In the Beatles Anthology documentary, Paul McCartney tells of club dates during the band’s first international tour in Hamburg, where crowds booed and cried “Mach schau, mach schau!” up to the stage. When the nascent Fab Four learned that mach schau translates to “make show”, they did not have to be told twice. From then on they adopted the lively, hair-flopping stage antics that would later take the world by storm.
The emotional resonance to which McCartney refers seems distinct from visual accompaniment explicitly designed to correspond with musical performance. Acts that rely on light and video installations or Broadway-ready dancers aren’t really attempting mach schau in the same way the Beatles did or, say, the notoriously raucous shows of Bruce Springsteen. One performs, where the other exudes sheer enthusiasm. Perhaps most definitively emotive of all pop performances in this sense would be those of Little Richard, whose “whooo!” McCartney co-opted in the same way the Rolling Stones did the blues moan of Muddy Waters.