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Monday, 1 February 2016

Grady Smith on country Justin Timberlake becomes the latest pop star to 'go country'

Timberlake was joined onstage in Nashville by Garth Brooks and joins a long line of pop stars looking to country music for inspiration and liberation

 

Garth Brooks and Justin Timberlake team up onstage in Nashville. Photograph: YouTube

Justin Timberlake got back to his roots during the Nashville, Tennessee, stop of his 20/20 Experience world tour on Friday night. The Suit and Tie singer, originally from Memphis, offered the Bridgestone Arena a surprise rendition of the Garth Brooks smash I’ve Got Friends in Low Places, and he sent the crowd into a joyous uproar when he brought Brooks onstage to sing a raucous 10-minute version of the song with him.

Brooks, clad in dad jeans baggy enough to craft at least two more of Timberlake’s skinny suits, gamely played along, even launching into the famous “kiss my ass” verse, which he rarely performs in concert any more. For Timberlake, the whole moment strangely worked, and the inherent goofiness of I’ve Got Friends allowed him to flaunt his playful and genuinely funny persona without feeling like he was in a Saturday Night Live sketch.

But is Timberlake ready to trade in his Tom Ford slacks for Wranglers? Well, it would be a stretch to say that the surprise duet, a well-executed piece of promotion for both him and Brooks, was a clear signal that Timberlake is ready to move beyond pop/R&B into new musical realms. But Timberlake’s flirtation with country music isn’t straight out of left field. While promoting Inside Llewyn Davis in late 2013, Timberlake spoke openly about his desire to get a foot in the door of Music Row. “There’s still so much that can happen in Nashville, and I look to the future and I want to be a part of it,” Timberlake told the Tennesseean. “And I’m not just blowing smoke.” On some level, whether in production or recording, Timberlake wants to go country, and the dapper star isn’t the only pop performer keeping an eye on the Southern epicenter of music culture either.

As Taylor Swift makes her transition from country to pop, it appears that a bevy of her new pop cohorts have their sights set on her former stomping grounds, at least as a point of major intrigue. Perhaps we’ll be hearing Welcome to Nashville pretty soon. Kelly Clarkson has gone out of her way to ingratiate herself to the country world, guesting on tracks by Jason Aldean and Trisha Yearwood, releasing a country single of her own featuring Vince Gill, and even launching a Nashville charity event, the Miracle on Broadway. In terms of cred, it doesn’t hurt that she’s married to the stepson of industry legend Reba McEntire, either.

Katy Perry has also built ties to country music recently, mostly through her endorsement of Follow Your Arrow singer Kacey Musgraves. Perry invited Musgraves on her massive, candy-coated Prismatic tour this year, and they collaborated on an episode of CMT Crossroads, during which Perry looked visibly thrilled to deliver real songwriters’ songs, full of wry wit and melancholy, without incessant belting. She said she’d like to record an acoustic album much like Musgraves’s one day. Miley Cyrus made covering her godmother Dolly Parton’sJolene a major pillar of her comeback, and newly minted pop royalty Meghan Trainor and Ariana Grande both performed at this year’s CMA Awards. (Given the dire lack of industry support, country music is running low on female superstars, and the women of pop are typically welcomed to awards shows with open arms.) Older stars like Sheryl Crow, Darius Rucker and even Lionel Richie have been able to extend their careers and expand their audiences by immersing themselves in the Nashville music scene.

It’s no secret that the genre distinctions between country and pop have blurred in recent years. As pop has moved in the direction of EDM and hip-hop, country music has filled the traditional pop void with stars like Sam Hunt and Lady Antebellum. Pop hits like Avicii’s Wake Me Up and Pitbull’s Timber reference America’s roots music legacy, and country hits like Jerrod Neimann’s Drink to That All Night have been remixed with guest spots from Mr Worldwide himself. But there seems to be a distinct difference of perspective in how the two genres view each other. For pop stars like Timberlake and Perry, country music represents a kind of incisive storytelling not possible at the dizzying heights of global superstardom. It’s substantive and nuanced in a way that the most broad, anthemic pop hits can’t be. But for country stars like Neimann and Florida Georgia Line, pop music represents an enticingly raunchy and party-primed method of engagement, free from the moral foundations and traditional instrumentation of country.

The irony here is that, at the moment, pop music is far more substantive than mainstream country. If the bros of country really wanted to emulate pop, they’d be releasing songs about body image (like All About That Bass) or high school social structures (such as Lorde’s Team) or strained parent-child relationships (Imagine Dragons’ I Bet My Life). And if Timberlake wanted to win at country radio, he’d merely need to make a song about trying to pick up a Southern dime in Daisy Dukes. But music’s biggest stars, like the public at large, don’t want to be restricted by any kind of social or artistic definitions, and so genre pretexts really don’t matter. For these musicians, branching from pop to country or vice versa isn’t just a flight of fancy – it’s liberating.

Justin Timberlake buys his own social network with Myspace investment

Singer turned actor Justin Timberlake takes a stake in $35m purchase of Myspace from News Corp

 

Justin Timberlake has taken a stake in Myspace after News Corp sold the social network for $35m. Photograph: Kevin Winter/Getty Images

Justin Timberlake is to take a "major role" in the new direction of Myspace after he emerged as one of those behind a $35m deal for the ailing social network.

The singer turned actor, who starred as Facebook investor Sean Parker in the Hollywood hit The Social Network, took a stake in Myspace along with the online advertising company, Specific Media.

The unlikely entrepreneur will "lead the business strategy" for the fallen social network, the Specific Media chief executive Tim Vangerhook, said on announcing the $35m deal on Wednesday evening.

Myspace has shed billions of dollars from its price tag since it was dethroned as the dominant social network in 2008. Rupert Murdoch's News Corporation agreed on Wednesday to sell Myspace for a fraction of the $100m it was seeking – a sign of the site's dramatic fall from greatness.

News Corp will retain a minority stake in Myspace after putting the struggling social network up for sale earlier this year, engaging investment bank Allen & Co to find a buyer.

In an interview with AdAge, Vanderhook said Timberlake, 30, had put his own money into buying Myspace, but refused to disclose how much. He confirmed that the former N Sync singer will have an office in Myspace but that he was "probably not going to be there every day".

Asked whether he thought Timberlake had been inspired by his star turn in The Social Network, Vanderhook said: "I don't think it was so much that – that was just ironic. He's really passionate about how can he create a better community."

Timberlake said in a statement: "There's a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff and just connect. Myspace has the potential to be that place.

"Art is inspired by people and vice versa, so there's a natural social component to entertainment. I'm excited to help revitalise Myspace by using its social media platform to bring artists and fans together in one community."

Just this week, Parker said Myspace's fall from grace was down to it being a "junkheap of bad design", while Facebook blossomed with lots of new features.

He told TV host Jimmy Fallon at the NExTWORK conference: "They weren't successful in treating and evolving the product enough, it was basically this junkheap of bad design that persisted for many many years. There was a period of time where if they had just copied Facebook rapidly, they would have been Facebook. They were giant, the network effects, the scale effects were enormous."

Myspace is expected to shed more than half of its 500 remaining staff as part of the deal. The layoffs follow a 30% staff reduction in April last year, and a further 47% cut in January. Two years ago Myspace employed more than 1,400 people.

News Corp bought Myspace in 2005 for $580m. In 2006 Google signed a $900m deal to sell ads on Myspace; by 2007 it had 300m registered users worldwide and was being valued at $12bn. By November 2010 the user figure had fallen to 91m.

Facebook passed Myspace in terms of numbers of users two years ago and is now approaching 700m globally. As people dropped Myspace, so did advertisers. Market research firm eMarketer estimates that the site will earn about $183m in worldwide ad revenues this year, down from $605m at its peak.

Specific Media, a US digital advertising company founded by brothers Tim, Chris and Russell Vanderhook in 1999, said it planned to work with Timberlake to turn Myspace around by making it "the premiere digital destination for original shows, video content and music".

The company added it intended to use Myspace's infrastructure to "deploy socially activated advertising", enabling brands to take their campaigns viral by allowing users to share ads with friends.

News Corp's Myspace sale comes as a new generation of internet firms are attracting sky-high valuations. Zynga, the online games developer behind hits including CityVille and FarmVille, is planning an initial public offering that could value it at $20bn. LinkedIn, the business-focused social network, has already gone public and is valued at $8.6bn. Next year Facebook is expected to go public – analysts have estimated it could be worth $80bn or more.