Unearthing Meaning To Build Relationships
Missy Higgins is breaking boundaries with her latest artistic project. And I use the words ‘artistic project’ for a reason. This upcoming release is significantly different from her traditional (and much loved) albums and shows strong foundations in understanding her audiences.
Undecided as to whether her next endeavour would be a cover album or a book, Missy Higgins rolled the two ideas into one creating OZ. OZ has manifest itself in the form of a cover album featuring a number of prominent Australian songs from the likes of Dan Sultan, Paul Kelly and the Divinyls accompanied by a series of related essays in the format of a book.
When it comes to creative works, there is a constant thirst for knowledge from audiences. A desire to know what shaped this beautiful artwork, song or theatre piece for the artist. Not only does this add an extra dimension of value for the listener as they experience the artist’s emotions through newly opened and understanding ides, but it also draws similarities from our own lives into the artistic works making them even more meaningful.
Essentially, this results in a very strong relationship being built between the audience and the artistic work which further develops the relationship with the artist and their brand.
Missy Higgins is, by no means, the first person to explore this idea. Countless musicals have released books which detail the creative process of shaping the work for each of the artists involved. Delta Goodrem recently released short videos for each of her new songs in the lead up to an album release to provide audiences with a connection to these unheard songs. I even remember watching documentaries many years ago on the ABC taking the audience into the recording studio with artists as they discuss and record their new songs.
But despite the previous examples, this format incorporates another powerful work of art. The biography.
Biographies sell like hotcakes in bookstores. Not only because they make great Christmas presents, they also satisfy this desire for relationships in consumers. We admire these people and form a deeper relationship with them through an understanding of their personal trials, tribulations and successes. The written component of OZ incorporates this element. Using the Australian song titles as a starting point, the essays reflect on themes of love, life and her personal experiences to further deepen the meaning of this new album’s music.
Of course, the book won’t be for everyone. There will be plenty of people who will just want to hear the beautifully reimagined covers on the album. But for those consumers with a desire to learn more about Missy Higgins and the meaning of these songs it will provide the perfect platform to add significant value to their relationship with the artist’s work.