Traditionally, art and science have been treated as two separate disciplines, but when studied together it is clear to see the impact one has on the other. Great creativity is needed to make scientific breakthroughs, and art is just as often the expression (or product) of scientific knowledge.

There’s a lot of research out there, some very reliable, some very suspicious, but the data is there. What you see least is the aggressive and creative interpretation of data and trends. Turning metrics into magic

The data is the science, but the artistic part is missing. The aggressive and emotional interpretation of information. Report finished, so what? “What” acts on information with extreme perceptibility. Balancing science with art. They balance and control each other perfectly, but you rarely see that balance in action.

Science and art may seem like extreme opposites, but it’s a glorious combination when performed in harmony. MTV is an example. MTV was created by radio chiefs and operated by Lee Garland At New York.

One problem is in AFDI (actually —- doing it). There is so much evidence clearly indicating vulnerabilities and opportunities. They are processed internally, but there is no action. No NOTICE. Uncertainty or fear of “going too far” are common culprits, as is “creation by committee” which tends to offer a diluted shine.

It’s funny, but tech companies have a better balance than media. They thrive on the next thing…now. And the best tech products are functional and beautiful. Science and Arts.

Data alone will not work in the media, it Needs the artistic component. The result can be a sustainable, high-quality project versus one that simply runs on the numbers in the moment.

I’ve seen dozens of reports that end up in offsite sessions, committee meetings, or emails asking for feedback. These don’t usually generate actionable concepts… more often than not, it’s about giving the team the big picture. There is a special skill in transmitting this artistic component to a team. It’s harder to explain than data, which is why creativity is such a high priority in a media organization.

If you balance science with art, it’s a timeless way to make a difference and break through the craziness of the new Wild West media world we live in now.

Tik Tok, Tik Tok, Tik Tok….


about the authors

Dave Charles and Lee Abrams are worldwide radio legends or, as Dave describes it, “old salt dogs”. For the first time, these two dynamos are teaming up to offer sound advice to broadcasters in all formats on how to put a unique spin on their imagery and stingers to pique listeners’ interest and stand out in a sea of similarity online, on FM and in promotional spots streamed on Youtube.