Understanding the humanity of audiences

(Music playing.) In traditional media and in traditional advertising marketing, certainly people say that they have audience in mind when they create work, but I wonder what kind of audience that is and where those notions of audience come from. So the humanity of the audience gets lost to some extent, right, when you can rely on certain kind of patterns and knowing that people in a particular age category like 'cars and guns' or that sort of thing. So to that extent, certainly I'm not thinking about those types of features of audience but rather trying to really focus on some of the more subtle emotions that people feel on a day-to-day basis and using a connection with those emotions as a vehicle for social interaction. Sometimes when I get emails, and I get a fair amount of emails requesting certain kinds of media or talking about particular experiences that people have and seeing whether I can generate media off of that. And one was when someone had said that his daughter was having a lot of trouble sleeping at night because she was scared of the dark, and so I wrote a song which was meant to be a mantra that one sings to oneself when you're scared. "This is the song that I sing when I'm scared of something." "I don't know why but it helps me get over it." "The words of the song just move me along and somehow I get over it." "At least I don't suck at life." "I keep on trying despite." "At least I don't suck at life." "I keep on trying despite." "This is the song that I sing when I'm scared of something." All those little sort of minute things have the potential to be resonant and what I mean by resonant is that you can all of a sudden find that lots of people out there respond to that very, very small gesture and want to share it, want to talk about it, want to even say "me too." From the social resonance or emotional resonance standpoint, I definitely am constantly kind of like surveying the way that I react to the world and trying to challenge myself to find small moments where I am questioning something or startled by something. In a way that I normally would just gloss over and say, well wait a second, is this something that nobody's talking about it? But is actually like a real universal feature of life and cannot be commented on in a work to some extent? And I think the major outcome from brands really starting to think of their consumer base as actual human beings, on an individual basis rather than demographic categories is that it's going to make them better social citizens. It's going to make part of this, part of consumerism a little bit more ethically responsible. That's my hope anyways.