Bang That Drum . . . By Director Wayne Hall

July 31, 2008

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Our Operations Manager & Head of Programming here at SBA (Natascha Doran) recently organised a team building exercise for the staff. We went into the experience without any idea of what it would entail, and came out reminded of just how much music plays a role in certain cultures. The exercise involved each person becoming a member of a percussion instrument orchestra . . . playing hand-drums, tube-sticks and various “instruments” as directed by the conductor. Sounds all very simple, but the exercise (when run well, anyway) forces an appreciation of communication and teamwork fundamentals - such as the importance of listening and following directions, focusing on the task at hand, the impact of timing, and the challenge that comes with creative interpretation - to name just a few. All underpinned, of course, by the sheer enjoyment that comes with, well… making noise and expressing oneself.

The main drummer who led much of the activities explained how music and performance was an integral part of daily life in his country of Guinea (Africa). The way he described it (and the confidence with which he expressed himself was testament to this) - music wasn’t just a reflection of a person’s emotional state within his culture, it was part of their emotional state. Happy, sad, sense of loss or gain . . . there existed subtle differences in rhythm and sound when expressing them all. It would appear that life is just one continuous song for these folk . . .

Contrast the western “developed” life and its position in relation to music. Whether it’s true or not, imagine a man from New York sitting in a circle playing a singing game with a group of African villagers. The game is simple; all you need do is sing a line that adds to the song - in order that it continues to move around the circle. The words don’t even have to make sense . . . Just keep the song going and enjoy yourself. For the villagers it’s about fun, expression and being part of a social group . . . and it is second nature. But for the New Yorker there is the added “complication” of self doubt that comes from growing up in a society where every “performance” is “judged”. In his world there are those who can sing and those who can’t. What’s more, his grandparents might have stood around a piano singing and laughing (he remembered it as a little boy), but that hadn’t happened in his family for generations.

Back to the story . . .
. . . when the song gets to him, there is silence . . .
“What’s the problem?” say the villagers.
“I can’t sing,” says the man.
“But,” they reply, “you have been talking all day . . .”
(for those wanting a good ending, he finally joins in, forgets his inhibitions, and has the time of his life . . .)

The interesting point here is that we (westerners) have never had so much music in our lives. Despite the labels lamenting sales figures, use of music is at an all time high. The irony, though, is that much of the music is being played AT us and not BY us. What’s more, it is being used by people not to express but to withdraw . . . snap in the earpiece, select the track, eyes down . . . no need to say hello to anyone anymore. Isolation complete.

The opportunity here, of course, is that we all (or pretty well all) crave social interaction, meaning business or organisations capable of providing the tools or “space” to provide this interaction will attract people.
For example, it is notable that it has been the social-interaction “add-on” features of Sony Playstation  - stuff like Singstar - that have driven their sales after Nintendo set the pace with a product that - to it’s core - demands social interactivity.  These games facilitate people getting together and enjoying the experience of expression. Many “smart”, successful TV programs and websites are also creating and exploiting this condition.

In amongst these and other similar trends there is a challenge for business, regardless of their product or service offering. Whether the focus be entertainment, hospitality, retail or service - there is the opportunity to provide staff and customers with an environment that promotes social interactivity and expression and leaves them feeling better about themselves. If people have an “experience” and not a “transaction”, they will return.

Not surprisingly, here at SBA we’re convinced that the appropriate music “condition” can significantly add value to creating this environment, and it’s been refreshing to see the recent growth in the number of business seeking advice from us on ways to implement strategic music environments.

As for the desire for general expression through music . . . perhaps this explains why  karaoke-based shows and games have never been so popular . . .

 


Wayne Hall
Director

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