Boilerplate was composed on commission by bass clarinetist Henri Bok.

In marketing, a boilerplate is a brief summary of a company used in all marketing materials. In this composition, the concept of a boilerplate is stretched to the essence of marketing texts. It’s not about the product being promoted but about the language used to promote it.

This language revolves around terms like ‘innovative,’ ‘now even better,’ and ‘the fastest ever.’ With a new product, the name changes, but the surrounding language remains the same. Technology innovates, but our psyche does not. Our psyche resides in our primate brain, which is clever but not innovative.

It is this language of promise that seduces us and makes our hearts beat faster with desire. And this desire compels us to open our wallets.

Accompanied by a virtuosic bass clarinet and piano performance, the language of seduction unfolds. The language of seduction that leads to… was this what we all wanted?

It is for all of us.

– Steve Jobs