Buzzazz Advertising & Marketing Agencyhttp://buzzazz.com Tampa Bay's # 1 Marketing FirmTue, 23 May 2017 19:09:14 +0000en-UShourly1No One Does That Anymore – Marketing A Supposed Declinehttp://buzzazz.com/advertising-and-marketing/no-one-anymore-marketing-supposed-decline http://buzzazz.com/advertising-and-marketing/no-one-anymore-marketing-supposed-decline#respondTue, 23 May 2017 19:09:14 +0000http://buzzazz.com/?p=5387Things Don’t Die They Just Get Repurposed Cassandras have always been around, but it wasn’t always so easy for these Chicken Littles to tell everyone about the sky-falling. When they start crying wolf now there’s always two choruses that pipe up – the naysayers and those that agree. But they have an easy audience, and […]

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Things Don’t Die They Just Get Repurposed

Cassandras have always been around, but it wasn’t always so easy for these Chicken Littles to tell everyone about the sky-falling. When they start crying wolf now there’s always two choruses that pipe up – the naysayers and those that agree. But they have an easy audience, and a comment thread can become a pretty lively place – if not a particularly logical or reasoned out place.

Rock and roll is dead. No one listens to jazz anymore. Virtual Reality is going to kill the internet, movies, and books, and traditional computer games. E-books will kill paper books. Ad infinitum.

MTV launched back in the day playing Buggles singing Video Killed The Radio Star. It’s a long running thing that in order to launch something new, you do it by launching yourself out of the ashes of the previous champion. These things don’t go away though – either the medium gets re-purposed, or it finds a way to integrate the new media into what it does.

The current iteration of radio may use a different delivery system but it is still there. Paper books became something different – bought by people for a different reason. TV managed to survive by changing how it is viewed, how it is delivered, and how it’s funded. Artists, using crowdsourcing, print on demand, all these different funding and distribution methods, are surviving in what gets pitched as an unsurvivable cultural wasteland. It is rarely as bleak as some people would lead you to believe.

Anyone who says we aren’t living in the halcyon days of yesteryear is likely not doing great in the present day. And why? Because they are rear facing – talking about the past rather than trying to create something new. It is true that the landscape is a more fractured place, and that burst culture blips on the radar and is gone before you can even nail down the characteristics of a movement. There is an element of early adopting, picking up the thread of whatever social media outlet your come across, and just flinging as much crap at the wall as possible and hoping that something sticks

Having lived through periods of boom and bust with the economy, and different music and literary movements, I haven’t yet seen a perfect system in place, and I have survived each of them – some of them have been considered pretty suppressive as well. Find an honest politician and you have identified a rare beast – the system works to disabuse them of the notion that they can change anything; it’s like the process of longshore drift where all the sharp edges are worn off, and then they fit in that round hole. Then the politicians go out there and they make waves, and it has big repercussions for those out there in the world.

Doom scenarios aren’t particularly useful for forging a way forward though. The President has been an interestingly insistent voice in proclaiming a number of publications to be failing, in insisting that a whole industry is in trouble, and there may be some truth in it … traditional print media has taken pretty significant hits since the advent of the internet and the rise of citizen journalism.

Disruption is forcing a change, forcing an evolution. Sometimes with these things you find yourself swimming with the current, and sometimes you are swimming against it. Not that I agree with the way a lot of things the current administration is doing, but the fact that they are shaking those in the media out of their complacency means that some of those people who might not have ever evolved are being forced to do so.

There is proof that things survive the upheaval – the aforementioned transformation of radio, and then there is the single – it started as a 7″ vinyl, became a Cd Single, and then downloads looked set to kill that, but then through downloads the single song became the way to escape buying an album of songs you might not like. Trying to stand still, or tread water, literally gets you nowhere.

Political change is sometimes harder to stomach because of the ramifications some of those changes have, but even they, sometimes, are a necessary part of an evolution. The problem is no one wants to burn down the house they are living while they look for a new one.

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Twin Peaks: The Returnhttp://buzzazz.com/advertising-and-marketing/twin-peaks-return http://buzzazz.com/advertising-and-marketing/twin-peaks-return#respondMon, 22 May 2017 18:51:43 +0000http://buzzazz.com/?p=5406It Is Happening Again It is the show that set the ball rolling for so many different threads of weirdness that came after, and yet none of Twin Peaks’ successors ever hit quite the same beats that Lynch and co were able to manage. It is one of those shows with the kind of visual […]

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It Is Happening Again

It is the show that set the ball rolling for so many different threads of weirdness that came after, and yet none of Twin Peaks’ successors ever hit quite the same beats that Lynch and co were able to manage. It is one of those shows with the kind of visual and sonic palette that is always slightly off-kilter and capable of presenting a real sense of unease.

The great thing about David Lynch is sometimes it is almost like you are never going to get a pay-off and he is just going to keep ratcheting up the tension until it gets unbearable, and you want to exit the room. There were rumors at one point that the revival might go ahead without him, and that would have just been horrible … how could you possibly follow after Lynch and produce anything that wasn’t just Lynch-lite?

Agent Cooper is back, as are some old familiar faces, but things have changed – things have moved on. It’s great that when we meet different people that we haven’t seen in years that they have aged, and that it is in the same way we all age – at different rates and in different ways. I haven’t seen too many of the actors in other things, so for me at least this creates the feeling that we are just looking back in on that strange little town.

It feels like it didn’t miss a beat. For a certain generation there are certain parts of the show that are iconic, and you wouldn’t really need much context on display to see that it was a reference to Twin Peaks. That image of Laura Palmer, the trees, and the Angelo Badliamenti soundtrack prime you for Cooper in the Black Lodge, prime you for any weirdness that might come. But even then there are some new touches – some new twists and turns in the intriguing mythology Lynch has constructed. There are parts that remind of Mulholland Drive; parts that remind of Eraserhead.

Show a few of these things and what else do you need to do to advertise this show? Not much. Lynch is a director who you got to expecting certain things – he’s played off this before with things like Straight Story, but generally you are going to be get that discomforting fusion of small town America, crime drama, and surrealistic nightmare that he does better than anyone else.

It will be interesting to see if this show heralds a slew of darker weirder shows on the networks. We’re only a few episodes in so we haven’t yet seen the whole creation, but there is a big desire for Lynch to knock it out of the park. After Twin Peaks: Fire Walk With Me, which was not a very popular film, people want this to be the ending, or the continuation that they have been waiting for. If the quality of the show continues in the vein these first few episodes have managed then that promise could very well be delivered on.

It’s funny, in the years since it left our screens you would think that the tropes would have been absorbed into the culture, and that over-familiarity would have taken some of the sheen off it, and lessened the emotional investment in the show, and this could just be me, but that doesn’t seem to have happened here. People are as ready for good new Twin Peaks as they were for new Star Wars. Will we get closure? Maybe. Nothing is guaranteed with David Lynch, and that uncertainty is the greatest asset for both him and this show.

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Basquiat Stands Alonehttp://buzzazz.com/advertising-and-marketing/art/basquiat-stands-alone http://buzzazz.com/advertising-and-marketing/art/basquiat-stands-alone#respondMon, 22 May 2017 17:51:56 +0000http://buzzazz.com/?p=5405The notion of the sell-out is always an interesting one to consider – what are you looking for when you set out to become famous, and what is it that you lose when you reach that career apex? A lot of people would say edge, hunger, relevance … typically all of the things that made […]

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The notion of the sell-out is always an interesting one to consider – what are you looking for when you set out to become famous, and what is it that you lose when you reach that career apex? A lot of people would say edge, hunger, relevance … typically all of the things that made you interesting in the first place.

People who hit it big with their first album, first book, first whatever, often get hit with what is known colloquially as Sophomore Jinx. They can’t replicate what they did before, and the second effort falls flat, and they become one hit wonders; Wonder Boys as the film of the same name would have it. Dying young is unfortunately a great way to avoid being classed as a sell-out.

Basquiat Has An Interesting Bio, And That Sells!

There is a great scene in the movie Basquiat where someone complains that she doesn’t think the painting she is looking at is going to match her furniture, and Basquiat grabs a bucket of paint and throws it at his work, getting really angry at the attitude that the monetary value of his art is more important to this woman than the art itself. Not that he didn’t want to sell his art – he seems to have been pretty good at promoting himself, but not at the expense of the art.

Why am I thinking about this aspect of the sale in particular? Because I read an article where the writer was pleasantly surprised that the purchase of the record breaking piece of art actually seemed to have a genuine emotional attachment to the art, and wasn’t just engaged in a fiscal transaction. The more an artist becomes known and the higher the ticket price on the art, the more this might come into question.

Some people tread the line of cult status, and never really break into the stratospheric heights that bona fide famous people occupy. Basquiat did a show with Andy Warhol, there has been a film made about him, but he isn’t exactly what you would call a super famous artist; not a household name. He died young; he died in tragic circumstances … it makes him interesting. People in the know know about him – he is an important artist. Things may change in regards to how widespread his fame is – one of his paintings just sold for $110.5 Million and that sets a precedent – that means other investors interested in the arts are going to be paying more attention. Sales of his paintings grossed $171 million the previous year, so there has been an uptick in interest in him. His reputation has been growing, and his status as a modern artist is seeing him rank alongside Picasso for some people.

One thing that has contributed to the price, is the rarity of works by the artist, and subsequent works that hit the market are likely to be lesser works, but the great thing about art is, when you show it somewhere it advertises itself – it’s not particularly easy to write copy about a piece of art that adds too much to the art that can’t be communicated by the piece itself. So, often what the copy concentrates on is the artist’s story – how interesting is their biography?

Having an interesting story, and occupying a niche that no one else is really working in, is a great selling point. Basquiat would have probably liked it … his friend Warhol definitely would. Whatever happens to his work in terms of sales, there is something about it that makes it seem like it could never truly be safe – there is an energy to his work that bristles and leaps off the canvas, so hang it where you will, Basquiat will stand apart from his art as investment, and as you learn about him, and learn about him through his art, its narrative will transcend the talk of dollar value. When something is being sold, of course its worth is important, but how it affects you and your life is often more important … this is true of art, and any other object or service purchased.

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Promote Against The Goat: Superstitions And Sportshttp://buzzazz.com/advertising-and-marketing/promote-goat-superstition-sports http://buzzazz.com/advertising-and-marketing/promote-goat-superstition-sports#respondThu, 18 May 2017 19:11:23 +0000http://buzzazz.com/?p=5396As previously established, this article’s author does not know much about sports. But, as a player of various nerdy games of luck and skill more commonly engaged with within the confines of a basement, I understand—easily—how a superstition can affect a player of a game. And what I’m going at today is superstitions promote, they are promoting. As a mindset is no small part of an outcome.

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Superstitions Promote Something Regardless Of Facts

As previously established, this article’s author does not know much about sports. But, as a player of various nerdy games of luck and skill more commonly engaged with within the confines of a basement, I understand—easily—how a superstition can affect a player of a game. And what I’m going at today is superstitions promote, they are promoting. As a mindset is no small part of an outcome.

The concept of “willing” something into the universe with no action input from a person (or without a deity’s input, depending on what you believe) is sketchy. As is the idea that a curse, like the one put on the Chicago Cubs relating to a goat (go ahead and research that one for a good chuckle), could cause bad luck. But, with that all said, how you think changes outcomes.

It can cause results.

If you are hyped, if you are enthused about something, you can do more than if you are in a state of lethargic malaise. So, we have promotion going on here. You can promote for someone to buy a sports drink, but you can also promote someone to think a certain way. For instance, outside of sports, how else does the president end up in the position he does? He makes us think something—which, yes, we might have thought before—and thus we react a certain way.

Now, this concept goes against a lot of the individualistic ideals Americans hold dear—me included. But, this is the reality. Tell someone they look nice, and they will often walk like they look nice. And the reverse works just as much—unfortunately.

Let me take it back to Chicago, and go over this supposed curse of the goat. If the idea of it existing continues to have people within the team promoting it, then every game has a mental undercurrent, an operating mindset, inside each of those players that’s likely to work like this:

  1. They are “fighting” against the curse. Which while being an act of working harder, is putting more stress on oneself—affecting how one plays, perhaps to their detriment.
  2. They are denying it. But, of course, by that very nature, to deny, means actively rejecting something others think exists. It’s active. A conscious/unconscious effort. So, back to something to stress about.
  3. They accept it. They accept the curse. And, thus, back to how one acts in the presence of lack of enthusiasm.

And, among the three, you’ve got a problem.

The way to beat a superstition is not with cold logic. That never works. A superstition can only lose its power by another work of the intangible. A person blessing the group would promote success more than any lecture.

Or winning a World Series would do it. That works well too.

To Promote Against A Superstition, Is The Same Trick As Making One

A superstition can only die to belief. It is not logic you are working with here: it’s emotion. Heart and soul.

And, thus is the way of certain acts of marketing, of promotion, of advertising. Cold hard facts do not sway always, as, to the average ear, bare statistics are bland and hard to engage with. Instead, you must get them to feel. Feel the truth in the words.

And that is the realm of art. Of glory. Of a tale told by many. So, bottle those feelings: set it in an advertisement or promotional material, and no curse (or stigma) can easily stand in opposition. Convince your viewers or customers why the superstition or doubt can be overcome, and the “logic” will work itself out internally in your favor.

And, hopefully, if you’re a business, your financial favor as well.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Promote Who We Can Trust: But Who Would That Be?http://buzzazz.com/advertising-and-marketing/promote-can-trust http://buzzazz.com/advertising-and-marketing/promote-can-trust#respondFri, 12 May 2017 16:25:41 +0000http://buzzazz.com/?p=5389What is an expert anymore if no one will believe experts? What is the point of the scientific method if no one accepts its outcome? How is anyone supposed to understand anything if no one can be trusted? Even the cold hard truth of numbers, once loved, goes shunned—because a biased human calculated it.

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Who Do We Promote As A Credible Source?

Who do we promote as trustworthy? What groups do we promote for such status? Who, in this world, can we trust?

These are the questions now, aren’t they? Recent events, recent observations, recent verbal spouting on the internet by anyone with a keyboard and an opinion—and possibly a desire for attention or “clicks”—results in a slow glide toward no one trusting anyone in a place of major authority.

“Fake news” is the order of the year.

It’s absurd. It’s modern day. Everyone has an agenda they are trying to promote, and they will find a source—no matter the difficulty to do so—that promotes their outlook.

And we sometimes accept these questionable, dodgy outlooks because it’s human nature to do so.

You are more likely to believe the things that support your worldview, because your worldview is already what you think is true, and so anything that slots into it must be true too, right? And combine this with the adage of “don’t trust everything you read on the internet” slowly taken to a new extreme with “don’t trust anything you hear from any media, anywhere,” and soon no one knows anything at all except their own opinions and experiences. Personal evidence becoming the only evidence.

What is an expert anymore if no one will believe experts? What is the point of the scientific method if no one accepts its outcome? How is anyone supposed to understand anything if no one can be trusted? Even the cold hard truth of numbers, once loved, goes shunned—because a biased human calculated it.

Climate change, vaccines, health care, minimum wage, immigration.  Science, politics, economics, medicine, in their entirety it seems sometimes, is questioned by at least one person.

And, unlike some posts I do on Buzzazz, I don’t have a summation of an answer. You’ve read this far, and I am sorry if it disappoints: but I don’t know what to do. My usual options of promoting empathetic and analytical responses—that is a little left-leaning and technologically optimistic in mindset—will not work much here. No truism can I offer: no mike drop of a conclusion.

Because some news is fake.  

But some is real.

But some is biased.

But, then, everything is somewhat biased.

By the issue of having been delivered via a human’s brain and mouth, and witnessed through organic eyes—even if only seeing it on a screen—a bias exists.

And you can make your own conclusions from data you have or you research, but you can’t in-depth check everything in the whole wide world to confirm the study untainted. Furthermore, everyone’s personality, mental state, biochemistry, education, and general cultural upbringing is a little different, even among siblings, or even twins, so, if someone says the food pyramid is a lie, for instance, that might be true for someone, but not everyone.

Never everyone.

And that’s great, sure, better than being cogs—but it’s not helpful on a global stage. We must have a way to decide for huge swathes of the populace, somehow. No one, and I hate to say it, has total control over their life—even a bump in the sidewalk can make you late.  The butterfly effect is a real observable thing in hindsight—and someone, be they president or teacher or scientist etc. must make decisions about how to handle situations at some point from some knowledge pool—which will affect other people regardless of how they feel on the matter.

We Have To Promote For Someone To Be Trustworthy

Even if we got an A.I. to do it, the program would contain bias. As someone programmed that A.I. to begin with, and they had a bias.

We can promote the truth being made available. But, when we cherry-pick the truth-bringers to our own worldview, then it is not helpful to humanity as whole.

We need an almost blind way to judge who is qualified to give workable answers.  Perhaps college degrees? Experience? Age?

We need something uniform.

But of course, everyone will have different opinions on those criteria too.

As I said, there is no definitive solution. And a lack of a generally accepted reality of what is, and what is not, true and factual and observable, leads to anarchy. Democracy deals with the whims and priorities and ideas of the masses, but for that to work, a majority must promote an outcome within those masses.

And when that majority has no stable terminal of accurate data, even on such things as the state of our living, breathing world, then the straits are dire. It’s not a good place to be.

Somehow, or someway, numbers, facts, statistics, must regain their integrity and lack of meddling and manipulative presentation, and promote itself back into a state of trustworthiness.

There might not be any other way.

Society must have some level of organization to be a “society,” and organization relies upon group agreement. The alternative is a sort of anarchy that even a proponent of that political philosophy—read: actual anarchists—might not approve of existing.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Marketing And Politics And Bill Nye: Stop Attacking Entertainershttp://buzzazz.com/advertising-and-marketing/bill-nye-marketing-politics http://buzzazz.com/advertising-and-marketing/bill-nye-marketing-politics#respondFri, 05 May 2017 19:00:09 +0000http://buzzazz.com/?p=5378It’s a sign of the modern world that one can hear about some controversy via image macros, or reactionary posts on social media, before even getting an inkling of what’s fully going on in the physical world. And I will not say that’s not impressive, that’s effective viral marketing, but it’s not a great sign for public discourse.

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Marketing Makes Things Known, Sometimes Things You Don’t Agree With

It’s a sign of the modern world that one can hear about some controversy via image macros, or reactionary posts on social media, before even getting an inkling of what’s fully going on in the physical world. And I will not say that’s not impressive, that’s effective viral marketing, but it’s not a great sign for public discourse.

The most recent example I’ve seen is with, of all people, Bill Nye the Science Guy. And, again, sign of the times, my immediate thought was: “Oh, I bet he talked about climate change.”

And, yeah, he did. Among other things. Was also not the only politically charged idea he presented either. Now, I will remain neutral, not going to weigh in on the matter too hard. For or against Bill Nye. Because it’s not about him, really.

It’s about calm, measured responses.

Are we so soft-skinned that we cannot even deal with a fun, nostalgic figure agreeing with something we might not? The situation would be different if he was doing something illegal…

But this is a show on Netflix.

We may be taking things a tad too seriously. Or, at least, venting in an unhelpful way.

Now, there’s nothing wrong with having personal integrity, and not supporting groups you feel are not helpful, or plain destructive to your values. That’s personal ethics, and it is commendable. Nothing wrong with standing up for yourself.

But, with that said, it is untenable to not connect to anyone or anything, for example, that is from a democrat if you are republican, or vice versa. You cannot avoid the “opposition”. Unless you want to live in a media-free bubble, the marketing from companies alone, will make sure you experience differing ideas at least sometimes. And, furthermore, the attempts to block all opposing political viewpoints, and deny the existence of other general viewpoints, is how you get echo chambers and intolerance.

Marketing Contested Ideas Will Not Go Away, Nor Should It

So, my point is this: watch, interact with, surround yourself with whatever you want. That is your right. As it is for everyone. But, if you come across a piece of media, a piece of marketing, a piece of anything that simply has a differing opinion than yours, then perhaps pause, breathe, empathize, and consider what you’re doing before you blast them publicly?

I am trying to be tentative here, as there are so many exceptions to my general premise, but the backlash against media figures like Bill is reactionary and kind of ridiculous.

Yes, marketing and media and all other matter of stimuli do affect you, do affect kids—if that’s the concern, which it might be. Something being “corrupting”. But no one forces people to watch his show. Nostalgia is powerful, but not that powerful. There’s plenty of other media to consume even if you only use Netflix.

Silencing all polarized ideas is legitimate censorship. There’s a difference between someone having a different opinion and being an enemy worthy of attacking. And that’s a line we need to keep firm if we want civility in this country.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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Clearwater Web Design Companies Are Good For Creativeshttp://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies-good-creatives http://buzzazz.com/advertising-and-marketing/clearwater-web-design-companies-good-creatives#respondFri, 28 Apr 2017 19:01:24 +0000http://buzzazz.com/?p=5371Do you have a hobby? Many people do, though some don’t—preferring to simply relax and hang out with friends when they are off work hours. But, for those of us who fall in the former camp, there is a subset of those who make things and want to share those things with others. The content creators, the performance artists, the live-streaming builders, and the “DIY” video people. A subset of a subset—but one that is huge, thanks to the internet, in public visibility. Some even make their living at it. But, they could be more visible. They could show themselves to more of the world, show more of their art, if they will work with one of the available Clearwater web design companies.

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Clearwater Web Design Companies Can Make You A Website, And You Should Have One

Do you have a hobby? Many people do, though some don’t—preferring to simply relax and hang out with friends when they are off work hours. But, for those of us who fall in the former camp, there is a subset of those who make things and want to share those things with others. The content creators, the performance artists, the live-streaming builders, and the “DIY” video people. A subset of a subset—but one that is huge, thanks to the internet, in public visibility. Some even make their living at it. But, they could be more visible. They could show themselves to more of the world, show more of their art, if they will work with one of the available Clearwater web design companies.

This is a topic I’ve been hitting a few times recently. The professional artist, the employable creative, or really anyone interested in selling something, should consider a website, as it’s the main method of communication amongst the various halls of the internet. And, if you are in Clearwater, then Clearwater web design companies can make that possible for you.

Let me put this simply. Allow me this clarification. Let’s say for instance you are a musician, or a sound mixer, or anyone interested in working on the lyrical or instrumental arts. To get your stuff public, you might use some place like SoundCloud to post your music and try to garner a fanbase. And I am not knocking that as an option. People do that, and I think that’s necessary. But, for any creative, for anyone working on something they love, and maybe even working toward eventually making money from it, a website—preferably one made to your specifications—offers better visibility.

Anyone with a connection to the internet can find a website. That’s how the internet works. But, if you are posting only on social media or specialized sites (not that one should not use social media too if they want attention—they should), the interested party might have to make an account to even access the media you made.

There’s an older idea in marketing, though not too old as it still a product of modern-day technology: and it’s that clicks matter. Attention spans, for good or for ill, are short in the average person, and if you cannot get someone to make all the clicks it takes to get to the thing you need them to see, whether because of making accounts or complex submenus, or an annoying lack of organization amongst pages, then you’ve lost someone who could have been a fan.

The less clicks required, the less hassle required, the better for everyone.

Clearwater web design companies will help you make that possible. Help create a concentrated location for your creations so others can more easily find them.

Clearwater Web Design Companies Can Help Many

Whether you are a musician, artist, painter, writer, or practice any of the more specific and incredible artistic or creative or practical hobbies or activities in our world, like animator, or wood worker, or rapper, if you want to share, if you want to show the world what you can do—even if you do not intend it to be a major job—a website gives you a home to your work. Rather than different places all over the internet.

A website creates a place that says, “Here I am, this is mine. This is me.” And, that’s a great thing. All endeavors hoping to succeed, need confident actions. Decisive motion. Visible worthwhileness.

If you take sharing your hobby seriously, then I must recommend it.

If you liked this article, you can read more of Brandon Scott’s work on The Hive, or at his website: www.coolerbs.com

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No More Death Stars Or Reboots Pleasehttp://buzzazz.com/advertising-and-marketing/no-death-stars-reboots-please http://buzzazz.com/advertising-and-marketing/no-death-stars-reboots-please#respondWed, 26 Apr 2017 15:33:44 +0000http://buzzazz.com/?p=5366Another Death Star Would Suggest A Movie Design Flaw It blew up, and it had a design flaw that made this possible. Great. The New Empire went ahead and built the third iteration of a bad idea and called it something else, but let’s not dress it up any other way – it was not […]

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Another Death Star Would Suggest A Movie Design Flaw

It blew up, and it had a design flaw that made this possible. Great. The New Empire went ahead and built the third iteration of a bad idea and called it something else, but let’s not dress it up any other way – it was not exactly breaking new ground. It was OK for the reintroduction to the universe, but now we need to move on.

I know how Wolverine was created – I do. You keep telling me like I have a memory problem. Oh, and wasn’t Spiderman bitten by a spider? The Hulk turns green when he gets angry and he was hit by Gamma Rays, right?

If we can’t get past this I think our relationship is going to have to change. We aren’t going to be hanging out so much. Special effects are great, and setting up the scene is great, but constantly rehashing the damned story? Not such a great tactic.

I sometimes like to be dropped into the middle of a story where you have to run to catch up, where it is assumed you will be smart enough to pick up the beats in the story telling and work out what is going on. Exposition moments are like leg shackles, and they used to be my biggest problem with things like Star Trek. Two minutes of guff that do not serve the story telling. Ever read Philip K Dick? His idea is that he throws a whole shit ton of ideas at you without too much explanation, and then he just keeps running, and if you fail to keep up? Tough. The story telling is the thing.

JK Rowling is great at introducing a concept and explaining it by having the characters use the gizmo, cast the spell, or navigate through the place, and it is described in action. Constant asides and filler designed for the people asleep in the back of the class is boring and tedious. We already have the audience cipher in most movies that is learning the way things work so we can to, but if they never escape the gravitational pull of being a cipher and achieve escape velocity to soar as a character, guess what’s going to happen? The audience who has now got the idea of what is going on is going to want them gone.

Tolstoy was a little problematic for me in terms of exposition – there are pages on matronymics and partronymics, just so you can understand who is called what, and this is supposed to be an undercut to setting the scene. Dostoevsky by comparison just launches straight into the narrative and you get dragged along by the scruff of your neck. Austen is exposition heavy; Charlotte Bronte throws you in the deep end.

Show Don’t Tell Is A Good Rule For All Media!

Nike says just do it, and you comply. Apple told you to think different and you rose to the challenge. Imagine if you had to have a product explained to you in detail before they got to the sales pitch on an advert – you’d be there forever. It should be an elevator pitch – something that can be delivered in the time it takes to ride an elevator. Of course, a film does allow for more explanation, but the problem is that the film-makers don’t seem to be thinking with the fact that people do already know something about the characters they are handling – people know Iron Man, Spiderman, Captain America, Hulk, Thor, Wolverine, etc. Not every film can have a refresher attached to it.

On some level these characters are simple archetypes anyway, or just not that complicated as characters. Hulk angry, hulk smash – hulk calms down and becomes Bruce Banner. Thor is a Norse God who hits things with a hammer. Captain America is patriotic and hits things with a patriotic frisbee. Spiderman is like a spider. Iron Man is a rich dude in a mechanical suit who hits things or thinks at things. Can their reasons for doing this not be deduced from the fact that the people they are hitting are generally evil people who want to hurt or rule over people or both? If the dynamics in a super hero movie escape you, maybe you should go and lay down in a quiet room and stick to coloring books.

Not to just target Disney / Marvel / Lucasfilm – DC Comics, please stop introducing your characters and tell us an actual solid story. Isn’t Batman the guy in the suit with a huge bat on his chest? Isn’t the Joker an evil maniacal clown? Good, I’m tracking. Yes, I know who Superman is. Deadshot shoots things and never misses? Oh, he’s a dead shot?

Star Wars I will go to the cinema for. Rogue One and Force Awakens deserved to be seen on a big screen – they’re trying to do something new despite the Death Star being the biggest problem, at least on the surface. I felt like Guardians of the Galaxy gathered its crew up pretty quickly and got down to unfolding the narrative. Logan gave as an ending – at least to the Hugh Jackman iteration of the character (give it a second for the dust to settle and someone new will come along). I just kind of dread the idea that at some point Sony’s option will lapse on the X-Men franchise and then we’re going to get a Marvel reboot.

Some things can be assumed – when you sell a razor you don’t need to tell someone what a razor is for, or generally that it is a razor – you just need to talk about the novel things with your razor. The same principle stands for movies – just talk about the novel things happening with the character.

I hope I’ve made my point – let’s break new ground. Let’s hit the ground running. No more circling back. Build a new Death Star? Sorry, if you do that again then you aren’t an evil empire, you’re a bunch of uninspired idiots, and I will be left wondering how you got to rule over an empire, and I am going to have to think that the rebels are pretty much morons for you to be able to subjugate them.

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Disruption: The New Lingua Franca Of Mediahttp://buzzazz.com/advertising-and-marketing/disruption-new-lingua-franca-media http://buzzazz.com/advertising-and-marketing/disruption-new-lingua-franca-media#respondTue, 25 Apr 2017 20:33:15 +0000http://buzzazz.com/?p=4858Shaking Up The Establishment Is Key For A Disruptor Disruption is the idea is that there are certain ways things are used, or certain ways things are done, and you are swimming against the flow, often in a way that is game changing. Is it a good thing? Depends what side of the fence you […]

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Shaking Up The Establishment Is Key For A Disruptor

Disruption is the idea is that there are certain ways things are used, or certain ways things are done, and you are swimming against the flow, often in a way that is game changing. Is it a good thing? Depends what side of the fence you are sitting on.  That’s pretty much how it slices for you in terms of propaganda too. No one wants to be on the receiving end of a smear campaign. No one wants to be the victim of fake news.

Fake news is the latest buzzword, and it gets thrown around, sometimes unfairly it seems, when someone disagrees with a story that comes out. It’s often pure click bait, and upon digging a little deeper the story collapses. The same is true of any examples of “alternative facts” as pushed by the White House Press Secretary Sean Spicer or Kellyann Conway. Truth is truth, not some mutable thing that bends to the whim of opinion or necessity.

Trump disrupts in the way he uses media, and still the mainstream media seem surprised – surprised that he won’t play ball and switch from the successful tactics that got him where he is. And we are now starting to see disruption politics – and those who disagree are caught flat-footed because they are still playing by the old rules.

Theresa May has, by all accounts, caught the Labour Party off-guard by calling an early election. A surprise given that her predecessor pushed the idea of 5 year fixed terms, and May herself had said she wasn’t going to call it so soon after the Brexit vote, to avoid causing instability. The rules of the game change when the odds are in your favor though, right?

Disruption tends to come fast and unheralded, and it tears up the maps. It has worked quite well for some people, and if it continues to provide forward momentum it may become the modus operandi adopted by the majority. Maybe it is what is needed to shake some people out of the deadlock of routine holding patterns where they act like everything is normal, and fail to do anything new to tackle problems. Engagement is up, it seems a shame that it took such radical change to prompt that.

Trying not to normalize a certain way of doing things, if it carries on for a long enough period of time is going to take a lot of effort. The interesting thing is that disruptors create a scene where they too may be disrupted at any time, and it becomes a game of who can adapt to the changing scene and the unpredictability quicker. Get left in the dust? Tough.

Destabilization Opens Up The Field To New Players

Does this mean that there is no long term plan behind the action we observe? Not necessarily, but the disruption caused by not respecting old ways of doing things causes a lot of turbulence, and it can appear, at least on the surface, that chaos is prevailing. Then the thing becomes to look for evidence of production; evidence that the tactic is producing results. If it isn’t then perhaps you are witnessing chaos in truth, but if a forward movement and products are evident, then one would have to admit that there is some kind of plan being put into effect, even if it is bypassing normal procedure.

What does this mean for other people operating in this sphere? It means you have to be a lot more adaptive and ready to change than you perhaps were before – it is a very tempestuous climate in which to operate, and can be very disorientating. The way you talk about things and market them is going to be just as subject to the changing climate as everything else, and you have to stay in touch. You don’t make an advert where Kendall Jenner is at a protest pitching Pepsi.

Some news outlets are emerging with a definite and new sensibility after their world was shook up, but not everyone is fairing quite so well.

You can definitely see that a lot of people don’t know which way to jump. After the election there hasn’t been too much in the way of ideas and direction  or reinvention coming from the Democrats; they still seem to be reeling and punch drunk, and unable to get the drop on their opponent. The grassroots movements that are mobilizing and the Bernie Sanders campaign seem to be a little better at getting out ahead of the confusion and sharing a message about what they believe in, but just look out there and you can see we are not looking at the same landscape. It is much more mutable and combustible, just like a certain leader, some might argue.

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Paint A Vulgar Picture – On Their Hands A Dead Starhttp://buzzazz.com/advertising-and-marketing/paint-vulgar-picture-hands-dead-star http://buzzazz.com/advertising-and-marketing/paint-vulgar-picture-hands-dead-star#respondTue, 25 Apr 2017 19:53:46 +0000http://buzzazz.com/?p=5351“At the record company meeting On their hands – at last! – A dead star !” It’s an age old problem – how do you continue milking the cow when the cow has shuffled off the mortal coil? How do you market it? How do you capitalize on the investment you have made, and how […]

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“At the record company meeting
On their hands – at last! – A dead star !”

It’s an age old problem – how do you continue milking the cow when the cow has shuffled off the mortal coil? How do you market it? How do you capitalize on the investment you have made, and how do you do it tastefully?

If the fans perceive that you are cashing in on the tragedy then you are going to find them angered by the newly unearthed songs that you have released two weeks after their favorite musician died. If they see it as a heartfelt tribute, or a release in line with the philosophy of the artist, then you are going to have a smoother ride.

Either way, after the initial shock has worn off, people are going to want something to fill the vacuum your artist’s death has left in their life. If you can fill it with demos, b-side collections, rarities, or novel formats, then you are going to bank it. Cynical? Perhaps. Just take a look at the Jimi Hendrix industry, or Biggie and Tupac. It kind of got the level where, oh, Tupac dropped by the studio and said uh-huh to a question, so we’re going to loop that and say that he guested on the track; same with Biggie. The desire for more product is so much that record companies get a little dishonest.

Substandard work and things the artist would have never released make it into the market place, and sometimes what these extras add to the corpus of work is negligible. Can you really see inside the working process of someone by looking at their failures? Does it elucidate upon that vital spark which leapt into being in the cut that they eventually went with? Is it not still ephemeral?

Morrissey’s song, which gives this article its title, nailed an attitude that has been pervasive for a while, and has got ever more so with the ability to recover things into the digital format. Maybe it is the equivalent of unearthing a Van Gogh in the past, to find some kind of sonic doodle that has John Lennon’s voice on it.

Satiate the need
Slip them into different sleeves!

I got to thinking about this after seeing headlines about the fate of Prince’s estate. I look to the way Bowie’s work has been managed since he passed. I think about Bob Marley and the recently unearthed recordings. I wonder about the trove of Zappa recordings we’ve never seen. In the literary world we have Salinger, and there must be countless others with works just waiting to be put out there. I know of at least a couple of Kerouac novels written in French that haven’t seen the light of day.

How do you judge what to release? They’re easy to market – these “new” works, but they’re not always what’s promised, and sometimes after that initial rush of enthusiasm for new product, one sees that there was actually a reason that these things never saw the light of day.

It used to be a format and reformat issue, where they would release something on a new type of media and include never before released materials, now you’ll sometimes get a digital key to material locked elsewhere online. The game is ever changing. Now you can resurrect someone – look at Peter Cushing in Star Wars; there was holographic Michael Jackson dancing; Audrey Hepburn in an advert for Galaxy chocolate. Where does it end? Does it end? How long before they generate songs from a Beatles AI? Would you still market that as a Beatles song?

Being dead really isn’t much of an obstacle to being successful, and as each successive generation comes along, that’s a new market, isn’t it?

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