Eternal Newness
By Lyle Greenfield
The publisher of SHOOT graciously offered me a column on the occasion of my company’s (Bang Music) 25th Anniversary. “Maybe you could talk about the company’s journey over the 25 years, the evolving business, thoughts on the future of the business, Llye,” she offered helpfully.
Does anybody really need me to report that the recording of music has largely gone digital; that millions of tracks are available to be downloaded and licensed for virtually any use at prices starting under $50; that artists and their labels are proud to offer their latest releases—with or without vocals—for your beer, car or baby wipes spot? Well, there’s that report!
What’s more interesting to me, though, is something I might call the eternal newness—the ever evolving creative thing. Be it cultural, visual, musical. It grows, like a reef. And if it stops growing, then there’s no more reason to watch, no reason to listen. No reason to buy a big fat flat screen, or Dr. Dre’s headphones. Get a book!
It is very common for my friends of a certain age to say “The business will never be the same. We had fun back then!” Hey, when I began my career as a copywriter at JWT 45 years ago, an art director in my group said, “Man, you just missed it—the business was so creative, so on fire in the 60’s!” And I’m thinking, Are you kidding? I just got here!
Forgive me if this is a digression—I am the senior here—but let’s do a little instructive numerology. Okay, chronology. Eternal newness. When Elvis Presley first appeared on The Ed Sullivan Show, Paul McCartney was 14. As a kid he was much influenced by Elvis, Little Richard and the other pioneers of rock. When The Beatles performed on Ed Sullivan, I was 17. (That was the death knell of my crewcut.)
Prince was 6 at the time. So was Madonna Louise Ciccone. Prince released “Purple Rain” in 1984, the same year Madonna released “Like A Virgin”…and Katy Perry was born. Bruno Mars (Peter Gene Hernandez) was born a year later. At the age of 6 little Bruno was performing as an Elvis impersonator with his parents’ band in Honolulu. Not so surprising he could sing and dance his ass off at the Super Bowl a few weeks ago, right?
Madonna starred in Evita in 1996, the year Ella Marija Lani Yelich-O’Connor, aka Lorde, was born. That same year Madonna gave birth to Lourdes Maria Ciccone Leon. Good Lord! (Shortly after, a bunch of my competitors and I formed the Association of Music Producers—AMP.)
I started Bang in 1989, in a Midtown hip-hop recording studio called Calliope, where Queen Latifa, De La Soul, Black Sheep, Brand New Heavies and others had recorded (in part) their first albums. 1989 was the year Nirvana released its first album, “Bleach”, on the indie label Sub Pop.
In 1989 there was no Napster, no iPod, no iTunes, no iPhone, no ‘sharable’ music files—the tale of the tape: audio cassettes were just starting to lose volume to compact discs.
In 1989 my partner Brian was playing hoops with the Eastern Wyoming Lancers & working at Brubaker’s Sod Farm in summer. Partner Brad was skipping classes at Bates in Maine so he could hang out in the rehearsal studio. Piano man Timo was just out of high school in Tyler, TX, working as the overnight DJ at a Top 40 station. Sara was in 8th grade, listening to YES and chasing older boys (hmmm..). Engineer Nick was earning his reputation among 10 year-olds as the “hot shit” who could beat NES without the cheat sheet. Engineer Paul was in 2nd grade in Carmel, IN, sucking Coca-Cola Classics at this grandpa’s house. Evelyn was one (1), in Austin, TX…5 years before the start of SXSW Festival.
Eternal newness. Brad married Dana at my house in Amagansett in 2001, 7 years before joining Bang. Composer Jane got married the same day, at Bang.
A few years later, Brian married Kisaya; then Sara married Erik. Then I remarried. (Thank you!) Then came the “Bang Babies”: Sara’s three, Brian’s two, Brad’s second (they’d already had Zachary).
And, as I write this, the guys are off to SXSW, to record three dozen bands for Spotify.
Do I really have to summarize? Okay: Embrace the newness and contribute to it. The reef keeps growing, with our without you.
(Oh, and never forget your anniversary.)
Lyle Greenfield is founder of Bang Music, and past president of the Association of Music Producers (AMP).
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More