I Heart Gallatin

There are many reasons to adore Gallatin and this is one of them. After all, what student creates a video like this for a school event?

What's your Concentration? [ipod ad spoof] from Indistew on Vimeo.

Praise Gallatin, free cake, and good music. In the meantime, take a listen to An Horse, a Tegan and Sara type band for the mixed crowd. They are, after all, strikingly beautiful.

Those Dancing Days

It was my every intention to start blogging again more frequently, and I will stick to my goal, but as of late I want to apologize for being a bit more sparse in the blog department. I'll blame it on the fact that I'm tethered to researching, preparing presentations and writing papers. I'm trying to focus, and therefore limiting my magazine or non research related reading to ten minutes per day in addition to subway rides. I am also refraining from getting lost in RSS feeds, info snacking sessions of knowledge trails, and blogging, but after next week comes and goes you can expect a more prolific Lauren Proctor. In about two weeks my first semester of NYU graduate school will be complete.

It's incredible and exciting, but in the meantime I'm pumping our thirty page papers and prepping presentations (with unevenly distributed dance sessions in between to quite literally shake things up). The first video I'm adding is for the dance theme and overall charm, but the second musical recommendation is one of my favorite finds in quite some time.

Kings of Convenience - "I'd Rather Dance"
You've probably heard of Kings of Convenience, but if you haven't this is your chance to find some music you shouldn't be missing. Plus, you've got to love the come back kid.

Those Dancing Days - Those Dancing Days
I'm not sure what they call these people in Sweden, but Those Dancing Days look like Brooklyn hipsters at their finest. Talk about a group that knows how to drop a rhythm to make you pop our of your chair, grin from ear to ear and then start breaking it down. I present to you, Those Dancing Days.



You know, when you refer to Those Dancing Days you're not just talking about yesterday. You're talking about today, tomorrow, and every day until it's over. And we'll still be dancing when the fat lady sings...

Apex Beat: Introducing

Yesterday, in an absolute flurry of excitement, I began explaining my preliminary plan for a thesis topic and academic journey. In passing, I quickly directed all parties interested in "How Brands Make Meaning in the Modern Media Landscape" to posts threaded by obvious key words, as well as one random tag.

That tag was Apex Beat, and that's the name I have assigned this series of writings. If you see a post of that title, you'll know right away what it's about.

ON THE NAME'S ORIGIN

I've been told that the "Apex Beat" also known as "PMI" (point of maximum impulse), is the point where your heartbeat is most apparent. The name resonated with me immediately, and because it's directly related to strength, pulse, and heart, it only seemed natural.

And so it begins, my Apex Beat.

***

For all you music fans, I recently interviewed DJ Haze a mixtape DJ and beat producer who has worked closely with The Game and many others. Haze mentioned that rap is dead because people are stuck in their expired ways for creating music. Southern beats are Southern beats are Southern beats, he argues, and so the industry needs a new face.

DJ Haze argues, and I think he is right, that the revival and resurrection of hip hop lies in someone who dares to be innovative. The new sound is a mixture of the best from not only multiple regions, but multiple music styles.

The Very Best already subscribes and applies this line of thought to their dance floor movers. Check out their mixtape below, and if you liked Vampire Weekend pay special attention to their "CapeKodKwassaKwassa" remix.

So Wanna...Know What Lauren Proctor Studies in Graduate School?

"What is it that you're studying at NYU?" The question in and of itself sounds simple enough. It's a non threatening way to make small talk, but the simple inquiry catches me off guard every time.

For starters, when people ask what other people are studying they usually expect an answer that can be given within a single breath. Marketing, English, Economics, or even Electrical Engineering. Simple, accessible, telling.

I, on the other hand, am affiliated with a program that's title alone contains enough syllables to make you dizzy. When I tell some people that I belong to the Gallatin School of Individualized Studies I see their eyes glaze over in what is either disinterest or absolute confusion. Those that stick with me through that part usually want to know what that means, and I used to think that actually knowing what I was studying would help me describe it to an outsider.

Now I realize that even though I'm beginning to solidify my topic of study, the good ole' twelve second elevator pitch simply leaves people confused and wondering again why I go to NYU. I'm tempted to print out business cards and hand them a link to my blog saying, "If you're really interested read this guide. If not, don't worry about it and thanks for asking."

For everyone who is still reading, here is why I go to NYU:  Within the next year and a half I want to become one of the leading scholars in how brands can make meaning in the modern media landscape.

What exactly, does that mean?  I'll talk a little bit about my theories this evening, but you can rely on periodic (or at least semi periodic) updates on my research right here.  All my posts will be filtered under "Apex Beat," as well as something like "Graduate School," "Marketing," "Brands," "Media," or something along those lines.

In the meantime, I'll tell you the foundation of my studies.  I am convinced that the new digital world in which we live is changing how we live and communicate (to a certain degree).  The media landscape is different than it was in the past, and this transformation is forcing brands to change how they relate and connect to people.

I'm not arguing that traditional TV spots and magazine ads will disappear, but lately I have seen the emergence of a new trend.  People are redefining how they relate to brands, and brands need, in part, to redefine how they reach people.

I want to be part of this revolution.  Not only that, but I want to help foster new ways for brands to create positive, meaningful relationships with consumers.  People shouldn't have to endure advertising, they should be able to enjoy it.  The push, pull of advertisers vs. consumers should be over, and the consumer should always win out.

That is, until brands figure out how to create positive communities and loyalties based on what they offer their consumers.  I believe that in the new digital world the best brands will succeed by creating content driven ideas that engage people at the core of their being and the essence of their passion(s).  In a relevant and meaningful way, brands will become the indispensable facilitator of the type of success people seek, and in doing so everyone will win out.

Brands will send messages in ways that connect consumers, and consumers will get what it is they want.  At least that's the goal formula I plan to crack in a year and a half.  

Stay tuned, and stay aware.  I'll keep you updated right here on this blog, again, under the tag "Apex Beat."

***

Academic breakthroughs should be matched with ethereal beats.  Check out Dri, a chilled out female vocalist whose voice swims in the clouds above a dreamy set of musical landscapes.  Think Enya meets M.I.A in the most soothing, underground artsy way possible.

Dri - "You Know I Tried"

NYU Gallatin

After a long wait and much ado I have finally made my decision about graduate school. By Fall of 2008 you will be speaking to a student of the Gallatin School of Individualized Studies at New York University.

My first day of classes is Tuesday September 2nd, so if you know of any job opportunities, anyone who needs a roommate by August 1, or any tips regarding making the move to New York City here is my call out to cyberspace.

Thank you to every single individual who supported my application process, stood by me as I waited anxiously, and helped me get to the point where I could make a decision based on what I want out of life. It means the world to me, as well as theoretical higher pay when I get into the real world. So here's to graduate school.

Always,

Lauren

P.S. Celebrate life with The Sonic Hearts. Tracks like "Mockingbird" will remind you of the 60's while other tracks will have you toe tappin'.

Amherst, Chicago, and Palm Springs

Today is a short report because I'm a whirlwind of activity. Perhaps more important, I'm about to start reading an excellent book called Rock On by Dan Kennedy. The faster I complete my daily activities the faster I get to reading. But here's a short summary of Wednesday (tomorrow).

Tomorrow morning kicks off with a phone interview from my desk in Amherst to Northwestern's prestigious Integrated Marketing Communications program. Wish me luck, my friends. This program could prepare me for a high profile career, and a high profile career means I'll buy you dinner...somewhere fancy.

After the interview I'm headed to Boston with the softball team to catch a plane to Palm Springs, California. The team is playing Fresno, UCLA, Arizona, and Baylor this weekend. May the best teams win.

Before I close I want to brighten your life, enlighten your intellect, and let you in on what is so far a well kept secret. The secret is made of five men who collectively make up my new music obsession. That means, of course, that these guys are just as good as Vampire Weekend. And of course, you heard it here first.

The Canon Logic's rock is a hopeful and glittery mix of Beach Boys, doo wop, and Franz Ferdinand. Intensely contagious and cutting edge, yet familiar and warm, these boys will have you snapping and grinning from ear to ear.