The relationship between the fashion industry and rock ‘n’ roll has been a solid one for quite some time. Before we started wearing studded belts and dog collars and before the onset of grunge, rockers of the ‘60s paraded around in the hippie trends, and adolescent boys around the world emulated the Beatles’ mop tops. Yet between the secret handshakes of rock icons and aesthetic complicity, something awful happened – fashion purchased rock ‘n’ roll, lock, stock and barrel.

It used to be that hard-rock bands separated themselves from the pop genre not only by their music but also by trying not to dress like everybody else. But if what they say is true – that rock ‘n’ roll is dead – then rock’s successors have been living off its image like heirs to a trust fund.

“Artists” like Avril Lavigne have capitalized on this novelty, playing up their teenage angst and donning shirts with phrases like “punk rock” printed on them. Although punk isn’t even close to the style of music they perform, MTV and radio stations have been quick to capitalize on their phony images.

One can’t open a magazine now without being affronted by this trend. Models in high-end clothing ads pose with guitars. Countless companies have jumped on the bandwagon, glorifying the “rock ‘n’ roll” atmosphere to help sell their products. The musicians themselves often appear in fashion magazines’ glossy pages and on television as well, adopting the almost-cliche uniform of blazers and T-shirts, messy hair and jeans.

And then there is the apathetic attitude seemingly patented and sold among the hungry populous of creatively stale bands. Too cool to smile, these mediocre musicians reward their fans by glaring at the camera as though trying to convey a sense of depth (of which their creative pursuits generally fall short).

It used to be that hard-rock really was bad. It was rebellious, pissed off and dirty. It had a reason: to create something new in the world. The oddball fashions that resulted in dead breeds like the Sex Pistols and Kurt Cobain didn’t exist so they could cash in on movie/ticket/T-shirt sales. They believed in something, which is more than you can say for much of the alternative music these days.

Unfortunately, the time of inspiration is over. A wild child like Courtney Love, who used to stage-dive in her own tiaras and baby doll dresses, now struts about in designer couture and sings songs created by the same writer as Pink. The Rolling Stones, however legendary the band may be, will continue to tour and put out greatest hits anthologies until it’s captured every fan’s last dollar. The mainstream has swallowed whatever’s left of popular rock ‘n’ roll and will continue to market whatever is in its path.

But if a shallow lifestyle such as this does not appeal to you, there is an alternative. Turn off the television; switch off your radio. The musicians with the real ideas have long abandoned the shallow airwaves. Find them in the places where they can’t be so easily bought and sold.

Columns reflect the opinion of the author and not necessarily that of the Northern Star staff.