I’ll be heading to the Cannes Lions International Festival of Creativity next week on behalf of Cannes Centrale (where you can follow along, whether you're going or not). To get myself ready to walk into the world’s most creative lion’s den, so to speak, I asked a few of my friends if they’d chat with me about the State of Creativity in 2011.
Next up: “Weird Al” Yankovic, three-time Grammy award winning artist whose 13th studio album, “Alpocalypse,” will be released June 21. Al gets serious with me about his creative process.
You had your first hit in 1982 and have no doubt seen it all in this business in the years since. Loaded question, I know, but what's the state of creativity in the music business in 2011?
Wow, starting with the easy ones, huh? Well, it’s tempting to be flip and say that the industry is creatively bankrupt at this point, but of course that’s not really accurate. Pop music has always been kind of ridiculous. It’s nothing new. Pop music is always changing, always morphing, but much of it seems to be variations on the same stale universal themes—albeit, in some cases, today we’re likely to hear much more graphic or provocative iterations of those themes.
I think a lot of the creativity in the music industry these days is coming from the marketing side—the industry as they knew it collapsed a decade ago, and they’ve been struggling to stay afloat. When your back is against the wall like that, you tend to get very creative very quickly.
Any kid can post a parody song or video on YouTube in a matter of minutes. I guess that's both good and bad. How has technology changed the way you approach what you do?
The Internet has been a double-edged sword for people in the music business. In this post-Napster world, a new generation has grown up thinking that all music is free for the taking, which doesn’t exactly help artists’ sales numbers. But at the same time, the Internet is an incredible promotional tool—with a little marketing skill, you can make millions of people aware of your wonderful new album that they’re most likely just going to download for free anyway.
A couple other Internet pet peeves: There are a lot of “funny” songs floating around the web with my name attached to them, even though—surprise—they’re not really by me. Honestly, it does my reputation no favors when people are tricked into thinking that some vulgar or mediocre song is part of my oeuvre. Also, there are tens of thousands of people on YouTube doing song parodies—that’s great for them, I suppose, but that means that I’ll never again be the only (and certainly not the first) person to parody any given hit song. But, I just put my blinders on and proceed boldly ahead, hoping people won’t notice that I’m the 20,000th person on the planet to do a Miley Cyrus parody.
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