counsel - analogue update

ANALOGUE ANDROID FUTURE SIGNS LOWE COUNSEL LOWE AND PARTNERS

Analogue Update: The Rebirth of Analogue in a Digital Age

April 2011


(After years of decline) Analogue mediums are increasingly being sought after as fresh tools for the digital age.


Drivers

-  Scarcity of Original Analogue Technology -  Search for Originality and Authenticity -  Ubiquity and Consistency of Digital Reproductive Technology -  Decline in Enthusiasm for Disposable and Mass Produced Culture -  Dematerialized World -  Desire for Individuality and Creative Expression


Analogue Meets Digital

THE CURRENT ANALOGUE REVIVAL IS BEING DRIVEN BY THE NEW GENERATION OF ‘DIGITAL NATIVES’.

USING DIGITAL TECHNOLOGY TO REPRODUCE THE LOOK, FEEL AND SOUND OF OBSOLETE FORMATS AND EQUIPMENT; THE REVIVAL IS ALL ABOUT CELEBRATING THE INCONSISTENCIES AND FLAWS ASSOCIATED WITH ANALOGUE TECHNOLOGY.

THE GLOBAL SUCCESS OF APPLICATIONS LIKE INSTAGRAM, WHICH TOOK JUST THREE MONTHS TO REACH ITS FIRST MILLION USERS, AND A LITTLE MORE THAN A MONTH AFTER THAT TO POST ITS SECOND MILLION, SHOWS THE POTENTIAL OF THE NEW ANALOGUE / DIGITAL FUSION.

“I still print in dark rooms using old methods, but I might take the original shot with Hipstamatic and process it first with a computer. So I’m combining 21st century capture methods with 19th century printing and the results are really interesting.”

- Mark Voce, Fine Art Photographer.

“There seems to be quite a strong movement away from the perfection of digital at the moment.”

- Robert Hudson, Professional Photographer.


The Return of Analogue

ADVOCATES OF THE ANALOGUE MOVEMENT BELIEVE ITS TECHNOLOGY POSSESSES A MORE AUTHENTIC AND ORIGINAL PERSONALITY. THIS IS SUPPORTED BY THE MANY SKEPTICS WHO REJECT THE PROPOSITION THAT IMAGES AND MUSIC HAVE IMPROVED WITH DIGITAL TECHNOLOGY.

“Enthusiasts who have continued to cling to older technologies not out of Luddite resistance to change, but because they believe the shift to 1's and 0's is actually making things worse.”

- Francis Fukuyama, Columnist for the Wall Street Journal


Analogue Vs. Digital

DIGITAL NATIVES ARE TAKING UP ANALOGUE MEDIUMS IN HUGE NUMBERS FOR ITS ABILITY TO EXPRESS UNIQUE SUBTLETIES OF LIGHT, SOUND AND EMOTION.

YOUNG ARTISTS ARE TURNING TO ANALOGUE TECHNOLOGIES TO MAKE AND SHOW THEIR WORK.

AT THE RECENT BERLIN ART FAIR, 16MM FILM PROJECTIONS OUTNUMBERED DIGITAL PROJECTIONS BY TWO TO ONE.

“Many of us are exhausted from grieving over the dismantling of analogue technologies. Digital is not better than analogue, but different. What we are asking for is co-existence.”

- Tacita Dean, Writer for The Guardian Newspaper.

ANALOGUE DIGITAL

- UNPREDICTABLE PREDICTABLE - - INCONSISTENT CONSISTENT - - UNIQUE GENERIC - -  RANDOM SYSTEMATIC - -  TANGIBLE ABSTRACT - -  HUMANISTIC COMPUTERISED - - WARM COLD - -  HARD TO FIND UBIQUITOUS -


Resurgence of Vinyl Records

ACCORDING TO BILLBOARD, VINYL SALES ROSE 14 PERCENT FROM 2009 TO 2010, WHILE CDS DECREASED BY 20 PERCENT.

THE ‘RETURN’ OF VINYL CAN BE SEEN AS A RESPONSE TO INCREASING DEMATERIALISATION OF MUSIC ALONGSIDE PEOPLE WANTING TO RETURN TO THE TANGIBLE – WITH HEAVY WEIGHT (180 GRAMS) VINYL BECOMING A NEW LUXURY PURCHASE.

THIS RETROGRADE MOVEMENT DEMONSTRATES THE RESILIENCE OF ANALOGUE TECHNOLOGY IN MUSIC AND CREATIVE CULTURE.

METROPOLIS, A RECORDING STUDIO IN LONDON DEVELOPED A TECHNIQUE OF RECORDING BANDS DIRECTLY TO VINYL, ENTIRELY CUTTING OUT DIGITAL TECHNOLOGY. IT HAS TEAMED UP WITH POPULAR ARTISTS SUCH AS ELLIE GOULDING, ROBYN, AND THE DRUMS TO PRODUCE LIMITED EDITION VINYL RECORDINGS.

“There‘s no doubt that sales are flying at the moment. Vinyl has always sounded better but it’s suddenly become very trendy again, and we‘re adding employees almost daily to cope with the demand.”

- Paul Darwin, Vinyl Store Owner.


Folk Music Revival

THE RECENT POPULARITY OF FOLK MUSIC CAN ALSO BE SEEN AS A REACTION TO THE ‘MANUFACTURED’ POP THAT HAS COME TO DOMINATE THE CHARTS IN THE DIGITAL ERA.

FOLK ARTISTS, SUCH AS MUMFORD & SONS AND LAURA MARLING, ARE ENJOYING MAINSTREAM RECOGNITION AND SUCCESS WITH THEIR TRADITIONAL, ANALOGUE ROOTS BRAND OF MUSIC.

CONTEMPORARY ARTISTS, SUCH AS JAMES BLAKE, ARE BLENDING TRADITIONAL ANALOGUE SOUNDS AND EQUIPMENT WITH DIGITAL TECHNOLOGY – CONTINUING A DISTINCTIVE MUSICAL MOVEMENT.

“The past few years have seen a future-fearing retreat from overstimulation of the technological revolution, and a lot of movement towards analogue living… If you scratch the surface, even just a little bit, you’ll find creative souls marrying the future and the past.”

- Sean Adams, Columnist for The Sunday Times.


The Impossible Project

AN AUSTRIAN START-UP CALLED THE IMPOSSIBLE PROJECT IS ON A MISSION TO REVIVE INSTANT FILM.

WITH NO ONE CURRENTLY MAKING CAMERAS THAT USE THE OLD POLAROID FORMAT, THE COMPANY PLANS TO LAUNCH ITS OWN INSTANT MODEL IN 2012.

FLORIAN KAPS, ONE OF THREE FOUNDERS, SAYS THE COMPANY'S SUCCESS LIES IN PRESERVING THE SOFT, DISTORTED COLORS OF VINTAGE POLAROID FILM.

THE COMPANY REPORTS THAT 500,000 PACKS OF FILM HAVE BEEN SOLD THIS YEAR, NOT TO MENTION THE HIGH PRICES BEING PAID FOR DEADSTOCK ORIGINAL FILM.

“Because of the digital revolution, people are starting to go in the opposite direction, toward retro analog products, and the fun is just beginning.”

- Florian Kaps, Founding Member of The Impossible Project.


The Return of Handcrafted

AS IT BECOMES MORE COMMON TO TURN TO THE COMPUTER, MORE AND MORE DESIGNERS ARE LEFT WITH A DESIRE FOR AN ACTUAL PHYSICAL EXPERIENCE OF CREATING SOMETHING.

DESPITE ITS ARCHAIC COMPLEXITIES IN A DIGITAL AGE DEFINED BY SIMPLICITY AND EASE OF USE, LETTERPRESS PRINTING IS ON THE RISE AS A FORM OF HANDS-ON SELF-EXPRESSION.

LETTERPRESS BOOKS PUBLISHED IN 2010 INCLUDE ADVENTURES IN LETTERPRESS AND A RE-PRINT OF DAVID JURY'S LETTERPRESS BOOK.

NOKIA ‘PURE’ FONT CREATED USING TRADITIONAL ANALOGUE PRINTING METHOD.

AN EXAMPLE OF THE DIGITAL CROSS-OVER IS THE RECENTLY LAUNCHED SERVICE FROM APPLE THAT ALLOWS YOU TO TURN YOUR DIGITAL IMAGES INTO LETTER-PRESSED GREETING CARDS.

“I see a resurgence in letterpress as a reaction to an increasingly computerized world. The loss of touch makes people yearn for handmade paper, printing that is palpable in impression, and the preciousness and nostalgia of ephemera.”

- Jessica Spring, Letterpress Artisan.


Implications for Brands


Shorthand for Authenticity

THE CRAZE FOR ANALOGUE-LOOKING DIGITAL PHOTOGRAPHY CONTINUES TO GROW.

I-PHONE APPS, SUCH AS HIPSTAMATIC, 16MM ALLOW USERS TO BRING BACK THE LOOK, FEEL AND FUN OF CULT RETRO CAMERAS OF THE ANALOGUE PAST AND APPEAL TO DIGITAL NATIVES AND AGING NOSTALGICS ALIKE.

LEVI’S TEAMED UP WITH THE HIPSTAMATIC COMMUNITY TO KICK OFF THE ‘HOLIDAYS CAPTURED’ CONTEST, WHICH REVOLVES AROUND TAKING DIGITAL STILLS, WHICH ENCOMPASS THE VINTAGE STYLE OF FILM PHOTOGRAPHY.


INSTAGRAM IS PROVIDING BRANDS WITH A NEW PLATFORM FOR CONSUMER ENGAGEMENT.

BRISK ICED TEA, A DIVISION OF PEPSICO INVITED FANS TO TAG THEIR PHOTOS WITH A UNIQUE HASHTAG FOR A CHANCE TO BE FEATURED ON A CAN THAT WERE UNVEILED AT THE SXSW CONFERENCE 2011.

New Language for Brands - Instagram Phenomenon


TOPGUEST HAS TEAMED WITH INSTAGRAM TO OFFER A REWARDS POINTS SCHEME – ENCOURAGING PEOPLE TO TAKE AND SHARE PICTURES AT VENUES AROUND THE WORLD.

VIRGIN AMERICA IS LAUNCHING A SPECIAL COMPETITION. THE MOST-LIKED INSTAGRAM PHOTOS TAKEN AT VARIOUS VIRGIN AMERICA-RELATED VENUES (LIKE AIRPORT TERMINALS) WILL WIN 1,000 BONUS ELEVATE POINTS (THEIR FREQUENT FLYER PROGRAM).

Reward Points - Instagram

“This isn’t about deals or specials. What we’re doing on the enterprise side for our customers is actually pretty unique — in a way that’s explicitly opt-in for the user.”

- Geoff Lewis, Co-founder of Topguest.


CREATED BY THE AD AGENCY BREAKFAST, INSTAPRINT IS A LUNCHBOX-SIZED DEVICE THAT PRINTS INSTAGRAM PHOTOS WHEN IT RECEIVES A TWEET WITH THE #INSTAGRAM.

THEY HAVE CREATED THE DIGITAL EQUIVALENT OF POLAROID.

New Tools for Communication

“Instagram has brought the nostalgia of old Polaroid prints back to modern day, but deep down we all still miss the uniqueness of those square little photos you'd hold comfortably in your hand. So, we made Instaprint.”

- Instaprint.


Hybrid Products - Digital Analogisms

THE BENEFITS OF DIGITAL TECHNOLOGY CAN BE PAIRED WITH THE SIMPLISTIC, ORGANIC FEEL OF ANALOGUE TO PRODUCE INTERESTING FUSION PRODUCTS OR ‘ANALOGISMS’.

THE SOON TO LAUNCH PROPHECY NOTESLATE, BOASTS A UNIQUE HANDWRITTEN INTERFACE, AND HAS ALREADY RECEIVED MORE THAN 44,000 FACEBOOK POTENTIAL USER ‘LIKES’.

THE STYLUS ALSO FACILITATES DIGITAL INTERACTION BY TRANSFORMING A SHARPIE, BIC, OR PILOT FINELINER INTO A TOUCHSCREEN STYLUS.

CRAYOLA RECENTLY IMPLEMENTED TOUCHSCREEN STYLUS TECHNOLOGY IN COLORSTUDIO HD, TURNING THE IPAD INTO AN INTERACTIVE COLOURING BOOK.

0 0


Incorporating the Sound of Analogue

AS DIGITAL TECHNOLOGY HAS TAKEN OVER, THE UNIQUE SOUND OF ANALOGUE TECHNOLOGY HAS BEEN LOST.

MANY PEOPLE NOW ACKNOWLEDGE THAT THE OFTEN MECHANICAL ANALOGUE SOUNDS PLAY A VITAL ROLE IN THE PROCESS, SO MUCH SO THAT DIGITAL CAMERA MANUFACTURERS NOW DIGITALLY REPLICATE THE SOUND OF AN ANALOGUE SHUTTER CLOSING.

THIS PRACTICE LOOKS SET TO CONTINUE WITH THE GROWTH OF ELECTRIC CARS AND OTHER VEHICLES.

FIGURES COMPILED BY THE U.S. NATIONAL HIGHWAY TRAFFIC SAFETY ADMINISTRATION SHOW PEDESTRIANS AND CYCLISTS ARE TWICE AS LIKELY TO BE HIT BY A HYBRID ELECTRIC VEHICLE RUNNING SILENTLY AT LOW SPEED THAN BY A CAR WITH A NORMAL ENGINE.

VELOSYNTH IS AN OPEN SOURCE SYNTHESIZER THAT ATTACHES TO A BICYCLE, CONVERTING THE BIKE’S SPEED AND ACCELERATION INTO AUDIO FEEDBACK – HELPING TO INCREASE AWARENESS OF THE CYCLIST WITHIN THE TRANSPORTATION ENVIRONMENT.

“Digital cameras, for example, play a digitized version of an analog shutter. I recently tested an electric motorcycle that plays a recording of a gas motorcycle, just so you don’t mow down unsuspecting citizens sharing the roadway with you.”

- David Pogue, The New York Times.


Hybrid Product: Digital Music To Wear

ANOTHER EXAMPLE OF ANALOGUE-BASED INNOVATIONS IS PLAYBUTTON, A START-UP THAT HAS LOOKED TO THE PAST FOR ITS INSPIRATION.

THE PLAYBUTTON IS A DIGITAL MUSIC ALBUM IN THE FORM OF A BADGE, PROVIDING ALBUM ARTWORK THAT THE OWNER CAN WEAR. THE PRODUCT TAPS INTO ASPECTS OF FAN CULTURE LACKING IN THE ERA OF THE DIGITAL DOWNLOAD.

THE WEARER CAN NOT ONLY DISPLAY THEIR MUSICAL AFFILIATIONS, THE BADGE CELEBRATES THE FORMAT AND ART OF LONG PLAYER ALBUMS, BOTH INCREASINGLY REJECTED BY THE MAINSTREAM MUSIC INDUSTRY.

“Quirky as it seems, the result could help make physical music formats cool again in the digital era.”

- Robert Plummer, Business reporter, BBC News


Digital Spin on Vinyl

THE VINYL REVOLUTION HAS SPAWNED NEW ANALOGUE / DIGITAL PRODUCTS.

THE CROSLEY TURNTABLE REVOLUTION – AVAILABLE AT URBAN OUTFITTERS - IS A PORTABLE RECORD PLAYER WITH A WIRELESS TRANSMITTER THAT PAIRS WITH ANY FM RADIO USB HOOKUP FOR EASY ANALOGUE-TO-DIGITAL TRANSFER.

UK BASED DIGITAL PRODUCT DESIGNER, MARTIN SKELLY HAS CREATED THE PLAYLIST PLAYER WHICH PLAYS BACK DIGITAL FILES BY MIMICKING THE CLASSIC REVOLVING RITUAL OF A VINYL LP.


LIMITED EDITION ANALOGUE PRODCUTS ARE BECOMGING NEW LUXURY ITEMS IN A DIGITAL AGE.

THE VINYL FACTORY, SPECIALISTS IN HAND-CRAFTING THE VERY FINEST MUSIC AND ART EDITIONS, HAS OPENED A TEMPORARY POP-UP STORE IN THE FRONT ROOM AT ST MARTINS LANE HOTEL IN LONDON TO SHOWCASE ITS WARES.

New Analogue Luxury

“(The intention is for the space to) become a homage to records and the relationship between music and art, celebrating the unique, the tangible and the rare in an age of rapid digital consumption.”

- The Vinyl Factory.


Turn Social Media Into a Book

THERE IS AN EMERGING MARKET, OFFERING THE SERVICE TO MATERIALIZE YOUR LIFE ON SOCIAL NETWORKS.

THE ‘BOOK OF FAME’ OFFERS A PLAIN PAPER NOTEBOOK, WITH FACEBOOK STATUS MESSAGES FROM YOU AND YOUR FRIENDS PRINTED AT THE FOOT OF EACH PAGE.

IF YOU’D PREFER TO IMMORTALIZE YOUR TWEETS, TWOURNAL OFFERS A COMPREHENSIVE ‘DIARY’ OF YOUR TWEETS.

“Messages are forgotten after a week, a day or even an hour. In your personal BookofFame those pieces of Facebook history are printed in black and white. Great to remember and wander back in time.”

- Book of Fame.


Analogue Product Revival

THE LO-FI CONSUMER TREND HAS INDUCED A REVIVAL OF ANALOGUE PRODUCTS, ELEVATING THEM TO CULT STATUS.

PERHAPS FUELLED BY THE POPULARITY OF ANALOGUE EMULATING CAMERA APPS - THE REMAKE OF THE DIANA CAMERA HAS REACHED THE TOP SELLERS LIST AT URBAN OUTFITTERS.

LEICA UPDATED THE 35-MILLIMETER CAMERA - ONE OF THE ONLY ANALOGUE 35-MILLIMETER CAMERAS LEFT IN A FIELD DRIVEN BY MEGAPIXELS - KEEPING THAT ALLURE (AND FILM) ALIVE WITH AN ELECTRONICALLY TIMED SHUTTER AND AN APERTURE-PRIORITY MODE FOR FASTER PICTURE TAKING.


Challenges for Brands

•  ARE THERE ELEMENTS FROM YOUR BRAND’S HISTORY OR PRODUCTION WHICH YOU COULD SPOTLIGHT OR LEVERAGE?

•  THINK ABOUT HARNASSING THE POWER OF THE RANDOM AND UNIQUE TO CREATE INTEREST AND VALUE

•  COULD YOU RECORD AN ASPECT OF YOUR BRAND OR PRODUCT EXPERIENCE USING ANALOGUE TECHNOLOGY?

•  HOW COULD YOU TAP INTO THE CURRENT ENTHUASIASM FOR INSTAGRAM PHOTOGRAPHY AND SOCIAL NETWORKING

•  ARE THERE ASPECTS OF ANALOGUE TECHNOLOGY WHICH YOU COULD FUSE WITH DIGITAL TECHNOLOGY OR APPLICATIONS?

•  HOW COULD YOU ENCOURAGE PEOPLE TO RECONNECT OR REDISCOVER PREVIOUSLY FORGOTTEN SKILLS AND TECHNIQUES?


1. www.independent.co.uk/life-style/gadgets-and-tech/features/mobile-phone-cameras-lsquoa-bad-camera-made-beautifulrsquo-2229514.html

2. www.independent.co.uk/life-style/gadgets-and-tech/features/mobile-phone-cameras-lsquoa-bad-camera-made-beautifulrsquo-2229514.html

3. www.guardian.co.uk/artanddesign/2011/feb/22/tacita-dean-16mm-film

4. www.thisislondon.co.uk/lifestyle/article-23916869-vinyl-junkies.do

5. The Sunday Times, Culture Magazine, ‘Town V Country’ (20.02.11)

6. www.businessweek.com/smallbiz/content/feb2011/sb20110210_498067.htm

7. www.hipstamaticapp.com/

8. www.community.hipstamatic.com/contests/28/prints

9. www.psfk.com/2011/01/levi’s-brazil-on-instagram.html

10. www.psfk.com/2011/03/instagram-and-brands.html

11. www.noteslate.com/

12. www.kickstarter.com/projects/1004382302/more-real-stylus-cap

13. www.tapscape.com/turn-your-ipad-into-a-coloring-book-with-crayola-colorstudio-hd/

14. www.bbc.co.uk/news/mobile/business-11948391

15. www.urbanoutfitters.co.uk/crosley-turntable-revolution-eu/invt/5560435982000/&bklist=icat,5,shop,home,musicdept,musicacc

16. www.psfk.com/2010/05/analog-nostalgia-digital-music-player-mimics-a-turntable.html

17. www.gadgetynews.com/tinyvox-pro-iphone-old-skool-styled-digital-recorder/tiny-vox/


18. www.filtatron.moogmusic.com/

19. www.psfk.com/2011/02/gramophone-shaped-analog-speaker-for-the-iphone.html

20. www.trendhunter.com/trends/bone-collection-iphone-speaker

21. www.urbanoutfitters.co.uk/lomography-diana-f+-dreamer-camera/invt/5560410283215/?htxt=8AzXPs4K%2B%2FrlNMKmV8uyxcS%2BzfKTVl0uS2vDBNOzt07ilpwTV3himLv6ZQIzYgs5atBvjN3%2BJTyd%0AQ8yyOUjgvA%3D%3D

22. www.robertsradio.co.uk/Products/Analogue_radios/Revival_250/index.htm

23. www.fastcompany.com/magazine/153/upgrade-photo-shop.html

24. www.psfk.com/2011/03/bagatelle-a-fusion-of-analog-and-digital-art.html


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counsel - analogue update

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