From former Chicagoan Tom Frank’s immortal collection of writings from The Baffler, Commodify Your Dissent: The Business of Culture in the New Gilded Age:

“Consumerism is no longer about ‘conformity’ but about ‘difference.’ Advertising teaches us not in the ways of puritanical self-denial (a bizarre notion on the face of it), but in orgiastic, never-ending self-fulfillment. It counsels not rigid adherence to the tastes of the herd but vigilant and constantly updated individualism. We consume not to fit in, but to prove, on the surface at least, that we are rock ’n’ roll rebels, each one of us as rule-breaking and hierarchy-defying as our heroes of the 60s, who now pitch cars, shoes, and beer. This imperative of endless difference is today the genius at the heart of American capitalism, an eternal fleeing from ‘sameness’ that satiates our thirst for the New with such achievements of civilization as the infinite brands of identical cola, the myriad colors and irrepressible variety of the cigarette rack at 7-Eleven.”

And to those, we might add, this weekend’s Pitchfork Music Festival. Two recent press releases presented sans further comment. (But here is my Sound Opinions colleague’s critical guide to who’s playing, if you need one. Remind him to use sun screen if you see him roasting out there in those dusty baseball fields.)

Hi Jim: I know you frequently cover music so I was wondering if you’re headed to Pitchfork Music Festival next week to check out the music scene. Dark Horse Winemaker Beth Liston is joining the lineup to share her bold family of wines and celebrate winning performances from up-and-coming artists who dare to dream big.

We’d love for you to stop by the Tasting Stable and enjoy a guided tasting paired with some of the most unexpected food finds at the festival, like her Provence-style Rosé with Robinson’s Ribs and her bright, crisp Sauvignon Blanc with Wao Bao delights.

Please let me know if you are interested in booking an appointment with Beth at the Tasting Stable on Friday afternoon/evening or anytime Saturday and we’ll happily coordinate. Looking forward to meeting you there!

WHAT: Pitchfork Perks

The West Loop’s hottest new affordable boutique, Hotel Chicago, is adding a little more color to this year’s Pitchfork Music Festival experience. During Pitchfork weekend, July 15-17, anyone who books two nights or more in a double room ($219 nightly) will be privy to Pitchfork Perks—an array of exciting bonus offerings designed to enhance the vibe. Pitchfork Perks include:

PEDICAB RICKSHAWS—Complimentary Pedicab Rickshaw transportation during peak Pitchfork transit times to/from Hotel Chicago and Union Park (0.7 miles away).

CRAFT BEER—Complimentary sampling of 64 oz. craft beer growlers from Haymarket—the 2016 World Beer Cup-winning, independent pub and brewery close by in the West Loop that brews its own beer fresh on-site.

BREAKFAST TACOS—Texas-style breakfast tacos from Amanecer Breakfast Tacos—the tiniest food truck in America (and the only breakfast taco food truck in Chicago!). Guests can find them in Hotel Chicago’s lobby from 10:00 am to 1:30 pm on 7/16 and 7/17 for a hearty breakfast on-the-go before a long day at Pitchfork.  These tacos are made fresh daily using the highest-quality and organic ingredients (vegetarian, gluten-free, and dairy-free options available).

BUNK BEDS—Hotel Chicago doubles are convenient living spaces created especially for friends / concertgoers.  Rooms feature the full scope of amenities including memory foam mattresses to recharge batteries after a long day at Pitchfork.

WHEN: Friday, July 15 - Sunday, July 17, 2016

WHERE: Hotel Chicago-Illinois Medical District

1622 W Jackson Blvd, Chicago, IL; Phone: (312) 243-2900, hotelchicago1622.com

ABOUT: The 117-room independent Hotel Chicago in the West Loop is a joint venture by Joe Perillo, owner of Perillo Auto Group—a name synonymous with quality in Chicago for four decades, and Helmut Horn, President of Portfolio Hotels & Resorts—a pioneer in the boutique hotel industry. Located at 1622 W. Jackson, the renovated historic building is conveniently situated in between the Illinois Medical District and red hot Randolph Street dining corridor. Hotel Chicago provides a stylish and affordable overnight option for hospital visitors, students, or savvy travelers looking for a “launch pad” to enjoy a night on the town—where less money to stay means more money to play. Multi-faceted room options include all the amenities of an extended stay mini apartment, with features such as: memory foam mattresses, personal Keurigs, refrigerators, microwaves, complimentary Wi-Fi, 24-hour fitness center, on-site washing machines, private parking lot for only $20 a night (CTA Blue Line stop is also within a block), and much more. A warm and knowledgeable support staff is always available to personally accommodate every request.

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