Rory Sutherland
Tetragrammaton with Rick Rubin
00:00
Testing the Methodology with Johnny Cash and Genre Rejection
The narrator had success working with young artists and wanted to see if their methodology would work with a grown-up artist. They chose Johnny Cash as the test subject. The narrator explains the concept of A.B. testing and why they chose an extreme case. They mention a disconnect in people understanding rap music as music and express their disdain for genre rejection. The narrator acknowledges that the best of any genre is usually great, with some hesitation towards electronic dance music.
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