RBMA - The Medium is the Message
Red Bull Music Academy makes good use of a forty-plus year old phrase from theorist (and personal idol) Marshall McLuhan in an exciting look at the evolution of musical formats. From reel-to-reel to disc to mp3, RMBA explores how the nature of musical delivery dictates how and what we listen to and create musically.
As told by reel-to-reel DJ master Greg Wilson, dubplate specialist and dubstep pioneer Hatcha and others, the current status of music and its delivery today is best described by New Jersey’s ethereal hip-hop producer Clams Casino:
“It doesn’t matter to me that my music doesn’t exist in tangible form. I think as long as people can hear and enjoy it, then it doesn’t really matter to me.”
With digital overtaking CDs in sales, in addition to a massive resurgence of that of vinyl records in 2011, McLuhan’s theory rings true today. It seems that formats that exceed others in dynamics, but also use capabilities have become the preferred media for DJs and listeners alike.
Source: The Medium Is The Message: A tribute to musical formats (Madrid 2011) from Red Bull Music Academy on Vimeo.
Source: vimeo.com
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