Welcome to what is a bit of a reboot. It's been some moons, but... I've been thinking. I've been thinking about the nature of the online viral, how and why it happens, and although there are a ton of people who will tell you they have the "secret" all they may have at most is a bit of insight - an incomplete theory as to what the hell is actually going on online. Those that actually know - the very top people at Google and in social media - won't tell you and the reasoning seems to be to not allow the system to be gamed anymore than it already obviously is.
All that's fine, and it essentially makes us navigators on an only partially discovered coastline, but we should be able to use our intelligence to navigate the waters and see the headlands and shoals for what they are. When you really think about it, how tough can it really be? Well... it must be at least fairly difficult to achieve as so few seem able to do it. I'm reminded, yet again, of William Goldman's classic idea that "nobody knows anything" - Goldman pointed out quite rightly as a writer in Hollywood that nobody could accurately predict what would resonate with the general public even though an entire industry was designed to do just that and deliver it consistently. His quote that describes it marvelously well is this one: “Not one person in the entire motion picture field knows for a certainty what’s going to work. Every time out it’s a guess and, if you’re lucky, an educated one.” Apply that to... everything! We really don't know what the hell is going on or where we're going. We tell ourselves we do... but we're lying!
So... what to do in regards to online attention and influence? Is it helpless? Do you just throw in the towel? Naaaahh... where's the fun in that?!? Look, I'm a musician and a composer and I can come up with all sorts of cool stuff, but... the world generally doesn't care and rarely discovers the cool stuff that's out there (I'm certainly not alone in being an undiscovered cat - the world is full of them). The world of music and art is also clearly not a meritocracy - there are tons of incredible talents out there that are relatively unknown and a much larger number of lousy that provide the sugar/endorphin rush of the moment to get their fifteen minutes or longer. So, if the question is, can really wonderful work get a hearing on its own merits the answer is actually no! In the main, it can't and it doesn't. Good work (yours, mine, anybody's) needs a degree of help. Does this mean we should all be pandering? No, again! Doing so would be like giving up on ethics and morality or something - no, we have to insist on higher standards and make really strong work and then... we need to play provocateur just enough, to get some attention! That's fair, surely! Getting that attention sometimes requires some controversial ideas, but in our disastrously screwed society the seemingly normal and sane passes for controversial, thus, I'm not too worried about calling things as I see them or ruffling some feathers. The world could use a little bit of a thrashing from a critic at large - so, I've nominated me for the position - especially on my own website!
In the short term, though, this blog, your tweets, your posts on social media, at the outset, are generally little more than shouting into the wind. But I have a scientific curiosity in all of this - can we, by shouting into the wind consistently and using our smarts in understanding an audience and speaking honestly with them - can we really build that organic group of followers that everybody craves? I make no bones about it - I want to make good work... and I want people to buy it from me. I think we can get from here to there.
So, I've decided on a full on assault. I have a lot of music in the pipeline, I have a lot to say and I'm going to post and cross-post everywhere to find whomever my people may be. I'm going to track down some gigs for myself and I'm going to push my ideas - and keep in mind that artistic ideals are a set of values and that means whether l like it or nor I will be a political animal as well. We'll see where all this goes, but I expect I will be in a cave (or my backyard, or wherever), virtually alone, doing what is pictured here! Shouting passionately at a very small group of people or possibly.... nobody! And I will be doing that... for some time... possibly months... or years. That's okay, it's worth the investment if I end up learning a few things or if I glean some successful strategies as to where the culture either is or to where it can be steered.
If you find any of this an interesting conversation to be a part of, feel free to get in touch with me at the new email I've set up expressly for the purpose of chatting with anybody with a sincere interest in the subject matter. You can get a hold of me at dave@musicandthinking.com - if you reach out, I'll get back to you.