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Who Is the Real King of Rock and Why Does It Still Matter Today?

The question of who truly deserves the title "King of Rock" has haunted music lovers for decades. Is it Elvis Presley, the hip-shaking pioneer who brought rock and roll into mainstream consciousness? Or perhaps Chuck Berry, whose guitar riffs became the very DNA of the genre? Maybe it's the rebellious spirit of Little Richard, or the poetic depth of Bob Dylan? I've spent countless hours debating this with friends, digging through vinyl collections, and losing myself in concert footage, and I've come to believe the answer isn't about crowning a single individual. The real kingship of rock is a mantle passed through generations, a cultural force that matters today precisely because it refuses to be a static monument. It evolves, challenges, and reinvents itself, much like the ongoing efforts in modern media to represent diverse voices authentically.

I was recently playing the video game Kingdom Come: Deliverance 2, and its approach to historical representation struck a chord with me, oddly mirroring this musical debate. The first game was rightly criticized for its lack of diversity, focusing mostly on a narrow, Turkic Cuman perspective. It was like a rock history book that only had a chapter on Elvis. But the sequel? It makes a concerted effort to broaden the narrative. Early on, you encounter a Romani camp with quests that delve into their unique beliefs and way of life. Then, in the city of Kuttenberg, you find a vibrant mix of Germans and an authentic Jewish quarter, with the plot not shying away from exploring the complexities of Jewish life in a predominantly Catholic 15th-century Bohemia. This isn't just tokenism; it's a fundamental enrichment of the world. It made me think about rock and roll. The early narrative was dominated by a few big names, often white artists, while the foundational contributions of Black pioneers like Sister Rosetta Tharpe were pushed to the sidelines. Acknowledging this fuller, more complex history doesn't diminish the legends; it makes the entire genre richer and more truthful. It's why the debate matters. We're not just arguing about old records; we're negotiating whose stories get to be part of our collective cultural memory.

This push for a more nuanced representation extends to gender, both in historical games and in rock's history. In Kingdom Come 2, the developers have given women more autonomous roles that exist outside the rigid patriarchy of the era. Sure, there's still some of the expected "sleaziness," particularly around the bathhouses, but even those characters are granted more characterization than being mere objects. They have hints of personality, agency. This resonates deeply when I consider figures like Janis Joplin or Patti Smith. They weren't just female singers in a man's world; they were forces of nature who carved out their own space, redefining what a woman in rock could be. They fought against being pigeonholed, much like these virtual characters hint at a struggle beyond their prescribed roles. When we talk about the "King of Rock," we must ask: where are the queens? Why has their narrative been so hard to crown? For me, this is where the "why it matters" part becomes urgent. It's about power dynamics, about who gets to tell the story and who gets to be the hero.

So, who is the real king? Personally, I lean towards Chuck Berry as the architect. Elvis was the explosion, but Chuck Berry laid the bricks and mortar with his duck walk and storytelling lyrics. His song "Johnny B. Goode" isn't just a hit; it's the blueprint for a thousand rock anthems that followed. But my personal preference isn't the final word, and that's the point. The throne isn't meant to be occupied by one person forever. The beauty of rock is its inherent rebellion against a single, centralized authority. The king is dead, long live the king! It's a cycle. The Beatles dethroned the early pioneers, then punk rock came along to tear down the stadium-filling gods of the 70s. This constant churn is its lifeblood.

This brings me back to why this debate remains so vital today, in an era of algorithmically generated playlists. In a world that often feels sanitized and corporate, rock and roll represents a messy, passionate, and authentically human struggle. It’s about the raw energy of a guitar riff that can't be auto-tuned, the guttural scream that comes from a place of real emotion. We see a hunger for this authenticity in other media, like the push for more diverse and character-driven narratives in games. It’s a rejection of a single, monolithic story. When we argue about the King of Rock, we are ultimately arguing about identity, rebellion, and the soul of our culture. It matters because the spirit of rock—the demand to be heard, to be different, to challenge the status quo—is a spirit we desperately need. It’s not about finding one face to put on a stamp; it’s about keeping a revolutionary idea alive. And as long as that idea has a beat you can dance to, the debate will, and should, never end.

We are shifting fundamentally from historically being a take, make and dispose organisation to an avoid, reduce, reuse, and recycle organisation whilst regenerating to reduce our environmental impact.  We see significant potential in this space for our operations and for our industry, not only to reduce waste and improve resource use efficiency, but to transform our view of the finite resources in our care.

Looking to the Future

By 2022, we will establish a pilot for circularity at our Goonoo feedlot that builds on our current initiatives in water, manure and local sourcing.  We will extend these initiatives to reach our full circularity potential at Goonoo feedlot and then draw on this pilot to light a pathway to integrating circularity across our supply chain.

The quality of our product and ongoing health of our business is intrinsically linked to healthy and functioning ecosystems.  We recognise our potential to play our part in reversing the decline in biodiversity, building soil health and protecting key ecosystems in our care.  This theme extends on the core initiatives and practices already embedded in our business including our sustainable stocking strategy and our long-standing best practice Rangelands Management program, to a more a holistic approach to our landscape.

We are the custodians of a significant natural asset that extends across 6.4 million hectares in some of the most remote parts of Australia.  Building a strong foundation of condition assessment will be fundamental to mapping out a successful pathway to improving the health of the landscape and to drive growth in the value of our Natural Capital.

Our Commitment

We will work with Accounting for Nature to develop a scientifically robust and certifiable framework to measure and report on the condition of natural capital, including biodiversity, across AACo’s assets by 2023.  We will apply that framework to baseline priority assets by 2024.

Looking to the Future

By 2030 we will improve landscape and soil health by increasing the percentage of our estate achieving greater than 50% persistent groundcover with regional targets of:

– Savannah and Tropics – 90% of land achieving >50% cover

– Sub-tropics – 80% of land achieving >50% perennial cover

– Grasslands – 80% of land achieving >50% cover

– Desert country – 60% of land achieving >50% cover