Recently I saw this photo of Motorhead.
I fucking love it.
Not because I’m a die-hard Motorhead fan [though I’ve always loved Lemmy] but because it captures a time when music and art were interesting and dangerous partners-in-crime, not focus-group designed ‘brand assets’.
Please do not think this is a rant against people like Ed Sheeran or Dua Lipa.
I both respect and appreciate what they do.
They’re very talented and they’re very musical.
However the way they use music is very different to bands of the past.
Back then, artists like Motorhead used music as a form of expression, whereas modern singers/acts use it more like a product.
That doesn’t mean it’s wrong, it just means they’re more marketer than musician.
After all, Ed Sheeran admits to using focus groups.
And Dua Lipa’s team acknowledge they closely follow trends.
For them, music is a ‘brand asset’ designed to help achieve specific business goals and targets.
I’m not knocking it, there’s a lot of money doing that … but what people – and marketers – seem to forget is there’s a whole career to be had choosing the alternative.
Where you focus on the idea not the assets.
Where you lead audiences, rather than chase them.
Where you mean everything to someone not something to everyone.
It’s why I found a recent comment by Lady Gaga interesting.
I love her. I think she’s amazing.
But recently she said “don’t call me a singer, I’m an artist”.
And while that might sound like a pretentious diva who also see’s music as a brand asset in a range of their products – it’s not.
It means she see’s what she does as art, which is far more interesting in terms of the possibilities of creativity … because it not about doing things right for others, it’s about doing things that feel right for her.
We need more artists in the World, not marketers.