The subculture of mod was born in early 60s London as a reaction to the spending power of young, working class men. Aspirational, smartly dressed and secretive, the mods were a closed society that danced to rare soul records, spent a month's wages on a tailored suit, lost themselves in narcissistic dreams and paved the way for a new consumer culture. Pete Meaden, The Who's first manager, once described mod as "clean living under difficult circumstances". Assess the ongoing influence of the world's most enduring youth cult.
http://schedule.sxsw.com/events/event_MP6217
