Singer Songwriter Blogger Guitarist Content Creator
I love learning, and I feel so lucky to be able to immerse myself in it for 5 days at SXSW Interactive. Overall, I left with my brain buzzing and awake, which is exactly what I was hoping to accomplish. Yes, the tech part is just as full of people hoping to land a big gig as the music part, but being around 30,000 having ideas and DOING STUFF cannot help but rub off on me. Here are some good quotes I wrote down through my week at SXSW Interactive. (Most of these were scrawled during panels and I don’t always attribute when I’m scrawling, so…no attribution sometimes).
“Stop trying to be amazing.” – Oracle panelist quoting Jay Baer on content. Amazing is not scalable and repeatable. Useful is.
“The most important context is the context you don’t have.” – what is keeping your potential clients from finding you? Figure that out.
“Ambivalence and ambiguity can sharpen communication.” – Paola Antonelli keynote
“I stop shooting when I am no longer getting deeper, I am just getting more.” Filmmaker Jay Oppenheimer
“Taste is globalizing and homogenizing.” – Todd Yellin from Netflix. There’s no predicting what people will watch as a generalization. We’re all snowflakes!
“Emotional connection is the new definition of quality.” – Cubby Graham from Charity Water. If a 2 minute Youtube video hits you harder than a 2 hour movie, well…welcome to 2015.
“The future of marketing is philanthropy.”
“Work on the women first, then the business.” – Princess Reema on bringing women into the workforce in the Middle East.
“Mastery is not about the arriving, it’s about the reach.” – Sarah Lewis
“63% of consumers trust user generated content over brand generated content.” – Let your customer base evangelize.
“The internet is written in pen, not pencil.” – Lizzie Velasquez
“We on one hand like to be autonomous but we also like to be connected.” – Martine Rothblatt
“GIFs are the headlines of video.” Short form content rules.
“Tech advancement does not decrease the number of jobs, it dislocates them.” – U.S. Chief Technology Officer Megan Smith
“To say women should have equal pay shouldn’t make you a feminist, it should make you normal.” – Gina Prince-Bythewood (director)
“I love playing the worst idiot I can think of.” – Amy Schumer
“We are living in a content blizzard.” – Hugh Mcleod
“Tell your story more succinctly, and tell it native to each platform.” – Pete Cashmore, Mashable
Apparently I had to take a bit of a break to work up the energy to blog the last day of SXSW, but I am a completist so no fear, fellow completists.
Day 5 had downtown Austin threatening rain but mostly just a lot of humidity. The routine is to park, walk across the river, stop at the Radisson for coffee, and rule the world. The last day was no different, and my SXSW buddy Chad and I met for one last Starbucks chat.
First panel up was L+3: Social TV Matters. Panelists were from Tumblr, Comedy Central, and NBC Late Night. L+3 is TV industry lingo for “Live Plus 3 Days,” meaning TV viewership is not measured by people watching the shows, it’s measured by who sees the ads. So watching a show within 3 days of airing (say you recorded it for later) still gives the ads their impact. Anything after that and the advertising is viewed as ineffective. Social media has obviously changed how people interact during shows, and things like Tumblr, where TV can live and GIFed for eternity, change this a bit to an L+365 equation. Fans become content creators, and shows are learning to re-purpose that UGC (user generated content!) to promote the show. Metrics are now long term instead of 3 days out. Comedy Central’s main platform is Tumblr now. Fascinating stuff.
Up next: New Ways for Artists to Make Money. Panelists were from Pandora and Jukely, a concert streaming subscription service. Basically…artists need to put aside that whole “streaming pays not much” thing and find things that actually generate revenue. I tend to agree. At some point, even if you think it’s not cool, you have to accept what the standard is and MAKE SOME LEMONADE. Do things like sell unique items in your store, embrace online shows, all of that stuff. There is money in music, and the smart artists will tap their community the right way so it’s an even exchange.
Lastly, we gathered in the giant Exhibit Hall 5 where the put the Big Deals and Pete Cashmore from Mashable was supposed to talk about “What’s Next in Tech?” except he most talked about…Mashable. At that point I was donezo and left happy but full of buzzwords. We all probably now have a “multiplatform content marketing tool that accesses communities and leverages big data to foster authenticity and actionable insights.” Yep.
A quote-fest is coming up next…stay tuned!
It was a good day…Sunday Slump survived!
Up first was “Behind the GIF: The Future of Online Visual Culture.” We all know GIFs. Here:
Next up was a panel about Immersive Content and going beyond a screen, which I thought was about something and it was about something else (it happens)…more of a brand and big budget kind of panel…so I wandered the trade show and picked up free pens.
After that I tripped into a chat with some impressive folk: Eric Schmidt (founder of Google), Megan Smith (Chief Technology Officer of the United States), and Walter Isaacson (he wrote Jobs, one of my favorite biographies). This panel was about “innovation” and, you know…stuff. (Can you tell I’m kind of fatigued at this point?) They talked about how giant corporations are not generally at the forefront of innovation, so the U.S. needs to do things like foster entrepeneurs and small business. They asked Eric Schmidt what Google was working on in regards to Artificial Intelligence and he said, “we don’t know what 20 years out looks like” and I was thinking YOU ABSOLUTELY HAVE A ROBOT ARMY ADMIT IT, GOOGLE,” but hey, maybe that’s just me. Women in tech and fostering a love (and not fear) of math and science in young girls is on the forefront of Smith’s agenda because 1 in 13 computer science majors RIGHT NOW are women, which is disgustingly low. Other interesting notes: immigrants are more likely to be entrepeneurs so the U.S. immigration policy needs to consider that, and technology sector growth does not decrease jobs, it dislocates them into higher level work, meaning…education had better improve here, too. Good stuff.
Then, in an effort to be first in line for Amy Schumer’s talk, I got to head into the panel room early and watch Gina Price-Bythewood speak, the director/screenwriter of “The Secret Life of Bees” and the new “Beyond The Lights.” It was neat to hear about her writing process, but I didn’t take many notes.
Then I just sat in my awesome chair and waited for Amy Schumer, one of the comedians who has really caught my attention this past couple of years. I find her work on her TV show and her stand up to be really amazingly able to address important, serious issues with a really unique (sometimes risque, I warn you sensitive souls) sense of humor. (Here’s a skit…there’s language!) Her first movie, Trainwreck, directed by Judd Apatow, debuts this summer. You could clearly tell Amy is a true comedian…because she was hilarious. It was an unscripted interview and the audience asked questions, and she had the entire room laughing (LMAOing, even) several times throughout. She also came across as super down-to-earth, humble, and…basically, she just works hard and it pays off. Easy, right?
Lastly I went to see Hugh Mcleod of Gaping Void speak…he does cartoons. His cartoons are really popular amongst the business community, and his talk was about the importance of art in leadership. In the spirit of my brain breaking down from too much info, I will summarize as thus: art is very important for leadership.
Onward to the last day of Interactive…
Day 2 was another good one with some good variety in my panel choices that happened to be purely by accident.
First up was “Netflix Shares a Decade of A/B Test Learning,” which of course was super popular and full. Todd Yellin, VP of Product Innovation at Netflix, took us through the many innovations at the company and explained how they roll out new features and designs on the site. When you think about it, the scale of changing Netflix’s UI is daunting simply because people access it from so many different devices…laptop, Apple TV, Roku, iPad, Surface, etc. Each one has to have a UI that works. They also spend a lot of time tweaking design using “big data” collected from users and A/B testing control groups and experimental groups that way. Long story short, your Netflix homepage probably looks a little or a lot different than mine. They watch how we click, how we scroll, how we search, and adjust the design accordingly. Surprisingly, simple big data collection is less useful than you’d think…global taste is homogenizing…meaning 60 year old Swedish women might watch The Avengers and 24 year old American men might watch Dance Moms and there is no use in stereotyping by age and gender. We are a simple yet complex humanity, apparently. If you look at the photo above, you’ll see their test on what graphics cause the most clicks – this one for Breaking Bad. We all voted on the yellow Walter White as being the most popular but we were wrong! The most engagement was from the middle graphic of the camper. Netflix has revolutionized actual TV metrics because before we relied on Neilsen ratings which makes people keep a diary of their viewing…which was probably fudged. Netflix knows exactly what you watched, what time of day, how long you watched it, how many episodes in a row you watched it, when you clicked out if you got bored, etc. Interesting stuff.
Next up…”The Changing Face of Fame: Social Media Celebrities.” There are people on Youtube and Vine with thousands and thousands of followers, creating content on a weekly basis that is liked, shared, and commented on by their fans…and if you’re over the age of 30 you might not know them at all. The Top 5 most influential figures among U.S. teens right now are these online short form content creators…not traditional celebrities. So many people consume content on Youtube these days, it is not surprising it has its own brand of celebrity. Interestingly, these newer stars are often very attached to causes and charities, so brands and nonprofits are trying to leverage this as a way of reaching new audiences. Cubby Graham of the Charity Water organization said, “Emotional connection is the new definition of quality in marketing.” Short answer: people can smell a disingenuous pitch from a mile away and millenials are even less susceptible to traditional ad marketing.
After that…a Conversation with Biz Stone (know for being the founder of Twitter). I was amused, because I saw Biz Stone talk last year and he was all about his new app Jelly. Jelly Jelly Jelly Jelly Jelly. It was going to revolutionize the way we help each other online. I downloaded it, used it for a minute, and now it’s off my phone. Turns out, that happened with a lot of people. So THIS year, Biz Stone is all about his new app Super! Super Super Super Super! To his credit, he talked about the failures of Jelly and after he explained Super…I was in. Super’s mission is to foster empathy. It’s a creative platform for people to share their thoughts with the help of graphics and text. As Biz said echoing the last panel, “The future of marketing is philanthropy.” I kind of like it. I don’t know if it’ll catch on. Truth is, you will only have a Twitter once, probably. It was cool to hear him talk about announcing Twitter to the 2007 SXSW people and having the app go down right before they unveiled it…but having that kind of revolution in tech with something catching like wildfire and growing to a company the generates over a billion dollars a year is…rare. A unicorn, if you will. In the meantime, try Super if you’re inclined.
Next up: keynote by Princess Reema Bint Bandar Al Saud of the Saudi royal family. Amazing story. She is breaking down barriers in Saudi Arabia, running several successful business and charitable causes while working with the Saudi government for women’s rights. I guess the country has recently mandated that women must work in certain sectors of society (even mandating men NOT work in them), but Princess Reema has been tackling all of the cultural and societal norms there that still get in the way of the mandate. Things like…women can work, but they cannot drive there. “As a business person, you have no chance of measuring productivity among your workers if they are reliant on a driver to get themselves to work.” Princess Reema, who owns a successful department store line akin to Barney’s, is the first employer to offer a transportation stipend and on-site daycare for her women employees, as well as financial planning and training…things they have never had.
She’s also very involved in Saudi fashion which is very innately tied to the shifts in culture there. Her main point, “Work on the women first, then the business.” When your employees feel “safe, stable, and respected,” you will be successful. Her new project is a breast cancer awareness campaign for women in the Middle East…another taboo there that she argues needs to be overcome for early detection and education purposes. Check out www.10ksa.com for a great video.
On to UCB on TV: How Improv is Changing Everything with Nick Kroll of The Kroll Show, Matt Besser of The Upright Citizens Brigade, and Katie Dippold, a writer for Parks and Recreation and The Heat (and the new Ghostbusters!!). Cool panel. They talked about how the idea of the “Yes, And” is useful in acting and anything, really…instead of shutting down a colleague’s idea and killing any sort of flow, you learn the improv trick of saying, “Yes, and…” and let the story/idea/concept flow. That’s how brilliance is achieved…as opposed to, “that is a terrible idea let’s go home.”
LASTLY…phew! Sarah Lewis discussed her book “The Rise” and “The Story of Creative Icons…from Failure to Mastery.” As Sarah pointed out, “Mastery is not about the arriving, it is about the reach,” and our focus should not be on success, which is a one-time event, but on a commitment to mastery over time. To achieve mastery, we need the mindset of a “deliberate amateur” most of the time meaning…we need to not be afraid to fail. We need to “play,” we need to keep our art or research in a private domain and be careful not to share it too early, because…well, the world will crush you. I liked a lot of the ideas here and want to get the book.
Phew! Day 2 in the books. Onward…
Let me explain. I’m deep in a year-long program with Rubicon Artist Development called Rubicon Gold. It’s for folks like me who want to keep focused on our musical goals and “next level” it. It’s self-paced and guided by my producer and great friend Daniel Barrett. There’s reading, check-ins, goal setting, vision and values assessment, and lots of positive encouragement.
It’s actually changed the entire action plan for my music in the past five months…or at least helped me embrace it. I’ve always been fascinated with commercial music and music business, and I unabashedly love popular music, and now I want to write it. I want to meet people who write it, write with them, write it alone, get cuts, chart things, see my name in the “songwriter” slot of the Grammy nominations, have my songs in the background of your favorite TV shows. Working with Gold and Dan has helped me work this out, and now I’m starting to take steps to do this. I have a trip planned to Los Angeles in April and while I feel a little bit like a freshman on the first day of class, I already have a few things lined up to make this trip a good one, and it’s just the start.
You may also recall that I have blogged about Dan’s book before – The Remembering Process. Dan taught this to me years ago – and I recommend you get the book. The jist is a technique beyond positive visualization to make proactive change happen in your life. Instead of thinking about the future, you actually REMEMBER the outcome you want as if it already happened. It works and it’s FUN.
Dan challenged us Gold program folks to make a video about how the year is working out for us, so I decided to apply The Remembering Process and post my interview with Oprah after my success as a popular songwriter in the year 2025. I know, I haven’t aged a day and neither has O. (She said I can call her “O”). Here it is…as you can see, I’ve had some good stuff happen.
This is the 4th year we’ve done the Red River Songwriters’ Festival in Red River, NM in late January, and the first year we actually had to brave some snowy roads to get there! We did it though…because nothing can keep us from a line up like this:
It was one big weekend of good friends, inspiration, and snowy vistas.
Lori McKenna headlined on Thursday night and was absolutely incredible. She’s had songs covered by Little Big Town and Faith Hill among others, but nothing beats hearing Lori play them with just her voice and a guitar.
Matraca Berg and Jeff Hanna headlined the next night, and again…so much goodness and a slew of hits. Matraca started off with “Wrong Side of Memphis” that Trisha Yearwood made popular, and ended with “Strawberry Wine” which is one of those songs that you KNEW BY HEART if you were anywhere between the ages of 12 and 112 in the 90’s.
Then I got a guitar lesson from Jeff Hanna and everything was amazing. Music takes you on some strange, wonderful journeys sometimes.
A couple of weekends ago I got to immerse in a gathering put on by the lovely folks at the Austin Songwriters Group. These folks have been bringing the industry side to Austin for a long time and it is much needed. We have a lot of live music but no publishers, song pluggers, or that sort of thing. ASG fills that void and also helps songwriters…write more. And better. Awesome stuff.
The keynote speaker/performer was James Slater, who has had a lot of hits including cuts by Martina McBride, Jamey Johnson, Chris Brown, and Enrique Iglesias (as an aspiring pop writer, this perked my interest). He gave a wonderful talk and has a great performance style. He spent years performing in piano bars in Europe and he’s clearly mastered the instrument. Biggest takeaway? Write what you want to write…don’t write to the hit. Sound advice, nice to hear it from someone successful.
The pitch sessions…so, when you register, you get to meet with a song publisher for 15 minutes. To…you know, pitch a song. All of these lovely folks are from Nashville and I am not actually country at all (though I have been told Nashville is pretty open-minded?), so I expected nothing. Sure enough, my first meeting was met with a resounding…”keep trying.” It was fine, though these things are apparently like Vegas because I walked out of that meeting and immediately signed up for another one with a different publisher.
I waited until the 3rd day of the conference for the next meeting, and this was with a publisher who works with Disney in Nashville and Los Angeles. I told her to put on her film/TV licensing and pop ears (no mouse pun intended), and played her a couple of EP tracks. Her response was very encouraging and helpful and I left motivated to pursue more film and TV stuff because she said…heck yes, do it.
Fast forward to the evening, after dinner break, when I am walking down the hall and Maggie, one of the ASG bosses, runs after me (thank you for running, Maggie) and tells me that “Throw You Forward” is the Publisher’s Pick and would I perform it that night? WHOA. Stunned. Usually I get a spidey sense about these things but I did not see this one coming. It was the good kind of blind-sided. I borrowed a guitar and played it live for ballroom of very kind folks.
So the lesson here is…well, a couple. First…join these organizations and go meet people. You’ll be inspired and who knows what creative or business collaborations will come from it.
But secondly and most importantly, if you knock on a door and it shuts on you…try the next door. Whatever possessed me to try again after having a lackluster first pitch session really paid off…the momentum is real, kids. Keep knocking.