Music was all I lived for back in the day, this was in the days of vinyl. It was only when CD’s came along I stopped buying albums and started a CD collection.
After a few years of buying CD’s and not buying albums I went to a record fair with a friend. I wasn’t planning on buying anything because I didn’t buy vinyl anymore, I was a musician in bands and I pretty much made my own music as well.
At the fair I was flipping through some old Level 42 albums when I came across a live version of a track I didn’t have. I used to go to all their gigs in the early 80’s and thought this track would sound great.
I bought it and took it home.
I lived in a bedsit at the time and my turntable was against the wall with speakers either side. Opposite the turntable on the other side of the room was my sofa. To the right of the turntable was my sink and ‘kitchen area.’
I got in my room and moved immediately to the turntable, cleaned the record and put the needle at the beginning.
Now, at this point I began to proceed to move to the right to the kitchen area to make a coffee, just like I’d done a thousand times before. Usually I’d put a CD on and go and do something else while listening to the music.
This time was different.
The track was a live track and soon as the needle hit the vinyl, the roar of the crowd blasted out of the speakers, it grabbed my whole body and locked me in position.
So much so that I immediately turned my head in the direction of the turntable.
With my eyes ‘wide-eyed’ and fixed on the turntable I started to move slowly backwards, left hand stretched out behind me to find the arm of the coach to sit down.
The music was coming out of the speakers and I just sat there for about the next seven minutes mesmerised by what I was hearing. It had been a long time since I’d felt or experienced music in this way.
Hairs on my arms were standing on end.
The speakers held me in a trance like some kind of Tractor Beam.
When the track finished my body relaxed and I was exhilarated at what I’d just experienced.
In musician land for the past 30 years there has been this quiet CD vs. Vinyl thing going on.
Which is better?
Die hard vinyl record aficionado’s swear by analogue recording, while the younger ‘Digi-pop’ generation swear by digital.
Which one is better?
The only way I can explain this is to imagine when a single note is played on a piano, you hear the note and then it gradually starts to fade. As the note fades and starts to become inaudible, there are ‘fundamental frequencies’ and overtones that are still ringing and even when you can barely hear them, they’re there.
Analogue tape has a way of capturing that and depending on how the musician played that note at that moment in time can create infinite variations in intensity, feel, warmth and emotion.
Digital CD’s are cold, they’re noughts and one’s. CD’s are clones, they’re a perfect representation, a perfect copy of the original but the fundamental frequencies seem to get lost in translation.
I always use to say you can’t put emotions into naughts and one’s.
That’s a very simplistic overview of an argument that I don’t want to have with anyone because you either have real vinyl experience or you don’t.
Vinyl is my experience and younger digi-pops would never agree or understand because I can just about barely explain it to myself.
If you’re old enough to remember vinyl and have some albums and tapes stored somewhere, you know when you play them on an analogue system they sound different.
Marketing has gone the same way.
I see many ‘gurus’ out there that look shiny, can talk a good game and sound great, but they’re clones, look-a-likes, perfect copies of the originals.
It all sounds very logical and some of it even makes sense, but on a human level I feel cold, empty and very disconnected from what’s being communicated.
All the ‘Fundamental Frequencies’ are missing.
If you’re thinking about doing something like the business I’m in and you want to get paid doing it, there’s no way around the fact you’re going to have to resonate at some of the higher ‘Fundamental Frequencies.’
Talking about the same information everyone else is talking about that anyone can get anywhere is not enough.
We’re so technologically connected, we’re more emotionally disconnected. People seek meaning over information.
Instead of demonstrating knowledge and expertise all the time, think about making a connection with an audience because ‘No one cares what you know until they know you care.’
People believe and relate to other real human beings, not just the bright and shiny polished version of your ‘best self’ all the time. Show you care by revealing your character, what you’ve been through, that you’re just like them.
Take a hint from soap operas, comedy programs and films. People tune into their favourite characters because they want to see what they’re up to.
When Seinfeld was on, everyone wanted to know what Jerry, George, Elaine and Kramer were getting up to. The same with Ross, Rachael, Joey, Phoebe and Monica in Friends.
Everybody wants the latest Harry Potter book or film, they want to know what Harry’s up to. The level of fascination with these characters goes way beyond interest.
Deeply resonating with other people adds retention and longevity to any relationship, I.e. Your customer value.
Are you communicating ‘Fundamental Frequencies?’