In starting this new-ish business, I've been advised to identify "Our Customer"
My answer, or at least one of them, is not very good for business but I think it's true: Our customer feels a slight sense of alienation from the current moment. Our customer is accustomed with being out of step. Our customer doesn't want to represent the current moment, she wants to get through it with her soul unscathed and her back, straight.
I never much cared for contemporary music which I was in school. I was not cool.
I didn't get the appeal of Nirvana, or Oasis, or Missy Elliot. This was the music of my peers and I was not into it.
I liked Ani DiFranco. I likes Nina Simone. I like Queen.
I was not cool, but I was theatrical.
I listen to music from the 90s now and there's an energy that I didn't have as a younger person. I thought indie angst was boring and predictable; I was interested in containment. I didn't act out, I acted out on the inside. I didn't care about culture that reflected a teenage moment, I cared about culture that expanded the possibilities of what else was possible.
Working in the studio, about a year ago, I fell down the YouTube rabbit hole, listening to one of these albums that I didn't much care for when it was timely. Not cool, not not cool, just kind of overly mainstream amongst my peers - we were an opinionated lot. 20 years after it's debut, I heard it again and in that way that is not at all reflective of my current cultural moment, I was into it. I liked the straight-forwardness of it, the quaintness of the video, the lack of irony. The blessed absence of commentary.
I'd been struggling with a prototype for a while, and with one track on repeat, I banged it out in about 3 hours.
And for my slightly alienated customer, I call her Dolores.