and Christina Aguilera have in common'?
consistently be a hotbed of innovation, but if you look at the last century and
the start of this one, you'll note innovation is slow to creep into the field. Like the commercial world we live in, it
appears only mostly recently that innovation has driven new results.
in the commercial world, those in the music world can also confront indifference to change.
Let's contrast the work of Frank Sinatra
and Christina Aguilera.
was at the beginning. Frank's popularity
occurred when he was part of a phenomenon where band singers become more
important than the band.
for decades. When he occasionally tried
to sing a modern song, like 'Somewhere' or 'Let It Be' by the Beatles, it
sounded almost painful and rang false.
When he put out a duets album late in his career, he didn't even sing in
the same room with the other performers.
They recorded their tracks in separate locations.
innovation in her work. She has been
recording music since the mid '90's. Collaborative
innovations have delivered a slew of benefits for her.
music came on the scene and proved to be popular. While some musicians were immobilized by the
threat, performers like Christina took on collaborative projects incorporating
rappers, and their music, into her performances. Aguilera's songs always list her as the
performer, and then list or 'feature' a rap artist.
Peaches, Nikki Minaj and Pit Bull. She
collaborated with Blake Shelton to cross over to the Country and Western market. She sang with superstars Maroon 5, Cee Lo
Green & Pink to tap into the newer audiences they generated and into these
newer artists's popularity. Aguilera was
smart enough to appear on the television show The Voice to embrace
collaborative innovation in another medium and get exposure to new audiences.
|Whos Watching by Jacques Maes|
all want as a result of Collaborative Innovation. Let's look at the common ground.
1. We all want to stay relevant. By using collaboration to embrace innovation
we get to introduce traditional offerings to new markets. A tried and true product can get 'refreshed'
with the addition of a modern twist. In
both the cases of popular music and a commercial enterprise, the younger, newer
participants learn from the older, more experienced players about how the system
works. The senior player has their
thought processes opened up by the fresher perspective. An old product can regain relevancy with the
exposure to a new market.
2. A big chunk of the commercial innovation
world is driven by new product development.
Popular music has a constant demand to produce new works, as well. Yes, maybe their old favorites will have an
audience, but if a CPG company or a popular musician wants to retain shelf space they
have to keep a pipeline of new product offerings coming.
3. We can see combining two different
perspectives can yield a whole new product.
This type of thinking led to the production of a Hybrid Car... and the insertion of a spoken word interlude within
a melodious lyric.
commercial enterprises and popular music.
ever-changing audience. It assembles
senior players so they can share their experiences with junior participants. Collaborating to fuel Innovation serves to open up the minds of traditionalists to modern thinking. The realized benefits of Collaborative
Innovation include the introduction of offerings never seen before. It drives a steady
stream of developed new products to a market hungry for novelty (and the next 'new'
technology focused on social media, innovation, voice of the customer,
marketing automation and enterprise feedback management. Ron Shulkin is Vice President of the Americas
for CogniStreamer', an innovation ecosystem. CogniStreamer serves as a
Knowledge Management System, Idea Management System and Social Network for
. Ron manages The Idea Management Group
on LinkedIn (Join
You can follow him Twitter. You can follow his blogs
at this Facebook group.
You can connect with Ron on LinkedIn. You can find his CV at www.shulkin.net.