That rock’n’roll, eh? It seems like it’s faded away sometimes, but it will never die. And there’s nothing you can do about it.
Yes, after last night’s much-tweeted and much-dissected BRIT Awards extravaganza at London’s The O2, it seems appropriate now to invoke Alex Turner’s wise words from the 2014 ceremony. With new and exciting guitar music continuing to intrude on what’s typically considered to be an invite-only party for the shiniest and most re-tweetable pop acts, it seems that the BRITs have started to slowly but surely reward good artists for producing good music. What a curious concept!
This year’s worthy winners were Tame Impala, who scooped International Group for their supremely innovative mind-melter of a third album, ‘Currents’. But, rather than receiving a warm round of sportsmanly (musicmanly?) applause online, many social commentators decided to instead take to their public forum of choice to voice either their a) bemusement, b) irrational anger, or c) general displeasure that someone who doesn’t occupy much daytime radio airplay or play safe, MOR to stadiums full of yes-men had the absolute cheek to bag a BRIT award.
It’s the same treatment that’s been dished out in recent years to the likes of previous BRIT winners Arcade Fire, The Black Keys and Laura Marling, so it wasn’t a huge surprise to see Twitter users uttering a collective, dumbfounded “who?” when Kevin Parker and co. ambled up on stage to collect their award. Because, really, who are Tame Impala? And what they done with my general understanding of award ceremonies?!
Am I the only person who didn't have a clue who tame impala are?! ?? #TheBrits
— Aaron Bumby (@Aaron_Bumby) February 24, 2016
Who the hell are tame impala??? And couldn't they have rehearsed their speech! #BRITs2016
— Tim Dean (@ThisisTimDean) February 24, 2016
— Siobhan #LoveTheLances ?? (@slinehan1) February 24, 2016
Who's Tame Impala? Are they like Quo?
— ???? ?????? (@NickHolmesPL) February 24, 2016
I literally have no idea who Tame Impala are… #BRITs2016
— Elliot Gonzalez (@elliot_gonzalez) February 24, 2016
There was particular astonishment in the U2 camp
Don't know who Tame Impala are but I know for sure that #U2 are the best international band ever and don't need an award to prove this.
— Cristeve_U2 ?? (@cristinagarbar2) February 24, 2016
who the fook is tame impala?
— fakebono (@fakebono) February 24, 2016
This roughly translates as: “TAME IMPALA BEAT U2 OH PLEASE NOTHING AGAINST THEM But It’s U2 FUCK!!!!” A compelling case made right there.
@richardosman I'm must be getting old as i've never heard of Tame Impala! I've heard of U2 tho! I'm putting a dvd on now!
— Geoffrey Orme (@Geoffre16075738) February 24, 2016
Quick, get the U2 DVD out!
David gets it, though.
Pop kids wondering who the feck Tame Impala are. They're like nothing you've ever heard: they're musicians. #BRITs
— David Easson (@DavidEasson) February 24, 2016
You tell ’em, Dave.