The challenge: how to give the world a positive shock

On 13th July this past Sunday some of us celebrated the anniversary of the first big charity gig in history of music, Live Aid.

Woodstock, back in 1969, was more of a local party, so to speak: Live Aid, with the help of TV, media, etc… was way more global, public, the biggest audience. Live Aid had the power to appeal attention, at least for a short time on the African situation and not to put business there, but to help those people. It was a tool of information, then of pressure. Live Aid wasn’t a political corporation, luckily, but music had been the tool to move things, to help spread the awareness.
29 years later many Africans are still starving, many people from Libya, Tunisia, in North Africa, Palestine are escaping from the troubled situations of their countries and are “welcome” in Italy, where they find some help. Live Aid and similar charity gigs which were later organized immediately were the best remedy to fix the urgent needs of that part of Africa, but in the years after, in Africa things didn’t change much: starvation and local wars keep on killing people.

The Internet and the related music digital revolution was a huge revolution: the challenge was to reach everybody in the world and it was a shock: at first record companies didn’t know how to react, then they refused to reacting, today they are all gone. Music fans, the same ones who attended the 1985 Live Aid, they are still used to purchase music on the physical support and suddenly have had to fit to a total new reality. The artists who now make music and who are the children of the Live Aid fans, have (to find) other escamotage to be listened (and to be financially supported!). The effects of the digital download will remain such until the day the new artists and the music fans will put again trust on new cool music producers and managers: in the meanwhile music survives thanks to radio stations and live concerts.
The challenge actually is to share the music facts to a large number of people, could it be for a new or classic piece of music, the challenge is not how to keep relevant, but how to be appealing. We’re living in a phase without real values, without any kind of real benchmarks: the “hero” now is anyone who turns you on and he’s not related to rest of the others. We’re experiencing a very individual era in a globalized world.

If the challenge is to appeal people’s attention it’s easy to by creating global events but it works for a while. The hardest thing is to create lasting and established circumstances that can be remembered for a long time, because today people’s orientation, taste, attitudes frequently changes, thanks to the high speed of the spreading o the news on the new media.
Indifference isn’t the problem in this challenge, I think it’s just the accentuated individualism: it’s amazing how you can move huge numbers of people who, for example, tend to identify our person in our own Facebook/Twitter profiles!!

DD TV xxx.


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