Traditionally, art and science have been treated as two separate disciplines, but when they are studied together it’s clear to see the impact one has on the other. A great deal of creativity is required to make scientific breakthroughs, and art is just as often an expression of (or a product of) scientific knowledge.
There’s a lot of research out there, some highly reliable, some highly suspect, but the data is there. What you see less of is aggressively and creatively interpreting data and trends. Turning metrics into magic
The data is the science, but the art part is missing. The aggressive and emotional interpretation of the information. Report complete, then what? “What” is acting on the information with extreme noticeability. Balancing Science with Art. They balance and check each other perfectly but rarely do you see that balance in action.
Science and Art may seem extreme opposites but it’s a glorious combination when executed in harmony. MTV is an example. MTV was created by Radio heads and actioned by Lee Garland in New York.
A problem is in AFDI (actually —- doing it). There is so much evidence clearly pointing to vulnerabilities and opportunity. They’re addressed internally but there’s no action. No NOTICEABILITY. Uncertainty or fear of “going too far” are common culprits as is ‘creative by committee’ which tends to deliver diluted brilliance
Funny, but technology companies have the balance better than media. They thrive on the next thing…now. And the best tech products are functional and beautiful. Science and Art.
Data alone won’t work in media, it needs the Art component. The result can be a lasting high quality project vs one that simply taps into the numbers at the moment.
I’ve seen scores of reports that end up as offsite sessions, committee meetings, or emails requesting feedback. These usually don’t generate actionable concepts… more often it’s to give the team an overview. There’s a special skill to transmitting this art component to a team. It’s more difficult to explain than data which is why creative is such a high priority in a media organisation.
If you do balance science with art then it’s a timeless route to making a difference and breaking through the madness of the new Wild West media world we are now living in.
Tik Tok, Tik Tok, Tik Tok….
About the Authors
Dave Charles and Lee Abrams are legends in radio worldwide or, as Dave describes, “salty old dogs”. For the first time, these two dynamos team up to offer sound advice to broadcasters in all formats about putting some unique zip in their imaging and stingers to pique listener interest and stand out in a sea of sameness online, on FM and in promo spots streamed on YouTube.