Yeah, the politics are the part I hate the most. Rock stars are frequently, um, not the smartest people in the world, and while everyone complains about dumb Twitter arguments these days, the Twitter-level "social consciousness" of that era of music makes me cringe. It was essentially a fashion accessory no different than a tie-dye headband or one of those rubber bracelets the kids wear to "support" a cause. I sometimes hear a celebrity say something I agree with and I think "STOP HELPING, YOU'RE MAKING OUR SIDE LOOK LIKE IDIOTS!"
About the only "statement" I really dig from those days is Jimi playing the anthem. He had a lot of pain and a lot of pressure on him and I can feel it. My son thinks it sounds awful, which it does in a way. But that's kind of the point.
I do think you're right about youthful rebellion being co-opted. The constant increase in effort to shock bourgeois parents meant that I could listen to a lot of my dad's stuff as a child, but my kids don't really get to hear a lot of the stuff from my youth, when profanity and really explicit sexual lyrics were a thing. Plus kids these days are so PC and hung up about sex, if you showed up on campus with a pinup on your bass you'd probably be facing a mob. Which would be a sufficiently weird inversion that I'd like to try it sometime.
I don't think the political message was so much articulated by the musicians back then. My recollection was it was more that certain songs were adopted as anthems by the political movements. But whatever. It's all in the past now.
As far as co-opting goes, that's the American way. I forget who said that the thing that makes the American way of life virtually unassailable is the American practice of absorbing the totem of any social movement or revolutionary trend, reprocessing it, and turning it into a consumer product. Whether your movement is wearing tie dye or camo, you can be sure you'll be able to buy it on 5th Avenue at all the chichi shops within a few months. New style of music like punk or rap? No problem. There will be 200 "me too" bands appearing on America's Got Talent within six months. Write a book? The hack writers will cop your subject, arguments, and style before you know it. And dozens more will claim you "stole" their song, story, look, or idea - and possibly sue over it before the year is out.
The USA is like the tar baby. Hit it and it takes the punch, sucks it in, and then spits out something you can buy on Amazon. Even the tragedy of 911 spawned entire industries offering everything from keepsake mementos and flags, to survivalist supplies and training programs.
Look at how polluting technologies adopted and perverted the term "green." Or how the food industry got legal definitions instituted to make sure the term "organic" can be applied to many foods that are anything but. Reframing the debate, and redefining terminology, is a constant process in our society. The specter of Newspeak dwells among us. No two ways.
Up against a machine that commoditizes and monetizes everything that gets thrown at it, what chance does 99.999% of all music stand?
It's very different now. If the next generation doesn't see things the same way as the dinosaurs might it's hardly surprising. And really not something to blame them for. It was our failure to educate that's mainly at the bottom of it.
Or so I think. And I could be wrong.
So yeah. Brave new world indeed.


