National Post 
http://www.nationalpost.ca/
Arts and Life section, Music, Page AL3
May 5, 2003
By Aaron Wherry

They say they want an avrilution: Semi-serious site posits Lavigne as anti-authoritarian figurehead

Avril Lavigne, the as-much-celebrated-as-maligned bratty princess of
Canadian pop, has been airing her political chops of late. Apparently,
amid all the "uh-huhs," "mehs" and other such feral grunts, she has a few
opinions that she'd like to impart.

"I don't believe war is a way to solve problems. I think it's wrong," she
said recently. "I don't have respect for the people that made the
decisions to go on with war. I don't have that much respect for
[U.S. President George] Bush. He's about war, I'm not about war -- a lot
of people aren't about war." 

Not exactly the impassioned rhetoric of a Che Guevara, but a marked
improvement over her usual pronouncements.

And, while words often fail Miss Lavigne (or vice versa), her attitude,
music and image of individuality are seemingly inspiring a humble but
growing number of self-styled "revolutionaries" all the same -- dedicated
to toppling the music industry in the name of their underage hero.

"Today, as then, but more urgently and more broadly than then, the task of
preserving and enlarging freedom and safeguarding it from the forces of
tyranny is great, enough to challenge all our resolve and to require all
our strength," say these "Avrilutionares" in their Web site's rambling
call to action at www.avrilution.com.

"From this moment, united and determined, we will go forward together,
dedicated to the ultimate and undeniable right to cultural
self-determination through the free selection and consumption of artistic
expression ... Our task would be impossible, if not for the inspiration
and guidance of Avril Lavigne and the Avrilution (Trademark)."

It would all be entirely hilarious if it weren't apparently legitimate
(similarly, it would all be rather ridiculous if it weren't just slightly
tongue-in-cheek).

The "Avrilution" is apparently being led by 24-year-old IT consultant Mike
Schaffer and two co-conspirators known only by pseudonyms (their
identities are concealed, they say, because of their involvement in the
music industry). Basically, they're committed to fighting the music
industry's drive for profits over individuality and art. Or, as they put
it: "We shall not permit the music industry to continue unopposed on its
course towards a stagnant wasteland of homogeny and commercialism."

The foot soldiers will be the kids -- the young girls and boys who follow
Lavigne as if she were some kind of disaffected messiah -- and our
masterminds contend the high school dropout is the perfect symbol for
their campaign against musical hegemony, homogeny and the like.

"A couple years ago she was a nobody, and now here she is. She's as much a
product of pop culture as any of us, but she's also managed to cling to
her independence and takes pride in her individuality," one of the
organizers says on the site.

She also offers a handy way to hook unsuspecting kiddies searching the Web
for the latest Avril news.

"The average Avril fan is far more interested in seeing the latest Avril
photographs than reading a political essay. We try to give them what they
want and sneak in a subversive edge to get them thinking," Schaffer said
in an e-mail interview. "Most kids are pretty smart, most of them already
have some idea that the music industry is unfair, that MTV is exploitive,
but maybe they don't know how to articulate it, or they aren't sure
exactly how the pieces fit."

Of course, she isn't merely a handy brand name. Where the average adult
might only see the latest pre-packaged teen idol, Schaffer & Co. see a
revolutionary. Really.

"Avril Lavigne is popular because she's an anti-authoritarian,
socialist-pin-wearing rebel. We hope that others who identify with her, as
we do, will join us in taking that attitude to the next level and revolt
against corporate cultural co-option," Schaffer said.

Not that the Avrilution only accepts socialists. neo-cons, communists,
free market republicans and even Baathists are, seemingly, welcome to sign
up for the cause.

"The Avrilution covers a broad range of political and ideological
issues. Different elements appeal to people across the political spectrum,
including people who have yet to develop their belief system," Schaffer
said. "One of the commonalities that they share is a belief in cultural
anarchy. The idea that no government or corporation or person has the
authority to dictate the nature of artistic expression to the rest of
society transcends politics."

Past that, it would help, Schaffer says, if they liked Tom Petty's latest
album (The Last DJ -- more or less a concept album about the evils of the
recording industry) and old stuff from The Dead Kennedys.

And no war. The Avrilution fully supports Avril's stance on international
conflict.

"It doesn't take a great philosopher to realize that killing is bad. War
is bad. It doesn't surprise us at all that Avril would take a stand; she's
clearly a very thoughtful and strong-minded individual with a great
conscience, who's not afraid to speak her mind," Schaffer said.

And while neither Lavigne nor her management have commented on the
burgeoning revolution taken up in her name, the group has plans to turn
their online playfulness into a legally recognized, non-profit
organization that will provide educational material to the kids.

"We are currently working on forming a non-profit organization to provide
media awareness and education workshops for high schoolers," Schaffer
said. "That organization of course will require more professional
literature, but it shouldn't affect the Avrilution's cheeky attitude."

Cultural anarchy, no war, Tom Petty, and an 18-year-old girl -- great
cultural upheaval has surely been initiated by less.