In the last week, pop culture marked two major milestones: Mick Jagger turned 70 and the release of Madonna’s debut album turned 30. It got me thinking about staying power. What makes people like Mick and Madonna stick around for so long? And remain just as popular as the moment they first made it big?
The Rolling Stones on a recent cover of Rolling Stone
Here’s my theory: they’ve never been afraid to take creative risks. They’ve hung their entire careers on constantly pushing the envelope and never settling for what’s comfortable. It’s not only kept them relevant, it’s commanded respect from people who aren’t even their fans. Even if you don’t think Mick is still one of the sexiest men on earth (which is arguably the case), you gotta respect the guy for belting out Beast of Burden live on stage with Katy Perry recently. If nothing else, it was a savvy move on his part, because it exposed him to an entirely new audience that may have only known him up to that point as the guy Grandpa listens to on the radio. Of course, not every risk pans out. I must admit, I never quite understood Madonna’s cowgirl phase. But whatever. She wasn’t afraid to take the risk, and it created forward momentum for her next phase and the next and the next.
This theory also applies to the video industry. If you never take a creative risk, your videos will inevitably start to look stale. If you never try out a new piece of equipment, the product will inevitably look dated. The key is to always be looking for new and unique ways to shoot video or write a script. Push the envelope, even just a little bit. Sure, it can be scary. And it can sometimes blow up in your face. It might cost you some money. You might have go back to the drawing board and start from scratch. But if you never step outside your comfort zone, inevitably, your video will eventually look like it is circa 1983. Taking creative risks can expose you to an entirely new set of clients and will undoubtedly earn you the respect of your colleagues and even competitors. And it is what will keep you in business for the long haul.
Now… any bets on whether Justin Bieber will still be around in 30 years? For the sake of my grandchildren, I hope not.