The Musings Of An Opinionated Sod [Help Me Grow!]

For many people, they interpret this in terms of executional quality and without doubt, that is a part of it, but it is so much more.

In fact, craft starts at the thinking phase … before a single thing has been defined or committed to paper.

I’ve written a lot about craft over the years, but I recently read something that for me, is a wonderful expression of its role and power.

Now, I get there’s going to be a lot of moaning when you see what my example is – or, should I say, – who my example of craft is coming from. But hang in there. Please.

Are you ready?

OK, so it comes from Queen’s Brian May.

I know … I know … but there’s a reason for this.

You see he was recently asked about the lyrics to one of his songs called ’39.

This song appeared on their 1975 album, ‘A Night At The Opera’ and it is a song about space travel through different dimensions.

For haters of Queen, just description probably justifies all your loathing … but there is method in the madness.

You see Brian May has a PHD in astrophysics.

And while he gained that qualification in 2007, the reality is he was a leading researcher in the field prior to joining Queen.

In fact the only reason he didn’t gain his PHD back in the 1970’s is because the band took off and so his studies stopped.

But even then, his love of astrophysics was a key part of who he was – especially the relationship it had with the dimension of time – which is maybe one of the key influences behind this song.

To understand the rest of this post, you should hear it … paying particular interest to the lyrics. So click here.

Did you do it?

Did you bollocks.

OK, then just click here to read the lyrics.

Did you do that?

Hmmmmn, OK … I believe you even if no one else will.

The point of this is because Brian May was recently asked about the story of the song and his reply is fascinating.

Fascinating in terms of where and how song writers get their inspiration …

But – to link back to the point of the post – fascinating in terms of how this crafted how he specifically wrote the lyrics …

How amazing is that?

I love how he explains why the tenses are mixed up in his lyrics.

How it is integral to the idea he had for the song.

How it is an example of craft in motion.

Sure, there’ll be some pricks who will claim its ‘post rationalized justification’, but that’s because they are confusing their ego with their ability.

Because here’s the thing with craft …

In many ways it is not immediately obvious to the recipient … they may not engage with it in the detail and care that went into it. They probably encounter it as a singular, all-encompassing experience. But to the creator, everything will mean something. Not in terms of ‘contrived, focus-group instruction and manipulation, but in terms of ensuring their creativity is crafted to represent their idea in its purest, most honest form. All the while embracing – and valuing – that the recipient may interpret and connect to the work in different ways than intended. Taking it to somewhere new, different and personal.

It’s a beautiful and generous act and why one of the most important questions I ask in any initial creative meeting is ‘what’s the story behind your story?’.

I don’t mean that in terms of them reiterating the brief or conveying some ‘insight’ they’ve defined to answer/justify their solution … but the journey they have been on in terms of inspiration, consideration or history that has led them or shaped what they are going to show.

Mainly because at this stage of proceedings, it’s got less to do with ‘answering’ the brief, but understanding how they see it.

A glimpse into where it could go, rather than what it currently is.

It’s why we need to remember craft isn’t something to wrap an idea in, it’s what informs the entire expression of the idea.

Because even if people don’t recognise it, they will probably feel it … even if they can’t explain why.