Did anyone happen to catch the recent 60 Minutes interview of Coldplay frontman, Chris Martin? If you didn’t, check it out at the provided link, before continuing with this blog.
I’m a fan of Coldplay. I find their music infectious and intelligent, and appreciate that the band has remained humble despite being one of the most successful recording acts in the world. Their album, “Viva La Vida”, has sold an incredible eight-and-a-half million copies and their current world tour is nearly sold out.
I don’t know how much buzz the profile garnered, but as a creative, I noticed a real gem in it that I felt merited further focus and discussion.
What’s that in the “frame grab” you ask? These are Chris Martin’s notes to himself and his bandmates, one of many posted on the walls, a whiteboard and even Martin’s studio piano (he scribbles on it in green marker),
More precisely, they are reminders of key principles which have helped Coldplay become astoundingly successful- a “secret formula” if you will, of philosophical beliefs and strategic tactics that the band employs consistently, covering everything from song construction; to photo / video guidelines; to marketing and public relations positioning; and general business.
In the interview, news journalist, Steve Kroft, framed Martin’s practice as somehow aberrant, stating: “He is a compulsive worrier and list-maker. He sends himself electronic messages, and scrawls notes on scraps of paper, on his hands, and anything else that’s available, lest he forget some brilliant idea. Like many artists, he is openly, gloriously neurotic.”
“Neurotic?”
I call it pure business acumen- (beautifully) equal parts creative and analytical.
How many new ideas or profound realizations arrive for many of us at unexpected moments? Insights that you just can’t afford to forget? What do you do? Grab a pencil and jot ‘em down, of course! Most designers I know keep idea/sketch books handy and I’ve got plenty of notebooks and post-it notes full of marketing, design, business and leadership lessons that I’ve either come to realize myself, or have picked up from others much wiser than me.
“The most powerful element in advertising is the truth”…
“Always have a point of view”…
“Make an emotional connection”…
“Don’t be afraid that a concept will go over your customers heads. If you assume they’re dumb, they may be smarter than you”…
“Safe is risky”…
“Advertising can’t create product advantages, only convey them”…
And so on.
I keep them where I can always be consciously reminded of their powerful truths. If you happen to be the kind of person who instinctively organizes your standards and observations into digital files- congratulations! If you prefer a bulletin board, whiteboard or post-it’s, I can relate. If you use a green sharpie on your white grand piano, then ummm… well, o.k…. maybe Martin is a little bit more obsessive than most.
But, based upon what I can clearly see in Chris’ notes, he is a man that is more calculating than confused; more cognitive than compulsive; more analytical than anxious. I see someone who is introspective and intelligent, and not inappropriately impulsive. Creatives, take note.
Coldplay’s “mysteries”, revealed:
1. Albums must be no longer than 42 minutes, or 9 tracks.
2. Production must be amazing, rich, but with space, not overlayered, less tracks, more quality, groove and swing. Drums/rhythm are the most crucial thing to concentrate on; difference between “Bittersweet” and “Science of silence.” [A reference to The Verve and Richard Ashcroft solo]
3. Computers are instruments, not recording aids.
4. Imagery must be classic, colourful and different. Come back in glorious technicolor.
5. Make sure videos and pictures are great before setting release date. And highly original.
6. Always keep mystery. Not many interviews.
7. Groove and swing. Rhythms and sounds must always sound as original as possible. Once Jon has melody, twist it and weird it.
8. Promo/review copies to be on vinyl. Stops copying problem, sounds and looks better.
9. Jacqueline Sabriado, ns p c c, face forward/review. (?)
10. Think about what to do with charity account. Set up something small, enabling and constructive. Ref J. Oliver Fifteen [a reference to Jamie Oliver's Fifteen Restaurant in London]
Wonderful post. What I liked most was the line”We rely more on enthusiasm than actual skill,” he told Kroft. “Whatever you do, do it enthusiastically and people will like it more.”I am a designer, so at times I find what are mundane task and I treat them as such. Maybe I should put some enthusiasm into those projects and see what happens.As for note taking, I picked up on that as well. I have a sketch book, a small idea book and I use evernote on the computer. Notes are great was to jot down ideas and inspirations.Again, thanks for the post it was very entertaining and informative! Thanks, Jamie
I love this post. Thank you, Tim for translating the secret notes. People need to trust their creative spirit.
Jamie,
Thanks for you comments. You actually picked out my favorite line from the interview, as well. Passion’s such a huge factor, isn’t it? You can see it clearly in things like sports, but it’s true for all things in life. Relative to design, almost every significant campaign has its mundane parts. Following the “big idea”, be it an identity, ad concept, video, etc., there’s usually “all the other stuff”- reformats, flyers, banners, etc. But like all design, it’s most often the details that ultimately determine the success of the project. I once heard Tracy Wong tell a great story about a luxury cruise ship client who wanted a “starburst” created for their ad. Of course, he fought it, but the client insisted. So, he gave in. But, instead of just popping a starburst out, his designers took the time to create a medallion-style special seal that was elegant and reflected the sophisticated nature of the brand they had worked so hard to create. The clients loved it so much, they turned the seal into a larger “program”, giving Wongdoody much love and more work! So it pays to be enthusiastic about all work. Also, regarding notes check out our Flickr page- I’m going to post up a picture of Art Director Russel Quadros’ workspace. Russ is exceptionally creative and somehow, finds order and ideas in the midst of all. I think Post-its should give him a starring role in their campaign.
Thx,Tim
Deborah,
Thanks, I appreciate it. Hopefully, Chris Martin doesn’t mind! I’ve always let my intuition lead me. Somewhere below the surface, there’s generally a basis for it.
Thx,Tim
[...] I finally found something that I could take in and use. it was a post from: Tim Hamby titled: “The Creative Process of Coldplay (Take Notes)” , now, what caught my eye was the mention of coldplay, because they were actually playing in my [...]
Tim,
This is a really good summary of both the interview and the inspirational and creative characteristics that Chris and his band members co-exist to develop their craft and their purpose of writing the perfect song. I found the interview both inspiring and humbling and sense that many creative and artist souls are often mislabelled ‘neurotic’ because of their passionate, creative and artistic flair, and how they demonstrate it to/with others. Post-notes, whiteboards, scribbles on paper (or a piano) … these are just channels for creative expression, chaos is natural process from which creation is spurred.
As for creativity … watch this talk by Elizabeth Gilbert on ‘Nurturing Creatvity’ … is very interesting. http://www.ted.com/talks/lang/eng/elizabeth_gilbert_on_genius.html
Smiles
Kelly
Kelly,
Thanks for your comments and sharing the link to Ms. Gilbert’s interesting talk on “Nurturing Creativity”. I believe the things that make Chris Martin so inspiring are his unbridled enthusiasm and emotional honesty. He’s true to his authentic core and that comes through in his work. It also requires great courage. In her speech, Ms. Gilbert starts by noting her own refusal to allow herself to be boxed in by fear and negativity. Like her, I believe overcoming both are keys to nurturing creativity. You have to be willing to mess up, fail and make yourself vulnerable to some degree in order to be “free” creatively, and in other areas of life. Regarding the origins of creativity and inspiration– Ms. Gilbert seems to well understand the frustratingly fleeting nature of inspiration and why we run to grab a sheet of paper or pull off the highway (Tom Waite notwithstanding), to collect a thought, lest we lose it forever. And I agree with her theory that creativity and inspiration spring from God. Whenever inspiration is revealed to us, be it a stirring image, exhilarating dance, moving song or a spectacular sunset, what we’re really experiencing – for that fleeting moment– is something bigger than ourselves.
Best,
Tim