It’s been a rough few weeks for the Classic Rock community, as musical and cultural icons David Bowie, Glenn Frey, and Paul Kantner passed away in January. No one lives forever, especially those who perhaps have a history for living life in the fast lane, in many cases, for decades. An exception to all of this, of course, is Keith Richards, but that’s for another blog post for another day.
Everyone ages differently, of course. And when you talk to Medicare card holders in excellent health and spirit, their vitality is often attributable to a lifelong desire for learning, insatiable curiosity, and a passion for work and one’s craft.
All of that is embodied and then some by Paul McCartney. At the ripe old age of 73, “the cute Beatle” continues to amaze and astound. He is vital and energized, embracing new technology, along with the new guard of music stars. And he lives in a musical world that has evolved well beyond the four-track tape recorders George Martin used to create and mix iconic masterworks like Sgt. Pepper’s Lonely Hearts Club Band.
In 2014, Sir Paul launched a free virtual-reality concert app featuring a recording from Candlestick Park of “Live and Let Die” in concert. The tech company, Jaunt, created the app, making McCartney one of the first artists – and certainly the most influential – to embrace VR.
Not to be outdone, McCartney’s latest endeavor is a project with Skype. The Wall Street Journal’s Digits section reports he created “Audio Mojis” that were sent out last weekend in time for Valentine’s Day.
Sir Paul posted a video of how the “Love Mojis” project came together. Not only is it a fascinating process to watch, but you’re looking at a septuagenarian at the top of his game, excited by the prospect of how his musical sensibilities and talents translate to the digital arena.
He told Mike Ayers of the WSJ, “I wanted the signature to sound electronic rather than acoustic guitar, for instance, so I got the overall signature on the Moog in order to give it a more modern flavor.”
McCartney very much sounds like a musician in touch with his creativity and craft and how they can be enhanced, adapted, and modernized, thanks to technology.
Email recipients click here to watch Sir Paul’s video
McCartney’s newest projects reminds us of the flawed assumption that digital natives are, by definition, always Millennials or members of Gen Z. The conventional wisdom is that virtually all young people are all skilled techno-nerds, capable of things that Boomers cannot even fathom. After all, they grew up with tech, computers, video games, and social media, therefore vaulting them past Gen Xers and Boomers.
As McCartney refutes that logic, so has research we’ve recently conducted. During consumer interviews last year among “connected car” owners, we ran into a Millennial male in Detroit who was flummoxed by the fact his vehicle’s touchscreen language was in Spanish. He had no idea how to use the car’s settings feature to return it to English. I had to focus very hard not to start laughing, much less explain to him the little gear “settings” symbol on the screen would unlock the secret to solving his dashboard dilemma.
On the other end of the spectrum, here’s former Beatle Paul McCartney setting trends and stepping into the future of music more than five decades after the British Invasion stormed our shores here in the U.S. It is remarkable to watch him and other mature musicians show us their innovation in the 60’s was no fluke.
All this suggests that simply stepping out and hiring twentysomethings on the assumption they have a deep digital DNA is faulty, just as concluding that existing radio staffers of a certain age just don’t get it or aren’t capable of adapting, changing, and morphing with these crazy times.
Paul McCartney might have thing or two to say about that.
Digital natives indeed.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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“It’s not invented here” and “Let’s ask the agency who didn’t think of it” are examples of not rescuing radio. Digital is clear delivery. And, clearly it needs great content to sell. Thanks, again, Fred. And, all hail Sir Paul. “Yeah, yeah, yeah, yeah, yeah…..!” Clark broadcastideas.com
Sir Paul is one very special Baby Boomer. Thanks, Clark.
Well said, Fred. Paul is one of those unique individuals who ‘gets it’…and always HAS.
I find it EASY to keep up with technology. I LIVE it, every day, to be in touch with, and help promote my broadcast career, which has also morphed into radio syndicator, voice actor, on-camera actor…and even web music programmer!
And your point about hiring millennials ASSUMING they ‘get it’ is spot-on. Let me say, in addition…those in the position of HIRING shouldn’t look at someone in their 50’s(or 60’s) and assume they don’t know an emoji from Imogene Cocoa. (see what I did there?)
Another great post. Thanks.
I love the Imogene/emoji spin – made my day. Thanks for the note, J.C., and for reading our blog.
Thanks for writing this, Mr. Jacobs. I’m one of those who has always been curious about new tech. I started by broadcast career in the fading days of vinyl, and now work in an entirely digital studio. There are so many ways now to engage listeners, and I wonder why some don’t take advantage of it. It’s probably because of the assumptions you address. When I’m 73 (still a couple of decades out), I hope to still have that kind of curiosity.
I couldn’t agree with you more. But Paul is setting a very high bar. Thanks for connecting with our blog.
Watching that video was the most fun I have had all week. Thanks Fred!
There was an article from FastCompany a couple of weeks back about social media and how in almost every industry employees never receive training on how to use it effectively. One of my favorite quotes was from William Ward, professor of social media at Syracuse University:
“Because somebody grows up being a social media native, it doesn’t make them an expert in using social media at work,” Ward says. “That’s like saying, ‘I grew up with a fax machine, so that makes me an expert in business.”
In other words, and as you point out, growing up with a Facebook account doesn’t equip you with the knowledge to run a social media marketing campaign.
Thanks again for the video and the reminder that we should all keep an open mind about change in our industry.
True that, Sean. It becomes increasingly clearer that generational stereotyping often breaks down on both ends of the spectrum. Appreciate your taking the time to comment.