The Commodification of Revolution

The “Cult of Che” will continue to increase with the eventual release of not one, but two Che Guevara movies (The Argentine and Guerilla) starring Benecio Del Torro, directed by Steven Soderbergh,[1] continuing the capitalization and exploitation of the anti-capitalistic revolutionary.     Rage Against the Machine reached extreme popularity in the mid-90s with their unique sound going double platinum in 1999 with their album The Battle of Los Angeles.[2]  Their t-shirt brandishing the famous image of Che Guevara on the front with a quote of his[3] on the back could be seen everywhere from the mall to the classroom.  Much of their success can be attributed to their leftist/revolutionary/anti-establishment lyrics and actions.  Rage Against the Machine was signed to Epic Records, a subsidiary of Sony BMG Music, which is considered one of the Big Four music companies along with Universal Music Group, Warner Music Group, and EMI Group.

[1] “Soderbergh on The Argentine and Guerrilla being released a week apart,” http://www.stevensoderbergh.net/ (accessed May, 2007).

[2] Answers.com, “Rage Against the Machine,” http://www.answers.com/topic/rage-against-the-machine (accessed January, 2007).

[3] “It is not a matter of wishing success to the victim of aggression, but of sharing his fate; one must accompany him to his death or to victory” www.whogivesashirt.ca/EM7500649.html (accessed April, 2007).