JON WILLIAMS

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.