INTERVIEW WITH ROCK-AND-ROLL HALL OF FAMER (and Creative Director), DAVID MINER – Part Two
585 words – approximately a 3 minute read
Today’s blog features Part 2 of my interview with David Miner, Creative Director for Marketing Symphony. In this part, David shares some lessons he learned from his days as a record producer and Minnesota Rock-and-Roll Hall of Fame bass player. And, how those lessons can be applied to the creative process for marketing. My favorite? Use examples rather than descriptions to get your point across. To read part 2 of 3, click here.
AS: Welcome back, David. Last time, you were saying that communication was the crucial foundation to creating an end-product that your client is thrilled with. Can you recap that for us?
DM: Sure, Andrew. Basically, it all boils down to the fact that words mean different things to different people. The classic example is the word trunk: If a client describes an ad where a guy’s leaning on an old trunk, maybe you’re thinking of steamer luggage, I’m thinking of the back of a ’59 Chevy and he’s expecting a picture of a guy next to a large tree. You can’t be too confident of words.
AS: So what do you do, then? How do you communicate ideas so your advertisement or video or direct mail meets the client’s expectations?
DM: Well, as you know, I came up through the musical side. As a producer,
I started using CDs to show a group of musicians what I was after for certain songs. Sometimes it would be a combination of things that I wanted to meld, so I would bring two CDs and show them rather than try to explain.
It worked so well that I started using it to as a safety check to make sure everybody understood the words we used in the same way.
AS: Like “trunk.”
DM: Exactly. Periodically, we’d listen to an example to make sure. And of course, whenever we came across a breakdown with words, I would ask the person, “Can you play that for me on the piano?” or “Do you have a CD that illustrates what you’re talking about?”
AS: And this saves time?
DM: It saves time, money-it’s even saved projects. I remember one film score that was on the brink. I’d wasted an entire week on a complicated music piece that was several minutes long and needed to convey some very stark & deep emotion. The director listened to my third attempt and told me that I was even further from what he wanted with this version. Nothing he said to me made any sense. He said-and I quote:
“It needs more ‘ba-bum, ba-bum, ba-bum.’”
So I said, “You mean like percussion?”
“No, like ‘ba-bum, ba-bum, ba-bum’”
“I don’t understand-what kind of instrument is making that sound?” I asked.
His response: “Well I’m not a musician, I don’t know how you make the sound, I just need more ba-bum, ba-bum!”
Luckily, I remembered the CD trick and asked him to bring me some tracks. When he did, it took me about 5 minutes to know exactly what he wanted. I went back to the drawing board, and returned to him with a “rough sketch” for the scene. His response: “Perfect! That’s exactly what I was after.” We ended up doing 3 more films together, and he got very good at using CDs to help steer the process, and I got very good at creating ba-bum ba-bum.
AS: One of our maxims at Marketing Symphony is that “creativity is birthed out of strategy,” but without good communication and syntax for community ideas. There will be no ba-bum in your creative!
So that’s part two of our interview and more to follow.