Hello Stereogum readers, and welcome to my humble blog zone. This is where I write about music – mostly of the electronic and rock and electronic/rock varieties – as it occurs in Portland, Oregon, and elsewhere. You got here because I posted some foggy ambivilences in regards to Target’s new indie rock ad campaign.

To be clear, I’m not trying to play punk-purist shot-caller (baller?) here, just pointing out something I stumbled on – scratch that, something that targeted me with lazer-sharp precision – and which seems to pack some kind of social relevance. In truth, a large part of me has no problem with this kind of campaign: if Target’s into it and the bands are into then that’s that, right? At least that’s what I told myself a year or so ago whilst playing a key role in a somewhat similar Nike campaign – so color me Fugazi? No.

But another part feels creeped out in a vaguely No Logo-ish kinda way. It’s one thing to place background music on a cartoon website, and another to create entire films dedicated to product-laden self-identification AND have real bands play in them (…right?). The difference is small but crucial, and probably has something to do with how convincing/realistic the “content” is, and the level of identification involved. I’m betting Jake and I have some of the same shirts, and I know we both like the Hold Steady. Or at least, I thought that was me…

So yeah: corporate culture, indie music, money, bands, Target. I’ll let you know when I figure it out.

In the meantime, those of you living in Portland should check out PDX POP NOW!, a free, all ages, local music fest I helped organize. It’s going down this weekend at Loveland, and it’s gonna be rad for reals. Oh, and yes, we’re corporate too. Damn.