Two weeks ago I published a list of the 20 most important remaining albums of 2006. Beck’s “The Information” topped it ahead of DJ Shadow, Jay-Z, Sparta, Jet, The Hold Steady and Lady Sovereign to name a few.

The album hit shelves Oct. 3. But the historical record – at least in the U.K. – won’t show that. In fact, the charts in the United Kingdom wont have a mention of the anti-folk superhero’s 10th legitimate LP at all.

Why?

Because the OCC – the Official Chart Company that governs sales much like the RIAA does in the United States – has decided to refuse Beck access to its charts due to an “unfair advantage” in the album’s packaging.

Without getting into the semantics about how there is no such thing as a “fair advantage,” this is ludicrous. The concerns stem from the record’s blank liner notes and accompanying sticker booklet that allows consumers to create their own artwork. Additionally, the record comes with a bonus DVD that includes a video for each of the 15 songs.

It’s not that the chart-banning will hurt sales for “The Information.” In fact, it will certainly generate more publicity for it. And it’s not like the OCC should be in any cahoots with the ever-slumping record industry to bolster sales figures. People are going to get paid whether the charts show it or not.

It’s just this ruling is both unprecedented and hypocritical.

As Beck told Billboard after the announcement, “Any art on a CD is an incentive to buy and listen.”

You want to talk about incentive-laden packaging, take a look at the Dandy Warhols’ first release in which both Zia McCabe and Courtney Taylor-Taylor are naked in the liner notes. Now that is an “unfair advantage.”

But Beck is right. And with record companies getting more creative with extra features and deluxe editions, it was only a matter of time before an arbitrary line was drawn. But the line comes down directly between two seemingly trivial bonuses – stickers and DVDs.

Countless U.K. chart-toppers – from Ash to Doves – have included a bonus DVD with recent releases. And acts have included promotional decals since the days of vinyl. Apparently, though, never the two shall meet. (Just wait until technology catches up to the idea of DVD-playing stickers. The OCC brass’s heads will explode).

In theory, the banning has merit. If the OCC is going to make a poster-child for its new strictness against creative packaging, better it be a well-known artist like Beck. Targeting a financially stable artist instead of a struggling upstart act at least takes the OCC’s wrath out on a person who’s certain to garner sales. “The Information” is a low-risk release guaranteed to move units. Not just because it’s fantastic, but his reputation alone. This is just a hiccup to add a bit of trivia to Beck’s story, whereas it could have been a commercial kiss of death to an unknown band.

Yes, in theory it does have merit. Imagine the slippery-slope arguments made at the OCC board meeting in which “The Information” was discussed. “First it’s stickers and DVDs, next people are giving away cars and tiny sheets of pure gold. It’ll be pandemonium!”

Look, if the OCC wants to start banning albums from the U.K. charts because of artwork, at least ban the ones with truly evil packages. (IE. Ones that say “Limp Bizkit” on the sleeves, those albums should not just be banned from the charts but also from stores).

But the OCC banning isn’t just a theory. It’s reality. And it’s stupid. I can’t wait to see the official rulebook and guidelines that are sure to follow as to what qualifies as an “unfair advantage.”

Board member: Stickers?
Chairman: Yes
Board member: DVDs?
Chairman: Yes
Board member: Stickers and DVDs?
Chairman: No
Board member: Is it an “unfair advantage” if the artist is just really great?
Chairman: Well, I think it can be. There you have it everyone. It’s official. Only mediocre bands can top our charts.
Board member: Who are we, America?

Oh to be a wallflower during that OCC board meeting.

If anything the Beck situation will just be another footnote to the “state of the industry” discussions. The OCC giving a damn whether stickers and DVDs influence sales is as pointless as the Congress caring if a cigar can affect a man’s foreign policy.

Okay, maybe that’s a bad example.

Daily Herald BEEP, Oct. 7, 2006