An Orchestra's layout – as Corporate structure diagramAs such it's a prime example of a “command and control” hierarchy – decisions and innovation come only from the top. And it's best enjoyed sitting down, quietly, hands folded on your lap, no talking, drinking or dancing.
Jazz, on the other hand, has a different heritage and a different ethic. Originally jazz was played by musicians who couldn’t read music. What they’d do is listen to a riff or motif, then play it back, interpreting it, adding flourishes, in a “call and response pattern”, sort of like a conversation, adding layers. The music and notes were not dictated or even written down, so each performance was different.
'Structureless' Jazz band, hamming it up, circa 1921
Usually each musician had an opportunity to ‘go it alone’, to blow or strum or drum or tinkle their own improvised variations of the theme whilst the rest of the band followed. They were not under the steely, controlling gaze of a conductor, thus the music was a product of interaction and collaboration.
And there’d be dancing. The band could tell how well they were doing by how much people enjoyed themselves – in a sort of continuous feedback loop. It wasn't completely free-form though, there were rules. You couldn’t ‘go it alone’ for too long – you had to share with your band members, and you couldn’t stray too far from the theme or motif. Being able to play the instrument helped too.
Social media is more like Jazz than Classical music. In the 70’s, 80’s and 90’s Corporations would come into your house via TV, do a well-rehearsed and orchestrated piece in front of you, and then leave. They’d do it over and over again. There was no opportunity for interaction. There was no call and response, no conversation. No dancing. They controlled – dictated – the tune.
Social media isn't like that. It doesn’t seek sameness, consistency or control. It seeks diversity, interaction and collaboration. The notes aren’t dictated. In fact, it’d be pretty un-cool to parrot back the same notes played to you, as if suffering from musical echolalia. Like Jazz, Social Media celebrates the interpretation – the response.
But Jazz does rely on musicianship. A Jazz band has usually practiced together and knows each others’ mettle. And the audience doesn’t join in, other than by dancing or with applause.
Here Social Media is not so much like Jazz. Why? Because the Social Media audience arrives with their own various instruments and varying skill. There you are, up on stage with your band of well practiced corporate groovers(!), and the audience has come armed with their own noise makers – guitars, kazoos, an oboe and a clarinet, a bagpipe, a banjo, a Farfisa organ and some kids have even brought pots, pans and wooden spoons.
It’s going to be a little messy. And chaotic. It’s going to sound pretty weird in parts, especially seeing as that guy with the Farfisa only knows one tune – and it’s called Chopsticks.
But that’s the gig, man. You don’t have to like Jazz to get it. You and your band up on stage with (hopefully) hundreds of people playing and plinky-plonking along…and thousands listening.
There's always going be a guy playing Chopsticks. For him, and the thousands listening, do a ‘set’ with variations on the Chopsticks theme. Blow it slow, blow it fast, syncopate it – jazz it up – add some sass … they’ll love it.
Remember it’s call and response, so you respond to their call too.
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Picture credits:
Orchestral diagram: http://blog.fluidcreativity.co.uk/
King Oliver's Creole Jazz Band, 1921: http://www.artknowledgenews.com/
Orchestral diagram: http://blog.fluidcreativity.co.uk/
King Oliver's Creole Jazz Band, 1921: http://www.artknowledgenews.com/
