Let’s take a trip down memory lane. Most of us dancing and swaying to songs from the 90s, glued to those movies/cartoons, irrespective of the language. Now, these songs are etched in our memory, movies have become like a comfort meal, and dance numbers are still capable of making us groove. A part of me believes the obvious reason being the nostalgic factor associated with it. But is that all?
We belong to a generation that has witnessed enormous global transformation in every aspect and domain including the media and entertainment industry. While we are appreciating new perspectives and fresh thought-process, isn’t there something missing?
Now, let me come to my actual point which is:
Where is Creativity?
A few days back, I saw a video that reflected on how music videos in movies are choreographed. While watching this video, I also observed an influential aspect of dance choreographies which is the camera angle. In the current times, most songs are choreographed to fit in an Instagram-reel template. The main intention certainly is to attract the audience by enhancing the virality of the song and the movie, which brings me to my second point:
Template-based Approach
Take any media and entertainment field, everyone follows a template-based approach. Remake the song from the 90s with obnoxious and unrelatable beats or compose similar songs with an outburst of beats. How many feel that most of the viral songs in India basically hear the same? It’s like all everyone wants to hear are some trending beats. Where did real music disappear? Of course, there are exceptions like the compositions of the Amazon Prime series – Bandish Bandits. But, how many out there listen and appreciate such experiments anyway?
Coming back to the dance choreographies. With my share of dance training, I must say, long gone are the days, when we enjoyed Madhuri Dixit’s grace or Aishwarya Rai’s elegance. The factor of keeping a rectangular template throughout the song creates a challenge for most choreographers to use their creativity efficiently in their choreographies.
In the quest to understand more about these trending aspects, I landed upon something called as retention-based editing. This is a strategic editing technique involving aspects like rapid cuts, usage of graphics, loud sound effects, flashing lights, etc., to enhance viewer engagement and retention. Somewhere along the way, it seems that out-of-box thinking is being replaced with a stay-in-box approach.
Okay, why am I rambling suddenly about all this?
Because I am a part of the audience. While I may not be an expert of understanding the complexities of creating such pieces, but, as an audience, I want to be vocal about my likes and dislikes. Not just me, I have heard so many people who basically dislike the noise that comes out in the name of these viral songs. So, if I dislike, they dislike, who is actually liking these songs? Or does it mean we are just preys in the game of PR?
Another reason for my rant is that this capture of creativity is reaching other creative fields such as Writing. The best platform to see how writing has become monotonous and AI jargonized is LinkedIn. I happened to see a post where a LinkedIn member shared their experience, something that happened with them. Two days later, I saw the same post by another member. Does that mean of all the millions and billions in the world, two people experienced the exact same thing and I happen to read their stories or it’s just another template?
As a catalyst to this trend, we now have Generative AI which has conquered the world of every domain and industry like a sandstorm. I understand the purpose of AI is to make people’s lives easy, but when did it start making it basically, ordinary? When did it start killing creativity?
With these points noted, what is considered real anymore? Well, to no one’s surprise, it’s the same human brain that’s getting dragged onto the bandwagon to create the re-created world. What is holding us back from being real and creative? Is it because the audience finds it boring? Or are we tied with a rope called the safe zone?
Conclusion
In order to ensure that the world does not get deprived of creativity, we as an audience, have to create an impact. Appreciate the creative attempts and encourage artists around the world to re-imagine the world using their creative instincts. After all, if creativity is eliminated, then AI has all the rights in the world to take up all our jobs, isn’t it? What is your take on this?
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