Creativity is a remix | Kirby Ferguson

Translator: Joseph Geni Reviewer: Morton Bast

Prevoditelj: Suzana Baric Recezent: Nela Kacmarcik

We're going to begin in 1964.

Započet ćemo 1964.

Bob Dylan is 23 years old, and his career

Bob Dylan ima 23 godine i njegova karijera

is just reaching its pinnacle.

upravo dostiže svoj vrhunac.

He's been christened the voice of a generation,

Proglašen je glasom generacije

and he's churning out classic songs

i izbacuje klasike

at a seemingly impossible rate,

naizgled nemogućim tempom,

but there's a small minority of dissenters, and they claim

ali postoji manjina onih koji su drugog mišljenja, a oni tvrde

that Bob Dylan is stealing other people's songs.

kako Bob Dylan krade pjesme drugih ljudi.

2004. Brian Burton, aka Danger Mouse,

2004. godina. Brian Burton, alias Danger Mouse,

takes the Beatles' "White Album,"

uzima "Bijeli album" Beatlesa

combines it with Jay-Z's "The Black Album"

kombinira ga sa Jay-Z-jevim "Crnim albumom"

to create "The Grey Album."

i stvara "Sivi album".

"The Grey Album" becomes an immediate sensation online,

"Sivi album" odmah postaje internetska senzacija,

and the Beatles' record company sends out countless

a izdavačka kuća Beatlesa šalje bezbroj

cease-and-desist letters for "unfair competition

upozorenja zbog "nelojalne konkurencije

and dilution of our valuable property."

i rasipanja našeg vrijednog vlasništva".

Now, "The Grey Album" is a remix.

"Sivi album" je remiks.

It is new media created from old media.

To je novi medij stvoren od starih medija.

It was made using these three techniques:

Napravljen je koristeći ove tri tehnike:

copy, transform and combine.

kopiranje, preoblikovanje i kombiniranje.

It's how you remix. You take existing songs,

Tako se remiksira. Uzmete postojeće pjesme,

you chop them up, you transform the pieces,

raskomadate ih, preoblikujete dijelove,

you combine them back together again,

ponovno ih iskombinirate

and you've got a new song, but that new song

i dobijete novu pjesmu, ali ta nova pjesma

is clearly comprised of old songs.

očigledno je sastavljena od starih pjesama.

But I think these aren't just the components of remixing.

Ali mislim da to nisu samo dijelovi remiksiranja.

I think these are the basic elements of all creativity.

Mislim da su to osnovni elementi svake kreativnosti.

I think everything is a remix,

Mislim da je sve remiks

and I think this is a better way to conceive of creativity.

i mislim da je to bolji način gledanja na kreativnost.

All right, let's head back to 1964, and let's hear

U redu, vratimo se u 1964. i poslušajmo

where some of Dylan's early songs came from.

odakle su došle neke Dylanove ranije pjesme.

We'll do some side-by-side comparisons here.

Radit ćemo neke paralelne usporedbe.

All right, this first song you're going to hear

U redu, prva je pjesma koju ćete čuti

is "Nottamun Town." It's a traditional folk tune.

"Nottamun Town". To je tradicionalna narodna melodija.

After that, you'll hear Dylan's "Masters of War."

Nakon toga čut ćete Dylanovu "Masters of War".

Jean Ritchie: ♫ In Nottamun Town, not a soul would look out, ♫

Jean Ritchie: ♫ In Nottamun Town, not a soul would look out, ♫

♫ not a soul would look up, not a soul would look down. ♫

♫ not a soul would look up, not a soul would look down. ♫

Bob Dylan: ♫ Come you masters of war, ♫

Bob Dylan: ♫ Come you masters of war, ♫

♫ you that build the big guns, you that build the death planes, ♫

♫ you that build the big guns, you that build the death planes, ♫

♫ You that build all the bombs. ♫

♫ You that build all the bombs. ♫

Kirby Ferguson: Okay, so that's the same basic melody

Kirby Ferguson: Dakle, to je ista osnovna melodija

and overall structure. This next one is "The Patriot Game,"

i cjelokupna struktura. Sljedeća je pjesma "The Patriot Game"

by Dominic Behan. Alongside that,

Dominica Behana. Uz to

you're going to hear "With God on Our Side," by Dylan.

čut ćete "With God on Our Side", Dylanovu pjesmu.

Dominic Behan: ♫ Come all ye young rebels, ♫

Dominic Behan: ♫ Come all ye young rebels, ♫

♫ and list while I sing, ♫

♫ and list while I sing, ♫

♫ for the love of one's land is a terrible thing. ♫

♫ for the love of one's land is a terrible thing. ♫

BD: ♫ Oh my name it is nothin', ♫

BD: ♫ Oh my name it is nothin', ♫

♫ my age it means less, ♫

♫ my age it means less, ♫

♫ the country I come from is called the Midwest. ♫

♫ the country I come from is called the Midwest. ♫

KF: Okay, so in this case, Dylan admits

KF: U redu, u ovom slučaju Dylan priznaje

he must have heard "The Patriot Game," he forgot about it,

da je negdje morao čuti "The Patriot Game", zaboravio na to,

then when the song kind of bubbled back up

a kada se pjesma na neki način pridigla

in his brain, he just thought it was his song.

u njegovom umu, jednostavno je pomislio da je to njegova pjesma.

Last one, this is "Who's Going To Buy You Ribbons,"

Posljednja pjesma, "Who's Going To Buy You Ribbons",

another traditional folk tune.

još jedna tradicionalna narodna melodija.

Alongside that is "Don't Think Twice, It's All Right."

Uz nju ide "Don't Think Twice, It's All Right".

This one's more about the lyric.

Ovdje je više stvar u tekstu.

Paul Clayton: ♫ It ain't no use to sit and sigh now, ♫

Paul Clayton: ♫ It ain't no use to sit and sigh now, ♫

♫ darlin', and it ain't no use to sit and cry now. ♫

♫ darlin', and it ain't no use to sit and cry now. ♫

BD: ♫ It ain’t no use to sit and wonder why, babe, ♫

BD: ♫ It ain’t no use to sit and wonder why, babe, ♫

♫ if you don't know by now, ♫

♫ if you don't know by now, ♫

♫ and it ain't no use to sit and wonder why, babe, ♫

♫ and it ain't no use to sit and wonder why, babe, ♫

♫ it'll never do somehow. ♫

♫ it'll never do somehow. ♫

KF: Okay, now, there's a lot of these.

KF: Ima još mnogo ovakvih primjera.

It's been estimated that two thirds of the melodies

Procijenjeno je da je dvije trećine melodija

Dylan used in his early songs were borrowed.

koje je Dylan koristio u svojim ranim pjesmama posuđeno.

This is pretty typical among folk singers.

To je dosta uobičajeno među folk pjevačima.

Here's the advice of Dylan's idol, Woody Guthrie.

Evo savjeta Woodyja Guthrieja, Dylanovog idola.

"The worlds are the important thing.

"Bitne su riječi.

Don't worry about tunes. Take a tune,

Ne brinite za melodiju. Uzmite melodiju,

sing high when they sing low,

pjevajte visoko kad oni pjevaju duboko,

sing fast when they sing slow, and you've got a new tune."

pjevajte brzo kad oni pjevaju sporo i imate novu pjesmu."

(Laughter) (Applause)

(Smijeh) (Pljesak)

And that's, that's what Guthrie did right here,

Upravo je to Guthrie učinio ovdje

and I'm sure you all recognize the results.

i siguran sam da svi prepoznajete rezultat.

(Music)

(Glazba)

We know this tune, right? We know it?

Znamo ovu pjesmu, zar ne? Znamo li je?

Actually you don't.

Zapravo ne znamo.

That is "When the World's on Fire," a very old melody,

To je "When the World's on Fire", jedna vrlo stara melodija,

in this case performed by the Carter Family.

u ovom slučaju izvodi je Carter Family.

Guthrie adapted it into "This Land Is Your Land."

Guthrie ju je prilagodio u "This Land Is Your Land".

So, Bob Dylan, like all folk singers, he copied melodies,

Dakle, Bob Dylan je, kao i svi folk pjevači, kopirao melodije,

he transformed them, he combined them with new lyrics

preoblikovao ih, kombinirao ih s novim tekstom

which were frequently their own concoction

koji je često bio mješavina

of previous stuff.

novog i postojećeg.

Now, American copyright and patent laws run counter

Američki zakoni o autorskim pravima i patentima brane

to this notion that we build on the work of others.

da nadograđujemo tuđa djela.

Instead, these laws and laws around the world

Umjesto toga, ti zakoni i zakoni diljem svijeta

use the rather awkward analogy of property.

koriste dosta nezgodnu analogiju vlasništva.

Now, creative works may indeed be kind of like property,

Kreativna djela stvarno mogu biti poput vlasništva,

but it's property that we're all building on,

ali to je vlasništvo koje svi nadograđujemo

and creations can only take root and grow

a kreacije se mogu ukorijeniti i rasti

once that ground has been prepared.

samo kad je zemlja pripremljena.

Henry Ford once said, "I invented nothing new.

Henry Ford je jednom rekao: "Nisam izumio ništa novo.

I simply assembled the discoveries of other men

Ja sam tek spojio otkrića drugih ljudi

behind whom were centuries of work.

za kojima su bila stoljeća rada.

Progress happens when all the factors that make for it

Napredak se ostvaruje kad su svi potrebni čimbenici

are ready and then it is inevitable."

spremni i tada je to neizbježno."

2007. The iPhone makes it debut.

2007. godina. Pojavljuje se iPhone.

Apple undoubtedly brings this innovation to us early,

Apple nam bez sumnje rano donosi tu inovaciju,

but its time was approaching because its core technology

ali njegovo se vrijeme približavalo zato što se njegova temeljna tehnologija

had been evolving for decades.

razvijala desetljećima.

That's multi-touch, controlling a device

To je multi-touch, kontroliranje uređaja

by touching its display.

dodirivanjem njegovog zaslona.

Here is Steve Jobs introducing multi-touch

Ovdje Steve Jobs predstavlja multi-touch

and making a rather foreboding joke.

i šali se prilično proročanski.

Steve Jobs: And we have invented a new technology

Steve Jobs: Izumili smo novu tehnologiju

called multi-touch.

koja se zove multi-touch.

You can do multi-fingered gestures on it,

Ne njemu možete raditi pokrete s više prstiju,

and boy have we patented it. (Laughter)

i dobrano smo to zaštitili patentom! (Smijeh)

KF: Yes. And yet, here is multi-touch in action.

KF: A opet, evo multi-toucha na djelu.

This is at TED, actually, about a year earlier.

Ovo je na TED-u, zapravo godinu dana ranije.

This is Jeff Han, and, I mean, that's multi-touch.

Ovo je Jeff Han i ovo je multi-touch.

It's the same animal, at least.

Barem je ista stvar.

Let's hear what Jeff Han has to say about this

Poslušajmo što Jeff Han ima za reći o ovoj

newfangled technology.

novoj tehnologiji.

Jeff Han: Multi-touch sensing isn't anything --

Jeff Han: Multi-touch opažanje nije

isn't completely new. I mean, people like Bill Buxton

u potpunosti novo. Mislim, ljudi poput Billa Buxtona

have been playing around with it in the '80s.

igrali su se time 80-ih.

The technology, you know, isn't the most exciting thing here

Znate, tehnologija nije ovdje najuzbudljivija stvar,

right now other than probably its newfound accessibility.

osim vjerojatno njene novootkrivene dostupnosti.

KF: So he's pretty frank about it not being new.

KF: Dakle, dosta je otvoren o tome kako nije novost.

So it's not multi-touch as a whole that's patented.

Dakle, nije patentiran multi-touch kao cjelina,

It's the small parts of it that are,

već njegovi mali dijelovi

and it's in these small details where

i u tim malim detaljima možemo

we can clearly see patent law contradicting its intent:

jasno vidjeti kako zakon o patentima proturječi svojoj svrsi:

to promote the progress of useful arts.

promociji napretka korisnih vještina.

Here is the first ever slide-to-unlock.

Ovo je prvo otključavanje pokretom prsta.

That is all there is to it. Apple has patented this.

To je cijela mudrost. Apple je to patentirao.

It's a 28-page software patent, but I will summarize

To je bio patent softvera od 28 stranica, ali sažet ću ga.

what it covers. Spoiler alert: Unlocking your phone

Reći ću vam odmah: Otključavanje mobitela

by sliding an icon with your finger. (Laughter)

klizanjem ikone pomakom prsta. (Smijeh)

I'm only exaggerating a little bit. It's a broad patent.

Samo malo pretjerujem. To je širok patent.

Now, can someone own this idea?

Kako netko može posjedovati tu ideju?

Now, back in the '80s, there were no software patents,

U 80-ima nisu postojali patenti softwarea,

and it was Xerox that pioneered the graphical user interface.

a Xerox je bio prvi koji je koristio grafičko korisničko sučelje.

What if they had patented pop-up menus,

Što da su patentirali skočne izbornike,

scrollbars, the desktop with icons that look like folders

klizni trak (scrollbar), desktop s ikonama koje izgledaju poput mapa

and sheets of paper?

i listova papira?

Would a young and inexperienced Apple

Bi li mlad i neiskusan Apple

have survived the legal assault from a much larger

preživio zakonski napad mnogo veće

and more mature company like Xerox?

i monogo zrelije tvrtke kao što je Xerox?

Now, this idea that everything is a remix might sound

Ova ideja da je sve remiks mogla bi zvučati

like common sense until you're the one getting remixed.

zdravorazumski sve dok vi niste ti koje se remiksira.

For example ...

Na primjer...

SJ: I mean, Picasso had a saying.

SJ: Picasso je imao izreku.

He said, "Good artists copy. Great artists steal."

Govorio bi: "Dobri umjetnici kopiraju. Odlični kradu."

And we have, you know,

A uvijek smo, znate, bili besramni

always been shameless about stealing great ideas.

što se tiče krađe odličnih ideja.

KF: Okay, so that's in '96. Here's in 2010.

KF: U redu, to je bilo 1996. Ovo je 2010.

"I'm going to destroy Android because it's a stolen product."

"Uništit ću Android jer je to ukraden proizvod."

(Laughter)

(Smijeh)

"I'm willing to go thermonuclear war on this." (Laughter)

"Spreman sam započeti termonuklearni rat zbog toga." (Smijeh)

Okay, so in other words, great artists steal, but not from me.

Drugim riječima, odlični umjetnici kradu, ali ne od mene.

(Laughter)

(Smijeh)

Now, behavioral economists might refer to this sort of thing as loss aversion

Bihevioralni ekonomisti mogli bi to nazvati averzijom prema gubitku.

We have a strong predisposition towards protecting

Imamo jaku predispoziciju prema zaštiti

what we feel is ours.

onoga što smatramo svojim.

We have no such aversion towards copying

Takvu averziju nemamo prema kopiranju

what other people have, because we do that nonstop.

onoga što je tuđe, zato što to stalno radimo.

So here's the sort of equation we're looking at.

Imamo ovakvu računicu:

We've got laws that fundamentally treat creative works as property,

imamo zakone koji kreativne uratke smatraju vlasništvom,

plus massive rewards or settlements

plus ogromne nagrade ili nagodbe

in infringement cases, plus huge legal fees

u slučajevima povrede, plus ogromne zakonske troškove

to protect yourself in court,

kako biste se zaštitili na sudu,

plus cognitive biases against perceived loss.

plus kongnitivnu pristranost o doživljenim gubicima.

And the sum looks like this.

Zbroj izgleda ovako.

That is the last four years of lawsuits

To su posljednje četiri godine tužbi

in the realm of smartphones.

u području pametnih telefona.

Is this promoting the progress of useful arts?

Promovira li to napredak korisnih vještina?

1983. Bob Dylan is 42 years old, and his time

1983. Bob Dylan ima 42 godine i njegovo vrijeme

in the cultural spotlight is long since past.

kulturne slave davna je prošlost.

He records a song called "Blind Willie McTell,"

Snima pjesmu "Blind Willie McTell",

named after the blues singer, and the song

nazvanu po pjevaču bluesa.

is a voyage through the past, through a much darker time,

Pjesma je putovanje kroz prošlost, kroz mnogo mračnije,

but a simpler one, a time when musicians like Willie McTell

ali jednostavnije doba u kojem glazbenici poput Willieja McTella

had few illusions about what they did.

nisu imali toliko iluzija o tome što rade.

"I jump 'em from other writers

"Uzimam ih od drugih pisaca,

but I arrange 'em my own way."

ali poslažem ih na svoj način."

I think this is mostly what we do.

MIslim da mi uglavnom to radimo.

Our creativity comes from without, not from within.

Naša kreativnost dolazi izvana, a ne iz nas.

We are not self-made. We are dependent on one another,

Nismo sami zaslužni za svoj uspjeh. Ovisimo jedni o drugima,

and admitting this to ourselves isn't an embrace

a to priznanje samima sebi nije prihvaćanje

of mediocrity and derivativeness.

prosječnosti i imitacije.

It's a liberation from our misconceptions,

To je oslobođenje od naših zabluda

and it's an incentive to not expect so much from ourselves

i poticaj da ne očekujemo toliko od sebe samih

and to simply begin.

te da jednostavno započnemo.

Thank you so much. It was an honor to be here.

Mnogo Vam hvala. Čast mi je biti ovdje.

Thank you. (Applause)

Hvala. (Pljesak)

Thank you. Thank you. (Applause)

Hvala. Hvala. (Pljesak)

Thank you. (Applause)

Hvala. (Pljesak)