How Do You (Really) Connect With An Audience?
This episode focuses on the hero in every good story: The audience. As presenters, especially in business, we often spend too much time focusing on what we want to say, and not enough time focused on what our audience needs to hear. In this episode we ponder Grammy award winning musician Jacob Collier's take, on how to truly connect with an audience. If you really loved Rick Rubin's book The Creative Act - then like me, you'll probably find this episode particularly provocative. Enjoy. đź’™
EPISODE LINKS
- About Jacob [WIKIPEDIA]
- In the Room Where It Happens [BBC doc]
- Colin & Samir interview the "Mozart of Gen-Z"
- Music clip from Jacob playing "Fix You" with Chris Martin at the O2
- Jacob at MIT (The Science of Musical Storytelling)
EPISODE TRANSCRIPT
How Do You (Really) Connect With An Audience?
Today’s episode is about one of the most extraordinary creative forces of our time.
Jacob Collier is a Grammy-winning musician, a scientist of sound, and a master storyteller whose work defies categories. If you haven’t heard his name, you’ve definitely felt his influence—whether through his viral multi-instrumental YouTube videos, his genre-bending albums, or his collaborations with legends like Herbie Hancock, Hans Zimmer, and Coldplay.
Jacob was “discovered” by none other than Quincy Jones, who called him “a creative genius”—and it’s easy to see why. He doesn’t just make music. He builds entire universes. He uses cutting-edge tech—from looping pedals to AI-assisted tools—but always in service of something deeply human: emotional connection, curiosity, and joy.
At a time when many leaders fear technology might make our work less personal, Jacob shows us the opposite: that when used with intention, innovation can amplify—not replace—the soul of creativity.
I wanted to record this short episode for anyone who wants to reach an audience, not just through what they say, but through what they make people feel. And that’s the purpose of a great story – to make an audience FEEL something.
So, whether you’re a CMO, a founder, or a future-thinker wrestling with the future of work, Jacob’s approach to audience connection will inspire you to think bigger, and create braver.
Let’s dive in shall we?
[JACOB x COLIN & SAMIR]
This is one of those episodes I wish was a few hours long, but since it’s not – I want to focus on one thing.
The audience.
Because apart from Jacob’s insane talent - if there’s one title I’d use to describe him it’s that he’s a “Conductor of Audiences”. I love that because as storytellers in business – that’s something we all need to do.
We need to conduct audience and connect with them as we try to inform, influence, educate and entertain them.
We often get so wrapped up in our content that it’s often easy to forget that the real hero in any story is the audience. I think it’s our jobs to tell them stories as fast and as compellingly as possible and never forget that we are doing what we do for them.
And that’s what really brings me to what I wanted to share in this episode.
I’m a big fan of Rick Rubin and his book The Creative Act but when Rick said “the audience always comes last” that’s where I have a problem. Even if we are creating art in the purest sense, there’s nothing wrong with making something for the purpose of pleasing a particular audience.
So that’s why I’d love you to listen to this short clip from Jacob talking with Colin & Samir on YouTube, which gives you an insight into how this maestro thinks about audiences.
It’s 4 and a half minutes long but it’s a wonderful conversation which I really want you to hear because it’s all about storytelling – and the difference between doing something for yourself – and doing something for others….
[COLIN & SAMIR INTERVIEW]
Food for thought isn’t it?
When I think about the ART and science of storytelling – I feel like we need to have a good grasp about what kind of art we are making.
Jeff Koons makes art for a commercial audience.
I’ve heard Tom Ford talking about how he see’s his clothes as commercial art.
Just because we’re making something for an audience doesn’t mean it’s not art. It’s arrogant and elitist to say otherwise isn’t it?
There’s a great clip from leadership coach John Maxwell which goes something like “at the end of the day – people are not persuaded by what you say but by what they understand.”
I love that quote because it’s not about what I want to say – it’s about what the audience needs to hear.
Until next time – go tell better stories and find some audiences to inspire!
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The Truth in Ten is a cross between a podcast series and a storytelling masterclass. Each short episode shines a light on a different inspirational leader; someone who shared a short story which changed the world in some way. This is a show for anyone who wants to make a difference by sharing their story.
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