RELEVANCE IS A MOVING TARGET FOR CONTENT
Most of us aren’t steering whole institutions and mission statements. We’re working on a smaller scale, with specific content or programs. But the changing tides of relevance that affect institutions affect content too—sometimes even more acutely. While an institution can pivot, presenting different content for different times, the content itself does not change. The painting is what it is.
In the nonprofit arts, administrators maintain a polite silence about the reality that certain artworks, plays, composers, and stories fall in and out of favor at different times. No museum puts up a label that says: “Our last curator thought this painting was lousy and kept it in storage. Our new curator thinks it speaks to contemporary issues and put it front and center.” But we make those decisions and changes all the time. In- stitutionally, this is a question of moving around assets, elevating some stories and archiving others. But for the artists and objects involved, and for the people who care for them, these shifts can be dislocating. The work is the work. Sometimes it’s hot, sometimes not.
I saw this when we hosted the Princes of Surf exhibition in Santa Cruz. Before the MAH exhibition, those historic surfboards rested deep in the collection storage of the Bishop Museum in Hawaii. As royal boards, they were sufficiently relevant to the Bishop’s mission to be collected—but not compelling enough to warrant exhibition.
The boards were in storage for 90+ years before historians discovered they were the boards in the first known record of surfing in the Americas. The boards became rock stars in Santa Cruz. We paid a small fortune to have them conserved and shipped here for exhibition. Our community showed up in droves to honor them.
The surfboards were powerful in our community. They made magic at the MAH. But that power didn’t follow them back across the ocean. After their “blockbuster” run in Santa Cruz, the boards went back in storage at the Bishop Museum, where their relevance warrants preservation but little adoration. We sent them off on the journey home with a blessing and a sigh.
The shifting relevance of these surfboards is emotional. But they’re still just hunks of wood. They don’t have feelings. People do.
What does it feel like to watch your own relevance ebb and flow? I grew up with a front row seat to this shape-shifting as the child of a rock musician. My dad, Scott Simon, joined the band ShaNaNa when he was 21. Forty-five years later, he’s still with the band. It’s the only job he’s ever had.
ShaNaNa was a breakout group at the Woodstock festival, playing ’50s songs at breakneck pace in gold lamé jumpsuits and grungy under- shirts. They went on to build successful careers as “oldies” musicians before the term existed. They were defiantly anti-relevant in the early 1970s, a counter-countercultural throwback barreling through two-minute pop songs in the era of twenty-minute jams. At the end of every show, my dad thumbed his nose at crowds of tens of thousands, yelling: “I’ve got one thing to say to you f***in’ hippies. ROCK AND ROLL IS HERE TO STAY.” And the hippies cheered, they clapped, and they accepted ShaNaNa as part of the rollicking youth culture sweeping North America.
By the 1980s, ShaNaNa was mainstream. They were featured in the movie Grease. They hosted a TV variety show for four seasons. They became massively relevant as cultural icons, but more sanitized, less relevant to the youth culture that drives pop music. I spent school vacations in casino showrooms in Reno downing Shirley Temples while ShaNaNa entertained middle-class, middle-aged couples twice a night. In the 1970s, Bruce Springsteen opened for them. By the 1990s, their opener was an elephant.
Their audience aged with them, and they slid from hot to nostalgic. In the 2000s, ShaNaNa played state fairs. Then county fairs. Pops concerts at symphony halls. At one outdoor venue, their contract ended when the venue owners explained that ShaNaNa was attracting huge crowds of families and baby boomers… but not the 30-somethings who buy beer and generate profits. Their music was relevant to the crowd. Just not the right crowd.
Behind the scenes, ShaNaNa’s relevance splintered and bubbled up in ways no one could have guessed. In the late ’70s and ’80s, heavy metal rockers and punks showed up at ShaNaNa’s door, inspired by their early hard-driving music, anti-glam wardrobe, and street tough attitude. The Beastie Boys name-checked them as influences. They played birthday blowouts and political events and anniversary parties for long-time fans. And perhaps strangest of all, ShaNaNa’s most persistent household relevance seems to be as a crossword puzzle clue (___ Na Na), fitting in a convenient box for hapless puzzle creators.
We can’t fight the reality that relevance shifts over time. But we can empathize with the dislocation, the highs and lows, that comes with those shifts. Spare a thought for a humble artifact in storage. Give respect to a hardworking musician. Their power is always there to be unlocked.