(First published in the Manawatu Standard and Nelson Mail, January 27).
I replayed the video of How Bizarre a few days ago, just to
remind myself what all the fuss was about.
Remember the song? “Brother
Pele’s in the back, sweet Sina’s in the front”.
Perhaps it would jog your
memory if I mentioned the promotional video showing a red Chev Impala
convertible with the singer Pauly Fuemana, wearing a tropical shirt, behind the
wheel.
No one alive and sentient in
New Zealand during the late 1990s could not have been aware of How Bizarre, both the song and its
accompanying video (no one, that is, except the two otherwise knowledgeable gentlemen
with whom I have lunch most Fridays, both of whom looked at me blankly a couple
of weeks ago when I mentioned it).
How Bizarre was
a phenomenon; there’s no other word for it. Recorded in Auckland in 1995 and
attributed to OMC (for Otara Millionaires Club), it was arguably the most
successful New Zealand pop record ever, topping charts in the United States,
Australia and Canada and reaching the Top 10 in Britain, Germany and Sweden. The
video was shown on US television an estimated 15,000 times.
The word “phenomenon” seems particularly
apt because there was no obvious explanation for the song’s success.
It didn’t seem to matter that
the lyrics didn’t make much sense. The history of pop music, after all, is
littered with songs that became massive hits despite lyrics that were
unintelligible. If you want verbal profundity, listen to Bob Dylan (although
his lyrics don’t always make much sense either.)
How Bizarre chimed
with record buyers and radio listeners for reasons that defy intellectual
analysis. The most you can say is that the song was catchy, and that it seemed
to capture the so-called zeitgeist – in other words, the spirit of its times.
It had a sunny, laidback vibe
that fused Pacifica-influenced South Auckland soul - Fuemana's vocal inflections were pure Otara - with South Central LA hip-hop. An incongruous dose of Mexican mariachi-style trumpet was thrown in for
good measure. It’s fair to say no one had heard anything quite like it before.
At the time, credit for the
song’s success was naturally given to Fuemana. To all intents and purposes, he was OMC. He was generally presented in
the media as something of a backyard genius.
It took nearly 20 years for
the real story to emerge. I read it over the holidays in an absorbing and
well-written book by Simon Grigg, the owner of the Auckland record label that
released Fuemana’s records.
Grigg’s book is called,
naturally, How Bizarre, and those two
words turn out to be far more apposite in the context of the book than they
were in the song (which was about nothing bizarre at all; apparently Fuemana
just liked the phrase).
The first thing that becomes evident
in the book is that How Bizarre, the
record, wouldn’t – couldn’t – have happened without Fuemana’s producer, Alan
Jansson. A master of digital recording techniques, Jansson co-wrote the song (such
as it is) and created the sound.
In fact it soon emerges that
Fuemana had limited musical ability. According to Grigg, he had trouble even holding
a tune. The reader gets the very clear impression that he wouldn’t have
amounted to anything without Jansson’s inventiveness and technical wizardry.
In a sense, there’s nothing
new here. Recording stars have always benefited from the ability of producers, engineers and musical arrangers to make them sound better than they really were. But
recording technology is now so sophisticated, and so adept at embellishing and
polishing sounds with digital massaging, that it almost doesn’t matter if the supposed “star”
can’t hold a note.
The real stars are often the
anonymous people manipulating the sound in the background. This seems to have
been the case with Fuemana, whose contribution to the songs attributed to him
often seems to have been minimal. He was a mere bit player in Land of Plenty, the follow-up hit to How Bizarre.
Grigg reveals this without
malice. He was Fuemana’s friend, adviser and travelling companion throughout
the roller-coaster How Bizarre years,
but it was a friendship that was repeatedly tested to the limit.
Fuemana, who died in 2010,
had charisma, charm and style, but he was also unstable, petulant, paranoid, naïve,
feckless, egotistical and a fantasist. He often teetered on the edge of
violence.
The reader is left wondering
whether Grigg stuck with him because of his money-making potential or because
he genuinely cared for him and wanted to protect him, often against himself. I decided
it was probably the latter.
His book is an eye-opener.
It’s no secret that the music business, internationally, is greedy,
exploitative, manipulative, heartless and often extraordinarily stupid, being totally geared
to the moving of “product”.
What was a revelation for me,
reading How Bizarre, is that all the
above is almost as true of the industry in New Zealand and Australia as it is
in the US and Britain. A high proportion of the characters in the book come
across as egotistical, nakedly ambitious, quick to take credit for other people's achievements and often just plain incompetent.
By the end, I found myself
wondering how many good songs must have sunk without trace because some vain, stupid
record company boss or radio programmer decided they didn’t fit whatever rigid,
narrow, unimaginative template was being enforced at the time.