Whenever I think of chamber music, I think of Haydn, Beethoven or Mozart – beautiful stuff, but something I *really* have to be in the mood for. Don’t get me wrong – their compositions have everything I look for in music: passion, depth and that element of surprise. But you’ll be hard-pressed to find me say something like, “Hey, the Dallas Symphony is going to have a chamber music series this year – we should check it out!” It’s just not my vibe.
Then I ran across Project Trio.
Three guys from Brooklyn that bill themselves as “passionate, high energy chamber music ensemble.” Since one of the guys is a Dallas native…AND…since we spent a little over seven years in Cobble Hill (yes, Brooklyn), I thought I’d give em’ a look see.
Aside from the obvious, here’s why I like em’…
- They’ve taken their music to a whole new type of audience – the kind people that can jam with and appreciate the street musicians in New York City.
- They’ve introduced chamber music by serving their own brand of jelly to the masses.
- They look like the blue man group jamming when they play – especially in this video.
Moreover, their music has hit me on a personal level. And, quite honestly, isn’t that what we want music to do?
Here’s the Thing: Business communications can do just that. Just because you sell supplemental insurance, it doesn’t mean that you have to ‘sell’ supplemental insurance. Look at what AFLAC has done with that darn duck…what Nike does by just doing it…jeez, looks at what Apple does with……just about everything.
They’ve reached new audiences, introduced new ways of looking at their products and created an identity that is hard to forget…all because they realized that it’s not a product that they’re selling – it’s a brand. A brand that has a sense of humor, runs, jumps & jives. A brand that represents companies full of humans – not products.
Let’s face it communicators: at the end of the day, we don’t really have to help our clients become an American Idol for the masses. Our job is to help them deliver a great song for their audiences.
What kind of music are you making today?