Creativity
I recently saw a commercial for a technology company advertising - well something. I had to see the commercial more than once to recall the company behind the advertisement. Even after seeing the commercial at least three times I still couldn’t recall the product or service that was being marketed. But that is not uncommon, I think the number is five – the amount of times you must view a commercial before the message and the messenger seeps into one’s psyche.
However, I immediately recognized the music that was used in the commercial. The tempo was “pitched down,” which in and of itself was interesting because I had never heard this song played at such a slower tempo. But it worked and it intrigued me. Not only was this modern tech company using this song, but the makers of the commercial had creatively re-interpreted this song by tweaking the tempo – impressive! It gave the song a whole new feel and vibe.
Some forty-nine years after the initial release of the song, a tech commercial would bring it to life for a new generation. This is not the first time someone would creatively re-interpret this song. In 1981, the song would be released by a group that would go on to claim fame as one of the originals of rap music. But before the song would gain new notoriety, it would take some behind the scenes creativity to bring about the new acclaim.
That creativity would come from the hands (and ears and minds) of hip hop DJs. Fact is some of the most prolific or prominent records from the earlier days of rap music started with a DJ “digging in the crates.” “Digging in the crates” refers to the plastic milk crates that were perfect to hold vinyl twelve-inch albums or singles for transporting to parties. The DJ would be looking for the record that had the perfect “break” or “breakbeat.” How did that record get in the crate? By that creative DJ searching at their go to record joint to find that record that had that perfect thirty second or so “break” where the music transitions and offers up something different.
Having found the new go to break that would set the party off, the DJ would purchase or get their hands on two copies. Why two? More creativity. By having two copies of the record, the DJ could take that thirty second break beat and extend it for as long as they like and create a new song by mixing the record back and forth on two or three turntables. In yet another feat of creativity the DJ’s hype person could rhythmically and poetically speak (rhyme) over this instrumental beat as the DJ drove the crowd to a frenzy. As we know hip hop and rap today, the hype person was elevated to an equal partner as “MC.” Now the rapper (formerly the MC) is the main attraction, and the DJ has secondary status.
In addition to “breakbeats,” DJs and producers were also creative by using a very small “snippet” of an existing record and re-imaging it differently for a new record. What was first a mere obscure verse, beat, or break in the original recording may become the memorable hook or chorus of a new song for a new generation. These “snippets” are more commonly referred to as a “sample.”
Originally, the creative community started using samples without first obtaining proper permission of the legal owner of the music. Of course, those pesky lawyers did not like that. Scores of lawsuits were filed and settled. Did the creativity fall victim to the copyright lawsuits? Of course not. As with any creative idea that originates from the grass roots or streets, the corporate suits had a solution – monetize it. Yep, there’s now an entire segment within the music industry that deals with “sample clearance”: use whatever you want from our catalogue, just pay for it. Who would have thought that creative DJs “digging in the crates” would not only influence music but the legal underpinnings of it as well. Sometimes you must create first and ask permission later.
I know, I know; the song; what was the song? The song was released in 1973 by Michael Viner’s Incredible Bongo Band and was titled “Apache.” Eight years later in 1981, Sugarhill Gang would prominently use the break of this track overlayed with rapping and release “Apache (Jump On It).” Now some forty-nine years later “Apache” has been creatively re-imagined by a tech company.
You don’t have to be a DJ, producer, or other creative professional to be creative. At its core creativity is about doing things differently or in original way that is useful. It does not require coming up with something completely new – although that may be the case – it can be a new approach to something old. Opportunities for creativity are all around. You may think that there is no room for creativity in your professional life, but something as simple as running a meeting a different way will tap into your creativity. Putting a spin on that regular go to meal is being creative. Using the creativity within you will also help in developing neuroplasticity.
Finally, although the focus of this missive is about creativity and how a song has been creatively used over the years; I must bring to our collective consciousness the fact that the name of the song is the name for a group of Native American tribes. If originally released in this era, the song title would not pass the “are you kidding me test.” But I am also equally of the opinion that we cannot always judge things of a less enlightened past, by the standards of today. It is amazing how much intellectual awareness and growth can occur – for those who seek awareness and growth. I guess it’s not a bad thing to be “awakened,” regardless of the efforts to minimize such an important concept.
Reflection Questions:
What areas of your life might you find opportunities for creativity?
What opportunities exists for you to creatively re-imagine something with a small tweak?
What opportunities exist for you to creatively re-imagine something small into something much larger?
What obstacles might you have to overcome to become more creative?
How might you use creativity to better navigate the problems of life that we all encounter?