This chapter ‘The British Invasion Continues and America Reacts’ from the book Rock Music Styles a History explores the relationship between the Mods and their favourite music. The Mod subculture was influential in determining a bands image and their repertoire. The article explains that bands such as The Who specifically cultivated their image to attract a Mod following. Their manager Pete Meaden was a Mod himself and he got the band to change their name to the High Numbers, wear clean cut suits, get haircuts and change their majority of their musical output to Motown. The Motown sound was very popular with the Mods. Their most memorable hit My Generation (1965) was based on the amphetamine taking Mod subculture. The lyrics were stuttered as the Mods had a reputation for being inarticulate. This song was well received by the Mod culture as the lyrics represented their values and beliefs. The Mod subculture of amphetamine taking and a fast lifestyle matched well The Who’s violent and unpredictable live music. The Kinks another band of this time period also had a Mod following but to a lesser extent. The Kinks were known for taking a dig at their Mod fan base. Their song A Well Respected Man took a dig at the Mod subculture then they further insulted them with the song Dedicated Follower of Fashion which insulted the Mods fashion interests. This chapter gives a totally different viewpoint compared to the last two texts. This chapter is from the perspective of music history and the Mods influence and interaction with it. This chapter with the last texts gives a rounded perspective of the Mods subculture.
Link to UQ library Call no. ML3534 .C45 2008
List of Works Cited
Charlton, Katherine. Rock Music Styles: a history. 5th ed. Boston: McGraw-Hill, 2008.
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