Anyone out there ever heard of Sixto Rodriguez? I sure hadn’t. Last week, I went to see a documentary about him called Searching for Sugar Man, and my mind keeps wandering back to it. He was a musician from Detroit in the 70s who recorded two albums under the name Rodriguez, which were met with monumental disinterest here in the United States. In the documentary, they interview Clarence Avant, founder of Sussex Records, which put out both albums, and he flippantly estimates that perhaps 6 people total bought one of them. A personal friend of Rodriguez that hadn’t known his history as a recording artist once asked Rodriguez for a copy of his albums once he found out about them, but they were such a flop and so out of print that the artist himself didn’t know where he could get his hands on one.
The sound engineers and producers that worked with Rodriguez have nothing but praise for him as a musician, and all seem melancholy when they reminisce about those albums and Rodriguez’ unrecognized talent and unrealized potential.
Anyway, that’s all backstory. What’s important is he was just a working class guy in Detroit who would play occasionally in bars (very shyly with his back to the bar-goers) and who cut two albums and then carried on with his life.
At some point back in the 70s, a woman visiting South Africa from the United States brought with her a copy of Cold Fact, Rodriguez’ first album. Now, the exact mechanism that allowed this next part to happen isn’t 100% clear to me, but basically the album got passed from person to person and bootlegged, quickly growing in popularity. The music has themes of social awareness, anti-establishment thought, and resistance to oppression, which resonated strongly with people in South Africa living under apartheid. A South African label eventually secured local rights to the album and began to print and sell copies, although the album was censored by the government. They would physically etch scratches into the track they wanted to block people from hearing. Of course, by banning it, the government only deepened public interest in the album, and it became even more popular. As it kept selling, the label kept paying royalties back to Sussex Records, but these royalties never made it to Rodriguez, who remained ignorant of his growing fame abroad.
There was a huge disconnect between his working class life in Detroit and his rock star status in South Africa. His albums went platinum, and some interviewees state in the film that he was more popular than Elvis and the Rolling Stones. A lot of mystery surrounded him over there, because no one knew anything at all about his personal life. The albums themselves didn’t provide any biographical information, he hadn’t ever visited the country, there were no interviews with him or really any means of finding out who he was. Moreover, he was widely rumoured to have killed himself in a number of different, spectacular ways, like lighting himself on fire, or shooting himself on stage. No one was trying to track him down because people generally believed him to be dead.
In the 90s, after a reissue of some of his music, one thing led to another, and a journalist and music historian began trying to find out more about Rodriguez, eventually discovering that he was alive and well and living in Detroit. Rodriguez was invited to come to South Africa and play a series of concerts, which he accepted. The footage from his time over there is incredible. He sold out every performance, and these were in giant arenas. People didn’t know at first if it was real or a hoax, but when he got onstage, it became clear that this was the real deal. And he looks so casual in front of these crowds, as if nothing out of the ordinary is happening. He has since gone on to tour a number of times, and in other countries, but he maintains the same modest lifestyle he had been living in Detroit, and has given away most of the money he’s earned.
This movie is amazing and the interviews with all the people in Rodriguez’ life are so touching. I was most moved by the interviews with Rodriguez’ children, who have known all along how special their father is. Also touching are the interviews with the people in South Africa, who love his music so much and who got to share in this unbelievable turn of events. I mean, it’s like fairy tale magic, the kind of life story that little children fantasize about: living, unrecognized and unappreciated, as a pauper, but being secretly destined for a life of fame and fortune somewhere far away.
It’s really worth checking out this film. Rodriguez’ story is inspiring and beautiful. Searching for Sugar Man is currently in theatres, so you still have time to go!