
Janis Joplin once crowed "Guess what! I might be the first hippie pinup girl." She was naming herself rock royalty for 1970s counter culture.
Over 30 years later, Zooey Deschanel is trying to do the same thing for Indie rock.
Deschanel is nothing if not a self-appointed, unadulterated Indie pinup girl. But unlike Joplin, Deschanel isn't trying to be tongue-in-cheek.
She's a calculated, unadulterated overdose of Indie. "(500) Days of Summer" seems to be an open declaration of her candidacy; it showcases her singing, feminine style and je-ne-sais-quoi to great effect.
Of course, Deschanel wasn't an Indie-pixie-princess back in 2003 when she co-starred in "Elf." She was just another blonde actress with a decent voice and a good sense for comedic timing. She should have faded into obscurity.
But somewhere in the last six years, Zooey (or one of her handlers, but that's a discussion for a different column) recognized an opportunity, an unfilled niche. It was a light bulb marketing moment.
One Erin Fetherston photo shoot, one folksy-pop "She & Him" album and some brown hair dye later, she was ready for her Indie crown.
But even as Deschanel is a divine summation of all things Indie, she is also indicative of everything that ruined the movement. A mere composite of everything that has previously proved to be marketable to Ray Ban-wearing Indie hipsters, she is more deserving of a place in Indie's obituary than its Hall of Fame.
Though originally driven by genuine creativity, Indie has since dissolved into a game of pandering to the lowest common denominator. Productions are no longer daring, but instead a regurgitation of tried-and-true plots, characters and jokes.
There was something more authentic about Natalie Portman when she played Sam in "Garden State," back before the movie studios discovered that doe-eyed, quirky-but-classy brunettes were an untapped goldmine and a box-office-guarantee.
But let us argue semantics for a minute. The duality between Indie and independent has been brewing for a long time now.
"Indie" originated as a abbreviated take on the word independent. However, it has come to give name to things that exist within the limited stylized spectrum of the movement. Meanwhile, "independent" refers to that which is produced outside the creative and financial control of corporations. The two are not mutually exclusive.
But much like "pop" (which derives from "popular," not bubblegum), Indie has become a word more indicative of its connotations than its literal meaning. Somewhere in the last five years, Indie went pop.
"A Mexican Werewolf in Texas" was a low-budget production that received a horror branding, even though it was certainly more creatively independent than August's gag-fest "Paper Heart."
"Paper Heart," lead by Michael Cera, features an overload of cute and a break-the-fourth-wall sensibility; in other words, "Paper Heart" is likely the most Indie movie ever made.
The difference between low budget and studio-produced is rapidly diminishing due to increasing quality of technology, decreasing costs of production and ease of distribution over the Internet; independent music and film is more available then ever. Even so, people still seem to prefer film and music that has been styled to look Indie to the genuine article.
It is becoming increasingly obvious that the Indie movement is not a love affair with the personal and non-corporate, but instead an addiction to a particular, contrived sensibility. For a movement founded on individuality, it has become a corporate marketer's dream laughably quickly.
Instead of branching out, perhaps even looking locally, individuality has been reduced to a race. To be unique is to find something passe by the time it hits the radio or DVD.
Meanwhile, the misnomer Indie continues to insist that individuality is essential. It has become a kind of modern mantra.
But being unique doesn't mean being very unique. If Fox Searchlight had any doubts about its ability to sell to a generation of kids supposedly hyper-obsessed with individuality, they were assuaged by "Juno" and "(500) Days of Summer." Both films did astoundingly well at the box-office by sticking to the Indie formula.
Heavy with imitators and short on anything fresh to imitate, the Indie movement is collapsing inward like a dying star. Deschanel isn't to blame, of course. She is merely the captain of a sinking ship.
Contrived and sold-out, Dechanel is ideally suited as the Indie poster child. Not a mere movie or song, she is hypocritical Indie personified.
Joplin reigned over a decade of free love, social reinvention and individual empowerment; Deschanel is the Marie Antoinette of the movement to sell individuality.
Let them eat "Juno."
Reprinted from my column in the Sonoma State Star.