For those of you who aren’t familiar, eMusic is a subscription-based music download service. They’re the ones who passed out those cards at Pitchfork and Intonation a couple years ago promising 100 Free Downloads. In addition to a rate of 25 cents a song, eMusic keeps us honest, since cheap, easy access to the latest music dampens the spirit of piracy.
After my wallet was stolen as I waited in line at the Chick-fil-A in the food court in the Towne Centre Mall of Towson, Maryland, my eMusic subscription lapsed because they couldn’t automatically charge a credit card which had been cancelled. In their latest efforts to woo me back, they’ve offered me 75 free downloads — pretty excellent on top of the 40 downloads I get every month for $9.99.
But I digress. At the bottom of this offer was a special new promotion for audiobooks with the following hook: “Choose from our rapidly growing selection of classics, bestsellers and award-winning titles from authors like William Gibson, Anthony Bourdain, Chuck Palahniuk and Jon Stewart.”
What can be discerned from this list? For starters, all the above authors are dudes. Second, all are tuff dudes who write about tuff dude things (except, of course, Jon Stewart, whom even I won’t make fun of). Cyberpunk! Rogue chef! Fight club! This, of course, implies that eMusic subscribers are men themselves, and the majority of them probably are. The problem is not that eMusic correctly identifies their marketing demographic — it’s that they identify their marketing demographic as a bunch of dudes interested in badass dude books. Dude!
This could be symptomatic of the strengthened gender segregation in our culture, or not — I’ll let you know if I get a discounted audio book by Alice Sebold the next time I download some Cat Power (middlebrow lady author/musician names interchangeable, of course). But my blood is up because they’re pimping Chuck Palahniuk. Gah! That guy drives me bonkers.