The Target Shoots First

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The commodification of rock culture lies at the heart of Christopher Wilcha's video diary about his tenure working at mail-order music store Columbia House. Set in the early '90s, when the grunge boom was just taking off, the film opens with Wilcha's final concert with his band -- followed by his reluctant job hunt. He lands a position at Columbia as an assistant manager, believing that the job would entail little more than being a gofer. Viewed by his superiors as a link to the burgeoning underground scene, Wilcha is pushed into positions of higher and higher responsibility. Later, he naively reorganizes the catalog to include alternative music thinking that his efforts would undermine the company. In fact, it merely gives the corporation a convenient handle to market this new music. This film won top honors at the 2000 Slamdance Film Festival.


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