Why remixing is going to become more and more important in the future of content and creativity.
Remixing has been around for a while now, but it’s still somewhat under-appreciated both as an art form and commercial tool.
Music remixing started with the musique concrete era in 1930s France merging sounds from different sources to create new pieces of music.
The dancehall culture of Jamaica in the early 1970s was where the likes of King Tubby created stripped-down instrumental versions of reggae songs, later layering effects and vocal hooks over the top of the raw elements of the tracks.
Disco and hip hop DJs in late 70s New York took the concept of the remix to a broader audience, before the electronic pop bands of the 80s created the “extended mix” for nightclub dancefloors.
Early house music producers then began lifting out the vocals from pop and r&b songs and layering them back over their own instrumental tracks. Before long, entire pieces of music were being created purely from samples and snippets of other works.
Fast forward to the modern era and the remix has become an accepted, although at times controversial, part of popular culture — not just in music but a variety of mediums. Art, media, design and even technologies have all been remixed, re-edited and re-contextualised. If you look around, you’ll see remixes in all sorts of places.
The remix is also a proven way for creatives to launch and propel their careers, spring-boarding from a platform provided by more recognised content and creators. Profile and exposure through remixing is now a key tool in the armoury of the modern talent manager, record label exec and development studio.
In today’s rapidly evolving content business, the remix appears to be more powerful and prevalent than ever.
Kevin Kelly’s piece in the July 2016 edition of Wired magazine illustrates this through the lens of Hollywood in particular.
Cheap and universal creation tools are making it easier to create content of all kinds. The conventions around barriers to entry are fast falling away, i.e. it’s easier to watch a movie than to produce one, or to read a book than write one.
The total number of hours of content outputted from Hollywood is about 1200 each year. Over 24,000 hours of content is uploaded to YouTube every hour.
Of course, the quality of all this deep-lying content online is variable, but a common theme is remixing. Lyric videos for your favourite music artist; comedic dubbing of a classic movie scene; or subtle takes on advertising that are twisted and turned by politics, medium, and cultures.
Mike Diva’s Donald Trump video is an interesting example of the latter. This was sent to me via What’s App by a friend, and with two motions of my index finger I was watching a unique piece of art, entertainment and subversive political commentary that would never have come from a traditional content creation studio. And it was without doubt a remix.
Kelly references the economist Paul Romer who says that real sustainable economic growth doesn’t stem from new resources, but from existing ones that are rearranged to make them more valuable.
The opposite may be the case if these existing resources are not re-arranged in improved, evolved or transformative ways. There are clear legal and ethical issues here — what constitutes a version of something that adds additional value, what is just a copy, and who claims ownership (and revenues) on what? There’s no hard and fast answer, but there’s little doubt that valuable creations of today will evolve into something different tomorrow.
A service that is already proving pretty valuable is Musical.ly. For those who don’t know, Musica.ly is a social network with a powerful tool to make music-infused videos to share on the platform, save or share between friends. Users are effectively creating their own remixes on the fly. And it’s big; the app has gone from around 500 downloads a day in April 2015 to 80m registered users today.
We’ll see the remixer continue to rise in importance in the coming years; hackers, writers, visual artists, musicians and others are going to be behind some of the most compelling and valuable creations we’ll engage with. And to be a renowned ‘remixee’, one of the creators whose works have been remixed the most, will be of greater prestige than ever
Three of the main challenges I see for those in the business of content (and entertainment particularly) are:
- Sourcing new remixer talent from divergent fields
- Finding the right ways to distribute remixed creations to audiences
- Ensuring these new creations deliver real value
And as for this article? It’s a remix too…