Author: Neil Barrie (@neilbazza), Director, ZAG
I spent the first half of my adult life to date, playing in bands and the second half planning brands, most recently at Zag, the brand ventures division of BBH.
After an awkward adjustment period where I tried to deny all existence of my previous life and its accompanying streaked mullet jpegs, I’ve recently been finding that I actually learned a lot of useful things in those years in the Highbury Garage. Here they are:
# 1 Develop your dynamics
Listen to any AC/DC, song, especially Back in Black and you are listening to a lesson in dynamics. The space, the drums, the shifts, the CRUNCH – you can’t help but be moved by it. Loads of massive rock tracks owe a lot to soft/loud dynamics from Babe I’m gonna leave you to Teenage Dirtbag. Boys in particular like this sort of thing. The laws of rock dynamics are directly applicable to any presentation. It’s a good discipline to think “where’s the bit where the chords come crashing in?” and “how can I make this section feel more like ACDC?”