I have consumed a quantity of coffee that has transported me outside of liminal time. I’m not sure when I am, so I figure I might as well roll with whatever flashes through my noggin. When should I start?
I once saw a woman sitting on a bench holding a small dog in one hand and a chandelier in another. I had no context for the encounter. Equally, I’ve got no desire to find out what led to that moment. It feels like it’d ruin the magic. I’m choosing to believe that she’d not only vanished between liminal time, but space. Any logic of this situation could only be parsed by quantum mechanics and frankly, I don’t have time or space for that. I guess you could say she seemed… quarky? I sense a phase shift coming on.
Spike Jonze just put out this advert and I think it’s all kinds of nifty. Look, I find intrusive and clumsy advertising as annoying as the rest of you do. That being said, it’s rare for me to tire of gushing over the great advertising I grew up with. Adverts in NZ were sarcastic, clever and really delivered on their objectives. Good advertising is effective, tells a story and makes your customer wonder why they don’t already have the product in their lives. In this case, maybe it delivers? I’m not 100% sure, but it’s sure as hell pretty as fuck. All music videos are advertisements anyway, right? It just so happens that in this one you’ve got Anderson .Paak’s gorgeously smooth vocals, FKA Twigs dancing up a storm of interpretive dance, the wonderfully imaginative visual stylings of Jonze and it’s all wrapped up in a tidy four minute clip. I was never gonna be the target market for a Smart Home device, but I’m sure if you were, the idea of being served an ideal soundtrack at will would be enough to sell you on it. Speaking of which, let’s jump back a week or so.
I was in Austin chatting with friends. We were talking specifically about these home devices, algorithmic learning and soundtracks. I was saying how on a personal level, I have an innate fear of this technology. Fear might be a bit strong, but it makes me feel uneasy. In my head it goes to a place where we no longer take an active role in choosing what we consume. There’s maybe a chip or something inside of us that just knows what we’ll enjoy. I’m sure the technology will get accurate enough to make it a reality. There’s a non-insignificant part of my identity that’s tied up in what I consume.
When something hits all the right beats for me, it feels like it’s added to my life. Whether this is music or a great narrative. Part of the satisfaction that comes from accessing those highs is going through the lows for contrast. Great music shines so brightly because terrible music exists. I can get bowled over completely by everything about Janelle Monáe’s new track “Make Me Feel” in part because in 1998 Shaun Mullins released his misguided tyre fire “Lullaby”. Seriously that song is so excruciating it becomes a physical sensation. “Make Me Feel“, on the other hand feels like a reward for endurance. If everything was perfect, then nothing would transcend. It’d all just be wallpaper. One of my most gratifying recurrent experiences is recommending something to a friend based on how well I know them. I’ll take their personality and preferences into account. I’ll factor their sensibilities, brand of humour and capacity for certain types of content to figure out whether or not they’ll jive with my suggestion. I’m not shooting 100% here, but having a friend come back to me thanking me for sharing is such a wonderful sensation. It tells me that I know them well enough to understand what they’re looking for, but also points to a growth in our kinship, that we both resonated with the same content in some fashion. I feel closer to them for having had that experience.
If a machine is gonna come and take that away from me, what do I have left? I’ll just be here caffeinating myself out of the timeline.