Pop art
The Who was labelled "the first pop art band" by their manager, while member Pete Townshend explains: "We stand for pop art clothes, pop art music and pop art behaviour ... we don't change offstage; we live pop art." Frith considers their album "The Who Sell Out" (December 1967) "perhaps the Pop art pop masterpiece", the Who using the "vitality" of commerce itself, a tactic echoed by Roy Wood's the Move and, later, Kevin Godley and Lol Creme of 10cc. Townshend's ideas were notable for their emphasis on commercialism: "[his] use of Pop art rhetoric ... referred not to music-making as such – to the issue of self-expression – but to commercial music-making, to issues of packaging, selling and publicizing, to the problems of popularity and stardom." In a May 1967 interview, Townshend coined the term "power pop" to describe the music of the Who, the Small Faces, and the Beach Boys. Power pop later developed as a genre known for its reconfiguration of 1960s tropes. Music journalist Paul Lester argued that this component could ratify power pop as one of the first postmodern music genres.