Best thing I've seen in a while.
28 Nov 2010
24 Nov 2010
Inspiration
The film that I've posted so often about is perfect example of how inspiration comes from sources outside one's own industry.
As a reference, my background - I did graphic communication at uni. Then I worked for two years as a graphic designer. Now I'm applying for advertising jobs.
But.
I've also been massively inspired by this (yes this) post.
I love the idea that you advertise what you're best at through the method that you're worst at (or related to but not experienced at).
As a reference, my background - I did graphic communication at uni. Then I worked for two years as a graphic designer. Now I'm applying for advertising jobs.
But.
I've also been massively inspired by this (yes this) post.
I love the idea that you advertise what you're best at through the method that you're worst at (or related to but not experienced at).
23 Nov 2010
The music industry
I'm going to follow my earlier post up with a post about why it is important commercially; as I've been reflecting on my epiphany for a few weeks now (more to come on that by the way).
I'll cut to the chase. In the full length Runaway video, Kanye is solving the main problem that music has.
Music twenty years ago used to be about buying an album based on a single(s) that you liked. The idea was that you liked the single, bought the album, then went up to your bedroom and listened to the whole album from start to finish on your Sony Walkman. The reward (in theory) was that the album was greater as a whole than as a sum of its singular parts.
This meant that 1+1=3, based on the fact that all music was scarce and unavailable as the labels controlled the output. The labels controlling the output was the extra +1.
Then the music industry saw a chance to boost profits. If artists released albums that had a few killers with a lot of filler, then the labels could get three times the profit than you would from a single or two. A couple of singles would cost £2-4. An album would cost £12. If the consumer bought an album, they still got the songs they wanted, plus maybe one or two more, as well as a lot of filler.
Then the internet happened. This caught out the music industry. Previously, if a band had a few decent singles, they could be assured a decent amount of album sales. Now consumers could just pick the songs they wanted.
Simultaneously, piracy happened. Now the consumer has the power. I can download only the singles I want, for free, with no comeback.
Fuck.
Now the music labels are worried. But wait... here's a solution! Ban piracy! Then we'll have our single sales back.
And so the lawyers line up, toting their briefcases and $1000 rates.
But the enemy is nowhere to be seen. They are in other countries, ignoring the laws of the motherland of music, raping and pillaging the multistory towers of commerce that line the midtown streets of New York. The glass panels are being smashed as we speak.
This is all going a bit crazy and (as usual) the artists are being ignored. Let's go back to them.
The ideological benefit of the album was that the artist could communicate their message, with highs, lows and in betweens; much like a concert.
In fact concerts are now where artists make the majority of their money.
Concerts are for the real fans, who want to hear the message so much that they'll invest double the cost of an album for a ticket (even Seth Godin has something to say on this).
But how can you bring your message and experience to people who aren't where you are? How can you bring the concert to the people? Even people who don't live where you're performing?
It won't be easy to do. But nothing new is. And nothing easy is worth it.
Here's a clue in HD...
I'll cut to the chase. In the full length Runaway video, Kanye is solving the main problem that music has.
Music twenty years ago used to be about buying an album based on a single(s) that you liked. The idea was that you liked the single, bought the album, then went up to your bedroom and listened to the whole album from start to finish on your Sony Walkman. The reward (in theory) was that the album was greater as a whole than as a sum of its singular parts.
This meant that 1+1=3, based on the fact that all music was scarce and unavailable as the labels controlled the output. The labels controlling the output was the extra +1.
Then the music industry saw a chance to boost profits. If artists released albums that had a few killers with a lot of filler, then the labels could get three times the profit than you would from a single or two. A couple of singles would cost £2-4. An album would cost £12. If the consumer bought an album, they still got the songs they wanted, plus maybe one or two more, as well as a lot of filler.
Then the internet happened. This caught out the music industry. Previously, if a band had a few decent singles, they could be assured a decent amount of album sales. Now consumers could just pick the songs they wanted.
Simultaneously, piracy happened. Now the consumer has the power. I can download only the singles I want, for free, with no comeback.
Fuck.
Now the music labels are worried. But wait... here's a solution! Ban piracy! Then we'll have our single sales back.
And so the lawyers line up, toting their briefcases and $1000 rates.
But the enemy is nowhere to be seen. They are in other countries, ignoring the laws of the motherland of music, raping and pillaging the multistory towers of commerce that line the midtown streets of New York. The glass panels are being smashed as we speak.
This is all going a bit crazy and (as usual) the artists are being ignored. Let's go back to them.
The ideological benefit of the album was that the artist could communicate their message, with highs, lows and in betweens; much like a concert.
In fact concerts are now where artists make the majority of their money.
Concerts are for the real fans, who want to hear the message so much that they'll invest double the cost of an album for a ticket (even Seth Godin has something to say on this).
But how can you bring your message and experience to people who aren't where you are? How can you bring the concert to the people? Even people who don't live where you're performing?
It won't be easy to do. But nothing new is. And nothing easy is worth it.
Here's a clue in HD...
12 Nov 2010
The best creatives
Creative isn't a title exclusive to any one industry.
In fact for your title to be simply 'creative', you can't work in one industry. Personally, I think there are three stages to becoming a great creative. If you want an example visit the websites of Starck, West or Gaga.
1. Innovate in your field.
2. Collaborate with people who clash with you.
3. Influence other fields with lessons you've learned from the first step.
A hypothetical application to advertising-
1. Innovate in your field.
Do something different. The easy bit. OK. Let's say I did the Guinness 'Surfer' ad.
2. Collaborate with people who clash with you.
Do adverts with people who don't match what you'd expect. Let's do another advert similar in style to 'Surfer' (very arty and highbrow) to a contrasting soundtrack of hiphop or thrash metal.
3. Influence other fields with what you've learned from the first step.
Take what you've learnt; apply it to fashion / product design / music / etc.
For example, take something that's highbrow in appearance (like a high end fashion boutique) and subject it to a marketing strategy that would be used for a hiphop album.
Just an idea, but I'd be interested to see if it's applicable to every creative scenario.
In fact for your title to be simply 'creative', you can't work in one industry. Personally, I think there are three stages to becoming a great creative. If you want an example visit the websites of Starck, West or Gaga.
1. Innovate in your field.
2. Collaborate with people who clash with you.
3. Influence other fields with lessons you've learned from the first step.
A hypothetical application to advertising-
1. Innovate in your field.
Do something different. The easy bit. OK. Let's say I did the Guinness 'Surfer' ad.
2. Collaborate with people who clash with you.
Do adverts with people who don't match what you'd expect. Let's do another advert similar in style to 'Surfer' (very arty and highbrow) to a contrasting soundtrack of hiphop or thrash metal.
3. Influence other fields with what you've learned from the first step.
Take what you've learnt; apply it to fashion / product design / music / etc.
For example, take something that's highbrow in appearance (like a high end fashion boutique) and subject it to a marketing strategy that would be used for a hiphop album.
Just an idea, but I'd be interested to see if it's applicable to every creative scenario.
4 Nov 2010
What can we learn from pirates?
Here's a thought.
Artists who are well known enough to get pirated are well known enough to get paid to promote their art.
Artists who aren't well known don't get pirated, so you have to pay for their art.
This means that artists who are really good gain access to piracy. Artists who aren't, don't.
So in effect piracy is a measure of success; dictated by the fans instead of the executives.
Power has switched hands. Now anyone can make their art available to everyone, so anyone can become famous for their art.
And their art doesn't have to be pictures.
Artists who are well known enough to get pirated are well known enough to get paid to promote their art.
Artists who aren't well known don't get pirated, so you have to pay for their art.
This means that artists who are really good gain access to piracy. Artists who aren't, don't.
So in effect piracy is a measure of success; dictated by the fans instead of the executives.
Power has switched hands. Now anyone can make their art available to everyone, so anyone can become famous for their art.
And their art doesn't have to be pictures.
Changing the game
If you have a spare 35 minutes, I advise taking time out to watch the short film above (in HD). As an amateur film buff I think it's worth genuine artistic merit.
More importantly I think it shows how innovators don't just push the boundaries of their own field, they push the boundaries of anything vaguely related to their passion.
As a film, this is well-shot, the art direction and costume design is astute, the music spot on. In fact if you didn't know who Kanye West was, this is still a fantastic film; this is the reason it's so brilliant. It works because it flips the concept of product placement by taking control of everything else, with the music playing a background role. Instead of seeing Ryan from the OC drinking a Pepsi, we're seeing Pepsi create the OC, cast the actors, write the script and compose the music.
3 Nov 2010
The recession
Everyone hates the recession. I love it. Here's why-
A recession creates change, a challenge to the status quo. This is always good if you're willing to accept it.
A recession creates opportunities. Good.
A recession forces the crap companies to shut down. Honestly? About time Woolworth's shut down. Good riddance.
A recession cuts the middle ground. Those at the top have usually seen it coming, so are sitting pretty. The others face a race to the bottom. Great or shit. Forceful emotions. Love it.
A recession is the start of a new boom. Things can't get any worse, so everything is going to get better.
A recession is a lesson in repeating patterns. Set your alarm for 2018 - sell your business then.
Stuff is cheaper.
All in all I think people who embrace a recession are in an advantageous position. It's like a bonus multiplier on a pinball machine - get it early and later on you'll benefit massively. It's a chance to try new things.
If anyone has a go just tell 'em, "HEY! Don't you know there's a recession on!?"
A recession creates change, a challenge to the status quo. This is always good if you're willing to accept it.
A recession creates opportunities. Good.
A recession forces the crap companies to shut down. Honestly? About time Woolworth's shut down. Good riddance.
A recession cuts the middle ground. Those at the top have usually seen it coming, so are sitting pretty. The others face a race to the bottom. Great or shit. Forceful emotions. Love it.
A recession is the start of a new boom. Things can't get any worse, so everything is going to get better.
A recession is a lesson in repeating patterns. Set your alarm for 2018 - sell your business then.
Stuff is cheaper.
All in all I think people who embrace a recession are in an advantageous position. It's like a bonus multiplier on a pinball machine - get it early and later on you'll benefit massively. It's a chance to try new things.
If anyone has a go just tell 'em, "HEY! Don't you know there's a recession on!?"
Hiphop vs the world
Hiphop gets a bad rap.
Every time someone who doesn't understand its merits criticises it, I feel like pulling out a glock.
OK, just kidding.
Rap seems to get a lot of criticism for a variety of reasons. Some criticise its 'gun culture', 'materialist focus' and 'objectification of women'. Others say that there is no skill or talent required, often because they don't understand the appeal of hiphop.
"That's not singing".
"Why's he so angry?"
Most of these criticisms seem to come from politically imbalanced/media influenced, people over 30 and/or people who like music where someone plays a guitar.
What the first group seem to miss is that very rarely do people become subjects to what media students will know as the 'hypodermic syringe' theory. This dictates that if 50 Cent tells you to shoot prostitutes, you'll get on the next bus to the gun store. Obviously this isn't the case, but they maintain their position by citing cases where a single disturbed individual shot some people and claimed his influence was 50 Cent/Eminem/Pulp Fiction/Grand Theft Auto.
The second group, people over 30, I will forgive. They grew up with an emerging genre that was influenced by 70's disco, a poor base for a new breed of artist. A lack of understanding is mainly to blame.
Vanilla Ice didn't do rap any favours either.
The last group is my real opponent. People who insist on listening to the BBC Live Lounge and buy the Japanese EP for the extra bonus track. These are the people who say that there is no skill or talent required to be a rapper.
The reason I listen to hiphop is for a reason that transcends execution.
Like all good music, good hiphop isn't just about the execution. The real appeal is the energy behind the music, which is a combination of tune, lyrics and delivery. The best thing about hiphop is that by its very nature, hiphop is performed by people striving for achieve something better than what's expected from them. They come from ghettos, housing estates and tower blocks, but they don't want to stay there. They have the drive and ambition to get out, to make something of themselves. As a creative at the bottom of the pack, it's something that's very relatable and inspiring.
I don't listen to it because I want to be a gangsta. I listen to it because I don't.
Every time someone who doesn't understand its merits criticises it, I feel like pulling out a glock.
OK, just kidding.
Rap seems to get a lot of criticism for a variety of reasons. Some criticise its 'gun culture', 'materialist focus' and 'objectification of women'. Others say that there is no skill or talent required, often because they don't understand the appeal of hiphop.
"That's not singing".
"Why's he so angry?"
Most of these criticisms seem to come from politically imbalanced/media influenced, people over 30 and/or people who like music where someone plays a guitar.
What the first group seem to miss is that very rarely do people become subjects to what media students will know as the 'hypodermic syringe' theory. This dictates that if 50 Cent tells you to shoot prostitutes, you'll get on the next bus to the gun store. Obviously this isn't the case, but they maintain their position by citing cases where a single disturbed individual shot some people and claimed his influence was 50 Cent/Eminem/Pulp Fiction/Grand Theft Auto.
The second group, people over 30, I will forgive. They grew up with an emerging genre that was influenced by 70's disco, a poor base for a new breed of artist. A lack of understanding is mainly to blame.
Vanilla Ice didn't do rap any favours either.
The last group is my real opponent. People who insist on listening to the BBC Live Lounge and buy the Japanese EP for the extra bonus track. These are the people who say that there is no skill or talent required to be a rapper.
The reason I listen to hiphop is for a reason that transcends execution.
Like all good music, good hiphop isn't just about the execution. The real appeal is the energy behind the music, which is a combination of tune, lyrics and delivery. The best thing about hiphop is that by its very nature, hiphop is performed by people striving for achieve something better than what's expected from them. They come from ghettos, housing estates and tower blocks, but they don't want to stay there. They have the drive and ambition to get out, to make something of themselves. As a creative at the bottom of the pack, it's something that's very relatable and inspiring.
I don't listen to it because I want to be a gangsta. I listen to it because I don't.
2 Nov 2010
Motivation
Today I figured out why I'm not as motivated to do anything as I was a year ago.
About three years ago, seeing as I was living at home and getting a student loan, I set out on a plan to get all the things I wanted while I could afford them. So instead of spending my student loan on partying I decided to invest in a plasma TV, an iMac and a trip to NYC. I also bought a PS3 because I was working while I was at uni.
So now I have a comfortable room full of cool stuff.
That's why tomorrow I'm putting my PS3 in to the attic and giving the power cable for the TV to my Dad.
Because when I'm comfortable, I'm not striving for something better, for something amazing.
Also, my wardrobe's going in the charity bin. Dressing smarter might help me feel sharper. Just a thought.
I also find one of my biggest motivations is music, so I'm transferring from using iTunes to putting all my favourite tunes on a Youtube playlist, so I can access it whenever, wherever.
Lastly, I need to get out of where I normally work, so its time to find somewhere else to write these blog posts...
Experiment commence.
About three years ago, seeing as I was living at home and getting a student loan, I set out on a plan to get all the things I wanted while I could afford them. So instead of spending my student loan on partying I decided to invest in a plasma TV, an iMac and a trip to NYC. I also bought a PS3 because I was working while I was at uni.
So now I have a comfortable room full of cool stuff.
That's why tomorrow I'm putting my PS3 in to the attic and giving the power cable for the TV to my Dad.
Because when I'm comfortable, I'm not striving for something better, for something amazing.
Also, my wardrobe's going in the charity bin. Dressing smarter might help me feel sharper. Just a thought.
I also find one of my biggest motivations is music, so I'm transferring from using iTunes to putting all my favourite tunes on a Youtube playlist, so I can access it whenever, wherever.
Lastly, I need to get out of where I normally work, so its time to find somewhere else to write these blog posts...
Experiment commence.
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