In defense of U2 and in praise of magnificent sound systems

Prologue*. A colleague that had bought 700-euro headphones about four years ago said this was his only way to really listen to music because he couldn’t afford proper speakers. Coming from someone driving a brand new Audi A6 and living in a design apartment in the centre of Tallinn, that felt like showing off to me.

I’m writing this post as I’m listening to the new U2 album through the 25-euro Sennheiser headphones. It sounds exactly like the 6 out of 10 review I just finished reading gave it. And yet the new album may actually be worthy of a 8 or 9 out of 10 review, if listened right.

By “listening right” I don’t mean opening the right kind of wine before putting on the CD nor staring out the window expressionless in a semi-trance state while listening. You have to have the necessary short circuits, lamps and kilowatts for something like U2.

I learned that about a month ago when listening to music at a friend’s place through his state-of-the-art sound system that probably costs about as much as a German family car. A vinyl player that weights 70 kilos to ensure smooth rotation of the disc, voltage stabilizer, three amplifiers and speakers the size of an overweight 12-year old kid surely look impressive. But it’s the sound these boxes are capable of producing that blew my mind. I put on a CD and was surprised to learn this was the first time I heard these tunes, though I had listened to a disc with exactly the same name and album art before. Music sounded completely different, especially U2 (which I have never really been a huge fan of, by the way). I’ve rarely felt more out of words than I am now, trying to explain how exactly this sounded. Maybe 3D soundstream that filled the room with armor-penetrating waves of pleasure sounds about right. Or that “Sunday Bloody Sunday” was the closest manifestation of flames expressed through music I have ever felt.

Anyway, you don’t really have to have a sound system that costs the price of a car to listen to No Line On The Horizon. But if it costs less than a Vespa scooter you have every right to believe the critics and not buy it. And if you are one of the unfortunate with a stereo that costs less than a bicycle (as is the case in the rental flat of yours truly) I recommend sticking to electronic music and in addition turning down every offer to comment on music.

I have no idea what the music critic mentioned in the beginning of this post used to listen to U2. He was perhaps using the bestest audioporn technology out there and he just didn’t like the album. I am merely recommending here to give it ago on a Vespa- or BMW-class sound system before declaring an album average.

* Thanks for pointing the mistake out, Jaanus. Copied this from the end to the beginning and didn’t change the word.

Time to update your RSS-feed

You are what you share, said the mood message of a good colleague the other day.

I now share more. If you update the RSS-feed for this blog to http://feeds2.feedburner.com/andrus you’ll not only get a feed with less CO2-emissions, but a range of unwanted goodies on top.

Namely the occasion photo on Flickr, a few timeless quotes, some tried and tested links and Pledgehammer blog posts. I used Yahoo Pipes to mash it all together, added salt and pepper, cooked for half an hour – and so far all seems to work nicely in this feed casserole, mind the initial chronological mess after subscribing.

Let me know if this feed doesn’t work for you (and advise how can I fix the bloody thing).

Dinner conversation gone horribly philosophic

Had a truly enjoyable dinner conversation with a friend this Sunday evening. You know the kind where you start from random trivia but somehow make your way to the very important topics in life. We started from snowboarding destinations, made our way to the economy (as you do these days) and then ended up defining the pillars that support the sanity of a man past his 65th birthday. Four things are worth being written down here as notes to self and as my endevour to win the title of The Most Random Blog Post of 2009:

  • Defining yourself in more than one way. It’s great if you love your work but that doesn’t mean you shouldn’t pursue additional ‘careers’ – academic, relating to a hobby, playing a role in society; whatever makes you tick.
  • Having kids.
  • Staying physically active. Just look at our fathers. My father can still probably beat me in rollerblading and his father has been featured on posters of Tartu cross-country skiing marathon. Say no more.
  • .

  • Continuing to learn new things. My 82 year-old grandfather is regularly improving his vocabulary in English (a language he never learned at school) and can use Skype better than most people. It’s only a matter of time he posts his first tongue-in-cheek comment here.
  • Let’s see in about 40 years whether we were right or not.

    Written by Comments Off on Dinner conversation gone horribly philosophic Posted in English

    A quick book review – Outliers by Malcolm Gladwell

    Outliers: The Story of Success (Unabridged)
    Outliers is a book about people that achieve outstanding things, about what sets them apart from everyone else. It doesn’t give you “5 proven techniques that will guarantee success” but it highlights some very useful ideas . My quick notes to self:

  • It takes 10.000 hours of work become outstanding at something. Almost anything. And these 10.000 hours go easiest if you’re enjoying what you’re doing.
  • It doesn’t matter whether your IQ is 115 or 170 to be successful, one just needs to be ‘smart enough’
  • IQ or skills of a genius can’t be put to use without social intelligence ie. expressing oneself clearly, solving tough situations etc.
  • The environment plays a hugely important role. Where, when you are born, family situation and the wider social arrangement around it eg. Jewish immigrants in New York in the beginning of the twentieth century. (While you can’t change this for yourself you can do so for your kids.)
  • My blessing to this book. Read or listen as I did (read by Gladwell himself).

    Written by Comments Off on A quick book review – Outliers by Malcolm Gladwell Posted in English

    Blood, sweat and viral marketing

    Shit doesn’t happen. Shit takes time and effort.

    I was recently in a meeting where co-founder of a next-big-thing-startup, when probed about marketing plans, said something to the line of we’ll do something viral so we don’t need to worry about marketing too much. Right. I’m in no means a viral marketing expert but this much I know: viral marketing does take time and effort.
    There seems to be a widely spread misconception that viral marketing doesn’t cost anything and that if you do even tiny bit of it, customers will turn up on your door or website like zombies. In my view this is only true on four occasions. First, companies like Skype or Facebook whose product is so viral in nature that they seem to grow “just like that”. Second, brands like Apple or Obama that have such loyal followers that every step they take is echoed on blogs, social network profiles and T-shirts of fanboys across the world. Thirdly there are those whose idea is just so spot-on that no-one can refuse to pass it on to a friend. Blendtech’s Will it blend? campaign is a good example of that. And lastly, some just get lucky because a celebrity blogger somewhere happens to like it.
    That leaves 99% of folks to make viral marketing happen with their sweat and/or marketing dollars. I’ve seen the behind the scenes of quite a few viral campaigns, and none of them have been super cheap or super easy to do. Take my recent task of generating blog coverage for Pledgehammer. I now know I have to do about a dozen units of work (this can be an email, blog comment or a guest blog post) to receive one unit of coverage. I’ve made north of 250 contacts to get about 20 people interested and writing about Pledgehammer. That’s good many evenings and weekends spent on creating “something viral”. (Luckily the weather has been rubbish). See here, here, here (got to love this one) or there for results, more links are available on Pledgehammer blog.
    Long story short – viral marketing is a powerful thing, definitely worth some experiments, it just takes time and effort to work.

    Heade steikide riigis – reisikiri

    Ettevaatust, maitsvad steigid!Kõik oli kahtlaselt hästi. Iberia oli meie lisakilod vastu võtnud sellise lahkusega nagu ainult väga armastav abikaasa seda teeb, äriklassi lounge‘i teenindaja ei teinud suurt numbrit sellest et tahtsime sinna siseneda kolmekesi kuldkaardiga lubatud kahe inimese asemel, lennud ei hilinenud minutitki. Kui lennuliin lisaks sellele meid 12-tunnisel Madrid-Buenos Aires otsal äriklassi ülendas, olime veendunud, et selle eest on meie pagas kadunud, muidu ei peaks universumi alustalad sellisest vedamisest tekkivale survele vastu. Tühjagi. Kus passikontrollist ilma ühegi sekelduseta läbi olime tulnud, ootasid pooleteisemeetrised lohekotid meid juba pagasilindil nagu hülged.
    Maailma päästis see, et esimesteks öödeks valitud hotell vastandus netist nähtud promopiltidele samamoodi nagu yin yangile. Pesemisest pikka aega ainult und näinud hotelliaknast avanes kuuekümne dollari vaade täpselt sama räpasesse vastasaknasse ning kõik, mis vooditel tuli puudu laiusest, tegid nad tasa oma madratsite kõvadusega. Tuppa astudes nentisime kergendusega, et tulemas on reis, mille puhul me ei pea pead murdma üleloomuliku pideva vedamise üle.

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    Want Tartu Entertainment?

    tartu.png
    This text ad is fresh off my Gmail account. It left me somewhat confused. Targeting works – I’m in UK and probably have quite many Estonia-related emails in my mailbox. But what’s Tartu Entertainment? And what does Visit Online! really add? That I should visit the country online, not in person?
    Visit Estonia folks, if you ever read this and wonder who was the one person that clicked on that ad, it was me.

    Behind the scenes of the T-Mobile ad

    By now you’ve surely seen the new T-Mobile ad. Such a great idea! A friend who was in the video told me they had five full days of rehearsal, at first in some huge building in North London where the life-size plan of Liverpool Street Station was drawn onto the floor and at night in the station itself thereafter. They shot the thing six times with 16 (or was it 14) cameras, with half-hour breaks between the shoots. Dancers were carefully choreographed to leave corridors between them so no-one would miss their train and there were station official present to green light the beginning of each take. Which all makes it a great idea that is also executed brilliantly.

    The only thing I couldn’t understand is that the guy I spoke with reckoned that 40.000 pounds was paid out to the dancers. With 400 dancers involved, can it really be just 100 pounds per hard working dancer?

    In 2008 I travelled at the speed of a butterfly

    dopplr.png
    Dopplr is a nifty little web tool that helps you bump into people that travel a lot. I’ve added it to my profile, too (mind the photo). Dopplr just sent me my annual travel report. It says: You took 21 trips in 2008, which added up to 76,089 km or 20% of the distance to the moon. You spent 116 days travelling. I was surprised at this relatively large number, even with Tallinn, which almost doesn’t count as travelling, being my number one destination. And what’s funny – my personal velocity for 2008 was 8.68 km/h, which is about the same as a butterfly.
    A few ideas sprang to mind

  • I’m feeling I’m bi-domiciled now. Or bi-homeless, whichever way to look at it. I feel at home both in London and in Estonia. Boarding the familiar blueish aircraft which is familiarly late is like stepping from living room into my bedroom.
  • Ma carbon footprint calculated by Dopplr is almost as much as leaving a Hummer running for a year. What are my best options to set it off? And if I mostly travel for work, should I expense it accordingly?
  • If we’re not yet connected on Dopplr please share your trips with me.
  • I updated this post a day later. Note to self: writing stuff down in a hurry can miss the point of writing.

    God bless California

    The sign in front of US economy It’s difficult to do injustice to a country like the United States but I think I have managed to do just that. I hadn’t been to the States a while. One the one hand because there was no good reason to go but on the other hand I sort of thought that even if there was a reason to go, that’s not a good enough reason to actually go. Having been to New York and Miami, arguably the hotspots of that great country, and having been unimpressed by both, I was feeling strongly neutral about travelling to USA and was absolutely sure there were about a thousand better places to go to.
    This turned out to be injustice. I had come to that conclusion before I had been to California. It was very refreshing to be there, and not just because of the weather. Because it was a short work trip I couldn’t see and do enough to write a travel journal or even a travel memo but I did make a mental note not to rule out California as a holiday destination.
    Still, one thing that was impossible to miss was that everyone in the States seemed to be talking about Obama, almost as if he is the Messiah. Looking at the state of the country he has to do miracles of similar magnitude, too. First he has to feed about 300 million people (and a few banks and auto makers) with two fish and 5 barley loaves. Then he has to calm the stormy seas of US foreign policy. I wish the man nothing but good luck.
    The only time media didn’t only talk about Obama was when the commercials were on. In a very non-American way the commercials were mainly about how to turn excess gold jewelry into cash, get a free consultation on credit card debt or advice on paying taxes. On my previous visits they had mostly been about buying a bigger car that would get rid of the existing car’s problem of not consuming enough fuel. And hey, maybe it was this shift in the mentality that made this country more appealing to me. Might even try Utah next time.