Shut The F*** Up Whiskey Riff, Country Music DOES Have a Definition
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WARNING: Some Language
You know, there used to be a time when I thought the worst the country music writing community could do was Taste of Country, or Alison Bonaguro over at CMT and her pom pom waving for every pop country ne’er-do-well who came down the pike.
Today, these writers and outlets feel almost like brothers and sisters in arms compared to the spastic and data-driven viral content farms that have moved into the country music space to exploit the loyalty, enthusiasm, and pliability of country music fans for their revenue-centric business models whose sole purpose is to deliver eyeballs in the targeted demographic to their advertising and manufacturing partners. To sites like Whiskey Riff, country music might as well be toilet plungers or Revlon cosmetics. It’s simply a commodity to be exploited for profit. And if they lie, over hype, dumb down the populus, or burn country down on their way out the door, as long as they’ve made their nut, they couldn’t care less.
This was on display when the founder of Whiskey Riff—which is really nothing more than an apparel company looking to piggy back off the popularity of country to sell their bullshit—decided he needed to cue up a blank page, and fill it with the most irresponsible and ill-informed dreck one could come across on the country music internet, and title it, “There’s No Definition of ‘Country,’ So Shut The Fu*** Up“
Steve Gazibara’s attempt at a rant against traditionalists was really an exposé on his true colors, and his lack of knowledge on what country music really is, even as he tries to sell himself to his readership as a voice of authority. Of course there’s a definition to country music. Dictionary.com defines country music as:
A style and genre of largely string-accompanied American popular music having roots in the folk music of the Southeast and cowboy music of the West, usually vocalized, generally simple in form and harmony, and typified by romantic or melancholy ballads accompanied by acoustic or electric guitar, banjo, violin, and harmonica.
But Whiskey Riff and Steve Gazibara aren’t just telling some angry writer at Saving Country Music or some disgruntled traditional country fans to “Shut The Fuck Up” about the definition of country music, he’s also telling that to the country music legends whose life work went into defining the genre for generations, and who left their own words behind on what goes into making country music something more than just a simple form of entertainment to pass the time.
Perhaps if Steve Gazibara had ever been to the Country Music Hall of Fame in Nashville, he would have noticed that etched into the very cornerstone’s of the massive building are quotations from country legends such as Hank Williams, Waylon Jennings, Dolly Parton, Merle Haggard, and Conway Twitty, explaining what country music is to them. And beyond the words themselves, it illustrates what Steve Gazibara and others fail to grasp about country music, that it’s not just a commodity or even a form artistic expression. It is an integral part of people’s lives and has been the foundation for their cultural identities for generations. It’s what binds them to their homes and ancestry, and is interwoven into the very fabric of who they are as people.
And so when someone attempts to unravel all of that, whether it be artists like Kane Brown and Sam Hunt rapping over an electronic drum beat, or some backwards baseball cap-wearing Millennial with a few marketing smarts that moves in to exploit the country space for monetary gain, you’re damn right they stand up in steadfast opposition to say, “That’s not country!”
“Country music is music with a lot of class. It’s just ordinary stories told by ordinary people in an extraordinary way.” — Dolly Parton
“You ask me what makes our kind of music successful, I’ll tell you. It can be explained in just one word: Sincerity.” —Hank Williams
“Country music isn’t a guitar, it isn’t a banjo, it isn’t a melody, it isn’t a lyric. It’s a feeling.” — Waylon Jennings
“Country songs are the dream of the working man.” —Merle Haggard
“A good country song takes a page out of somebody’s life and puts it to music.” — Conway Twitty
The sad part about Gazibara’s piece is he actually makes some decent points within it. Yes, purists are fools for laughing off William Michael Morgan and his song “I Met A Girl” just because Sam Hunt was one of three co-writers on the track. Yes, the racists who bring up Kane Brown’s skin color should be kicked to the curb. He even tries to tie what country music is to a feeling, but falls short, and puts it all under such an irresponsible title, it erodes any intelligence the piece may contain. His premise that country music, in the present or past, is somehow indefinable is basically asserting that it’s meaningless, or indistinguishable from any other genre of music. Which if you listen to country radio today, is not an unfair assessment, but also undercuts the hundreds of artists out there making country music authentically, and their fans, which according to sales numbers, are on the rise.
People are searching for authenticity, and they’re not going to find it on any of these viral content sites. And for them to assert that country music has no definition is dangerous because it cuts the legs out from everyone flying the country music flag. Without country music, all they are is a bunch of douchebag white guys live-tweeting The Bachelor and writing articles like The 36 Things That Happen When You Get Drunk on Fireball. After we all, we know only Rita Ballou is allowed to live tweet The Bachelor.
And if you think that’s an opinion born of jealousy, just understand I take pride in not trying to become the Wal-Mart of country music, and knowing that quality is what sticks around for the long haul. Besides, where are the trends headed in country music? The songs and albums that are regularly under-performing these days are coming from the Bros who read sites like Whiskey Riff, while the music setting the pace for country is coming from folks like Chris Stapleton and Sturgill Simpson. Sure there’s still exceptions, but 2017 is going to be very interesting for seeing where the whole Bro-Country thing goes after obviously implosions from many of its founding artists. Folks have moved on, and so should the media.
You think anyone’s going to ever etch “There’s No Definition of ‘Country,’ So Shut The Fu*** Up.” in stone like they did the sainted words of Waylon, Hank, Merle, Conway, and Dolly? Of course they won’t, because not only are those words as fleeting as the songs and artists a site like Whiskey Riff promotes, they’re flatly incorrect.
January 9, 2017 @ 9:20 am
Willie Nelson “A lot of country music is sad,” he notes softly. “I think most art comes out of poverty and hard times. It applies to music. Three chords and the truth—that’s what a country song is. There is a lot of heartache in the world.”
Waylon said, it’s a feeling, Hank said sincerity. That’s what I want in my music, even if it’s a good timing party song. “All My Rowdy Friends” had a sense of sincerity about it. “Friends in Low Places” had a feeling of how we’d all kind of want to react to that situation.
The best country music sings about real life without pandering. Country music does indeed have a definition, if one is doing it right.
January 9, 2017 @ 9:22 am
I am so glad someone finally said something about this site. Bobby Bones RT’s them all the time (which is red flag right there) but it’s the shit they put out. click bait… I don’t believe they actually know half of what they put out, they just want to fit in, they want people to think they are cool. Most of the content is basic – nothing you really learn from, and they’re constantly forcing their apparel down your throat, all while claiming they’re the best country music site ever. I highly doubt they have a Kane Brown Album or listen to most of the music they promote, but as long as Bobby Bones is sucking their nut, who really cares. They are exactly what’s wrong with social media. I unfollowed them a long time ago when they accused Stapleton of being OVER rated lol.
January 9, 2017 @ 1:53 pm
Actually in October of 2015 they said Stapleton was one of the most UNDER appreciated artists in country. If you do a search on the site, they have like 300 posts about Stapleton, many are awesome unreleased songs.
Link to Stapleton love: http://www.whiskeyriff.com/2015/10/06/the-7-most-underappreciated-country-artists-today/
January 9, 2017 @ 2:01 pm
Jenny,
This was after they had made some FB comment about Stapleton. They have been around for some time and weren’t fans of Chris. They deleted that comment I am sure and all of a sudden were all supporters of him, right after he won the CMA! It’s all click bait. That’s all that page is about.
January 9, 2017 @ 9:23 am
I read that article. Ugh. Trying to support your argument of Kane Brown or Sam Hunt being a country artist by having your example be Kane covering a George Strait song and saying that Sam Hunt co-wrote I Met A Girl does not strengthen it. It helps prove everyone’s point. Sam Hunt might have songwriting ability, but that doesn’t take away from the fact that his songs are played in clubs in between Drake and Nicki Minaj. Kane Brown having a good voice and being able to sing George Strait does not take away from the fact that he releases sorority pop songs. He was not saying their music is good. He proved everyone’s point that these (sometimes) talented artists are slaves to their label and will release songs aimed at their 15-25 year old female demographic.
January 9, 2017 @ 10:14 am
Sam Hunt should have stuck to foosball.
January 13, 2017 @ 8:10 pm
LOL! And I may hear some tonight between Drake and Minaj.
Another thing is is VERY RARE in country music is a remix. Sure you had the extended dance version in 90s of Boot Scootin’ Boogie and others but I mean a remix where a DJ takes a song and murders it with thier own beats. Sam Hunt has been remixed ya’ll.
January 9, 2017 @ 9:38 am
Yeah, if you wanted to be trendy and cool and thought country music was the next big thing but didn t have a country bone in your body this is probably what you would write. Even after the title of Steve’s article he multiple times redefines country music… so that it includes him.
“The curve of the bill on your cap, or the fit of your jeans, or the brand of boots you wear does not make you country. It never will. ” Steve The city boy.
This is what we have been tryin to tell you assholes this whole time, now you want a ride on the bandwagon, hell no.
I grew up on farm, helped raise cattle and chickens, grandpa followed George Jones around Texas, been so poor didn t have central air/heat or lights in my shared room, bbq on the ground with rocks and sticks, worked at a real job (ironworker) for barely enough pay to even exist,I am actually from one of the most countryfied states in america,TEXAS, and on top of has been country music fan my whole life not just when it’s cool. Take your Google knowledge that you think makes you country and shove it up your ass Steve. Fake ass city boy.
January 9, 2017 @ 10:01 am
So because I’m not from Texas and because I wasn’t born and raised on a farm, I’m not entitled to an opinion about country music? Maybe because people like you tell them they’re not country, they like to find their own definition of country.
I hate pop country, bro country, and every stupid sorority party country song out there, but they aren’t country because their idea of country music is wrong, not because of where they are from. But just because I was born in a city suburb doesn’t mean I should have to listen to shitty urban music. I love country for its messages about love, hard work, and the American dream.
January 9, 2017 @ 10:14 am
Everybody is entitled to an opinion about country music. That is why I put such an emphasis on the comments section at Saving Country Music. And country music can come from anywhere, as long as it’s underpinned with authenticity. That’s why I regularly highlight artists from the north, Canada, Australia, Europe, or anywhere good country music can be found.
But when you say “There’s no definition to country music,” you cut the legs out from under ALL of that just to publish a buzzy headline you know will receive a bunch of clicks. Without country music, there is no Whiskey Riff. Show a little respect for the institutions that put food on the table, and the artists and entities who came before you to make all of this possible.
January 9, 2017 @ 10:32 am
Yeah Trig, I was referring to Jacob’s original comment. I agree with what you’ve said. I’m stating that he said that because he was born in Texas and worked a “real” job, he believes he knows more about country music than others. Just because I’m from a suburban city, does not mean I know more about rap or alternative or whatever comes from where I’m from. I know nothing about it. I listen to pretty much only country, but he makes it seem that I can’t have an opinion or judge it because I’m not a purebred Texan.
I don’t agree in creating your own definition of country or changing it, but chastising people because of where they’re from is going to make them want their own feeling of country, even if it’s shitty pop music poorly disguised as “country”
January 9, 2017 @ 10:50 am
Fake ass city boy, I Never once said in this comment “what’s not country”, just one thing that is. I called Steve, (which if you checked his site like the other commenters, you would know it’s true), a fake ass city boy. It is intended as an insult and the best insults show the person to be the thing they don’t want to be most of all. Don’t take it so hard that you aren’t legitimately from the country, you’re still country man, we all know it now buck up son, have yourself a fresca and relax.
Yes you can be country from anywhere, any color, ect… But not with the mindset this guy has, or any of the other common violators (Sam kane luke), they are exactly not country because their idea of country is WRONG. They just pick and choose the fun and trendy parts,(four wheelers, beer, party, kidding, girls) and leave out the gritty truth (poverty, loss, heartbreak, disillusionment,hate, meth, addiction, regret, choices, but also loyalty, pride, roots, and obligation).
January 9, 2017 @ 1:52 pm
Ah, well I misinterpreted your comment. Keep on keepin’ on!
January 9, 2017 @ 9:46 am
I followed the link and clicked around on that site a little. The same author posted a video of a guy doing a cover of Chris Stapleton’s “Tennessee Whiskey”. Didn’t mention that Stapleton’s version was a cover itself. Probably didn’t know, as far as that goes. And he definitely didn’t care.
January 9, 2017 @ 9:53 am
That’s what bothered me about their site, is they try to loop Chris Stapleton is, because why wouldn’t they, that’s what bandwagoners do when someone is trending, and they almost knew nothing about Chris. I clicked on a few more of their articles, and it’s completely generic and they try to be funny but demean their “fans” by saying “if you don’t like this then Fuck You”. Completely garbage. Seems they are doing this for the wrong reasons and we all know that never last long
January 9, 2017 @ 10:36 am
I noticed that also. I wonder if “regular” readers of that site noticed. Probably not
January 9, 2017 @ 10:01 am
YES! I’ve been waiting for you to rip this site apart. It’s appalling what they believe about country music over there.
January 9, 2017 @ 10:20 am
I think we all need to recognize this isn’t just Whiskey Riff. They have tapped into a mentality that is caustic to the country music environment, and could undercut country once these trendy interlopers move on to the next hot thing. Whiskey Riff isn’t a country music website, it is an apparel brand that exploits country music for attention. Anyone in apparel will tell you most clothing brands last a few years and then burn out. It’s very few that stay around to become legacy brands. There are now a handful of these similar sites that have set up shop and have artists and industry paying attention because they think that where they have to go for the fans. But what are the long-term ramifications?
Whiskey Riff can do whatever they want. I understand, pop country fans deserve media attention to, and that’s fine. But when you decide to run down the good name of country music, as Merle Haggard once said….
January 9, 2017 @ 10:39 am
You’re absolutely right, it isn’t just Whiskey Riff – I see a lot of sites wanting clicks by making the title more than it is. The thing about their site is they claim to be the #1 country site – which seems to be important to them, but they do no diligence on the artists they’re promoting (especially when it comes to Stapleton). They get B level artists (Jake Owen, Kip Moore, Bobby Bones) to wear a hat or shirt (I am sure after completely hounding them) and then post the pic, almost as if they’re bragging “Hey Look at this B-Lister wearing my shirt!!” Not the worst way to promote selling apparel, but have your website based on that, and not producing articles with no substance or research and calling yourselves the best “country” site. B/C it isn’t the best site. I do think there will be ramifications and nobody will remember them, if they continue to go the route they are; just like bro country, people start realizing when something has little depth.
If someone like Kane Brown and Sam Hunt, that’s completely fine, that’s the beauty of music. But to disrespect the country genre by telling people to shut the fuck up – is one of the worst things I’ve seen happen in a long time.
January 9, 2017 @ 3:44 pm
This is one of the many reason’s I’ve never sold merch, even though I would probably be a much richer man now if I did.
If you’re really about supporting music, direct someone to purchase a band’s shirt or album, not some 3rd party middle man.
January 9, 2017 @ 10:21 am
I just looked at his twitter.The whole thing is nothing but lame retweets. He’s incapable of forming his own thoughts,and probably heard Bobby Bones say it.
January 9, 2017 @ 11:02 am
As a first time commenter, let me say first how much I appreciate this website. I have learned so much about so many wonderful musicians that my life is now so much richer!
My question, and forgive me if you’ve answered this before, is what your definition of country music is. The dictionary definition and those of some of the founding figures leave me unsure I know what you mean. Do you combine the two? e.g. lyric authenticity, sincerity, played in the musical style outlined by the dictionary definition? I mulled this over last night listening to my hero, Ray Wylie Hubbard’s Up against the Wall Redneck Mother and puzzled over his insistence in a recent interview that “I’ve never been a country singer.” What did he mean? Lost Train of Thought not country? Is he just bullshittin’? I suppose he’s the one I need to ask but thought you might have a thought…
Merle’s Okie from Muskogee and Ray’s Redneck Mother–are they both country? Are they battling over the definition?
Anyway, you see my confusion and I don’t necessarily expect a response from you. Again, mostly just to say thank you for what you do. Your introducing me to Sturgill is a gift for which I will always be grateful.
January 9, 2017 @ 11:58 am
>>I mulled this over last night listening to my hero, Ray Wylie Hubbard’s Up against the Wall Redneck Mother and puzzled over his insistence in a recent interview that “I’ve never been a country singer.” What did he mean? Lost Train of Thought not country? Is he just bullshittin’?<<
You know, this is a perfect quote to contrast these points of view.
I think what Ray Wylie Hubbard is saying here is not that he doesn't sing country music, but that he chooses not to define himself that way. This allows him to write and record what he wanted without disrespecting the genre.
Today you've got guys like this Kane Brown who really doesn't do much country but is capable of knocking out a decent George Strait cover, so he gets to call himself a country artist. Sam Hunt is mostly a William Shatner impersonator, but he's got a writing credit on a legitimate country song and he's from the south so he gets to call himself a country artist. And if you don't go along with this you're disrespecting the artists and their fans.
I guess it's a generational thing.
January 9, 2017 @ 3:50 pm
Hey Clark,
I think the most important thing to understand is that there IS a definition to country, even if that definition is something different to all of us. I actually thought the definition form Dictionary.com was pretty spot on. The reason I also included all the quotes from the country stars is to illustrate that country music is one of those “I know it when I hear it” kind of things. It’s okay if we debate back and forth what country music is. What’s not okay is to say that it basically doesn’t matter what it is, or that it’s ostensibly nothing.
January 10, 2017 @ 5:04 am
Don’t you think Ray sees himself as a blues and folk guy first? I like to refer to him as the quintessential pagan country artist….actually, the only one. But obviously with his Lightnin bass thump with his finger picking and his hippie life….sounds country to me.
January 10, 2017 @ 9:04 am
Yes, definitely, bluesy as hell and Texas folky all the way. But I love this quote of Ray’s from the book Cashville: Dilution of Original Country Music Through Increasing Commercialization:
“What we lacked in talent, we made up for in attitude. We’d go into these serious country bars and play Hendrix. Just to see what kind of reaction we could get”
Do we have a top 10 badass moments for Ray started yet? This surely goes on the list! And a guy with enough respect for the country tradition to say he’s not a country singer sure sounds country to me!
January 10, 2017 @ 11:36 am
Ray Wylie Hubbard is many things. Songwriter, storyteller, singer, spoken wordsmith etc. I caught his live show and couldn’t help but notice how he has a basic formula that runs throughout. He starts with a hypnotic repetitive blues guitar riff that lulls you into listening, then he brings that spoken word style in and uses that amazingly rich voice to seal the deal. He could sing about making a bologna sandwich and it wouldn’t matter, we’d listen. But his lyrics tell stories and take you with him on a journey. He’s one of the most captivating cats out there. I was literally mesmerized. Is he country? By some defintions, yes, but I prefer to call him a storyteller.
January 9, 2017 @ 11:04 am
I think country music does have a definition, though it is somewhat malleable, and has changed through the years (1950’s country and 1990’s country don’t sound the same, and it’d be weird if they did). I think it involves topics, and instrumentation. I do get nervous though when we start including/targeting clothing or a look: backwards baseball caps, tight jeans, baggy jeans etc.
January 9, 2017 @ 11:11 am
Go to their Instagram they rip off other accounts by using their memes.. they wish Elvis a happy bday but haven’t mentioned Elvis once. Everything is they post is for likes or clicks. It’s obvious. Wouldn’t give this site any more attn than you have it’s what they want. They wouldn’t know a good country song if it hit them in the face. Probably fans of cole swindell
January 9, 2017 @ 11:15 am
Yeah, they’re already thanking me on Twitter. I have no interest in getting into back and forths with these dudes. But I couldn’t keep the bile down over that irresponsible headline any more.
January 9, 2017 @ 11:21 am
The article on Whiskey Riff is painfully shallow. I wonder if the author believes that other genres likewise “have no definition”. If yes, I wonder what he thinks a “genre” is. If no, why is country different from other genres?
January 9, 2017 @ 11:39 am
He did the article and titled it that way because his man Bobby Bones loved it and they wanted a RT. That’s all they are in this for. Normally I wouldn’t care because whatever, but this site bothers me because they are using good country artists as click bait (Stapleton) and for click bait only.
January 10, 2017 @ 12:10 pm
Not only are they thanking you, they’re boasting about how you talking shit on them has made their follower’s list grow and sales off their apparel has only increased. These guys are way douchier than I thought. I would really love them to get further exposed why are people buying a product that doesn’t even know what they stand for themselves?
January 9, 2017 @ 11:35 am
I have a question – so the new comers (or not so new I guess) like Jason Aldean and Luke Bryan before they sold out. I liked that stuff. Is that not country? Country music evolves and is bound to sound different than the Johnny Cas/Waylon. What about 90’s country…(my personal fave). I see artists like Eric Church (who may not be ideal vocally) but he respects the genre, though his music isn’t what I would call classic country. But is there such thing anymore aside from Frank, Sturgill, Chris, Jason Isbell? What about those artists who respect the genre, write songs that mean something, but don’t have the sound of traditional country per se. Curious your thoughts
January 9, 2017 @ 11:46 am
I don’t know about a definition of country music, but if you can’t appreciate the foundation of music that was laid down by the Carter Family, Jimmie Rogers, Bob Wills, Hank, Merle, Cash, and countless others, you have no business opening your mouth. Have some respect for the music, Jeez.
“There are only two kinds of music. The Blues and zip-pe-de-do-da.”
January 9, 2017 @ 12:04 pm
OK folks, here you go – the term “Country Music” has been hijacked by record labels, media spinners, ad agencies and the like. I don’t think you’re getting it back. Bitching about it on a blog will not wrestle it loose from their grubby little hands. The good news is that the music is still very much alive and well. The best thing you can do is support the music and the musicians. I’m really not talking about the few that have broken through to mass awareness, but I’m referring to the up and coming guys & gals that are working the road and in the clubs. Go to their shows even if you don’t feel like it. Do you think they’re crazy about playing every shithole around for 12 people every night? Buy their CD’s & t-shirts. Go up after the show and thank them and shake their hand. Offer to park their van and trailer in your driveway if they have a couple loose days in your town. Promote all sites like SCM as a forum to help launch new careers. If necessary, start a movement to come up with and define a term such as “Traditional Country Music” that will enable like minded people to gravitate towards music and musicians that embody the authentic Country Music that we have enjoyed for many years. Stepping off soapbox. Thank you for your time and consideration.
January 10, 2017 @ 5:02 pm
You’re welcome.
I think Trig’s point is pretty simple: country music is a tradition. You don’t throw a bunch of ingredients together and pronounce it “country” because neener neener you can’t stop me. Or, you can, but you’re just another dumbass. Country music grew out of specific people and places, and then out of the people and places who played with them, and out of the people and places who loved them. It’s kind of like family and relatives. It’s a tradition.
January 9, 2017 @ 1:52 pm
The shit on their website is, well, shit.
January 9, 2017 @ 7:18 pm
This is the MOST DRAMATIC ROSE CEREMONY EVER!
January 10, 2017 @ 5:06 am
“I’d rather be an old fart, than a new country turd”
February 10, 2017 @ 11:59 am
I mostly agree with Whiskey Riff honestly. Times have changed and there is going to be a generation of fans for whom Luke Bryan is their ultimate star. I can’t stand Luke Bryan (or Puke Bryan, as I call him), but it is what it is. Granted, I think there is something to be said about it getting a little stale after a while, and that maybe there could be a few more traditional style country artists on the airwaves, but at the same time, there are artists being played on popular country stations every day who are pretty country. Dierks Bentley, for instance, has had several No. 1 hits over the years. I live in Nashville and hear Miranda Lambert, Brandy Clark, Eric Church, and Chris Stapleton pretty regularly on the radio.
So yeah, while country purists do have a valid point to make, I don’t think cherrypicking is really going to bolster your point when there are great new artists coming out of Nashville every day that are very country.
Also, while I think that there is a set definition of country, I think the finer points of what it is is subjective for everyone. Just my take, personally.
February 10, 2017 @ 1:47 pm
“I mostly agree with Whiskey Riff honestly”
“I think that there is a set definition of country…”
But Whiskey Riff said there was no definition of country.
I think we’re all in agreement that better stuff, and more country stuff is beginning to bubble up more on mainstream radio, and that artists of substance are seeing more opportunities, but that’s sort of beside the point.
August 11, 2017 @ 7:39 am
Thanks for the great article! Lately I’ve been bangin’ my head on the ‘sincerity’ part of all this country music is going to pot rhetoric. I truly want to be convinced that this new movement is sincere, real country; but I’ve realized the problem didn’t start with Garth. It started with my hero – Waylon. Remembering that ‘Are you ready for the country’ is actually a cover, and the original Young song is clearly about a fear of traveling through the country. Back to Hanks word. Sincerity ‘the quality of being free from pretense, deceit, or hypocrisy.’ Covering Youngs song was not O.K. and quite the opposite of sincere, even if he did change the meaning. Waylon seems to have sang whatever would sell. There is no sincerity in that. I think a lot people have that ‘old man syndrome’ ‘grass was greener’ complex going on. I think country can stay sincere, but we need to vigilante consumers, that pay attention – other wise this whole genre will look foolish.