Will.I.Am’s identity crisis

Written for Kurrent Music
Published January 4th 2017

DJ or Music Producer


Will-I-am blog

“There’s nothing like reinventing an old classic” says Will.I.Am at the end of a TV commercial to promote a new coffee machine. And every time I hear him say it, I get annoyed. Actually, the whole commercial does annoys me. I understand the ‘marketing message’ that the manufacturer wanted to convey. They created a brand new version of their old coffee machine, but the comparison to music is bugging me to the T. And the advert emphasizes the message about music more than their coffee machine. Or at least that’s what it looks like to me, but maybe I’m just too hyper sensitive.

In the advert the classic song “Sitting On The Doc Of The Bay” is getting a special Will.I.Am update treatment. He simply adds a little bit more tempo and a new beat to it et voila: It’s reinvented. This is exactly what a lot of musicians and music critics say pop music has turned into.

Read the rest of my blog at Kurrent Music

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