I am watching a Buckcherry live concert (one of my favorite bands) and listening to them talk about the process of making a record or getting ready for a tour, I have realized how much being a creative in advertising is like being a rock star.
The first thing they talk about is their process. Buckcherry takes their personal experiences, things they read and things they encounter to come up with ideas for new songs. Then they go through production and finally share it with the world. They probably don’t focus too much on the target market, they are more like fine artists in that way but Buckcherry isn’t going to do a remake of Hanson’s MmmBop if you know what I’m saying.
This shows how much as creatives we can not and should not sit at a desk all day. We need to have time to go out, explore and experience things. One thing that really helps me get something in the simmer mode is working out at lunch every day. It allows me to clear my head and get to the answers faster.
They also talk about humble beginnings and how they spend so much time working together and building a relationship so they could do what they needed to do and write good music. The chemistry was just there.
Betsy is an amazing copywriter and I feel blessed to have her as my ACD/writer. We definitely had chemistry in my first interview, though we also spend 8-16 hours together five days a week. We have gotten to a place where we trust each other completely, we look out for each other and are a solid unit. If you don’t have that with your partner, your work will suck. period.
The next thing they talk about is song writing, how they function and how they concept the song. They get to take their time and really revisit the songs to make them the best they can be. When they write songs they are focusing on writing an entire record, though don’t hold themselves to a specific number of songs for one record.
This really rings true when we are working on concepts for clients. I despise trying to fill a quota of concepts to present. Present the strong ones, the ones you wouldn’t be ashamed to produce and go from there. Also, while concepting, no matter what, if the concept can’t fulfill a 360 approach, is it good enough? A great idea should be able to live in any media without feeling forced.
One last thing. The other day we were talking about how some agencies take out all the walls and all the desks and make community work spaces. The thing I love about Moses Anshell is that we have our own office, though there are so many places to go and work if you don’t feel like sitting at your desk. I just got a work laptop and it is great, Betsy and I now spend even more time together. . .