Recently, I had the honor of hosting seminar speaker Matt Smith, Associate Creative Director for Tribal DDB in Dallas. As we drove through the sultry Atlanta night to a warm dinner on the 97 Estoria patio, Matt shared some insights that would shape our discussions on multimedia and the ever-flattening virtual world.
I was happy to learn that Matt's ideas and opinions extend well beyond his day-to-day work at Tribal DDB. Matt brought fresh perspectives on advertising, multimedia and creativity to the table. I also hope that the Portfolio Center held a few surprises for Matt.
Matt is a fan of electronic music, and as I considered the questions for this interview, DJ Shadow playing in the background, I thought of the parallels that exist between the mixture of sound in electronic music and the mixture of media that we see online.
J: What is the greatest electronic music album of all time, and why? FYI, I am going with Entroducing. DJ Spooky’s Optometry is a close second in my book.
M: Easy. The Live Import version of Everything, Everything from Underworld. Track 8,"Cowgirl," is an anthem.
Jim: In your opinion, who is the most creative DJ, and how does their work reflect what we are seeing online?
M: Tough one. Too tough. I love PVD, AVB and Oakenfold. Junkie XL does some solid things, too. With these guys, it's all about pushing the limit - taking individual parts and making something beautiful - all with the help of technology. The sounds they create are very organic. As you listen to them, you can hear them grow, change, evolve. Web is the same way. Nothing on the Internet is static. It's always changing and evolving. And if it isn't, it'll be dead soon.
J: Do you see that type of creativity reflected in your work at Tribal DDB?
M: Most of the time. If I don't, we have a problem.
J: Electronic music is about creating mood through a complex mixture of beats and sounds. How does that parallel the type of work that Tribal DDB does?
M: It's one in the same. Advertising as a whole is about creating a mood, an impression, a feeling or a connection between brand and consumer. The work that Tribal DDB does goes one stop further. We create a conversation between brand and consumer. The "beats" are our ideas. The "sounds" represent technology. Mix the two together well and it's a feast. Screw it up and you starve.
J: Electronic music rocked the music world's idea of what music is and who produces it. Do you think that multimedia and the Internet has affected the advertising world in similar ways?
M: Over one billion people now use the Internet (www.internetworldstats.com/stats.html). If it hasn't affected the advertising world, I don't know what will.
J: What's the story with crappy, looped beats on Adobe Flash web sites?
M: Um, yeah, about that ... hey, over there, is that Heidi Klum?
J: If you had to pick a genre of electronic music that describes Tribal DDB, what would it be and why?
M: I wouldn't. Equating Tribal DDB with a genre implies that our "style" or our "sound" can be categorized. I don't think it can. Interactive advertising is about pushing the envelope and doing what no one else has done before. Tribal DDB doesn't fit within a genre - I like to think we are a genre.
J: Final question. You must spend a lot of time online. Where do you go frequently and why?
M: Research. You have to know your target. Lately portfoliocenter.com has been a frequent stop, Jim.
Portfolio Center students share a strong desire to communicate ideas, the willingness to let go of preconceived notions, and the compulsion to learn new ways of thinking. These qualities are fostered by the school’s constant stream of industry bigwigs, who bring their varied and colorful perspectives from all over the country. These creatives, who are always generous with their time and energy, tend to hang out with students, conducting informal workshops and continuing the day’s discussions over dinner. Often, what results are provocative interviews—written, shot, and designed by PC students.
