When the U.S. economy crashed in the 1970s it was time for Americans everywhere to look in the mirror and face up to some home truths about the way folks were living at the time. Giant, luxurious ghetto sleds guzzled up gas by the boatload. Reams of cloth were being squandered to create extravagant disco pants and cocaine residue encrusted every tattered scrap of U.S. currency plunked down to see expensively produced Hollywood blockbusters including “Airport,” “Jesus Christ Superstar” and “Hugo the Hippo.”* Now too, following a decade of excess that saw Rob Dyrdek perversely create the world’s largest skateboard, Danny Way construct the “Mega Ramp” and rumours of a mega picnic table from the Axion team, onetime City skateboards star Alex Klein holds up a reality TV-shaped mirror to depict the harsh state of the modern day industry.
Whereas last year’s OIAM focused mostly on fun-but-competitive-but-still-fun seshes at famed Bay spots, when it wasn’t focused on the Forrest situation, this year’s edition uproots the premise and casts it into warts-and-all New York City where urban grime is dressing for producer Klein’s mixed-greens salad of rotting values and wrongheaded challenges that function as a take-out version of the movable feast for corporate interests that Klein believes the activity has become in ’12. In one man’s tormented vision of this business, which sort of resembles the storyline to one of the Tony Hawk Pro Skater Playstation games, hungry up-comers literally live in a company-sponsored skatepark draped up with product placement, giving thanks when showered with a meager offering of sponsor-branded woodgoods and denim. In this OIAM, prefabricated and local government-approved sk8 facilities are the destination of choice just as often as your cellar doors and organic stair sets, and survival depends on split-second acts of self-promotion and stepping up to trade show-style physical challenges.
“You should know that a big part of skateboarding is learning to market yourself,” declares 5boro’s Steve Rodriguez, the words crashing down with all the condemnation of a convicting judge’s gavel. Contestants born into a seasonal rotation of series graphics sheepishly offer sharpie scrawls and Sears catalogue castoff collages, daring the viewer to recall an era when the likes of Jeremy Wray and Neil Blender arted up their own boards. A more faint of heart storyboarder may have dreamed up a Hollywood hogwash ending that sees the youth rise up and rebel, robbing the warehouse of decks and shoes to sell for dirt-weed funding and rave entry fees. But Alex Klein has seen the industry eat up and spit out too many eager ams to fool anyone with false hopes for a better future yet to come. The winner of this contest will immediately shift into filming/demoing/promoting mode for his new clutch of sponsors, resolutely sporting multiple logos on his New Era as he places respectably upon Dew Tour podiums and, in time, thanking his country for the honor of donning a red-white-and-blue uniform for the Olympics after testing free of some illicit substances.
*Spoiler alert, the hippo did it
Tags: Alex Klein, Double Dare, economic expansion, Forrest Edwards, hippopotami, Jesus, judgment, Lurker Lou, Mark Whiteley, marketing savvy, Mtn Dew, New York, One In A Million, Slap, Steve Rodriguez, Vans