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


Why People Who Believe In The Metaverse, Need To Be Dire Straits Fans …

After the amazing drama of yesterday, I need to calm things down.

Not for you, but for me … because my heart can’t take nerves like that.

And yet it’s going to have to do just that in a little over a week.

Bloody hell.

So to slow things down, let me take you back in time …

Back in 1985, the band Dire Straits launched a song called Money For Nothing.

It became famous for a whole host of reasons.

It was the first song of theirs that actually sounded slightly modern.

It had ‘modern’ day references in the lyrics.

It had Sting – from The Police – singing on it.

It had this video …

Did you watch it?

You didn’t did you?

You lazy bastards …

Well, to get back to the point of this post, here’s a screen grab from it …

Now while that image may not strike you as cutting edge, back in 1985, it was revolutionary.

Digital characters living in a digital world, where their universe was a blend of normality and possibility.

Hang on, does that sound like something else?

Something that a huge amount of the tech and marketing industry have been wetting their pants over?

Something that sounds suspiciously close to this …

Did you watch this?

You didn’t did you?

You über-lazy assholes …

Well, to get back to the point of this post, here’s a screen grab from it …

Yep.

Yep it does.

A music video from 1985 by the most snooze-rock band ever formed, not only communicated the metaverse, it did it in a style pretty close to what Facebook and every other brand have shown as ‘the standard’.

How terrifyingly embarrassing is that?

All these hip, technologists, futurists and strategists trying to look like they’re on the edge of culture creation and all the bollocks they’re banging on about was expressed by bloody Dire Straits 37 years earlier.

THIRTY SEVEN YEARS.

Hahahahahahahahaha.

I mean … when that Zuck video first broke, I wrote a post about how it was missing the point by showing things we can already do, but now – thanks to errrrrm, Dire Straits, I realise it was even worse than I imagined.

Don’t get me wrong, I believe technology and – the metaverse, even though what is being celebrated as it, isn’t what it is – will have the possibility to make a huge, positive difference to humanity. Eventually.

But making – and lauding – a film and idea that looks awfully similar to a bloody 1985 music video isn’t doing them any favours. If anything, it shows how much of this industry is filled with individuals who crave attention or adoration or just desperately seek relevance.

Not helped when you learn that, unsurprisingly, the main reason Zuck is so into the Metaverse is not for changing the world but upping his bank account.

Given how much Facebook tried to label Apple as ‘anti-business’ for the amount they charged creators and partners – which is a lot less than 47.5% – it makes the whole Meta situation even more laughable.

Don’t get me wrong, I know the new is often misunderstood.

And new technology should not be judged by the standards of established technology.

But when the ‘icons and industry leaders’ stand on soapboxes and stages to promote the future in a similar way that Dire Straits brought to the World almost 4 decades ago … it’s only fair to question if these people care about the future or simply their own career image.

Even though, sadly, we keep seeing hyping can get better career growth, than grafting.

If the Metaverse could fix that, then maybe we’d all sign up.

Then again …



Desperate For Friends …

A while back, Mark Zuckerberg announced to the world he was creating a holding company – that would house Facebook and Instagram etc – called Meta.

He launched it with this piece of underwhelming fanfare …

There are so many questions about this …

Why did Zuck make his avatar leaner than the real him? Why did he think showing a virtual room with some boring mates playing cards would excite the world? Why the fuck is his wife & dog making an appearance & why would his dad give a shit about receiving a clip of the pooch? Why was the “awesome virtual room” like a Sega Megadrive game background? Why are Facebook/Meta employees so cowardly they can’t tell their boss his acting is worse than people who appeared on that short lived BBC soap, Eldorado? Why did they think it would be trippy to show a flying fish to a generation who make TikTok videos far weirder, fancier and more interesting? Why did I watch the whole thing. Twice? Why did they make their logo a shot Zorro mask? Why does android Zuck still pretend he’s human?

It was, in no uncertain terms, fucking terrible.

But to show that Facebook have no shame taste, they then went on a social media tirade in a bid to drum up support and interest from brands.

Not people. Brands.

Asking them what they’ll be doing in the metaverse.

And while the social media account of a brand talking to another brand may be cool for the people working at the brand, 99.9% of the time it’s an act that shows a complete lack of self awareness.

Look at this …

It’s the equivalent of 2 old white dudes – wearing Yeezy’s & Supreme tees – thinking they’re the hippest, hottest dudes on an empty petrol station forecourt in Basingstoke on a wet Tuesday night.

Seriously, I detest this sort of thing.

I certainly detest every bit about this echo chamber, jock-banter, industry ‘in joke’, interaction.

I know some people will claim it is ‘hijacking culture’, but there’s 2 key issues with this.

1. How can it be ‘hijacking’, when this approach is so common, people literally expect it.

2. There’s a major difference between hijacking and boring them.

Putting aside the danger of letting a man like Zuckerberg have even more knowledge about our lives so he can profit from it … putting aside his track record of saying his company does good things then is found to be doing bad … putting aside Facebook ‘borrowed’ their Meta logo from another company … what Zuckerberg is showing is he doesn’t care about the people who use his products, just the advertisers who keep throwing money at him so they can find more and more ways to sell stuff to them, before launching ad campaigns saying they care about the environment and everyone should act.

Or some other blame throwing tactic.

Zuckerberg isn’t going anywhere.

And what makes it worse is that technology … specifically the metaverse and mixed reality … has the potential to do incredible good for humanity. However when governments allow this space to be ‘owned’ by egotistical billionaires, then the only ‘incredible good’ we can look forward to, is more blatant exploitation with no legal implication whatsoever.

Thanks Zuck.

Thanks for robbing us of the future we could have, but you want to dictate.



Here’s To Those Comfortable With Uncomfortable …

I recently saw the above quote in The Athletic magazine.

The idea that Manchester City – albeit during their less successful period – had to provide ‘rain charts’ to show potential signings that their city was not wetter than London surprised me.

Then I came to my senses.

Society has an incredible knack of trying to lift themselves up by putting others down.

Obviously racism is the work example of this, but we do it everyday in lots of little ways.

From blanket attitudes such as …

“People from the North are backwards”.

To city affirmations such as …

“Manchester is the musical capital of England”.

To hierarchy comparison such as …

“I may be from Nottingham but at least I’m not from Derby”.

It’s not only bollocks, it’s also often stated by people who have never gone anywhere near the cities/countries they are negatively judging. Now I know people will say it’s all a bit of a joke – and I appreciate between mates, it can be – but there’s a lot of perceived truth in those sorts of statements, which has been exploited by all manner of organisations, especially politics.

When I lived in China, I was shocked how hard it was to recruit people from outside of Asia to come and work at Wieden+Kennedy.

OK, it may have been because they didn’t want to work with me … but even then, the amount of people who started off claiming to be interested and then said ‘it wasn’t for them’, was incredible. [Though maybe you will still find it understandable. Bastards. Ha]

There was a time where I almost gave up wanting to hire people from outside the region due to it being so much hassle. But the reality was I always felt it important to have a real mix in the gang. Sure, the vast majority of them had to be from the country/region – but by incorporating people from outside of it, I felt it created a tension that led to better and more provocative thinking. In addition, it could also help stop the blind and blinkered views we kept seeing and hearing from the West … because the more Westerners we got to experience the crazy, infectious magic of the nation, the more positive voices we would infect the rest of the world with.

But many people we talked to weren’t interested in changing their blinkered opinion.

So many didn’t even bother to investigate more about China, they were just happy to keep making their false judgements.

Oh they were all very happy to work for Wieden+Kennedy, they just didn’t want it to be in China and would often say, “but if you could connect me to people in London/Portland/NY/Amsterdam” etc.

And if they were really interesting and had a valid reason to not leave their country, I would.

Didn’t happen often.

I find it amazing that people – especially planners – don’t want to explore the World.

Planners go on about curiosity but what they mean is they are curious under certain conditions of personal comfort.

Behind a desk.
Surrounded by people and things they know.
Never venturing outside of the bubble they’ve created.

Of course not everyone is like this, but there’s a lot who are. Viewing the world and passing judgement on it via Twitter rather than experience.

In the case of China – as with anywhere I’ve lived – if the issue became about the country we were in, it probably wasn’t going to work. Of course it was OK to have concerns and questions, but if I sensed you saw it as a hardship rather than an opportunity or you thought you knew everything when you would have to relearn everything, you were not going to be someone I wanted on the team.

I was, and still am, eternally grateful to everyone I’ve had the honour to work with – and I’ve been incredibly fortunate with the incredible and diverse talent I’ve inherited and nurtured – however those in China will always have a unique place in my heart.

Because whether they were from China, Asia or further afield, all of them knew what they were taking on with the job. Not just in terms of the standards and expectations of Wieden+Kennedy, but the inherent perceptions, prejudices and lies that existed in society – and the ad industry as a whole – towards China and Asia.

And it’s for this reason that I fucking loved seeing them do work others could only dream about, especially when the industries perception was ‘China doesn’t do great work’ or ‘there’s no good planning in Asia’ … often muttered by people who have neither been to China or done great work.

But even that doesn’t make me as happy as seeing where they have all ended up …

Not just in terms of the level they’re at – from running departments, big pieces of business or companies – but the actual organisations they work with or have worked with.

Nike. Ideo. Tik-Tok. Wieden. Mother. 72. Anomoly. Supreme. Playstation. Bill & Melinda Gates Foundation. Facebook. Google. Net-A-Porter. Instagram.

Not just in China but in countries that include America, Taiwan, Holland, UK, Singapore and Australia. Not forgetting the mob who decided to start their own thing and are now working on a bunch of fascinating projects from gaming to research.

I’m not just proud of them, I’m excited for them … because I truly believe they will do stuff that is interesting, intriguing and valuable for the rest of us.

And while most of their achievements are down to their talent and graft, another part is because of what China gave them.

Unique knowledge, experience and understanding of people and situations.

Some will never understand that.

Some will never value that.

But for those who were there – and the companies who hired them – they absolutely do.

Because while some make choices based on not wanting to leave things behind, this group of wonderful fools made their decisions based on what they could gain … and they didn’t need a rain comparison chart to convince them.

Thank you to all of them.

Thank you to anyone who runs towards the challenge not the comfortable.



Mr Zuckerberg Needs A Different Argument …

So I, like many of you, have been pretty appalled by Mark Zuckerberg’s stance towards President Trump’s hate filled, violence inducing commentary.

I say his ‘stance’, but the reality is he doesn’t have one, preferring to claim he is an advocate of free speech.

While there’s many reasons we know this is rubbish – from Facebook selling people’s data, to trying to win favour with governments to counter the next wrong doing that is just waiting to be discovered, to trying to get back into China and countless more – the example that always sticks with me was one I wrote about a while back.

Basically, it’s this.

Not that long ago, that photo of that woman breast-feeding her baby was flagged on my Facebook page as potentially causing offence.

A photo.

Of a woman.

Breast-feeding her baby.

One of the most natural acts of humanity you can get.

Now I appreciate it was less Zuck and more his AI that flagged this, but if it can [wrongly] identify imagery, surely it can also identify factually incorrect claims and/or words that incite violence.

Or it could if Zuck wanted it too.

For me, the fact this photo was censored highlights Zuck’s double standards, reinforced by the speed he criticised Twitter for doing possibly the best thing they’ve ever done and the amount of [senior] people in Facebook who have broken rank to say Zuckerberg is wrong

It won’t make a jot of difference.

Because Zuck is about Zuck.

And for all his claims of being torn, he is actively choosing to remain ignorant.

For money and ego … and absolutely not for freedom of any speech.

#BlackLivesMatter #SilenceIsViolence