Day 31: Bubblegum

Various Artists
25 All-Time Greatest Bubblegum Hits: The Ultimate Collection

Rarely, if ever, can an entire idiom--however narrowly defined--be adequately encapsuled in a single disc compilation. "All the (insert genre name here) you'll ever need" compilations are rarely all you'll ever need. In the case of that infectious-to-the-point-of-cloying late-60s phenomenon known as bubblegum music, however, painting with such a broad stroke is not only be acceptable but even desirable. Bubblegum was the perfect name for a body of music utterly devoid of any nuance or sophistication. It reflected the instant appeal of the lightweight and catchy singles but also the short lifespan of their sugary sweet flavor. Like the chewy treat from which it takes its name, bubblegum is best taken in small dozes.

Perhaps sensing the possibility for a compilation that could be at once an introduction to, and also a comphresensive survey of, the bubblegum genre, Varese Records released the collection 25 All-Time Greatest Hits Bubblegum Hits: The Ultimate Collection in 2000. Collecting just over two-dozen bubblegum essentials--from the Ohio Express's "Yummy Yummy Yummy" to the Archies "Sugar Sugar"--25 All-Time doesn't miss a beat--one would be hard pressed to find any inexcusible omissions. At its best, bubblegum could be blissful, and 25 All-Time captures the genre's naive enthusiasm with such classics as the Monkees' "I'm a Believer," Crazy Elephant's "Gimme Gimme Good Lovin'," Dawn's "Knock Three Times," and Tommy James & the Shondells' "I Think We're Alone Now."

Prior to 2000, Varese had released a five-disc series, Bubblegum Classics, but this was clearly overload; the only people who can stand much more than an hour of bubblegum in one setting without getting sick are not old enough to purchase CDs. Likewise, even individual artist "best ofs" are largely superfluous in a realm where such acts as the 1910 Fruitgum Company reign supreme. Bubblegum was inarguably a singles genre and as such, it's best remembered by its singles. For the two minutes and forty five seconds of "Bubble Gum Music" by the Rock 'n Roll Dubble Bubble Trading Card Co. of Philadephia-19141, I can't help but swear by the lyric "More, more, more, of that bubble gum music makes me feel so good, Oh I never want to lose it." But if by choice or force, I were to find myself listening too many times--or worse, exploring that back catalogue of that most cumbersomely named band--the sugarfreeze would probably send me straight to the nearest whole grain

The Archies, performing "Sugar, Sugar."