Selling its soul.
I'm not sure what to think of modern surfing, its is becoming so far removed from what I know and love about it, that I simply do not know where I fit in with it anymore.
To begin with there is the style of surfing that has emerged in recent years. For while there are a lot of current surfers who can still gouge a big power move, ride waves with style and flare. There are many more who simply flap, with the sole purpose of pulling some kind of air. Looking at the mainstream surf media, you would think that this was all there is to surfing, for then amount of coverage that the above the lip moves get is incredible. Many of the airs have been borrowed from skating and snowboarding, and they just don't translate all that well to surfing. Often these big moves are clumsy, the stance awkward and the whole thing just a bit phony.
Added to which, you can bet that for everyone that was successfully landed, there will a dozen that didn't end all that well. And that I think is the crux of the problem. For it is clear that the photographer has fired off countless shots, and merely taken one from the sequence that looks the most extreme. The cynic in me would say that the shot that shows off the sponsors logos to the best effect will be the one that makes the cut.
I would argue that many of these sponsors are shaping surfing, or rather the average persons perception of surfing. For they want the big airs, the wow factor, they want people to marvel at the moves from the beach, on screen and on the billboards advertising sugar and caffeine filled 'energy' drinks (the notion of which I simply do not get, other than to provide instant fuel for those who are too busy/lazy to eat in a real sense). For years surfing was appreciated by a precious few. The people who could appreciate the aesthetics of what was being done on a wave. I guess this had limited appeal, for once things started to happen above the surface of the wave, it all went mainstream. So many non surf related companies wanted a piece of the action and all of a sudden it was these logos on boards, on wetsuits, sponsoring the big events. They pay the big money, and they get exactly what they want from surfing. The history, culture and rich heritage is thrown away as scrap, for this is not a tangible resource that can be sold to the consuming masses. Crap drinks, mobile phones, cars and a like are now very much aligned with surfing, while the companies that were born out of it are struggling, for they simply do not have the financial resources to stay in the game.
In this respect surfing has gone the same way as skating and snowboarding went previously. Where it became all about the vested interests of the big corporates who are looking for 'extreme'. I really do think that the current generation of young surfers thinks of the drinks companies in much the same way that I perceived the surf apparel companies when I was growing up. This is a sad turn of events, and really does demonstrate the power that these companies have.
In short I would say that they are killing what I love about surfing, its spirit. They are crushing the traditional surf industry. And while many of the traditional surf businesses lost their way for a time in the pursuit of increased profits and growth, they at least had their roots in surfing, and at one point in time were run by surfers, for surfers. It seems ludicrous to think that they are now playing second fiddle to companies that have absolutely no connection the world of surfing, not in any way, shape or form.
I will watch how things pan out as time moves on. But I really do think that these companies are so entrenched within the surfing world that they will continues to shape and define surfing in a way that serves them. As more and more pros and events are sponsored by them, power will be wielded with an increasing amount of force. They pay the bills, they don't do this for the love of surfing, they want a serious return on their investment.
As wave pool technology develops to a point where surfing becomes common place inland, whole new demographs will emerge. Surfing will become less about the ocean and the natural elements, and more about the dollar.
So each time I see a big assed air being done, I cannot help but think that this move is a metaphor for what is happening to surfing. For arguably it was at least part responsible for putting surfing into the hands of those who could not care less about any aspect of it, other than its ability potential to drive up profits.
To me this is not what surfing is about, to be frank it leaves a bad taste in my mouth, much like those crap energy drinks do.
To begin with there is the style of surfing that has emerged in recent years. For while there are a lot of current surfers who can still gouge a big power move, ride waves with style and flare. There are many more who simply flap, with the sole purpose of pulling some kind of air. Looking at the mainstream surf media, you would think that this was all there is to surfing, for then amount of coverage that the above the lip moves get is incredible. Many of the airs have been borrowed from skating and snowboarding, and they just don't translate all that well to surfing. Often these big moves are clumsy, the stance awkward and the whole thing just a bit phony.
Added to which, you can bet that for everyone that was successfully landed, there will a dozen that didn't end all that well. And that I think is the crux of the problem. For it is clear that the photographer has fired off countless shots, and merely taken one from the sequence that looks the most extreme. The cynic in me would say that the shot that shows off the sponsors logos to the best effect will be the one that makes the cut.
I would argue that many of these sponsors are shaping surfing, or rather the average persons perception of surfing. For they want the big airs, the wow factor, they want people to marvel at the moves from the beach, on screen and on the billboards advertising sugar and caffeine filled 'energy' drinks (the notion of which I simply do not get, other than to provide instant fuel for those who are too busy/lazy to eat in a real sense). For years surfing was appreciated by a precious few. The people who could appreciate the aesthetics of what was being done on a wave. I guess this had limited appeal, for once things started to happen above the surface of the wave, it all went mainstream. So many non surf related companies wanted a piece of the action and all of a sudden it was these logos on boards, on wetsuits, sponsoring the big events. They pay the big money, and they get exactly what they want from surfing. The history, culture and rich heritage is thrown away as scrap, for this is not a tangible resource that can be sold to the consuming masses. Crap drinks, mobile phones, cars and a like are now very much aligned with surfing, while the companies that were born out of it are struggling, for they simply do not have the financial resources to stay in the game.
In this respect surfing has gone the same way as skating and snowboarding went previously. Where it became all about the vested interests of the big corporates who are looking for 'extreme'. I really do think that the current generation of young surfers thinks of the drinks companies in much the same way that I perceived the surf apparel companies when I was growing up. This is a sad turn of events, and really does demonstrate the power that these companies have.
In short I would say that they are killing what I love about surfing, its spirit. They are crushing the traditional surf industry. And while many of the traditional surf businesses lost their way for a time in the pursuit of increased profits and growth, they at least had their roots in surfing, and at one point in time were run by surfers, for surfers. It seems ludicrous to think that they are now playing second fiddle to companies that have absolutely no connection the world of surfing, not in any way, shape or form.
I will watch how things pan out as time moves on. But I really do think that these companies are so entrenched within the surfing world that they will continues to shape and define surfing in a way that serves them. As more and more pros and events are sponsored by them, power will be wielded with an increasing amount of force. They pay the bills, they don't do this for the love of surfing, they want a serious return on their investment.
As wave pool technology develops to a point where surfing becomes common place inland, whole new demographs will emerge. Surfing will become less about the ocean and the natural elements, and more about the dollar.
So each time I see a big assed air being done, I cannot help but think that this move is a metaphor for what is happening to surfing. For arguably it was at least part responsible for putting surfing into the hands of those who could not care less about any aspect of it, other than its ability potential to drive up profits.
To me this is not what surfing is about, to be frank it leaves a bad taste in my mouth, much like those crap energy drinks do.
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