TITLE: STOP Making Content! The Tiny Desk Secret That Made Kanye's Music Iconic (context)
VIDEO: https://www.youtube.com/watch?v=MmYR4u6XG-k

[music] Tiny Desk is a cheat code and if you learn this one concept from Tiny Desk, it could change [music] your entire life as an artist. How do you create? I think [music] it's by bringing disperate things together, things that maybe had never been put together. So, so it's not you have not invented [music] something from scratch. So the concept is that context can be more important than content. Everyone is making content. Everyone, that's all you hear. We have to make content. I'm making content. I'mma use this as content. What you never hear about is context. And I think it's more important than people could ever imagine. Context [clears throat] is terribly important because it isn't just when a thing happens that is important. It's where it happens. If you don't have a unique product, your job is to create a unique environment for that product to live in. Tiny desk is the perfect example. When you think about the concept of tiny desk without using the environment and you try to explain that to someone, you say, "Hey, I'm about to uh have a concert. is completely live and I'm doing it in front of 20 30 people maybe less. That's not amazing to people. They're like 20 30 people, you know, you're uh performing with only that many people in the audience. Nobody's in a rush to go see that. But if you tell them that you're appearing on Tiny Desk, it changes their whole outlook. Why would it change their whole outlook just by you saying I'm going on Tiny Desk? I wasn't tiny desk worthy per quota and credits and statistics. I was worthy through bro, we have to do this. You know how special you are. >> And my daughter, my baby Kia say, "Daddy, you got to do Tiny Desk now. You have to." >> It's because Tiny Desk has created an environment that whatever you choose to do inside of that environment is so unique that people want to see it. So, you have a live band in a small area, a desk area. you have a whole band and you're performing live inside of a office building. That's unique. No one else has done that. Only Tiny Desk. So, it's become a really strong brand because they created a unique environment to do something that people do all the time. Every day of the week, you have concerts or people performing, but that is a unique circumstance. Uh the next story uh the next next >> Kanye West builds a ranch in Wyoming. They would show you little clips of people performing or people showing up to the ranch and people would get automatically get excited on what type of music would come from there. Most of it has to do with the context with the environment that he decided to bring people in. That's a unique context. Of course, after that, people want to know what the outcome is, and that's what creates the excitement around the music. This other example is one of my favorites, and it's Banksy. Uh, a lot of people maybe don't know who Banksy is. He was a visual artist. He used to put his art just all over the city on different buildings. because he's painting on buildings and he's not being paid to paint on these buildings. It created a huge stir because people were waiting for the next Banky painting and they never knew what he was going to paint or where he was going to do it and he wasn't doing interviews or anything like that. It was a mystery. The actual performance of him creating the art in that environment became worth more than the art itself. RIP Virgil. He did a collaboration with IKEA that was high-end fashion. Most people don't think of IKEA if they think of anything high-end. So that's what gave it the context, the unique context. You know, Virgil, he was a person that, you know, he had a lot of ideas and it made sense. He did a lot of collaborations. the Wuang album, which they sold their album to one person. I believe it was $2 million to Martin Skrey and they presented it in the box as a piece of art. The only person who could listen to the album was the person who purchased it. And I believe the rules were after they purchased it, they can decide whether they want the world to hear it or not. Because the rest of the world couldn't hear it, it added value to the album. So, it was like collecting a piece of art. Another example is Most Deaf. He created an album that you could only listen to it if you went to the art gallery and every song was connected to a piece of art. So you would just walk up to the art and put the headphones on and you could listen to the album. Steve Jobs and his idea of the Apple store. I believe he was real particular on how the Apple store would look, how the [music] glass would look, if it was tinted or if it was not tinted. If you go to a mall and you see the Apple store, it stands out from any other store. When you go to most stores, they try to pack as much as they can in the store. They're trying to sell everything. There's things hanging from the walls. There's tables on the floor with things stacked on top of them. That's what you think about in a normal store. If you go to the Apple store, there's nothing normal about the Apple store. It doesn't have all those distractions. You know, it's kind of built like a cathedral. You might be presenting it in the wrong context. Make the environment unforgettable. And if you don't know, now you know. Please make sure you like, subscribe, and hit the notification bell.