Creativity is a remix | Kirby Ferguson

Translator: Joseph Geni Reviewer: Morton Bast

Prevodilac: Sara Bgd Lektor: Stefan Lucic

We're going to begin in 1964.

Počećemo 1964. godine

Bob Dylan is 23 years old, and his career

Bob Dilan 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 mali broj onih koji ga ne vole i koji tvrde

that Bob Dylan is stealing other people's songs.

da Bob Dilan krade tuđe pesme.

2004. Brian Burton, aka Danger Mouse,

2004. Brajan Barton poznat kao Danger Mouse,

takes the Beatles' "White Album,"

uzima "Beli album" Bitlsa

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

kombinuje ga sa "Crnim albumom," Džej Zija

to create "The Grey Album."

kako bi napravio "Sivi album"

"The Grey Album" becomes an immediate sensation online,

"Sivi album" odmah postaje senzacija na internetu

and the Beatles' record company sends out countless

a izdavačka kuća Bitlsa šalje bezbroj

cease-and-desist letters for "unfair competition

upozorenja zbog "nelojalne konkurencije

and dilution of our valuable property."

i rasipanja našeg vrednog vlasništva".

Now, "The Grey Album" is a remix.

E sad, "Sivi album" je remiks.

It is new media created from old media.

To je novi medij stvoren na osnovu starog medija

It was made using these three techniques:

Napravljen je korišćenjem tri tehnike:

copy, transform and combine.

kopiranjem, transformacijom i kombinacijom.

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

Tako se pravi remiks. Uzmete postojeće pesme,

you chop them up, you transform the pieces,

iseckate ih, transformišete delove,

you combine them back together again,

iskombinujete tako da ponovo budu celina,

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

i dobijete novu pesmu, ali ta nova pesma

is clearly comprised of old songs.

očigledno sadrži stare pesme.

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

Ali smatram da ovo nisu samo komponente remiksa.

I think these are the basic elements of all creativity.

Smatram da su to osnovni elementi 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 posmatranja kreativnosti.

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

Dobro, vratimo se u 1964. i poslušajmo

where some of Dylan's early songs came from.

odakle su potekle neke od Dilanovih ranih pesama.

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

Napravićemo neka paralelna poređenja.

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

Dobro, prva pesma koju ćete čuti

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

je "Nottamun Town". To je tradicionalna narodna melodija

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

Posle toga, čućete Dilanovu "Masters of War".

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

Džin Riči: ♫ 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 Dilan: ♫ 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

Kirbi Ferguson: OK, dakle to je praktično ista melodija

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

i opšta struktura. Sledeća je "The Patriot Game,"

by Dominic Behan. Alongside that,

Dominika Bihana. Pored toga,

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

čućete i Dilanovu "With God on Our Side,"

Dominic Behan: ♫ Come all ye young rebels, ♫

Dominik 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: OK, u ovom slučaju Dilan priznaje

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

da je verovatno čuo "The Patriot Game", da je zaboravio

then when the song kind of bubbled back up

i da je, kada se pesma nekako zavukla u njegovu

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

podsvest, pomislio da je to njegova pesma.

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

Poslednja pesma, ovo je "Who's Going To Buy You Ribbons"

another traditional folk tune.

još jedna tradicionalna folk melodija.

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

Pored toga ide i "Don't Think Twice, It's All Right."

This one's more about the lyric.

Ovde su više u pitanju reči.

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

Pol Klejton: ♫ 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: OK, ovoga ima mnogo.

It's been estimated that two thirds of the melodies

Procenjuje se da su dve trećine melodija

Dylan used in his early songs were borrowed.

koje je Dilan koristio u svojim ranim pesmama pozajmljene.

This is pretty typical among folk singers.

Ovo je veoma tipično za pevače folk muzike.

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

Evo saveta Dilanovog idola, Vudija Gatrija

"The worlds are the important thing.

"Reči su važna stvar.

Don't worry about tunes. Take a tune,

Ne brinite za melodije. Uzmite melodiju,

sing high when they sing low,

pevajte visoko kada oni pevaju nisko,

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

pevajte brzo kada oni pevaju sporo i dobili ste novu melodiju."

(Laughter) (Applause)

(Smeh) (Aplauz)

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

I to je, to je ono što je Gatri ovde uradio

and I'm sure you all recognize the results.

i siguran sam da ćete svi prepoznati rezultate.

(Music)

(Muzika)

We know this tune, right? We know it?

Svi znamo ovu melodiju, zar ne? Znamo je?

Actually you don't.

Zapravo vi je ne znate.

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

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

in this case performed by the Carter Family.

u ovom slučaju u izvođenju Karter familije.

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

Gatri je adaptirao u "This Land Is Your Land."

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

Dakle, Bob Dilan je, kao i svi folk pevači, kopirao melodije,

he transformed them, he combined them with new lyrics

transformisao ih, kombinovao sa novim rečima

which were frequently their own concoction

koje su često bile mešavina

of previous stuff.

prethodnih stvari.

Now, American copyright and patent laws run counter

Američki zakoni o autorskim pravima i patentima zabranjuju

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

da nadograđujemo tuđa dela.

Instead, these laws and laws around the world

Umesto toga, ovi zakoni i zakoni u čitavom svetu

use the rather awkward analogy of property.

koriste prilično neobičnu analogiju vlasništva.

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

Kreativni rad bi zapravo i mogao da bude vrsta 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

i stvaralaštvo jedino i može da uhvati koren i da raste

once that ground has been prepared.

kada je zemlja već pripremljena.

Henry Ford once said, "I invented nothing new.

Henri Ford je jednom rekao: "Nisam izmislio ništa novo.

I simply assembled the discoveries of other men

Jednostavno sam sjedinio pronalaske drugih ljudi

behind whom were centuries of work.

iza kojih su stajali vekovi rada.

Progress happens when all the factors that make for it

Napredak se dešava kada su svi faktori koji ga čine

are ready and then it is inevitable."

spremni i onda je on neizbežan".

2007. The iPhone makes it debut.

2007. godine Ajfon se pojavljuje.

Apple undoubtedly brings this innovation to us early,

Bez sumnje, Epl nam donosi ovu inovaciju rano,

but its time was approaching because its core technology

ali njegovo vreme se približilo jer je njegova osnovna tehnologija

had been evolving for decades.

evoluirala tokom decenija.

That's multi-touch, controlling a device

To je multi-touch kontrolisanje uređaja

by touching its display.

dodirivanjem njegovog displeja.

Here is Steve Jobs introducing multi-touch

Ovo je Stiv Džobs koji uvodi multi-touch

and making a rather foreboding joke.

i šali se proročanskom šalom.

Steve Jobs: And we have invented a new technology

Stiv Džobs: Izmislili smo novu tehnologiju

called multi-touch.

koja se zove multi-touch.

You can do multi-fingered gestures on it,

Na njemu možete da izvedete pokrete sa više prstiju,

and boy have we patented it. (Laughter)

i dobro smo to zaštitili patentom. (Smeh)

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

KF: Da. Pa ipak, evo multi-toucha na delu.

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

Ovo se dešava na TED-u oko godinu dana ranije.

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

Ovo je Džef Han, i mislim, to 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

Saslušajmo šta Džef Han ima da kaže o ovoj

newfangled technology.

novoj tehnologiji.

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

Džef Han: Multi-touch osetljivost nije

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

u potpunosti novo. Mislim, ljudi kao Bil Bakston

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

su se njime igrali osamdesetih godina.

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

Znate, tehnologija nije najuzbudljivija stvar ovde

right now other than probably its newfound accessibility.

osim verovatno njene novootkrivene dostupnosti.

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

KF: On je prilično iskren u vezi sa tim da nije nova.

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

Dakle on nije patentirao multi-touch kao celinu.

It's the small parts of it that are,

Već njegove male delove,

and it's in these small details where

i upravo u tim sitnim detaljima

we can clearly see patent law contradicting its intent:

možemo jasno da vidimo da je zakon o patentima kontradiktoran svom cilju:

to promote the progress of useful arts.

da promoviše napredak korisnih veština.

Here is the first ever slide-to-unlock.

Ovo je prvi primer slide-to-unlock.

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

To sve što ima o tome. Epl je to patentirao.

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

To je patent softvera na 28 strana ali ja ću prepričati

what it covers. Spoiler alert: Unlocking your phone

na šta se odnosi. Upozorenje: otključavanje vašeg telefona

by sliding an icon with your finger. (Laughter)

pomeranjem ikone prstom. (Smeh)

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

Preterujem malo. To je širok patent.

Now, can someone own this idea?

Da li neko može da poseduje ovu ideju?

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

U '80. godinama nisu postojali softverski patenti,

and it was Xerox that pioneered the graphical user interface.

i Xerox je bio taj koji je izmislio grafički korisnički interfejs.

What if they had patented pop-up menus,

Šta bi bilo da su oni patentirali pop-up menije,

scrollbars, the desktop with icons that look like folders

skrolbarove, desktop sa ikonama koje liče na foldere

and sheets of paper?

i listove papira?

Would a young and inexperienced Apple

Da li bi mladi i neiskusni Epl

have survived the legal assault from a much larger

preživeo pravni napad od strane mnogo veće

and more mature company like Xerox?

i mnogo iskusnije kompanije kao što je Xerox?

Now, this idea that everything is a remix might sound

Ova ideja da je sve remiks mogla bi da zvuči

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

zdravorazumski sve dok vi niste ti čije je delo remiksovano.

For example ...

Na primer ...

SJ: I mean, Picasso had a saying.

SDž: Pikaso je imao izreku.

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

On je rekao: "Dobri umetnici kopiraju. Sjajni umetnici kradu."

And we have, you know,

I mi smo, znate,

always been shameless about stealing great ideas.

uvek bili bestidni kada je u pitanju krađa velikih ideja.

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

KF: OK, to je bilo u 1996. Evo nas u 2010.

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

"Uništiću Android zato što je ukraden proizvod"

(Laughter)

(Smeh)

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

"Voljan sam da krenem u termonuklearni rat za ovo". (Smeh)

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

OK, drugim rečima, veliki umetnici kradu, ali ne od mene.

(Laughter)

(Smeh)

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

Bihejvioralni ekonomisti mogu da govore o ovim stvarima kao o averziji od gubitka.

We have a strong predisposition towards protecting

Imamo jaku predispoziciju ka odbrani

what we feel is ours.

onoga što smatamo našim.

We have no such aversion towards copying

Tu vrstu averzije nemamo pri kopiranju

what other people have, because we do that nonstop.

stvari koje drugi ljudi imaju, jer to neprestano činimo.

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

Dakle, ovo je jednačina koju posmatramo.

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

Imamo zakone koji se odnose prema kreativnim radovima kao imovini,

plus massive rewards or settlements

plus ogromne nagrade ili nagodbe

in infringement cases, plus huge legal fees

u slučajevima povrede prava, plus ogromni sudski troškovi

to protect yourself in court,

da biste se odbranili na sudu,

plus cognitive biases against perceived loss.

plus kognitivne predrasude u odnosu na mogući gubitak.

And the sum looks like this.

Rezultat izgleda ovako.

That is the last four years of lawsuits

To su poslednje četiri godine sudskih postupaka

in the realm of smartphones.

u oblasti smart telefona.

Is this promoting the progress of useful arts?

Da li to promoviše napredak korisnih veština?

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

1983. Bob Dilan ima 42 godine i vreme kada je

in the cultural spotlight is long since past.

bio u centru pažnje kulturne scene davno je prošlo.

He records a song called "Blind Willie McTell,"

On snima pesmu "Blind Willie McTell",

named after the blues singer, and the song

koja je nazvana po pevaču bluza i pesma je

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

putovanje kroz prošlost, kroz mnogo mračnije vreme,

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

ali jednostavnije, vreme kada su muzičari kao Vili MekTel

had few illusions about what they did.

imali malo iluzija o onome što su uradili.

"I jump 'em from other writers

"Uzimam ih od drugih pisaca

but I arrange 'em my own way."

ali ih aranžiram na svoj način."

I think this is mostly what we do.

Mislim da je to on što mi uglavnom radimo.

Our creativity comes from without, not from within.

Naša kreativnost dolazi spolja, a ne iznutra.

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

Mi se nismo sami načinili. Zavisni smo jedni od drugih

and admitting this to ourselves isn't an embrace

i priznavanje toga nama samima nije prihvatanje

of mediocrity and derivativeness.

mediokriteta i nastajanja iz postojećeg.

It's a liberation from our misconceptions,

To je oslobađanje od naših pogrešnih stavova,

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

i podsticaj da ne očekujemo previše od nas samih

and to simply begin.

već da jednostavno počnemo.

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

Hvala vam mnogo. Bila mi je čast da budem ovde.

Thank you. (Applause)

Hvala. (Aplauz)

Thank you. Thank you. (Applause)

Hvala. Hvala. (Aplauz)

Thank you. (Applause)

Hvala. (Aplauz)