London – In theory, the idea was to promote the fact that Sonos users now have the option to activate the Google Assistant. But in practice, as usually happens with the audio brand’s immersive installations, the London pop-up revealed something intriguing about the way our primal needs overlap with our first-world problems. In this case, it was both an eye-opening and ear-opening statement: with the now-commonplace infinite flow of new music running through our devices, and the speed with which we consume new favourites, how complex it is to actually put a song together.
That’s why The Brilliant Sound Experience, which took place this past weekend in Soho, had one room devoted entirely to the separate layers that make up some of The National’s notoriously stuccoed walls of sound. The other room held a set of brainwave-reading EEG headbands, which measured differing reactions to a selection of songs.
Judging by the high environmental impact of our music-streaming habits, we owe it to ourselves to find the slow-food equivalent to our fast-song consumption
‘It was clever,’ explained Baruch Pichowski, part of our London-based St-W team. He is also most certainly the Experience’s target audience, as the host of the new-music-release podcast called , which places him in the odd position of being both part of the problem and the solution to our collective overfamiliarity.
That first environment, called Structure of a Song, used diamond-like structures to aurally separate the instruments that make up The National’s upbeat Rylan. ‘Fun fact: some of the strings you’re hearing here were recorded by Padma back in 2009,’ offered YouTube commenter Didgeridoomen . ‘Shows how long they’ve been developing this.’ But in our current musical climate, it’s easy to consume its 3:41 in a heartbeat and easily forget about its production value once the next song kicks in on the playlist. Ironically, judging by of our music-streaming habits, we owe it to ourselves to find the slow-food equivalent to our fast-song consumption.
That’s what a project such as The New York Times’ Diary of a Song series is trying to do. Reporter Joe Coscarelli obsessively pieces together the odd bits, random interventions and unexpected actors that came together to give birth to a modern-day track. But here’s where the proposal gets quite subversive: instead of applying this treatment to certified critical darlings, Coscarelli goes for catchy and apparently irredeemable pop songs. had to travel from a 19-year-old’s bedroom in the to Lil Nas X’s current Billboard domination. Rosalía’s started with an unintendedly hilarious off-the-cuff comment in a Dominican talk show and went through the skilled hands of El Guincho, the Canary Islands’ answer to Sufjan Stevens. How dare we easily dismiss that type of effort?
‘So, when you finally hear Rylan’s piano pop-up inside the room, it makes you rethink the song you already knew,’ remembered Baruch. In a visually saturated world, we are treating the everyday presence of music the same way. We have distractedly forgotten the effect that the consumption of sound can have on us.