In this TED speach, David Byrne explains why we don’t just create things from passion, it’s also affected by the different venues where we present our stuff. He uses music and architecture as examples.
This ever-evolving artist argues that his musical performances in the late seventies and early eighties was developed by rough environtments like the CBGB’s, for instance.
David continues to demonstrate how different kinds of architectual venues influenced guys like Bach and Mozart. And he claims that it wasn’t the jazz that constituted the musical context, it was the other way around. This also applies to pop, which was triggered by the microphone – and the arena-rock, which was evoked by huge sports arenas.
Come to think of it, I bet this has been an idea in David’s head for a long time. Clearly there are resemblances to the concept behind his great concert film »Stop making sense«, from the eighties.
I’d like to elaborate on this a bit. In print advertising, for example, we tend to create ads and force them into different papers and magazines. Why don’t shift perspective and create each one of them in order to meet the requirements of every single placement? Like we always do on the Internet, mostly do with posters, and sometimes on tv.
This way I think we could accumulate power enought to actually meet the readers high expectations of the editorial content and the media itself, more efficiently. This way I reckon we could be able to tune in perfectly with the consumers ever-changing states of mind.
Just a thought.
