{"id":3902,"date":"2011-03-03T07:47:44","date_gmt":"2011-03-03T15:47:44","guid":{"rendered":"http:\/\/lefsetz.com\/wordpress\/?p=3902"},"modified":"2011-03-03T07:47:44","modified_gmt":"2011-03-03T15:47:44","slug":"ipad-2","status":"publish","type":"post","link":"https:\/\/lefsetz.com\/wordpress\/2011\/03\/03\/ipad-2\/","title":{"rendered":"iPad 2"},"content":{"rendered":"
\n
"It’s in Apple’s DNA that technology alone is not enough.\u00c2\u00a0 That it’s technology married with liberal arts, married with the humanities, that yields us the result that makes our hearts sing."<\/p>\n

Steve Jobs
iPad 2 demo
3\/2\/11<\/div>\n<\/blockquote>\n

I went to a liberal arts college.\u00c2\u00a0 There was no business department, no preparation for life itself other than the study of life itself, via Art, English, Political Science and Sociology classes.\u00c2\u00a0 Because if you want to be truly human, if you want to live life to the fullest, money is a necessary evil, but it’s not an end unto itself.<\/p>\n

We revere the rich.\u00c2\u00a0 The talented are pushed aside.\u00c2\u00a0 Say a musical star sucks and there’s always some prick who’s the agent pointing to the gross, as if the money made equals the quality of the experience.<\/p>\n

We all know great.\u00c2\u00a0 It’s about more than money.\u00c2\u00a0 It’s about shooting for the stars.\u00c2\u00a0 Providing what the public does not even know it wants.<\/p>\n

That’s the original iPad.\u00c2\u00a0 Apple invented the category.<\/p>\n

And the iPad 2 is an improvement.\u00c2\u00a0 There are two cameras, an accelerometer, it’s faster and thinner.\u00c2\u00a0 But it’s not something to be admired from a distance.\u00c2\u00a0 It’s what you do with your iPad that matters.<\/p>\n

And those who attend music business college will be able to do a lot less than those with a liberal arts education.\u00c2\u00a0 What did Randy Newman say?\u00c2\u00a0 That the bank of the music business has already been robbed? I’ve gotten e-mail from self-satisfied music business students who referenced working for the college record label.\u00c2\u00a0 Huh?\u00c2\u00a0 They have such a thing?\u00c2\u00a0 Make me laugh.<\/p>\n

If you want to prepare for the music business get a liberal arts degree.\u00c2\u00a0 Then you’ll be able to not only tell what music makes your heart sing, but be fully able to articulate why.<\/p>\n

The Mac survived because of desktop publishing.\u00c2\u00a0 Where did Steve Jobs learn about calligraphy, about fonts?\u00c2\u00a0 At Reed, the liberal arts college in Oregon.<\/p>\n

And Jobs has no business degree.\u00c2\u00a0 An MBA program will teach you how to shuffle numbers, but it won’t teach you how to create a soulful product that resonates with customers.<\/p>\n

I mean what is the goal of life.\u00c2\u00a0 We see Bon Jovi had the top grossing tour.\u00c2\u00a0 But he’s playing twenty five year old songs.\u00c2\u00a0 Nothing wrong with that, but there’s nothing cutting edge involved.\u00c2\u00a0 If you want to explore the limits you’re better off listening to Lykke Li.<\/p>\n

Too many of those playing music just want to get rich.\u00c2\u00a0 That’s what’s wrong with the music industry today.\u00c2\u00a0 The acts have all seen "Cribs" and the executives want a NetJet share. Nothing wrong with a nice house and lifestyle in the abstract, but they only fulfill as a result of meaningful work.\u00c2\u00a0 And constructing another me-too song, painting by numbers, is not meaningful, that’s sheer commerce.<\/p>\n

I’m never gonna use GarageBand on the iPad, but watching that guy demonstrate it had my heart singing.\u00c2\u00a0 Who came up with this shit?\u00c2\u00a0 You mean the harder you tap the glass, the louder the piano plays?\u00c2\u00a0 That’s unbelievably cool!<\/p>\n

Music used to specialize in cool.\u00c2\u00a0 Had a hold on it.\u00c2\u00a0 Movies were two years behind, TV twelve months.\u00c2\u00a0 But now it’s all about set-up, to maximize revenue.\u00c2\u00a0 You’ve got to have a business plan.\u00c2\u00a0 And the number one e-mail I get is HOW DO I GET PAID!<\/p>\n

Maybe you don’t.\u00c2\u00a0 Maybe life is an adventure with an indeterminate end.<\/p>\n

Now you don’t have to go to college at all.\u00c2\u00a0 It’s not a requirement.<\/p>\n

But if you want to be successful in the arts you’re better off staying home reading a novel than studying "Billboard".\u00c2\u00a0 You’ve got to have a foundation.<\/p>\n

Otherwise, you’re just an empty suit.<\/p>\n

Somehow this country forgot that it’s all about making people’s hearts sing.\u00c2\u00a0 If Barack Obama would just get up and speak his inner truth, we might follow him.\u00c2\u00a0 Instead all his positions are focus-grouped, researched for the theoretical best effect.<\/p>\n

And Sarah Palin is all about the money.<\/p>\n

And we used to look to the musicians for truth.<\/p>\n

But now we look to technologists.<\/p>\n

Today’s iPad 2 presentation was more eagerly anticipated than any musical release this year.\u00c2\u00a0 Kanye’s lauded "My Beautiful Dark Twisted Fantasy" pales in comparison.\u00c2\u00a0 GaGa copied Madonna, Apple broke new ground.<\/p>\n

The public believes music is disposable crap that plays in the background while you’re shopping or partying.\u00c2\u00a0 The average person does not see it as soul-fulfilling.<\/p>\n

And for that I blame the so-called artists and the execs.<\/p>\n

Your move.<\/p>\n

\n
Apple Special Event March 2, 2011<\/a><\/div>\n<\/blockquote>\n

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