March 2013
Jon Williams-
Branding/Identity and the association and appropriation of music
Jon’s talk was
interesting and connected a lot with the branding/Identity module I studied
whilst on exchange. He talked a lot about the Synergy between music and
branding, but also, and of particular interest to me; the divide or two sides
of the musician; as both creative individual and commercial enterprise.
This is something
which plays on my mind immensely as a creative individual and finding a balance
between these two elements will be a life long challenge for me, and perhaps
many artists. I’ve realised recently however, that it comes down to being in
touch with your inner voice, and your inner creativity: what do you like
making? Sometimes when factors such as money/criticism and pleasing other
people/colleagues/classmates/tutors/industry it is hard to sort out from all
that what you really feel and what you really want to make. You could simplify it into heart and
head…but I think it is more complex than that- especially when factors such as
money and artistic integrity come into play.
Jon also talked about
the power of music to persuade and endorse products- this is something which
interests me and is something I may think about bringing into my work. I went
to the David Bowie exhibition this weekend which filled me with awe of a man
with so many creativity releases. However, he was also a clever man, and like
Andy Warhol worked in advertising- enabling both artists to have a shrewd
understanding of the masses and their needs. Utilizing their tools as artists to
persuade and cause cult movements.
These companies are
utilizing the senses in similar ways (through music and imagery) to persuade
through emotional factors. Branding companies realised the power that both
imagery and music have on the consumer to make him feel, need, want and desire-
that girl/boy/perfume/product.
So really the marrying
of product and music was not rocket science, but common sense; playing on the
emotions of the consumer and elevating him into a world where these products
supplied him with happy feelings and emotions and products, however vacuous
they may seem. The exhilarated high we all feel when purchasing a product
quickly dies, only then to be replaced by some new sensationalized branding
which again makes us feel we want, need, desire….all over again.
Clever stuff- although
as I said not rocket science, but basic human biology when you analyze it. But
maybe useful in the creation of imagery/animation/video in my future work.
