Just looking out the window of our studio is a constant reminder of the attacks on the Trade Towers. Everyone who walks in stares out the window to the south and is saddened. Then the conversations begin and we are reintroduced to Sept. 11 on a daily basis as people ask if we "saw it."
Music in advertising has always mirrored the popular culture to create an emotional connection. Today, even under extraordinary circumstances, that rule holds true.
Evocative music supports the influx of patriotic themes that lately have been used in an effort to connect with or to comfort people. But as people get back to what we remember as "normal" television viewing, music needs to help define a revised state of "normalcy"—a normalcy tempered by our national trauma. It may come to pass that one day soon people won’t want to hear "God Bless America" so often. Some guy sitting in a chair eating a bowl of chips will say to himself, "Nope," and a new musical approach will be required.
Generally, advertising imitates popular culture. We need to remember that as we begin to develop strong creative for this new environment. But even so, advertisers must guard against the "click" effect—guard against viewers’ changing channels in midstream.
As musicians we need to focus on creative content—on the added value we provide that heightens entertainment and protects against the "click." Whatever we write and play, it had better be current and it had better be entertaining.
In some kind of inverse equation, it seems, the more information that is packed into a commercial, the more entertaining it must be if it hopes to maintain viewer involvement. Here, music can play an important role.
Yes, commercial music today must be strong and heartfelt—even patriotic in the traditional sense. But it need not always draw upon tired musical patriotic clichés. There’s more to "American music" than Kate Smith, Irving Berlin, John Philip Sousa, Aaron Copeland or Springsteen, God love ’em.
We need to explore new ways to evoke emotion, beyond the traditional American songbook. One can evoke strength without French horns and strings—take Jimi Hendrix’s version of "The Star-Spangled Banner" that became an anthem for a generation. Right now is a time to stretch creatively, and we should seize the opportunity.
We need to expand the parameters of music to create a new sense of the patriotic. If one’s idea of patriotic music is only "The Star-Spangled Banner," there’s little room for change. But if being patriotic is a feeling of commitment, of strength in community, this opens a world of creativity in which we can create new synergies.
My inspiration often comes when working late at night. With the lights low, I used to look out on the Trade Center. Two miles away, yet dominating the view, it was always an inspiring sight. So I was very saddened early on. But now, when I come in at night I see this unbelievable white glow down at the end of the island. It’s like the incubation of whatever is coming next. Something is being born down there, and that’s incredibly inspiring. I prefer to look at the empty space that way. It’s very healing.
