The Who’s co-founder, Pete Townsend, invented the label ‘power pop’ to describe this very album. It rebels against the pretentiousness of the Beatles and Hendrix, but it still crunches like hard rock should. Like many great albums from 1967, Sell Out is full of trippy effects, but it's also tight and melodic (unlike the long Doors and Velvet Underground instrumentals), unpretentious, playful, and flippant. The sound is harmonious and upbeat, and the lyrics and jubilant and humours. They pioneered psychedelia’s place in pop alongside more successful albums by the Bealtes, Love, and Pink Floyd. Within a decade, the ‘rockists’ would find the album too silly and unsophisticated, and yet the punks would find it over-produced, and so its legacy has happened to dim over the decades through no fault of the album.
While not executed perfectly, the strength of this album is definitely its concept. As it’s title suggests, The Who Sell Out challenges the distinction of high art and low art, elevating advertisement to an artform while simultaneously lampooning it. “Odorno” is about a romantic tragedy that could have been saved by the use of a different perfume, demonstrating Townshend's growing lyricism. It does the same to pop music itself, in a style that is more ironic than any of their contemporaries. This was perhaps the first great album to critically engage with its own commercial character; it may be the first great postmodernist album of any genre. While other contemporaries were just as artsy as the Who (The Beatles, the Stones, the Beach Boys), their lyrics were largely romantic and sublime, whereas the Who sang flippantly about everyday moments and throw-away culture. The Who did here for pop music what Andy Wahrol did for painting.
For all its conceptual sophistication, Townshend’s lyrics aren’t as punchy, Moon’s drumming doesn’t run as wild, Entwislte doesn’t spin out as manically, and Daltry doesn’t sing as powerfully, as they did on the rest of their original lineup albums. And of course, the concept is not as effective as on Tommy or as fully executed as Sgt Pepper’s. At the same time, fans of artsy and mind-boggling psychedelic music would be better off checking out Are You Experienced, The Doors, Velvet Underground and Nico, or Axis: Bold as Love .
On the other hand, this album combines almost all of the elements that we’ve come to associate with (and love about) the 1960s, and is the perfect album for any lover of pop music, and for any lover of contemporary art. And pandering to both crowds successfully is no small feat. The Who Sell Out strikes a rarely achieved balance between melodic pop, powerful instrumentation, and philosophical concept