As we head into Memorial Day weekend, it’s no secret Rock artists are widely associated with showing support for our U.S. armed forces. This doesn’t mean artists are lining up as pro-war, nor is it about cranking our collective angst to 11 and scaring the bejesus out of bad guys with “Welcome to the Jungle.”
That’s certainly a part of it; the Marines aren’t blasting Kenny G. to announce their arrival, and GNR’s ‘Jungle’ did reportedly help in capturing General Noriega, but there’s more to it.
First, though, let’s get some Memorial Day housekeeping out of the way. For RockTernative programmers and talent, it’s an important time of year to pause and make sure messaging is properly balanced.
On the one hand, the holiday marks the unofficial kickoff to summer. Many instinctively lean their messaging towards a party vibe loaded with BBQ, beer and general mayhem that Red, White and Blue Rockers love.
On the other hand, I don’t need to explain the true meaning of Memorial Day, which doesn’t exactly equate to the same symbolism as going on a three-day bender at the lake with your homies.
You determine how to balance messages at your brand, on your show, socials, at your BBQs or whatever … but give it some thought. Memorial Day weekend does take on different meanings for different people.
Why is Rock music so ingrained with the branches of service that house or have housed the real American heroes? For starters, it doesn’t hurt that Elvis, Jimi Hendrix, John Fogerty and others served in the military in the ‘50s and ‘60s.
Rock has literally been on the front lines since the beginning, as an important part of the American soundtrack and for troops far away from home. In the early days, music by Rock pioneers was played on reel-to-reel players and turntables at U.S military bases around the world. We’ve come a long way.
But more importantly, Rock music has a long history, dating back before most of us were born, of always being at the forefront of time and reflecting the tone of the country, and sometimes multiple tones at once.
What surrounds our Troops and their jobs is very complex, and there’s no shortage of great Rock songs that tell real tales of emotion and thought. Free love, pro or anti-war, raging against any number of political machines, Rock artists are no strangers to wearing their hearts on their sleeves.
Like the symbol of freedom represented by the flag, they call it like they see it. For example, while they’re seemingly attending very different BBQs this weekend, do you think Ted Nugent or Billie Joe care what you think of them? They don’t. They’re Rockers. They’re going to bravely and unapologetically say what’s on their mind.
But regardless of which side of the fence one sits, RockTernative artists are supportive of the Troops. You’ve heard the songs, seen them giving salutes and honoring veterans at shows across the country. It’s not an admiration club that’s exclusive to Rock, we could say the same for artists from other genres, especially our brothers and sisters at Country, but there’s no denying it at Rock.
That’s what this is all about: honoring those who have or are currently serving, especially those who made the ultimate sacrifice so the rest of us can call it like we see it and listen to whatever type of music we choose.
Yes, there’s a raw and authentic nature to some Rock music that resonates in aggressive situations. Given that servicemen and women may be entering life-or-death combat, cranking “Smells Like Teen Spirit” to elevate energy, morale and confidence makes sense. A former Navy SEAL who served in Iraq, Afghanistan and places he couldn’t disclose, told me his unit would always play Metallica heading into hot zones.
My ramblings aren’t a raw-raw-rally of any kind. It’s a reminder that, as divided as we can be at times, we at least have freedom and music in common, thanks to our real heroes – the US military’s servicemen and women. And if wrapping the reminder up in a Rock bow helps get the message through, Mission Accomplished.
As you go about your Memorial Day weekend, even if it does become a weekend at the lake you’ll deny ever happened, make it a point to remember the important stuff.
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Keith Cunningham is a music industry and Rock/Alternative columnist for Barrett Media and the founder of Black Box Group, a modern-modeled creative & strategic consultancy built for brands that need strategies with teeth. He’s the former Master of Mayhem at 95.5 KLOS-FM in Los Angeles for over a decade, a nationwide consultant, and has been repeatedly voted one of America’s top Program Directors and strategic thinkers. Keith has built his career by taking multi-million-dollar brands from worst to first and leading Marconi & Gracie award winners along the way. A data nerd with a rock-and-roll heart, he is an advisory council member for St. Jude fundraising, a fantasy football champion, and lover of his daughters & dogs. Reach him at keithblackboxgroup@gmail.com or on LinkedIn or X.
