What lessons have you learned from 2021 that you will apply to 2022 and/or what processes and practices necessitated by the pandemic will continue even when the pandemic is (hopefully) over? (Remote work, use of Zoom enabling more people to be involved in the creative approval process, etc.)
I think the lesson I learned in 2021 (and should have probably learned in 2020) is that we all have different ways of working that allow us to be our most productive and creative selves. I believe that working remotely, and working with myriad new
teammates, inside and outside of our own workplaces, has allowed us all to grow into ourselves a bit more and start to look for more camaraderie, inspiration, motivation, etc. Not going to lie, I think it’s been stressful and difficult, but most fruitful journeys are, and I’m optimistic for the future.
How do new technologies, markets and platforms figure in your creative/business plans in 2022? For example, with NFTs gaining momentum, do you foresee related sound and music work resulting? Same for VR/AR? Will increased content spurred on by the emergence of additional streaming platforms open up music and sound opportunities for you? Any growth prospects in the advertising and/or entertainment industry?
I can see more brands dipping their toes into NFTs, and my guess is some will use music in that area. I also think the Metaverse will play an increasing role in how we experience music, with savvy/ adventurous clients engaging consumers in that arena as well. Hopefully we will be able to meld the live, collective experience, with a kind of follow-up, more personalized take-home experience.
How has your role–or that of your business or company–evolved in recent years? What do you like most about that evolution? What do you like least?
While I am not a tech junkie or social media wizard, I quite appreciate the evolutionary paths of technology and social media, allowing people to be creative in new ways, and providing more platforms to share their creativity. What I like least is two fold: what I always liked least – people being trolls and not nice to others (and non-human animals), and the idea that social media is going to be a get-rich-quick tale for all. That is the exception, not the rule, and the best way to get rich remains… putting in work to refine and master your craft.
What recent work are you most proud of and why? Or what recent work (advertising or entertainment)–your own or that of others–has struck a responsive chord with you?
I will take this opportunity to talk about my favorite music released of late. FKA Twigs’ new record is one of the most inspirational pieces of art I have witnessed in quite a while. It does such a wonderful job of shepherding you through familiar and unfamiliar aural experiences, without being too far out of your grasp. It’s just the right amount of challenging while remaining thoroughly enjoyable. If that’s a sign of things to come from the music industry in 2022, we should all be very excited.
