We're All Individuals . . . By Director Wayne Hall

August 31, 2007

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These days there are so many instances in everyday life where one can enjoy the benefits of digital delivery. From MP3 players to on-demand inflight movie channels on an aircraft, new technology is delivering some incredible entertainment experiences. More and more content is being harnessed and expressed in more and more ways, and the ever-expanding number of entertainment solutions is itself a challenge for the various stakeholders – getting the balance right between what works now and what will work down the track is critical if a product is to have a decent shelf life.

Currently – and understandably - we seem to be a little unsure about how to manage some of the new digital technology. For example, I recently spoke to a an open-plan office manager who explained how much investment had been made by the business in the design, fit-out, colour and lighting of a large office in which fairly high level development work was carried out. No expense had been spared to create an environment conducive to this type of work. Interestingly, though, each of the team listened to their own music selection through headphones connected to their MP3 players - all day,every day – ranging from heavy metal to soft ambient tracks, depending on the individual. More interestingly, the manager considered this audio “space” a no-go area, but I think they really felt it to be a “too hard” area – where do you start implementing a “productive” music strategy with a team who look so focused while listening to their own personal music libraries? Why change what seems to be working?

Now that everything is in place, they have a point; though of course if people started bringing in to work their own artwork, plants and general paraphernalia, they would be quietly tapped on the shoulder and asked to take them home.

So what is the answer? We need to continue to spread the word with key design-associated stakeholders that music is a critical part of any environment - one that MUST be considered up-front along with all other factors when designing an area. Education is the key.

Music & vision can be so powerful, but we need to be careful. Soon we will be able to call up a song on a juke box from a playlist of millions of tracks. But what is more important, the million songs or the one which is appropriate? Smart juke boxes will schedule the availability of songs that match the environment, meaning no heavy metal at breakfast, and no slow ballads in the middle of party night. In the meantime, poorly thought out solutions will simply push quantity over quality, but fail in the long run.

Furthermore, the on-demand environment offers it’s own challenges. During a long haul flight I took earlier this year it was interesting to see passengers doing their own thing, tuning into the movie of their choice when it suited. I am sure we are probably better off for this feature, but it was also very noticeable how isolated everyone became as a result of it (I couldn’t even synchronise my movie with the person next to me – a very frustrating experience if you are viewing a comedy). There is still something special – even exhilarating - about being in a crowd of people who respond as one to audio/visual stimuli . . . whether it be at a venue, the theatre, live performance or anywhere for that matter (which is why the decision to ban the Mexican Wave at the cricket last year was such a poor one).

Consequently, as content managers and operators, we need to step up and help our clients become aware of the subtleties of how different music solutions impact on audiences ie. helping them determine whether they contribute to creating “isolating” or “shared” experiences.

One thing is for sure; the isolation that comes with mobile phones, ipods and on-demand technology (and many other offerings in today’s environment) will guarantee that many people will value even more highly the situation which occasionally delivers them a shared experience  – whether at a party, café, retail store, restaurant, or venue.

Great music programs have a vital role to play in helping deliver this environment.


Wayne Hall
Director

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