I have a rather extensive music collection that I’ve built up over the years. In the 80’s I was one of those guys out scouring the stores looking for obscure 12″ remix’s from the Art of Noise or buying German imports of Tangerine Dream on CDs since they hadn’t been released in the U.S. yet. I was always willing to buy new music sight unseen based anything from trivial things like album cover art to information on who contributed to the release (I checked out a number of albums solely because Jeff Lynn or Trevor Horn produced them) or even the consistancy/quality of other releases distributed by the label (ZTT, Mute, etc…)

In short, I’m a fan of just about every kind of music except most Pop-Country (singing about the dead dog, cheating wife, broken pick-up truck, ugh!) and some elements of Jazz Fusion (songs that make me tense?!? That’s a whole article in and of itself).

So anyways, every decade or so it seems various forms of music bubble up into the mainstream consciousness. In the 60’s you had lounge acts and what we now consider classic rock bands, 70’s folk music disco and punk, 80’s metal and dance, 90’s techno, grunge and rap… and all through this good old rock and roll and R&B. I’m not saying these various styles started in the decades listed above, but they clearly had popularity peaks and visible evolutions of their forms during their peaks. This is from a U.S. perspective of course.

One of the things that added to the mix in my opinion was commercial marketing and limitations on exposure due to the cost barrier to both consume and create in the medium. Let me explain. Up until the late 80’s only place you could hear new music was through the local radio station. This limited you’re exposure to diverse music forms (both old and new) to pretty much what the local radio station was promoting or had a preference to play (the station format). In fact, even up through the 80’s your best bet to hear something new and innovative was to hunt down a college radio station where DJs were mingling the music from their hometowns and had rare restrictions on experimenting (short of not violating local obscenity laws… and even then…). This dynamic also caused these stations to get lots of music submissions from artists trying to break into the industry since there was a greater chance of airplay there.

The first big hit to this dynamic came through cable television and ultimately channels like MTV which suddenly allowed someone to hear music that they would have never heard outside the local college circuit. For instance in the early 80’s the USA network would run a show overnight called Night Flight that would feature music videos from bands like Cabaret Voltaire, Bauhaus, etc… In my opinion that this and other programming like it helped drive awareness of the early generations of electronic artists that, in part, helped seed the Techno/Industrial scene of the 90’s. In fact one of the most culturally significant bands for both Rap and Electronic forms music might have never been heard if not for MTV. That would be The Art of Noise.

The next big evolution came in the 90’s with new distribution methods. Instead of trading tapes, you used the Internet to trade. This not only changed the scale of things by giving the average user an easier way to share and consume but also eliminated the last big boundary of physical geography. One of the interesting things that was observed during the peak of Napster in the 90’s was that when people suddenly had the world of music to explore not only were sales increasing (contrary to the music execs yelling “fire”), but people were buying music outside of the typical genres they would normally have lived within because experimentation had no tangible cost aside from the time involved in downloading and listening to the song. Ease of use and no financial penalty encouraged experimentation.

Now, coming into the end of the first decade accessibility has now created a level space where any given listener can be exposed to any style or genre of music from any era. Games like Guitar Hero and Rock Band have introduced teenagers to both 30 year old dinosaur bands and underground fringe groups alike and it’s all new. In fact the only true new revolutionary sounds that I’ve been hearing have been out of the mashup communities who are re-purposing a century of music into a new art form. You can see examples of this from early pioneers of the style such as  the Evolution Control Committee, to the Bootie sessions or most recently the Kutiman’s ThruYOU mini video series that I mentioned in my last post. Granted these are natural extensions of the DJ remix scene from the last 20 years.

Of course you would have to say that the very dynamic nature of the mashup scene which relies on unlicensed music is a train wreck waiting to happen and I suppose my own gut feeling that a commercialized mashup scene would be the death of it only reinforces my notion that this may be the next evolution point of music. As with any music form that faces a potential break out there is always the concern that constraints introduced by the marketing side of the house will limit creativity, but the reality is that frequently, limitations are what drive true creativity (look at British censorship via the BBC in the 70’s).

This is all very cool, but is this the next big thing? If not what?

Since I was just talking about this, I thought it relevant to call out a couple of recent stories that made the rounds in January.

First on the Privacy side, there is news that American Express is now evaluating the stores you shop at and changing your credit limit and/or interest rate based on where you shop. Here’s the story about a person who was impacted by this following what he believes was a single trip to Walmart using his AmEx card. This is truly the ugly side of data mining.

Not to alarm you (although you should not only be alarmed but up in arms) but, folks this is just a taste of what’s to come.

Another interesting story that drifted through the aether to my attention courtesy of BoingBoing is directly related to the idea of persistence biting people in the ass.

Many years ago when just about every Windows user was using Napster to download and share music on the Internet, combined with most new PCs shipping with the MP3 Player software, Music Match Jukebox (both programs are now defunct). Many users would configure both Music Match and Napster to share the same folder for audio files. Then at some point they might use the built in “record from microphone” feature of Music Match to make up their songs, audio diaries, rants, you name it. The default file name for these recordings was “Mic in Track”.

A friend of mine who was playing with social disruption and marketing to promote his own music on Napster via a process he called “Culture Jamming” discovered something interesting. Careless (and some not so careless) users had left thousands of Mic in Track audio files on their PCs for anyone to download. Mark talked about this on his site (even putting up a couple of his favorites to download) at the time and it became a rich source of oddness for those with the patience to bother downloading the tracks. This was not a passive activity when you consider that in the mid nineties the majority of the Internet was still connected via 28.8 to 56k speed modems.

Which brings me to the contemporary story that made the rounds last month. Apparently one of the people out there (David Dixon) who learned of the Mic in Track phenomenon took it upon himself to download all of the files he could find. What makes this story relevant to the persistence angle is that David has published dozens of these Mic in Track files on his website.

Here we are now ten years later and for some poor souls that audio track of thier youthful exuberance (or disturbing screed) that was carelessly recorded on their computer for giggles may have committed their act to the ages. You can read a story about David on the LAWeekly site. Or more directly, David’s site holds dozens of his favorite tracks available for download. He has even released a compilation of greatest hits.

Granted there is probably a copyright issue here. Even though these people who recorded these tracks carelessly left them exposed for download, technically they still own the copyright to their creations. Unless David secured their permissions to reproduce their audio recording, I would say he probably doesn’t have any standing to be redistributing these tracks.

So now that I’ve introduced you to thinking about Brand You or as we’ve been calling it, your persona, let’s think about what I’ve said and consider how this applies to a businesses.

Haven’t you noticed? Companies have personalities. Companies go to great lengths through advertising and marketing to establish a brand identity (persona) knowing that more often than not you’re going to buy something from either someone you identify with, someone you know or someone you trust. When companies inundate you with messaging they are trying to establish this relationship on a pseudo subconscious level so that you’ll gravitate to their product when presented with a comparable set of options.

Here is an easy thought exercise for you the next time the TV is on. Actually watch the commercials. Based on time of day, day of week and commercial content you can almost always identify who that company thinks is watching the show that you are watching. In theory the persona they are attempting to identify with is supposed to ultimately be you. So that either you or someone you influence will buy the item (eg, kids and toys).

Now a more challenging one. Go to your cupboard or refrigerator and look at what you have in there. Ask your self “why did I first buy this <fill in the blank>?”. Inevitably for alot of people there will be something that falls under the “that’s what my mom bought me as a kid and it’s my favorite” category. Think about that…

Companies have two ways to bring you in as a customer. Positive referral from someone you have an relationship with or by creating a relationship via marketing so that, as I said above, when confronted between product A or B you go with what you know. All they have to do is get you to buy once and if you have a satisfying experience on your first try you may never try the other products. That’s one battle down in the war for your brand loyalty.

One extension of building brand loyalty is through lifestyle associations. Take for example the soft drink/soda business: Mountain Dew = extreme sports, Sprite = hip hop, Pepsi = young and young at heart, Coca-Cola = happy people, or Fresca = dieters. Companies play this card as one more relationship angle based on your personal identity with the hope that if you want to identify with your crowd you’ll buy their product. Sprite used this masterfully several years ago when they went after the Urban/Hip-Hop crowd or Mountain Dew with the extreme sports crowd.

Now maybe you can understand why companies go to great lengths to protect and promote their identity/persona/brand image. Or why when a company’s image is so badly damaged they change their name and logo and try to reinvent themselves. Good or bad, sometimes it works.

Worldcom -> MCI -> Verizon

THQ -> Atari

Enron -> CrossCountry

Philip Morris -> Altria

This all brings us to my last point…

Don’t ever assume that anything you express on the Internet is private. Be it e-mail, web forums, IP based phone calls, anything. As the world becomes more connected and employers, governments and others feel the need to monitor you as a risk (warranted or not), you will have less privacy in your life. In fact you have less privacy now than you could ever possibly suspect. Consider the little intrusions such as how banks now monitor your Debit/Credit card activity with automated systems that do predictive analysis of your spending behavior and if something goes outside the prediction curve your card will be blocked or you will get a phone call from a CSR (phone rep) to verify that it really is you buying a new high-end TV on your debit card mid pay cycle. This is all done in order to reduce fraud and protect your money… but none-the-less, we are all subject to it already.

And worse yet, if there is money to made from that data, it is often already being sold to other companies who cross reference it with other data to figure out the optimal time to send you promotional offers in the mail. You may think I’m being cynical but this type activity is old news. Here is a good resource site to start you off on the subject, specifically this document “Customer Acquisition and Data Mining“. Here’s a quote:

“More complicated overlays are also possible. Customers can be matched against purchase, response, and other detailed data that the data vendors collect and refine. This data comes from a variety of sources including retailers, state and local governments, and the customers themselves. If you are mailing out a car accessories catalog, it might be useful to overlay information (make, model, year) about any known cars that people on the prospect list might have registered with their department of motor vehicles.”

Also, as I mentioned previously MySpace, LinkedIn, FaceBook and others allow third parties to review your account data and private, protected pages all the time without any kind of legal overview. You agreed to it when you (often carelessly) pressed the “I agree” button when you created your account. In fact just about every online service you’ve ever signed up with probably has a clause in the EULA/Terms & Conditions about sharing your personal information which you agreed to when you checked that box and hit submit.

Beyond that, you should always remember that everything you do on the Internet or an Intranet is recorded in some manner. Take for instance the simple (and default) behavior of a web server recording a log of every file it delivers and the IP address of every computer that the file was delivered to. It is how the owner of that log file handles the data that they store that ultimately impacts your privacy, hence some of the rules that have been fiercely debated across Europe regarding this very subject. Just this last October (2008) yet another ruling occurred in Germany indicating that an IP address is not personal data. I’m sure next month it will change again.

Additionally, new ways are always being invented to index and parse the web. It’s only a matter of time before either archive.org or some other company working with them develops a way to perform web searches across their database. Then that long gone web site where you thoroughly embarrassed yourself may come back to life and become discoverable again some day in the future.

In regards to modern technology, the idea of Privacy is nothing more than a quaint religion at this point in history and to bring this all full circle to the persona issue (now that I’ve completely scared you to death in the process) remember this… if your doing something online that you don’t want the whole world to know about, then maybe you shouldn’t be doing it.

…sounds like advice from Grandma…

[read the other parts of this series: 1, 2, 3, 4, 5]

This isn’t meant to scare you. Posting things on the Internet isn’t really a big deal as long as you’re not a dork about it. Just use some common sense and be civil with people. The Golden Rule is always good way to go when in doubt.

Granted the things you say on a corporate Intranet aren’t likely to linger in cyberspace forever, but even there you should always adhere to your companies Code of Conduct or you’re like to find yourself under disciplinary action at best, out of a job or worse.

A scary thing though (and this is where persona plays into things) is that some companies now evaluate potential new hires based on the results of what can be found about someone in an Internet search. And just because you marked your MySpace or Facebook profile as private is really not relevant because there are agencies that have contract agreements with these sites that allow your prospective university or employer to access all of your content. As companies get more savvy to this (unless something happens to the contrary) expect even more privacy violations, and more digging. In reality, all it takes is a credit card number and your first and last name to dig up more information on you than you could ever think possible.

But Web pages aside, you should always be aware that whatever you write in a public space is likely to resurface at some point in time. Whether or not people care is a whole other matter. Just because you posted some comment to some forum or other that might be embarrassing ten years ago, don’t think it can’t come back to haunt you.

Personally, I’ve always tried to be reasonable when I’m online. I’m sure there are a couple of places where you can find me engaged in some argument about something or other (I think there is one out there where I have an argument over some 3-D gaming technology). But, I think the best surprise example from my own life has to be this item which is now recorded for all posterity on Google Groups.

It’s nothing embarrassing, but here’s the history. In 1993 when UUCP (News groups), IRC (internet chat), FTP repositories (file sharing) and Gopher (pre-WWW hypertext) where still the predominant communication systems on the Internet, I was contributing to some of the early video game related newsgroups through a local Columbus, Ohio based BBS system called BlueMoon BBS. This BBS was a UUCP node which means that it was connected to the Internet newsgroups. I only posted a dozen or so times through this site and had completely forgotten about it until one day when Google announced that they had located backup tapes of all Internet Newsgroup posts going back to 1981 and were now going to put them online in a searchable format.

That was pretty cool. From there, me and several thousand people immediately started searching for our old posts to see how far back we could locate ourselves. I had never in my wildest dreames imagined this stuff would end up on the web, but there it was. Good thing I wasn’t a newsgroup troll.

[read the other parts of this series: 1, 2, 3, 4, 5]