Whisky whine

Of late, rock 'n' roll concerts and me have been like ships that pass in the night.

I missed out on The Wedding Present and Willy Mason, both sold out before I got my arse into gear, and I'm cursing myself for being similarly tardy and losing out on The Mars Volta at the Academy tomorrow night and the Bright Eyes / Rilo Kiley double bill in Wolverhampton.

Last night's Raveonettes gig at the Academy was another matter, though. The gig wasn't sold out, and at £8.50 for three bands (they were supported by Dogs and The Boxer Rebellion) it was reasonably priced, but I opted not to go anyway. Not really being able to spare the money or time was one factor, as was the suspicion that the immediate thrill and rush of Raveonettes songs - their last LP Chain Gang Of Love was the 2003 SWSL Album Of The Year - might mean they have less long-term appeal.

The main reason, though, was the fact that the gig went under the banner The Jim Beam Music Tour 2005.

Of course, corporate sponsorship of gigs and tours has been going on for a while. Even before NME secured the backing of Shockwaves for their annual tour it could have been said to be a corporate event promoting NME. It's just that in this case the whiff of corporate involvement is more of a stench, a desperate attempt to reach that binge-drinking youth demographic.

Witness the promotional flyer I picked up at the venue:

"Jim Beam is recognised around the globe for being at the forefront of unique music events at all levels."

At ALL levels? Are you sure? Do Jim Beam help teenage bands pay for the hire of village halls?

"The Jim Beam Music Tour 2005 is not about musical trends or scenes. It's about supporting real music of real quality, performed by a cross section of the most exciting emerging artists on the radar today."

Well, what is "most exciting" at any one time is generally what is trendy. And, from what I can gather, neither Dogs nor The Boxer Rebellion are exactly out of sync with what else is Down With The Kidz at the moment. As for "real music of real quality" - well, the poppists would have a field day with that sort of sub-Stereophonics blathering.

"Jim Beam believes that over time you are ultimately judged not by your label, but by what's behind it. Because with real Bourbon, as with real music, [cue big corporate slogan]'The Stuff Inside Matters Most'".

Oh dear me.

Needless to say, there is no such issue with Friday's Mercury Rev / The Duke Spirit gig, for which I did get off my arse to buy a ticket.