In marketing, a ‘boilerplate’ is a standard text. But what if that standard language becomes the product itself? Boilerplate is a composition for bass clarinet, piano, and soundtrack that examines the seductive and hollow language of progress—a language that makes us desire, and makes us buy.
voor musicians and concert programmers
About the Composition
Boilerplate was commissioned by the renowned bass clarinetist Henri Bok. The piece stretches the concept of ‘boilerplate’ to the very essence of marketing: the promise.
Language as the Product
This composition is not about a specific product, but about the language used to promote products. After all, with every new phone or car, the name changes, but the surrounding language does not. It is the language of superlatives: ‘innovative,’ ‘now even better,’ ‘the fastest ever.’ These words form the soundtrack to our consumer society.
A Primate Brain in a Digital World
Why does this language work so well? Because while technology innovates, our psychology does not. Our brain is still that of a primate: clever, but not immune to the promise of status and improvement. It is this language of seduction that makes our hearts beat faster with desire and makes us open our wallets.
A Musical Confrontation
In Boilerplate, the virtuosic parts for bass clarinet and piano contend with the seductive voices and slogans on the soundtrack. The music creates a tension between human, instrumental virtuosity and the slick, impersonal language of marketing. Ultimately, after letting all the promises wash over the listener, the piece poses an uncomfortable question, perfectly summarized in the words of marketing guru Steve Jobs: “This is for all of us.” But was this what we wanted?
For performers
Instruments:
bcl, pf, soundtrack
Duration:
7’
Year:
2004
Premiere:
19 February 2005
Lantaren Venster
Rotterdam
Category:
2-5 musicians
Language:
Engels
Lyricist:
Steve Jobs
Renske Vrolijk
Are you interested in performing this work? Please contact my publisher.
Renske’s sheet music
is published by Deuss Music.