Rick Rubin, Creativity, and the Lessons Every Artist Should Learn

I’ve been on a Rick Rubin kick lately.

A few months back, I picked up his book The Creative Act, but this week I decided to listen to Rick on a few the podcasts. All of it reminded me of the the lessons I’ve learned in my years creating, and they are a huge part of my beliefs about creative marketing too.

So let’s talk about it.

Today is a quick read — no videos, no case study work, no fluff.

It’s a level-set with some important lessons from Rick Rubin.

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I. You Have To Show Up

This is a big one.

It sounds cheesy, but it’s the God’s honest truth.

I’ve spent years in recording sessions — bedroom studios, professional studios, smoked out basements, and everything in between. The one thing I know with absolute certainty is that for the miraculous to happen, you have to be as present as much as possible.

Why?

Because you can’t really plan for the great stuff — the chance encounters, serendipity, incredible moments where you unlock an idea, etc.

A lot it is... random (or seemingly so).

The best you can do is be in the room. Riff w/ people, talk shit, help them with a line. Shit, just be there.

When you create you only have job two real jobs: Job #1 is to show up and Job #2 is to DO. That’s it.

You don’t know what’s gonna come out, but that’s part of the game.

II. You’re an Antenna

In The Creative Act, Rick and in numerous convo’s, Rick reminds us that we are the instrument — creativity is happening through us. You don’t necessarily “create” anything as much as you channel ideas.

Your most inspired thoughts.

Your greatest works.

Your prized achievements.

All of these things are pulled from the infinite consciousness, and through us performing the act of creativity we bring something new into focus.

Exactly what that “thing” is? I haven’t the slightest clue. But again, we’re just pulling ideas out of the air — who are we to judge them?

III. It’s All in Service of the Creative

When Rick produces a record, he doesn’t turn the project into the Rick Rubin show.

He will make his presence as scarce as possible if that’s what the work needs. But he’s also not shy about having a strong opinion if that’s what the work needs.

A lot of you reading this do some form of creative work.

The Ego will try to convince us that our singular vision might be the best thing for a project’s success (afterall, Ego is a clever bastard), but we have to remember that everything we do is in service of the creative.

That means sometimes your voice doesn’t need to be the loudest. Sometimes what the work needs most (back to point #1) is your presence.

Then again, sometimes it means you should use it more to push the work and to help it be the best version of itself.

That brings us to another point…

Know what you like AND what you don’t like.

On 60 minutes, Anderson Cooper was confused when Rick Rubin described his job.

He barely knows how to play any instruments, can’t work a soundboard and has very little technical abilities whatsoever (I think we might be the same person?)

But what makes Rick essential to the creative process is

HIS OPINION.

When artists call Rick often it’s because they’ve hit a wall. They don’t know where to go with a record, album, etc. and his voice acts as a guide that helps them get to the next level.

You can strive to be that for your team too.

IV. The Audience Comes Last

“Well, the audience doesn't know what they want. The audience only knows what's come before.”

Shocking, right?

The belief in putting your audience last is almost akin to heresy in marketing. A thought that shouldn’t be uttered in a meeting, because who could forget about the about audience?! we should be consumer-led, right?

CAP.

The truth is people don’t know what they want until they actually see it.

If you actually wait on people to tell you what they want one thing is guaranteed to happen.

They’'ll Opt for a solution that’s in line with what they already know exists (like Rick says above)

Don’t worry too much about audience when you feel like you’re onto something. There are over 8 billion people on the planet. If you like it, it’s virtually guaranteed that someone else out there is gonna like it too.

But don’t worry about them liking it either. Make sure you like it.

Focus on the work.

Closing Thoughts…

These are just a fraction of the lessons I try to ground myself in.

I could sit here all day and talk to you about creating this, but where’s the fun in that?

Go forth and create.

Do it without judgement or expectation. Just pick up your tool(s) and see where it takes you.

Peace.