WEBVTT

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Welcome to the deep dive. So imagine, if you

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will, you're an underground squatter. OK, setting

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the scene. Yeah, you're living in this highly

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experimental, totally avant -garde, 1970s Berlin

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art commune. Right, which is just about as far

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from commercial music as you can possibly get.

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Exactly, a place completely detached from commercial

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reality. But then, imagine that exact same person

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sitting down just a few years later and writing

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one of the most polished, commercially successful

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synth pop anthems in modern history. It's an

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incredible pivot. Truly. It really is. So today

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we have this fascinating stack of biographical

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and discographical notes on Marion Gold. The

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voice of Elphaville. Yes, exactly. If you follow

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the genre at all, you already know him. He's

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this massive, multi -octave voice, the front

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man, and really the enduring force behind the

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band. And we're really digging into the anatomy

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of artistic longevity today. Because capturing

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the cultural zeitgeist for a few years in the

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1980s, that's an incredible feat on its own.

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Oh, totally. But figuring out how to keep your...

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engine running, how to actually survive the changing

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of the decades and carry that banner into a totally

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new century, that requires a completely different

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set of survival skills. Okay let's unpack this

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because our mission today isn't just to bask

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in the nostalgia of those like massive neon drenched

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anthems. Though they are great anthems. They

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are, they are, but we want to look at the machinery

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underneath all that and to understand the really

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polished output of Marion Gold we kind of have

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to to start with his decidedly unpolished beginnings.

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Right before the fame. Yeah, so he was born Hartwig

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Schierbaum in 1954 in Herford, West Germany.

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Which is not exactly the glitzy pop capital of

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the world. No, not at all. But the really pivotal

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chapter here, according to our sources, happens

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well before the glossy music videos and the global

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tours. He was a core part of this West Berlin

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art collective known as the Nelson community.

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Which honestly is the skeleton key to his entire

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career. Really, the commune is the key. Oh, absolutely.

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If you think about the late 1970s Berlin art

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scene, you're looking at an environment that

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was notoriously raw. I mean, it's highly conceptual.

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It's a totally different vibe. Completely. The

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artists operating in these collectives, they

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were not structuring their days around... commercial

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viability or, you know, focus groups. Right.

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They weren't trying to write a radio hit. Exactly.

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They were pushing boundaries, just challenging

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the very definition of performance art. And it

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was within this specific kind of chaotic collective

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ecosystem that he formed a band called Chinchilla

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Green. Right, chillegreen, which matters because

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that's where he first collaborates with Bernhard

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Lloyd. Yes, who eventually becomes a founding

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member of Alphaville with him. Right. But I want

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to linger on this Nelson community era for a

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second because I feel like it reframes everything.

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How do you mean? Well, it feels less like a traditional

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band setup, you know, like where you practice

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in your parents' garage, hoping some A &amp;R guy

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signs you. It sounds much more like a modern

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day tech startup incubator or like an open source

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coding project. An open source coding project.

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I like that. Expand on that a bit. OK. So in

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an open source community, you don't have a corporate

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mandate, right? You just have a bunch of highly

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creative, deeply idiosyncratic people contributing

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code. Tearing it apart, rebuilding it. Exactly.

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You are allowed to fail. You're throwing spaghetti

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at the wall to see what sticks. You can adopt

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like a dozen different creative identities before

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you find the one that actually works. Right.

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It's an environment of pure messy experimentation.

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Yeah. But, and here's my question. I have to

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challenge the trajectory here. Okay, go for it.

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If your foundation is built in an underground,

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avant -garde, completely anti -commercial art

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commune, which it was, how do you pivot from

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that into creating perfectly structured, massively

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commercial pop anthems? Like if you're listening

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to this and you work in any creative field, you

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know that transitioning from pure art to a commercial

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product usually means you have to compromise

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your vision. The whole selling out concept. Exactly.

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Didn't he have to fundamentally sell out or at

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least sand off all his rough edges to make it

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onto the radio. It's so natural to assume that.

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But what's fascinating here is that if you look

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at the trajectory of artists who successfully

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make that leap, the avant -garde background doesn't

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contradict the pop success. It doesn't. No, it

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actually fuels it. When Marion Gold and his collaborators

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approached mainstream pop music, they weren't

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viewing it as a corporate mandate. They approached

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the concept of pop music itself as a giant, highly

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ambitious art project. Oh, wow. Okay, that is

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a subtle but massive distinction. Right. Pop

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is just the chosen medium for them. It's not

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a set of handcuffs. Precisely. Think about what

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you learn in an experimental collective. You

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learn how to conceptualize a feeling from the

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ground up. You learn the mechanics of emotion.

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Exactly. So when they eventually transition into

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the pop arena and start using the tools of the

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trade, the synthesizers, the soaring melodies,

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those rigid verse chorus structures, they aren't

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just making disposable radio filler. They're

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making art. They are injecting underground conceptual

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sensibilities into a commercial framework. It

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operates almost like a Trojan horse. I love that.

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a Trojan horse of feelings. They used the pristine

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polished sound of 80s synth pop to deliver these

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incredibly sweeping existential ideas to millions

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of people. And that delivery system officially

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launches in 1982. This is the moment Gold joins

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forces with Bernhard Lloyd and Frank Mertens.

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The core trio. Right. And initially they call

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the band Forever Young. Which is a great name.

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We will definitely come back to that name, but

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they soon rename it to Alphaville. And the output

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from this collaboration is just staggering. Oh,

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the hits just kept coming. He provides the lead

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vocals for this string of massive, iconic hits.

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Big in Japan, Sounds Like A Melody, Dance With

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Me, Jerusalem, and of course, the absolute titan

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of a track, Forever Young. Anthems, all of them.

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But reading through the discographical notes,

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the one technical detail that just repeatedly

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gets highlighted isn't the synths. It's Gold's

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voice itself. The guy possesses a multi -octave

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tenor vocal range. A physiological fact that

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dictates the entire sonic architecture of the

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band, really. It's the ultimate tool upgrade.

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Like, here's where it gets really interesting.

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If you are an artist listening to this, imagine

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you're a painter who has spent years working

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with, say, a standard eight -color palette. Very

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basic primary colors. Right. You can do great

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work, you can paint beautiful scenes, but suddenly,

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someone drops a massive, professional 100 color

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set on your desk. With every conceivable gradient.

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Every shade, metallic hues, everything. That

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is what a multi -octave tenor range provides.

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It vastly expands the emotional toolkit available

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to the artist. You're not restricted anymore.

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In a single chorus, he can go from this low,

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brooding, almost whispered delivery to a soaring

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dramatic theatrical high note. And we have to

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consider the specific canvas he was painting

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on with that hundred color palette. Which actually

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brings me to a question about the dynamic of

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the genre itself. Because we know Marion Gold's

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vocal range is a powerhouse. Unquestionably.

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But did his voice carry the band on its own?

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Or, and this is what I'm wondering, is there

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something inherent to the musical landscape of

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the 1980s that actually demanded that kind of

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voice? Oh that's a very good question. Because

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if the instrumental tracks are built on these

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cold synthesized electronic arrangements, did

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they require a highly dramatic human vocal just

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to make the music resonate with a listener? Like,

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wouldn't a massive theatrical voice over a computer

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beat run the risk of just sounding melodramatic?

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You've hit on the central animating tension of

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the entire synth pop movement right there. Really?

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The tension between the machine and the voice?

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Yes. To understand why it works, you have to

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look at the technology of the era. Early synthesizers

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and drum machines are fundamentally rigid. They

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are completely precise, and their output is quantized.

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Wait, okay, for those of us who aren't audio

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engineers, what does quantized actually mean

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in this context? You're talking about locking

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the beat precisely to a digital grid, right?

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Yeah, exactly. When you quantize a track, a computer

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forces every single note and every single drum

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hit to align perfectly with the mathematical

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grid of the tempo. So no mistakes. Right. It

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removes the micro fluctuations. You lose the

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tiny imperfections of, say, a human drummer slightly

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rushing a fill or a bassist dragging slightly

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behind the beat. Which gives music its groove,

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usually. Exactly. So quantization creates a rhythm

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that is mathematically flawless. But as a result,

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it can feel completely detached. It can sound

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incredibly sterile. Because it's a literal machine.

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It has no capacity for human error, which means

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it has no capacity for human vulnerability. that

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is spot on. So if you take a track that is mathematically

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locked to a grid and you pair it with a flat,

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detached, monotone vocal performance. The whole

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song just falls flat. The entire song risks alienating

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the listener. It becomes a mood piece perhaps,

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but it's not an anthem. Right, nobody is crying

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in the club to a math equation. Exactly. What

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Marion Gold did was step up to these unyielding,

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precise synthetic beats and unleash this dramatic,

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deeply vulnerable, multi -octave human instrument.

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He brought the blood to the machine. He injected

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a profound sense of human longing and theatricality

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right into the circuitry. It's the friction.

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It's the warmth and imperfection of the human

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voice, physically pushing back against the cold

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perfection of the machines. That friction is

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the secret ingredient. It is exactly why a song

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like Forever Young or Big in Japan still evokes

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such a visceral emotional response today. You

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feel it in your chest. Because you aren't just

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listening to a catchy quantized beat. You are

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listening to a very human voice that is pleading,

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celebrating, searching, and it's set against

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a backdrop that simply cannot be reasoned with.

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The voice had to be the anchor. Without that

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multi -octave capability, without that sweeping

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emotional range, the humanity of the song might

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not have pierced through those dense layers of

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synthesizers. It's like the voice is the bridge

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between the listener and the machine. That's

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a great way to put it. But, you know, you can't

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maintain that level of vocal and creative theatricality

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forever without the landscape shifting. The 80s

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eventually end. They do. The machines change.

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The cultural appetite pivots wildly in the early

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1990s. We get grunge. We get alt rock. And this

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brings us to the phase of the sources that I

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actually find the most revealing. The marathon.

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The marathon of creativity. Because Marion Gold

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doesn't just pack up his synthesizers when the

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defining decade of his genre closes. Surviving

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the aftermath of your own peak is the true test

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of an artist. It's where most of them falter.

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So let's look at the timeline. In 1992, Gold

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releases his first solo album titled So Long

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Celeste. A very interesting record. Yeah, and

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what really caught my eye isn't just that he

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went solo, but the specific material he included.

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Alongside his original work, he features these

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really fascinating cover versions. Which is unexpected

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for someone known as a primary songwriter. Right.

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He covers a song called The Shape of Things to

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Come, originally by a group called The Head Boys,

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and another track, One Step Behind You, by a

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band called Furniture. And then he follows that

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up with a second solo album, United. If we connect

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this to the bigger picture. The decision to record

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covers at that specific juncture we're talking

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1992, right as the entire global music industry

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is undergoing a massive shift away from synth

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pop. Toward plaid shirts and grunts. Exactly.

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Making covers then is an incredibly revealing

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psychological choice. It feels like an evolutionary

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tactic to me. It kind of reminds me of an actor

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who has spent 10 years starring in a massive

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globally recognized blockbuster movie franchise.

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The superhero trap. Yeah, they've played the

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same superhero so many times they can literally

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do it in their sleep. Eventually, just to avoid

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losing their mind and their passion for the craft,

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they go do some weird experimental indie play

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in a basement theater somewhere. Right, back

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to basics. They take on someone else's script

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just to remember why they love acting in the

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first place, completely stripped of their own

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massive legacy. Or like a master chef deciding

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to cook another chef's signature dish just to

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discover new flavors. It's a palate cleanser.

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Absolutely. Yeah. But it's also a fundamental

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recalibration. How so? Well, when you are the

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voice of a generation defining sound, the pressured

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become a heritage act is immense. Oh, sure. The

00:12:32.279 --> 00:12:34.860
industry and the fans, they often just want you

00:12:34.860 --> 00:12:37.179
to play the old hits exactly as they remember

00:12:37.179 --> 00:12:39.720
them and cash the checks. And, you know, there

00:12:39.720 --> 00:12:42.240
is no shame in that route. Right. For many, that

00:12:42.240 --> 00:12:44.580
is the dream retirement plan. Play the hits,

00:12:44.759 --> 00:12:46.980
make the money. But if you are fundamentally

00:12:46.980 --> 00:12:49.919
driven by the act of creation. as gold clearly

00:12:49.919 --> 00:12:53.779
is. Standing still is a kind of artistic death.

00:12:55.120 --> 00:12:57.360
Disassembling someone else's song like a track

00:12:57.360 --> 00:13:01.440
by Furniture or the Head Boys, it forces you

00:13:01.440 --> 00:13:03.840
to engage with music from an entirely different

00:13:03.840 --> 00:13:06.179
angle. You have to step outside your own habits.

00:13:06.659 --> 00:13:08.980
Exactly. You have to figure out how their chords

00:13:08.980 --> 00:13:12.059
work, how their melodies resolve. It's a vital

00:13:12.059 --> 00:13:15.279
way to reset your creative engine when the initial

00:13:15.279 --> 00:13:18.360
overwhelming wave of Alphaville's 1980s fame

00:13:18.360 --> 00:13:20.100
was receding. It's like you're checking under

00:13:20.100 --> 00:13:22.000
the hood of someone else's car to see how they

00:13:22.000 --> 00:13:24.039
built their engine, which helps you figure out

00:13:24.039 --> 00:13:26.720
how to rebuild yours. Perfectly said. And clearly

00:13:26.720 --> 00:13:29.309
the rebuild was successful. Because our sources

00:13:29.309 --> 00:13:30.929
point out that if we fast forward all the way

00:13:30.929 --> 00:13:32.870
to the present day, specifically noted in the

00:13:32.870 --> 00:13:36.490
text as 2022, Gold is the sole remaining original

00:13:36.490 --> 00:13:38.570
member of Alphaville. The last man standing.

00:13:38.730 --> 00:13:41.529
Yeah. And that same year, he released the band's

00:13:41.529 --> 00:13:43.929
latest album, Eternally Yours. So I have to ask,

00:13:44.509 --> 00:13:46.549
what does it take, psychologically, to be the

00:13:46.549 --> 00:13:49.590
last man standing four decades later? Is it just

00:13:49.590 --> 00:13:52.149
sheer stubbornness? Stubbornness might get you

00:13:52.149 --> 00:13:54.419
through a difficult tour, sure. But it doesn't

00:13:54.419 --> 00:13:56.940
result in a new studio album 40 years into your

00:13:56.940 --> 00:13:59.200
career. That takes something else. It requires

00:13:59.200 --> 00:14:01.340
an incredible amount of psychological resilience

00:14:01.340 --> 00:14:04.340
and a truly lifelong dedication to the craft

00:14:04.340 --> 00:14:07.700
itself. He is still carrying the Alphaville banner

00:14:07.700 --> 00:14:10.080
because he is deeply committed to the act of

00:14:10.080 --> 00:14:12.200
performance and songwriting. He loves the work.

00:14:12.360 --> 00:14:14.399
He wasn't just writing a cultural wave in the

00:14:14.399 --> 00:14:17.139
80s. He was building a ship that could sail on

00:14:17.139 --> 00:14:19.679
its own long after the storm passed. Well you

00:14:19.679 --> 00:14:22.200
can't maintain that kind of marathon releasing

00:14:22.200 --> 00:14:24.620
music and touring for 40 years without some kind

00:14:24.620 --> 00:14:27.379
of complex infrastructure behind you. No, you

00:14:27.379 --> 00:14:30.460
cannot. Which leads us to look at the personal

00:14:30.460 --> 00:14:33.100
reality running parallel to this very public

00:14:33.100 --> 00:14:35.940
artistic journey. And the sources show that his

00:14:35.940 --> 00:14:39.379
private life is not exactly a simple, quiet retreat.

00:14:39.840 --> 00:14:42.659
The parallel lives of globally recognized artists

00:14:42.659 --> 00:14:45.360
rarely are simple. Yeah, that's fair. Looking

00:14:45.360 --> 00:14:47.919
at the biographical notes in the late 1980s,

00:14:48.080 --> 00:14:50.139
which, let's remember, would be the absolute

00:14:50.139 --> 00:14:52.740
dizzying height of his global fame. When they

00:14:52.740 --> 00:14:56.149
were massive. Gold was living in Münster, West

00:14:56.149 --> 00:14:59.990
Germany, with his then -wife Manuela. Furthermore,

00:15:00.269 --> 00:15:02.509
over the course of his life, he has fathered

00:15:02.509 --> 00:15:05.399
seven children with four different women. That

00:15:05.399 --> 00:15:09.100
is a remarkably expansive, complex personal life,

00:15:09.700 --> 00:15:11.519
particularly when you consider it is happening

00:15:11.519 --> 00:15:14.139
in the background of a notoriously grueling industry.

00:15:14.600 --> 00:15:16.840
So what does this all mean? The cognitive dissonance

00:15:16.840 --> 00:15:19.379
is what gets me. The contrast. Yeah. You have

00:15:19.379 --> 00:15:23.340
this jet setting, glamorous, almost untouchable

00:15:23.340 --> 00:15:26.960
pop star life, literally implied by a song titled

00:15:26.960 --> 00:15:29.580
Big in Japan. You're playing to massive crowds

00:15:29.580 --> 00:15:31.440
traveling the world, and then you have the deeply

00:15:31.440 --> 00:15:34.440
grounded domestic reality of buying groceries.

00:15:34.480 --> 00:15:36.860
and living a daily life in a city like Minster

00:15:36.860 --> 00:15:39.519
in the late 80s. Two different worlds. When you

00:15:39.519 --> 00:15:41.759
look at an intensely complex, sprawling personal

00:15:41.759 --> 00:15:43.899
life, like that seven children, four partners,

00:15:44.559 --> 00:15:46.519
how do you reconcile that with the art? Does

00:15:46.519 --> 00:15:50.019
that sprawling life mirror the dramatic, multi

00:15:50.019 --> 00:15:52.519
-octave nature of his music, or is it entirely

00:15:52.519 --> 00:15:54.440
separate? We constantly seek out patterns like

00:15:54.440 --> 00:15:56.519
that, don't we? We want it to make sense. Right.

00:15:56.879 --> 00:16:00.200
We want the artist's private life to neatly match

00:16:00.200 --> 00:16:03.440
the emotional contours of their public art. We

00:16:03.440 --> 00:16:06.340
consume an artist's output as these neatly packaged

00:16:06.340 --> 00:16:08.919
three -minute anthems. They are perfectly contained,

00:16:09.080 --> 00:16:11.220
they are polished, and they have a clear beginning,

00:16:11.399 --> 00:16:13.620
middle, and end. They're a product. But the lived

00:16:13.620 --> 00:16:15.759
experience of the human being actually making

00:16:15.759 --> 00:16:18.460
those anthems is entirely different. It is messy,

00:16:18.720 --> 00:16:21.299
it is sprawling, and it is deeply, sometimes

00:16:21.299 --> 00:16:23.620
overwhelmingly human. It's like the hundred color

00:16:23.620 --> 00:16:25.980
palette isn't just reserved for his vocal range.

00:16:26.139 --> 00:16:28.419
No, it applies to his daily life too. Exactly.

00:16:28.580 --> 00:16:30.740
Maintaining a sprawling family structure with

00:16:30.740 --> 00:16:33.620
multiple partners and many children requires

00:16:33.620 --> 00:16:35.919
an immense amount of emotional and logistical

00:16:35.919 --> 00:16:38.419
energy. Much like maintaining a multi -decade

00:16:38.419 --> 00:16:40.600
music career. It's a lot to manage. It points

00:16:40.600 --> 00:16:43.279
to a life lived loudly and fully. It encompasses

00:16:43.279 --> 00:16:45.919
all the complexities, the joys and the fractures

00:16:45.919 --> 00:16:48.659
that inevitably come with that. It reminds the

00:16:48.659 --> 00:16:50.740
listener that the soaring theatrical voice on

00:16:50.740 --> 00:16:54.080
those synth pop tracks belongs to a real person

00:16:54.080 --> 00:16:57.279
navigating a very complicated reality, dealing

00:16:57.279 --> 00:16:59.500
with the same messy realities as anyone else.

00:16:59.820 --> 00:17:02.379
It strips away all that neon drenched mythology,

00:17:02.519 --> 00:17:05.460
doesn't it? It grounds those glittering synthesizers

00:17:05.460 --> 00:17:08.660
in actual flesh and blood. I love that. Knowing

00:17:08.660 --> 00:17:10.859
the complex life happening underneath the tracks

00:17:10.859 --> 00:17:14.079
just makes the music feel heavier, more resonant.

00:17:14.240 --> 00:17:16.680
It proves that the art wasn't created in a vacuum.

00:17:16.839 --> 00:17:19.799
It was forged right in the middle of a very crowded,

00:17:19.859 --> 00:17:22.930
very real life. Well, as we wrap up this deep

00:17:22.930 --> 00:17:25.950
dive into the archives of Marion Gold and Alphaville,

00:17:25.990 --> 00:17:28.289
I think the real actionable takeaway for you

00:17:28.289 --> 00:17:30.890
listening right now. The lesson here. Yeah, whether

00:17:30.890 --> 00:17:33.930
you are an artist yourself, a professional navigating

00:17:33.930 --> 00:17:37.069
some massive shift in your industry, or just

00:17:37.069 --> 00:17:39.470
someone dealing with the inevitable changes of

00:17:39.470 --> 00:17:42.089
everyday life. The takeaway is this powerful

00:17:42.089 --> 00:17:45.470
concept of reinvention and endurance. Survival

00:17:45.470 --> 00:17:47.789
isn't about standing still and protecting your

00:17:47.789 --> 00:17:50.289
legacy. Survival requires movement. Look at the

00:17:50.289 --> 00:17:52.650
sheer scope of the journey we just talked about.

00:17:52.910 --> 00:17:55.549
Going from Hartwig, the rebellious experimenter

00:17:55.549 --> 00:17:59.549
in a 1970s Berlin art commune, to the multi -octave

00:17:59.549 --> 00:18:02.190
front man of a massive synth pop explosion. And

00:18:02.190 --> 00:18:04.630
then stepping away. Right, stepping away to do

00:18:04.630 --> 00:18:07.849
indie covers in the 90s, just to reset his creative

00:18:07.849 --> 00:18:11.589
compass. all the way to being the enduring soul

00:18:11.589 --> 00:18:14.990
original voice of Alphaville today in 2022 and

00:18:14.990 --> 00:18:17.829
beyond, it proves that lasting success is about

00:18:17.829 --> 00:18:20.529
constantly evolving. You have to adapt. You adapt

00:18:20.529 --> 00:18:22.410
to the changing grids and shifting cultures,

00:18:22.509 --> 00:18:24.990
but you do it while fiercely honoring your core

00:18:24.990 --> 00:18:28.490
talents, which in his case was that undeniable

00:18:28.490 --> 00:18:30.750
soaring voice. And if I could leave you with

00:18:30.750 --> 00:18:33.769
one final lingering thought to mull over, it

00:18:33.769 --> 00:18:35.869
requires looking all the way back to the very

00:18:35.869 --> 00:18:37.869
beginning of this timeline. OK, take us back.

00:18:38.190 --> 00:18:40.509
Before they ever released a record, before the

00:18:40.509 --> 00:18:43.450
world knew them as Alphaville, the band's original

00:18:43.450 --> 00:18:46.849
chosen name was Forever Young. Oh wow, I totally

00:18:46.849 --> 00:18:48.470
forgot about that. They had the name before they

00:18:48.470 --> 00:18:50.450
even had the hit. They did. They changed the

00:18:50.450 --> 00:18:52.089
band name, obviously, but they kept the title

00:18:52.089 --> 00:18:54.869
for the song. But consider the psychological

00:18:54.869 --> 00:18:57.130
weight of that initial choice. Setting an intention.

00:18:57.529 --> 00:18:59.890
Marion Gold is now the sole remaining original

00:18:59.890 --> 00:19:03.400
member of that trio. He is still out there, releasing

00:19:03.400 --> 00:19:06.279
new music like Eternally Yours, performing those

00:19:06.279 --> 00:19:09.339
sweeping vocals into his late 60s and early 70s.

00:19:09.579 --> 00:19:12.579
He's still doing it. It begs the question, did

00:19:12.579 --> 00:19:15.339
that original band name, Forever Young, serve

00:19:15.339 --> 00:19:17.730
as a kind of self -fulfilling prophecy? A mission

00:19:17.730 --> 00:19:20.269
statement disguised as a BAM name. Exactly. It

00:19:20.269 --> 00:19:22.490
invites you to deeply consider the incredible

00:19:22.490 --> 00:19:25.730
psychological power of the names and the intentions

00:19:25.730 --> 00:19:28.029
we set for our own projects at the very beginning

00:19:28.029 --> 00:19:31.390
of our journeys. That is so true. Sometimes the

00:19:31.390 --> 00:19:34.190
wild, ambitious declaration we make when we are

00:19:34.190 --> 00:19:36.990
just starting out, when we are just throwing

00:19:36.990 --> 00:19:39.789
spaghetti at the wall in our own metaphorical

00:19:39.789 --> 00:19:42.809
art communes is the exact thing that sustains

00:19:42.809 --> 00:19:45.890
us decades down the line. the intention completely

00:19:45.890 --> 00:19:48.569
outlives the era. I absolutely love that. So

00:19:48.569 --> 00:19:51.210
the next time you hear those precise quantized

00:19:51.210 --> 00:19:54.289
80 synths kick in, don't just think of the nostalgia.

00:19:54.690 --> 00:19:56.890
Think of the 40 -year human marathon it took

00:19:56.890 --> 00:19:59.809
to keep that music alive. Keep evolving, keep

00:19:59.809 --> 00:20:01.609
experimenting, and we'll see you on the next

00:20:01.609 --> 00:20:02.150
deep dive.
