Facing the millenial shift, the article enters the debate on the future or alleged death of rock music. Changing technological, economical, institutional, subjective, social and aesthetic transformations are analyzed, in order to see how the use values of rock may be affected or even eroded. A wide and a narrow genre definition is contrasted, and their mutual conflict is seen as crucial to the historical development of rock. The article argues that rock survives as long as various actors engage in discursive struggles to define it differently, fighting for the right to rock.