Songs for the Struggling Artist


Generation X Part 6 – Selling the Drama

We are the few, the proud, the brave members of Gen X who continue to make our way through the world while many of our peers have given up.

Do you remember, before we were Generation X, when we were the Pepsi Generation? Right about that time that Michael Jackson’s hair caught on fire? We were told that Pepsi was the choice of a new generation and there were videos and apparently our generation bought into it hardcore. We were also Peppers. Wouldn’t you like to be a Pepper, too? But that Pepsi Generation technique was actually a marketing campaign for Baby Boomers first and it worked so well for Pepsi when Baby Boomers were kids that they thought they’d try it out on us, too. And all the generations after. How you like Pepsi, Generation Next? Feel like joining the conversation since you “are the movement, this generation“? A lot of the conversation about generations is actually driven by advertising.

I read an article about an ad campaign for Lululemon wherein they’re targeting “the Yoga generation.” And which generation is that? As far as I can tell, every generation is doing yoga. My grandmother was doing yoga in the 70s and she was the Silent Generation. So that’s dumb. But…that’s what I mean, they’re trying to put you in a generational category so they can sell you stuff. I say you, not me, because advertisers are apparently not targeting Gen X-ers, because there are so few of us.

And here I think we have the heart of why Gen X tends to resist being labeled. We somehow have always known that once a marketer could label us, they were getting ready to sell us shit. But what’s hilarious is that marketers worked this out about us anyway – so they got sneakier with us when they still cared about us. I once bought a record almost entirely because of it’s ironic cover.

What’s ironic is now that Gen X is older, some members of Gen X have more money to spend but advertising has (mostly) stopped trying to reach us. Which probably explains why there’s been a recent bubbling up of Gen X articles. Marketers are perhaps getting interested in us again. For good and ill, I imagine. Just google anything to do with advertising and Gen X and you will see such an extraordinary trove of weird articles about how to advertise to us. Actually, search how to market to any generation and you’ll see some eye opening stuff about what’s going on behind that advertising curtain and where you might be vulnerable.

So Millennials and Gen Z, just in case you’re still here…I think it might be useful to recognize that when you see articles and listicles and so on and so on that reference your generation, you are probably being marketed to. The condescending pieces about you that make you mad may be designed to encourage you to spend your money on something or just click on something to get an ad near your eyeballs. The imaginary rivalries between Gen X and Millennials, or between Millennials and Boomers, are essentially clickbait for the people trying to sell you stuff.

As we now carry devices that have the capacity to market to us everywhere we go, we all need to become savvier about our vulnerabilities to advertising. As marketing becomes more personal and more direct, it will become harder and harder to remember our humanity. It might be helpful for all generations to take on some of our good ole Gen X skepticism.

We seem to now live in a world of relentless marketing. And it’s not just businesses who are marketing at us. The new norm seems to be a kind of marketing of self. People have become brands instead of individuals.

Most of Gen X has a gut response to this trend and it is a strong-armed revulsion. To us, this branding of people carries all the horrors of the origin of the word – the branding of cattle with a hot iron. For most of Gen X, this branding of the soul is relentlessly uncool. We liked our icons reclusive, uninterested in self promotion, and intensely private. Prince once gave an interview to the BBC wherein he neither spoke nor showed his face. Both Kurt Cobain and David Foster Wallace were incredibly uncomfortable with their own popularity.Can you imagine a Cobain clothing line? A David Foster Wallace cologne? For us, as soon as a band became popular, it ceased to be cool.

But we live in a gig economy now and if we want to survive, we must do as the digital natives do and put out all of our goods for clicks and likes. We cannot be the reclusive geniuses we want to be because the world doesn’t work that way anymore – And maybe it never did.

Every Gen X-er I know is deeply uncomfortable with self promotion. We recognize that we need to sell our book or our record or our blog or our podcast or our show or our theatre company or our business or whatever it is but it is highly problematic for us.

If we do it, we tend to see it as a necessary evil. I’ve taken multiple marketing classes and despite having a lot of knowledge and skill at my disposal, I have generally yielded next to no results. While attempting to sell my show in the highly crowded market of the Edinburgh Fringe, I discovered that the only real marketing skill I had – that is, the only thing that would reliably bring people to the theatre – was making friends. Like, actual friends. This is the only successful marketing I have ever done. I made some friends who showed up for me because that’s what friends do for each other.

I have had a podcast for over a year and I am so bad at self promotion that most of my best friends don’t even know about it.

And maybe it is just me. Maybe I’m the only one (see part 4) that is unwilling to trade my authenticity for more likes or hits or shares. Maybe I’m the only one that closely guards my best work until I’m ready to share it. Maybe I’m the only one that would rather share my truth than a promotional photo. I don’t think I’m the only one though.

Gen X tends to see the world that has emerged behind us as a life-sized version of that SNL sketch “You Can Do Anything!” We see that kind of self-promotional vibe as not only terminally uncool but completely at odds with authenticity, which is one of our core values.

I really do admire the hutzpah of Lena Dunham in having her character announce at the beginning of her show that she is the voice of her generation (or “a voice of a generation.”) This is something that no Gen X-er would ever do, even if she wanted to. Even as a joke. And Dunham was definitely joking. I dig the gutsy self-aggrandizement of it and I dig that it made her extremely popular.

Most of Gen X would rather be authentic than popular. We would rather be true to ourselves than just about anything else. I wonder if, in addition to the small numbers of us, our general lack of interest in self-promotion is a factor in our invisibility. In a world where everyone seems to be shouting about how great they are, Gen X is sitting in the corner, making something totally cool that few people will ever see.

I wonder if this is part of why there have been so many think-pieces about how Gen X is going to save the world, how Gen X is our last hope, etc. I think this is how we like to be seen – as the quiet secret heroes – chronically underestimated but swooping in at the last minute to save (and astonish) a grateful world. This image appeals to us. But frankly, even after reading dozens of these articles, I have yet to be convinced that somehow Generation X has the secret world-saving serum. I’m pretty sure we’re going to all have to get together to get that done. Generation X would like to do it alone but this is a job that’s going to need all generations on deck.

This is Part 6 of a multi-part series. and

You can read Part 1 here Part 2 here  Part 3 here

Part 4 here

Part 5 here

Help a Gen X-er with this self-promotion thing

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