1. 1. Rock and Roll may be here to stay but individual artists and styles are not Rock as a general style may be permanent but its component parts are extremely transitory Nothing is as "out" as that which is most recently "out"

2. 2. What were once vices are now habits This is a game that no one wins for long. The rules of the game mean another group will soon come along with more powerful amps, more elaborate props, more revealing costumes, and more explicit songs.

3. 3. Good is bad, and bad is good With the division of the mainstream in the mid-1960s into Beatles and Stones, an interesting change occurred Singers who screamed and shouted out of tune were praised, whereas singers who sang in tune were derided. The "best" or "real" rock groups were those who played with the least sophistication

4. 4. "My album may be number 1, but I'm not commercial!" One of the basic ironies in the Rock industry is that virtually everyone is striving for commercial success while loudly proclaiming just the opposite More problematic is the case of a band that consciously alters its musical principles solely to achieve commercial success

5. 5. Not all music is art; most of it is simply product The fact is, only a small percentage of musical talent is mysterious A true work of art seems to appeal not only to a large number of people but to generations of people over many centuries; it is as though it transcends time

6. 5. Not all music is art; most of it is simply product Whether such limitations are set by the church, the state, the employer, or the consumer driven society as a whole, art can and has flourished within boundaries

7. 6. The audience for rock is getting both older and younger The Rock market of the late 1990s extends from the early elementary school years to 60- year-olds The teenager is still the center of the market but to call Rock and Roll "teen music" is simply no longer accurate

8. 7. Rock is no longer the counterculture It is the culture The Rock style permeates movie music, music for television, jazz, music at athletic events, church music, and country music All other styles of music (jazz, Classical, traditional country, etc.) are considered to be on the fringe, admired by small sub cultural groups

9. 8. Music, including Rock and Roll, affects behaviour Music's ability to help us remember verbal messages has been demonstrated repeatedly by commercial jingles The folkies and folk rockers of the 1960s relied heavily on music's ability to affect behaviour

10. 8. Music, including Rock and Roll, affects behaviour On several occasions we have noted that music has the capacity to both reflect society and change it The problem is that one cannot have it both ways