A few years ago, I wrote an article for someone else about how music was used in remixes and mashups, but it never got published. Even so, I was reminded of how music has a lot of reuse due to two events that happened to me over this past weekend.
First, I went to a concert given by the Princeton Symphony Orchestra. The pieces that were played were Tchaikovsky’s 1812 Overture and Beethoven’s Ninth “Choral” Symphony. About an hour before the concert, the maestro/conductor held a little talk about the pieces, giving some history and other notes about the pieces. He mentioned that both pieces were reflections of the times, in that the music reflected the turmoil that was going on in Europe during the early 19th century. But what also struck me–and what I listened for–was the reuse of music to reflect some of the action or feelings of the time. In the 1812 Overture, for example, they played the original Russian version, which begins with a Russian Orthodox chant. Later, you hear the French National Anthem several times repeated over and over to reflect Russian and French forces at odds. Beethoven also used bits of well-known (at the time) country songs that were reflected in each movement.
Second, I started to watch an excellent program on television about the Beatles. It was on very late, and my husband and I–who are big Beatles fans–got drawn in, but had to turn it off as we needed to get to sleep. But when we did see was fascinating, and it put an interesting spin on their music. The episode was concentrating on how revolutionary the Sgt. Pepper’s Lonely Hearts Club Band album was. It was the first time any musicians purposely made a studio album that wasn’t meant to be played for touring. This allowed the Beatles a lot of freedom to experiment with sounds that were either repurposes or found a new place. Sometimes it was the instrumentation that was new; sometimes it was the hybridization of two or more different styles. The one piece that they broke apart that captured my attention was “Penny Lane”. “Penny Lane” is about observations around the area where Paul McCartney and John Lennon grew up. Musically, it captured the old vaudeville sound yet at the same time had a pop/rock sound to it, with overtones of baroque as well. The final track included 4 separate tracks of piano, and a host of other instruments like a special piccolo trumpet (I think that’s what it was called, but correct me if I’m wrong), which wasn’t an instrument used often in modern pop music! Another example, although not part of the album but part of the recording period, is “Strawberry Fields Forever”. Did you ever think that the vocal track sounded a little weird, even though it worked? That’s because the main music background track was made on one day at one speed, and the voice was recorded at a different speed on a different day. John Lennon wanted to use both tracks, but they didn’t synchronize well. Because the technology wasn’t there electronically like it is now, sound engineers had to figure out how to change the variable speed on both recordings so that they could get them to synch. That sort of thing didn’t exist until then! Fascinating stuff.
So what does this have to do with content strategy? Everything. Here’s why.
A big part of content strategy is knowing what to keep and what not to keep. Content strategists are always promoting reuse of content to be used in new ways. By mixing and matching content appropriately, you can get a hybrid that is something new and unique to itself. Nowadays, copyright laws can get in the ways, but if they are heeded appropriately, something new and wonderful can be produced. The music world really started to notice when rap and hip-hop started sampling and reusing music, a practice that’s still used today for new music, remixes, and mashups.
What do you think? Did musicians have this figured out well before writers by almost 200 years? Include your comments below.
One thought on “Music is the ultimate single-sourcing resource”
I think you’re onto something, Danielle — although a nagging voice inside me says “Yes, but…”
….Music is multidimensional: you have melodies, instrumentation, lyrics, vocals — any and all of which can be mimicked or modified to suit. On the other hand, when we think of content we mostly think of words — and reusing words can be problematic (you mentioned those copyright laws). On the other other hand, what if we think of content as a symphony of words, voice, formatting, illustrations? Yeah, now I know you’re onto something! It’s time for us — the content strategists — to follow the lead of Beethoven. Tell Tchaikovsky the news. 🙂