There’s a brilliant documentary on the band The KLF.
For those who don’t know who they are/were, they’re a band formed in the late 80’s who wrote some of the early 90’s biggest selling singles.
Except, if truth be told, The KLF were more artists than musicians.
I don’t mean that in terms of them having many different business interests …I mean it in terms of them expressing their creativity in ever-more dramatic, provocative and intriguing ways.
From burning a million pounds to sampling without permission to firing a machine gun full of blanks at an audience live on television to delisting every song they ever made … and a whole lot in-between.
It’s a truly fascinating documentary, where you realise that everything they did – while not planned – was definitely deliberate.
But there’s one quote about them that stood out for me.
Not just because it captured who they were, but because it revealed what is missing for me in so much of the work the industry is producing.
I love that.
I love it so much.
But sadly, many in my discipline of strategy – and all the self-proclaimed marketing gurus – have killed that in the quest to flatter their own ego.
And it gets worse.
No, I’m not talking about the clients who value function, logic and attribution over shaping or changing cultures opinion, attitudes and feelings – though I could definitely talk about that – but the agency creative departments filled with people who want to make ads rather than use creativity to push boundaries.
The KLF may have been seen by the industry as anarchists … but for a band who had a few – albeit massive – hits in the 90’s, their work still is remembered, stands up to scrutiny and can be directly associated with cultural change which is more than pretty much anything our industry, or most industries for that matter, produces these days.
Of course, given the untold billions brands spend to have culture know them, value them and want them … this is pretty ironic.
Oh I get these brands still make a ton of money.
More than even The KLF could burn.
But this isn’t about distribution, habit or media spent, but influence, change and ambition.
This doesn’t mean the talent isn’t there to make something like this happen.
It is.
But it means nothing if the role it’s used for is to give clients what they want rather than what culture can never forget.
