Two Beats Ahead

April 1, 2021
Connecting the dots between music and entrepreneurial inspiration. How can music teach us--or at least teach musicians--about business innovation? That's the question posed by Panay, the senior vice president for global strategy and innovation at Berklee College of Music, and Hendrix, global design director of design and innovation at the IDEO consultancy group. The authors chronicle their discussions with artists and entrepreneurs about qualities that both groups share. Among the subjects are some heavy hitters. Justin Timberlake lays down his guiding principle on experimentation: "I have only one rule in the studio, and it's this: dare to suck. You may have a great idea in your head as somebody's playing a riff on the guitar. Don't hold it in." Interscope head Jimmy Iovine weighs in on the act of listening, which isn't as simple as you might think, by way of Beats headphones and a famous ad featuring the NBA's Kevin Garnett walking into a rival arena and drowning out the hostility with his Beats. Wilco bassist John Stirratt discusses Tourists, a Massachusetts hotel "created to bring strangers together around shared experiences." Stirratt makes the musical connection tangible as he shouts out the Austin hotel that gave him the idea: "I have the same feeling checking into the San Jose as I do listening to a Miles Davis record for the fiftieth time....It's a visceral experience, a feeling of possibility." The book is strongest in the authors' presentations of heady concepts in down-to-earth fashion. But what if you're not a musician, and what if your brain doesn't yield the same starbursts of creativity as the likes of Pharrell, Bj�rk, and Imogen Heap? Some of these lessons may still apply to you, but others may be out of reach. Other luminaries in the text include Dr. Dre, Steve Vai, and T Bone Burnett, and a series of "Interludes" offer soundtracks to illuminate the lessons. An intriguing--yet not universally applicable--look at what recording artists can teach us about innovation.

COPYRIGHT(2021) Kirkus Reviews, ALL RIGHTS RESERVED.