Lee Abrams outlines 14 principles for applying the creative and commercial thinking associated with rock culture to digital media. His framework connects originality and audience development with business knowledge across platforms and audience groups.
Abrams draws parallels between rock’s cultural influence and the role of information and entertainment accessed through digital devices in the 2020s. He proposes adapting that creative approach to contemporary media, including traditional products.
The framework identifies these characteristics:
- Eclecticism: Consider unconventional ideas and original approaches.
- Innovation: Make developing ideas an inherent part of the work.
- Attitude: Give a brand a recognizable character.
- Confidence: Communicate assurance that audiences can perceive.
- Newness: Seek opportunities to develop and implement ideas first.
- Broad appeal: Reach across demographic and lifestyle groups.
- Fan development: Build an audience with an attachment beyond routine use.
- Competitiveness: Pursue success and visibility in complex markets.
- Artistry: Use creative expression to engage the imagination.
- Instinct: Exercise independent judgment alongside historical information and expert opinion.
- Originality: Draw inspiration from others while retaining distinctive characteristics.
- Rebellion: Approach creative decisions with boldness and confidence.
- Accessibility: Avoid exclusivity and arrogance.
- Business knowledge: Combine creative work with an understanding of commercial requirements.
Abrams presents the approach as applicable across generations, regardless of an individual’s familiarity with or preference for rock music.
