ELVIS IN THE HEART OF AMERICA
CONSIDERING THE SOURCE, IT WAS A STARTLING claim. A longtime lieutenant of TIME and LIFE founder Henry Luce, journalist Richard Clurman found himself chatting one day in the late 1960s with Leonard Bernstein, the legendary composer and conductor of the New York Philharmonic. “Elvis Presley,” Bernstein said, “is the greatest cultural force in the 20th century.” Taken aback, Clurman, who recounted the exchange to the writer David Halberstam, offered an alternative.
“What about Picasso?” Clurman ventured.
“No, it’s Elvis,” Bernstein insisted. “He introduced the beat to everything and he changed everything—music, language, clothes, it’s a whole new social revolution—the ’60s come from it.”
As does so much else. Forty years after Presley’s August 1977 death in an upstairs bathroom at Graceland, his Memphis mansion, the revolution Bernstein identified unfolds still. With an estimated 1 billion units sold and counting, Presley is thought to be the most commercially successful solo musical artist of all time. Last year, the Recording Industry Association of America certified the Essential Elvis record platinum, and in 2016, Presley was, according to Forbes, the fourth top-earning dead celebrity in America, trailing only Michael Jackson (who, in an only-in-America twist, was once married to Presley’s daughter), cartoonist Charles Schulz and golfer Arnold Palmer. Legions of fans—many of whom were born after the King was found lifeless, his body wracked by opioids—treat him as a Christlike figure, a man born on the fringes who attracted a great following and who some still believe is not dead. The site this month of a panel discussion with Priscilla Presley, a sold-out “Ultimate Elvis Tribute Artist Contest Showcase” and a vigil on the anniversary of his death, Graceland is among the most-visited private homes in the nation along with the White House, which is fitting, since the Presley phenomenon has particular resonance in the age of Hillbilly Elegy. “What he did was earthshaking,” says Tim McGraw, the country-music superstar who counts Presley as a huge influence. “He changed not only the music that we make but social norms and the way we looked at each other.”
He also changed how we are able to look at, and experience, him in the 21st century. Ted Harrison, a British writer and broadcaster who’s done landmark work on the Presley phenomenon, notes that investors in the “Elvis brand,” thanks to the Presley family, have had unusual artistic and commercial freedom. Next up:
