Odd Future and the Power of Pull

About two years ago I came across a Village Voice blog post about an emerging group on the indie music scene out of L.A. called Odd Future (OF). Having grown up out west and having had in heavy rotation L.A. artists like King T, NWA, and Ice T, I was definitely going to check them out...I've been watching them ever since.

Now if you know anything about OF they are controversial (to say the least). This is not why I am writing about them. In the last couple of years, as they've risen in popularity, I've continued to like them more and more...and I couldn't quite figure out why. Partly because in so many ways they're carrying on the 'rebel' legacy that's embedded in the attitude (and the artistry) of rock & roll and hip hop. The other reason(s)...I was simply having a hard time putting my finger on. Then I came across an interview on Youtube with their manager Christian Clancy.

In '08 I wrote a post entitled Sex, Drugs and Rock & (what's next?) discussing how the web was changing the nature of the music industry and how artists (such as Trent Reznor of NIN) were, in their own ways, experimenting with this new reality. Now in the interview Christian talks about, as a music manager, how he was tired of the traditional (industrial age) model for marketing music and how Odd Future was a breath of fresh air. He mentions how Tyler, Hodgy and crew "...are smarter than the music that is being sold to them" (A++++ line...) and at 3:51 states how they (OF) have disregared the old mentality of how you push and have mastered the ability to build the pull.

When I heard this...it AALL fell into place (why i reeaally liked OF).

In 2010 I had the opportunity to attend an invite only Edgeparty here in DC for the release of John Hagel III's, John Seely Brown's and Lang Davison's book "The Power of Pull". Since 2007 (when I started my blog) I was grasping how the market/world was shifting and my conversation with John Hagel that night began giving me even more insight into this.

From a Harvard Business Review article written in 2010 it states that "pull gives us the ability to draw from within ourselves the insight and performance required to more effectively achieve our potential (i.e OF). "The power of pull puts each of us, individually and together, in a position to collaborate in a complete re-imagination of our biggest private-and public-sector institutions, one that may eventually remake society as a whole."

By no stretch of the imagination am I saying that OF will help remake/improve society with their music. They are, though, a manifestation/flavor of 'pull' that's discussed by John Hagel III, JSB and Lang Davison. Additionally, the fact that there is a relationship between the voices in the forefront of economic and civic discourse and the vanguard in alternative hip hop...now that's very cool.

Enjoy!

Comments

[Ibrahim]

Thanks for the post. It is almost acrobatic in its development.

The idea of pulling, in the context selling music is almost counterintuitive. But, it works.

I smiled at your prediction that, pull would change the planet. You may to on to it. Take a look at the meaning of, "education". It actually means to draw out what already exists. Pulling is indeed the same concept.

Thanks again. I really appreciate you perspective and, "pull" insights.

[Rasul Sha'ir]

Yeah Ibrahim, The Power of Pull is an incredible concept. I haven't read the book, but I've talked with John Hagel about it and I've seen John Seely Brown do a talk on it (at Stanford). Pretty powerful and relevant stuff.