But I will do my best to address your thoughts.
BTW Don’t feel the need to answer every question I raise because some of it’s rhetorical anyway. I already have a perspective on this, but here’s more food-for-thought.
But very few know of Kim Sozzi or Kaskade with perhaps the only two strong names being David Guetta (who DJ's and doesn't sing on his tracks; most people think Chris Willis, the vocalist, IS "Guetta", and Cascada.)
As you know, this has been an ongoing problem for dance music since the early 90s.
Nobody would know who the heck DJ Jazzy Jeff is/was if Will Smith never put Jeff on
his TV show. Jazzy Jeff is a DJ. Though they started off as DJ Jazzy Jeff & The Fresh Prince, the latter of that duo – the “performer” – became the star. It’s Will Smith with the ongoing career, regardless of how great a DJ/producer Jazzy Jeff is/was. Will Smith (Fresh Prince) is/was the star.
I saw a reality show episode in which DJ Spinderella was still smarting (after all these years) about how she felt she never got the proper shine or respect as part of the group Salt ‘n’ Pepa. She was neither “Salt” nor “Pepa” so what does she expect? They rapped. Spin was just the DJ. And I hate to say “just” but that’s the reality.
Lisa Lisa & Cult Jam with Full Force (how’s that for a name) released many hits in the 80s. Most people probably couldn’t point out Cult Jam or Full Force (though FF had a number of decent hits on Urban radio). Lisa Lisa was the star. Full Force might have plucked her from out of Hell’s Kitchen and produced some fab hits, but to the average consumer it was all about Lisa Lisa and her appeal.
(Side note: The 3 acts above were often referred to as dance or under the dance umbrella in the 80s; there was lots of dance, whether R&B, house, synthpop, rap/hip-hop, etc)
All this to say, current “dance” music lacks long-term performers – singers, rappers, whatever. Performers with star quality and/or vocal/lyrical ability. People are still expecting the whole “DJ as the next big pop star” thing to happen when there is no precedent for that. I’m not saying anything new; it’s been repeated 1,000,000 times. We live in an “American Idol” society. People want to see vocal performers. And if the performer is not strong vocally – like Janet Jackson – that has to be made up for somehow (dancing ability, showmanship, superbly written and produced songs, etc.)
The only DJ-and/or-Producer-as-act “successes” would be C+C Music Factory and Black Box, and even they had set upfront “performers”. But of course when the Martha Wash scandals erupted, those acts fell in popularity. The music didn’t change sound; Cole and Clivelles’ work hadn’t changed. It was the sense that the connection fans had made with the “vocalists” was a fraud.
Pharrell and Timbaland might be examples (as producers) but they perform also. Some might say Daft Punk but in the U.S. they were essentially only minor successes.
So, I don’t see trying to turn Guetta or Kaskade into Drake or Jay-Z –like stars. If Usher, BEP, Lady Gaga, Beyonce, Ne-Yo, Ke$ha continued with the sound of their current or most recent hits then maybe they could become the “face” of the sound but I don’t think they will, including Gaga. Taio Cruz might have difficulty having sustained success in the U.S. Mike Posner possibly, unless he slips into one-hit-wonder territory. Katy Perry is OK, but she’s no Madonna or Janet or even Britney.
Plus frankly – and this of course is just my opinion – Guetta and Kaskasde aren’t that
great. Good perhaps, but not great. And there are a lot of established “good” rock, hip-hop, country, R&B, AC, etc. artists ready to fill up the charts at any moment, especially when the winds of musical tastes change. Dance needs to rise above mediocrity to have any continued success. “When Love Takes Over” was a decent song. “Sexy B” was successful mainly because of Akon and the title IMO; the music itself was average. I was hoping Guetta could step it up after that, but “Getting Over You” feels like a jump-the-shark song; we’ll see how it does. His collaborations are keeping him in the game, but I don’t know how much milk that cow has. Casacde is meh. I hadn’t heard her(?) music until very recently. Not memorable – the music or the artist.
I hate to sound negative, but if you multiply my sentiment by the tens of millions, you can understand the difficulty in dance getting a solid footing among U.S. music fans and consumers. And I like dance music and give it a chance; many people are just turned off by the genre and sound and won’t give it a fair chance.
I’d say just keep looking for good songs and artists and try to promote those. And in fact, if you look at the charts now dance sounds are dominating, so that should give a feeling of satisfaction. The key is how to sustain it long enough for some stars to be produced, if that’s your goal. This period now feels a lot like 1990/1991. Again, save for another post.
We can look at the roots of the history of the music and for the sake of the exploration, is rather fascinating.
It’s not just for fascination or nostalgia’s sake. There’s something to learn. What mistakes not to repeat. What success to emulate or repeat. What
actual music and sounds were popular – a simple thing people forget. What sold, when, to whom, under what conditions. What are the cyclical trends. What industry or technological developments have been positive or negative (BDS, SoundScan, Internet, file sharing, iPod, ppm, etc.)
For almost two decades “dance” has been flailing in the wind chasing after some unspecified success, acting as if the past is irrelevant, yet with some vague feeling that the past was better. What’s the sense of trying to recapture “the glory days” while thinking it’s best for the details of those days be ignored?
For example, you mentioned how radio stations changed format or focus in the early 90s splitting from “crossover” into pop and hip-hop camps. Why did that occur and what affect did that have? Does what happened back then have no relevance today, especially considering similarities?
What are past examples of successful “dance” radio stations? What music did they play, how were they successful, and how do they relate to or differ from radio stations today? Can past successes be repeated?
Do you think any of the marketing efforts of disco, house, and/or freestyle hurt those sounds?