What Is America? We Don't Know Yet (mp3s)

1. Experience (2:29)
2. Now that's MORE Like It! (0:32)
3. Innovation (3:04)
4. Something Big Is Coming (2:32)
5. Rolling Emotion (1:24)
6. Concours (2:50)
7. Fun and Functional (2:09)
8. Chevrolet Proud (3:31)
9. What Is America? (2:26)
10. America in Motion (6:11)
11. Those Wonderful American Chariots (4:43)
12. Chevrolet Americana (2:16)
13. America the Beautiful Finale (3:58)

Those words in the title of this post introduce Side 2 of THE CHEVROLET EXPERIENCE, a souvenir record of the auto maker's 1977 dealer convention in San Francsico, California. Ironically, they also speak to Chevrolet's abiity to figure out what the American consumer wanted to buy. With tiny Japanese imports making a splash in the American marketplace, Chevy went big and paid the price when an OPEC oil embargo sent gas prices soaring. Sound familiar?

This is a strange little album in several ways, apart from the historical flop value. No fewer than three composers were hired to create the eight songs that make up side 1. "Now that's MORE Like It!" which was Chevy's 1977 ad theme, was written by Richard Behrke and Robert Ovies. "Chevrolet Proud" is a product of Hank Beebe. Everything else is credited to Wilson Stone and David Blomquist. As in most examples of design by committee, the content of side 1's musical production is all over the boards. "Experience" and "that's" have that advertising feel, while "Innovation" is ripped straight from THE MUSIC MAN and "Something Big Is Coming" is a trucker/CB culture tune.

You know, the many faces of America and a little something for everyone.

"Something Big Is Coming" is the standout track on the album, and fans of trucker music will enjoy it. Along with "Concours," it's one of two tracks that serenades a specific new Chevy model. You remember the Bison and the Concours, right?

Next up on our bizarre journey through Chevrolet America is "Fun and Functional," which sounds like it was recorded at the wrong speed. On purpose. At least the vocal track. Maybe that adds to the fun.

Then there's side 2, in which the San Francisco Symphony Chorus and Orchestra gets dragged into the depths of private corporate marketing. The selection of American standards woven into various medleys feels hokey even by 1977 standards. The joyous brainwashing of the dealers peaks with "Chevrolet Americana," a must-listen for anyone who ever wondered what Chevy's "Baseball, Hot Dogs, Apple Pie and Chevrolet" campaign would sound like if it was performed by a symphony. Everyone claps along like it's a band playing Sousa marches on the Fourth of July.

Tom Urich handles most of Side 2's narration, but the final cut gives us some words of encouragement from Chevrolet General Sales Manager R.E. Cook. Sadly, side 2 has suffered from some heavy wear (must have been a doozy of a dealer show), which doesn't excuse the amateur nature of the live recording. The concert sounds like it was recorded from the seats. And not the good seats, either.

All of this adds up, of course, to a tremendously charming if somewhat frustrating listen. Marketing mechanics are in overdrive selling the all-American appeal of Chevy cars and trucks. It's not as much about the products as the attitude behind them, something that lingers in the auto industry to this day.

Comments

[mirc]

good post .