Comments on: take in large doses, three times a day http://www.amateurmusicians.net/2007/08/26/take-in-large-doses-three-times-a-day/ hacking music from the inside out Sun, 22 Jan 2012 02:20:17 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: gillesroy http://www.amateurmusicians.net/2007/08/26/take-in-large-doses-three-times-a-day/comment-page-1/#comment-169 gillesroy Wed, 29 Aug 2007 18:59:11 +0000 http://www.amateurmusicians.net/2007/08/26/take-in-large-doses-three-times-a-day/#comment-169 Hello all, Graham Watt is the creative mind behind the Mozac graphic featured in this post. Sorry Graham for crediting you this late in the process! Cheers, Gilles Hello all,
Graham Watt is the creative mind behind the Mozac graphic featured in this post. Sorry Graham for crediting you this late in the process!
Cheers,
Gilles

]]> By: graham watt http://www.amateurmusicians.net/2007/08/26/take-in-large-doses-three-times-a-day/comment-page-1/#comment-168 graham watt Tue, 28 Aug 2007 02:03:20 +0000 http://www.amateurmusicians.net/2007/08/26/take-in-large-doses-three-times-a-day/#comment-168 <p>Hi, Gilles. You talk about music as if it's all of a piece. Especially with those muzak references to masses.<br /> The Mozac thingy was about Mozart. Not the music, but what was in the music. Hard for me to explain as I'm not a musician. Perhaps I can equate it with current entertainment advertising style overcoming its persuasiveness. The idea of being listened at rather than involved with.<br /> That is the difference between muzak and Mozart.<br /> This is from a book on the death of persuasion in advertising:<br /> We’ll still keep going as in the past, chiselling a bit off here, knocking a bit more off here, adding a new system here, finding new acronyms, missing the point there, letting the system do the work.<br /> Ad America isn’t the land of the free or the home of the idea<br /> anymore. It’s the land of the fee and the home of the gizmo.<br /> So the concentration on the advertisement or the media will continue<br /> rather than on the idea, the big almost inconceivably simple, powerful, persuasive idea. An egregious error, because the persuasive power isn’t in the ad or the spot or the banner or the superboard or the direct mail piece or the beer can that farts<br /> when you open it.<br /> The advertising is just the box the idea comes in.<br /> The TV or radio spot, the spread, the website, the brochure, are transport containers, crates, paper bags, dishes. Things on which to carry something precious.<br /> And what is precious is nuance.<br /> When we listen to music we love, we hear more than lyrics or tone values, we hear an idea, and this idea is what has let lyrics unknown to foreign ears be as enjoyable as the music. The idea isn’t the music,<br /> it’s in the music. This is hard to set straight in your mind, but it is the key to creating ideas which can get past the gatekeepers of eyes and ears and into the soul.<br /> It’s why Mozart lives.<br /> A persuasive idea catches your soul in receiving mode, and signals the beginning of a coupling. A sometimes comforting understanding of our oneness, a little voice somewhere in the head saying, “yes, I know”.<br /> Today we pay enormous attention to the crates and paper bags and confuse them with the idea.<br /> I’m not sure, with our present obsession with thinking systems for creating, if we’ll ever be free again to think in terms of persuading.<br /> We should think about it. Otherwise we’ll continue with the witty, clever, edgy, addy little fluff bullets that bounce off the psyche noiselessly, forgotten before they’re seen and never felt. </p> <p>Love your website. I can't even play the spoons.</p> <p>Graham Watt</p> Hi, Gilles. You talk about music as if it’s all of a piece. Especially with those muzak references to masses.
The Mozac thingy was about Mozart. Not the music, but what was in the music. Hard for me to explain as I’m not a musician. Perhaps I can equate it with current entertainment advertising style overcoming its persuasiveness. The idea of being listened at rather than involved with.
That is the difference between muzak and Mozart.
This is from a book on the death of persuasion in advertising:
We’ll still keep going as in the past, chiselling a bit off here, knocking a bit more off here, adding a new system here, finding new acronyms, missing the point there, letting the system do the work.
Ad America isn’t the land of the free or the home of the idea
anymore. It’s the land of the fee and the home of the gizmo.
So the concentration on the advertisement or the media will continue
rather than on the idea, the big almost inconceivably simple, powerful, persuasive idea. An egregious error, because the persuasive power isn’t in the ad or the spot or the banner or the superboard or the direct mail piece or the beer can that farts
when you open it.
The advertising is just the box the idea comes in.
The TV or radio spot, the spread, the website, the brochure, are transport containers, crates, paper bags, dishes. Things on which to carry something precious.
And what is precious is nuance.
When we listen to music we love, we hear more than lyrics or tone values, we hear an idea, and this idea is what has let lyrics unknown to foreign ears be as enjoyable as the music. The idea isn’t the music,
it’s in the music. This is hard to set straight in your mind, but it is the key to creating ideas which can get past the gatekeepers of eyes and ears and into the soul.
It’s why Mozart lives.
A persuasive idea catches your soul in receiving mode, and signals the beginning of a coupling. A sometimes comforting understanding of our oneness, a little voice somewhere in the head saying, “yes, I know”.
Today we pay enormous attention to the crates and paper bags and confuse them with the idea.
I’m not sure, with our present obsession with thinking systems for creating, if we’ll ever be free again to think in terms of persuading.
We should think about it. Otherwise we’ll continue with the witty, clever, edgy, addy little fluff bullets that bounce off the psyche noiselessly, forgotten before they’re seen and never felt.

Love your website. I can’t even play the spoons.

Graham Watt

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