates disgruntleddemand

Young peopleinterested in rhythmn’ blues

Big Recorders: adaptation of thismusic for the targetpublic

Influence of “whitemusic” - Country

Emergency of a youthculture in part uponthe rejection of olderstyles of popular culture

Rock appears as a hybrid tendency

Industry homogenize the musical genre to reduce cultural differencesbetween influences

“Easy Listening” Music: Songs and Lyrics

Public: Middle Class

First successed song: Rock Around The Clock – Bill Haley

Capture young people: industry seethem as a new market to explore

Rock and Roll was for andabout adolescents

Lyrics related to teenageproblems

School, cars, summervacation, parents, and mostimportant, young love

All aspects of music indicatea teenage defiance of adultvalues and authorithy

Phonografic IndustryDisseminates and producesbehaviours, patterns andvalues

Absolute Values: “way of life”: clothes, music, cars, etc

This scenario doesn’t aim to change social, economic andcultural difference.

Rock, at least this time, is nota social movement

Ahora, vamos practicar nuestro Español...

MOVIE

In In BrazilBrazil......

Rock cames to Brazil in 50’s

We could buy Bill Haley’s LPs in 1955

Nora Ney rends Rock Around theClock in English

Young Middle Class: they discoverednew dance and songs (success)

BrazilBrazil

TV-Record releases the genre in Brazil

They bring international musicians as Neil Sedaka, Brenda Lee, Bill Haley and Johnny Ray

Recorders produce rock music alsopublicize the genre

1957: first brazilian composition: Miguel Gustavo – Rock and Roll em Copacabana

As strategic solution, covers wererecordered

TV Programs specific for teenagers: Carlos Imperial presents “Clube do Rock”

Producers shape the musician/artist to fitin a esthetical conception compatible withthe market

Showmans look for artist and define profile, style, genre, fund, etc

Development of phonografic industry: directors responsible by strategiesimplementation – tasks division

New Singers Generation

In 59, Celly Campello launch by Odeon a LP with “Stupid Cupid” song translated to Portuguese.

Celly became knowed as “Brazil’s girlfriend”

Featured artists: Demétrius, Sérgio Murilo, Tony Campelo, Roberto Carlos and RonnieCord

“Well-bred” young guys

MOVIE

Young Wave : TV ShowTV-Record creates a TV Show to youngpeople called “Jovem Guarda” – Young Wave

Presented on Sundays by Roberto Carlos, Celly Campelo and Erasmo Carlos

High audience

a get-together - young singers

“Well-bred” young guys

The expression “Jovem Guarda” becomesto reffers to the musical style.

American and English Pop Music: Versions/adaptation

Influence: Beatles, Rolling Stones, Gerryand Pacemaker, Gary Lewis, The Playboys

Melodic and harmonic aspects: basic

No background from public required

Lyrics about happiness in love, painin break up, adventures, humor, etc.

Situations from urban scenario: automobiles (status), drive in highspeed and in wrong way

Young wave was a lifestyle : connection between young people’s image and modern condition

VEM (HELP) - THE YOUNGSTERS

ANNA(ANNA) - OS CARBONOS

ESCREVA LOGO (PLEASE MR. POSTMAN) - RENATO E SEUS BLUE CAPS

SOU FELIZ DANÇANDO COM VOCE (HAPPY JUST TO DANCE WITH YOU) –

RENATO E SEUS BLUE CAPS

EU ME APAIXONEI (I FEEL FINE) - PAULO CÉSAR BARROS

HEY JUDE (HEY JUDE) - THE FEVERS

GAROTA MALVADA (I CALL YOUR NAME) - RENATO E SEUS BLUE CAPS

NÃO VOLTO MAIS (PAPERBACK WRITER) - RENATO E SEUS BLUE CAPS

EU TE AMO (AND I LOVE HER) - PAULO CÉSAR BARROS

SUBMARINO AMARELO (YELLOW SUBMARINE) - OS LORDES

NÃO CONSIGO TE ESQUECER (THE NIGHT BEFORE) - PAULO CÉSAR BARROS

GENTE DEMAIS (TICKET TO RIDE) - THE YOUNGSTERS

Plagiarism/ Translations/VersionsPlagiarism/ Translations/Versions

TE ADORO (I NEED YOU) - GOLDEN BOY

MEU BEM (GIRL) - RONNIE VONN

SOU TÃO FELIZ (LOVE ME DO) - RENATO E SEUS BLUE CAPS

MICHELLE (MICHELLE) - GOLDEN BOYS

OBRIGADO GAROTA (THANK YOU GIRL) - OS VIPS

ONTEM (YESTERDAY) - GOLDEN BOYS

O HOMEM SÓ (NOWHERE MAN) - THE BRAZILIAN BITLES

COISAS QUE ACONTECEM (THINGS WE SAID TODAY) - OS VIPS

EU SEI (I'LL BE BACK) - RENATO E SEUS BLUE CAPS

POBRE DE AMOR (NORWEGIAN WOOD) - RONNIE VONN

VOCE VAI SER FELIZ (FROM ME TO YOU) - PAULO CÉSAR BARROS

FECHE OS OLHOS (ALL MY LOVING) - RENATO E SEUS BLUE CAPS

LADY MADONNA (LADY MADONNA) - THE FEVERS

Plagiarism/ Translations/VersionsPlagiarism/ Translations/Versions

MOVIE

Roberto Carlos chosen to present the TV show: goodlooking guy and succeeded as a singer

TV Show name defined by an agency: "The future belongs to the youth, for the old school is obsolete” - Lenin

Advanced communication techniques to get public. 30 persons envolved: seamstresses, journalists, marketers, producers, entrepreneur

Publicity of the enterprise

Creation of a image using the new communicationsystem: The television!

Two administration companies opened to support the TV Show

Line of products related to the performer: sustain image and interprise

Publicity of the enterprise

Young Wave was the first marketing

enterprise related to music in Brazil

The KingThe King

Failed in another styles: bossa nova and bolero. Affirmed as a rock singer

Created Image: romantic, gracious, charitable, trusty, hard working, self made man and faithfull with the fans

Sometimes rebel

“É

proibido

fumar”, “Lobo mau”, “Quero que

tudo

vá

para

o inferno”

His music reached adults and kids too

Considered an idol

Roberto keeped some distance frompublic

Roberto had his own way that made him a successful singer

He knew how to transit between his limits, artistic production and the market

This posture created an aura of mysticism and inaccessibility to preseve his singularity

Young and soft voice

Roberto Carlos represents the first musical product in

Brazil

This phenomenon happened in parallel with communication system development

(television): cultural expansion in

Brazil

Successor: Ronnie Von

His name: Ronaldo Nogueira

Graduated in Economics

He had a social origin wich were different from another “iê iê iê” singers

Expert in literature

He did not compose political music

Presented new tendencies in songs

Ronnie had a distinct strategy: mention to

classical music, literature and intellectualized

behaviour

The decline

Thanks!

BibliografyJosé Roberto Zan, Do fundo do quintal à vanguarda: contribuição

para uma História Social da Música Popular Brasileira, DoctoralThesis – Arths Institute – State University of Campinas – UNICAMP

Great balls of fire! (1989) – directed by Jim McBride and featuresDennis Quaid as Jerry Lee Lewis – American biographical film