Cool Joint Ventures – How We Can Learn New Techniques of Great Joint Venture Strategies

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Innovation and niching are not often out of breakthrough and genius ideas by single individual or organization. They often are out of partnership or joint ventures.

Spawn Soundtrack is one concrete proof. The soundtrack is the musical score of the Spawn, a comic creation of McFarlane adapted to a Hollywood movie. The album was a mix of cool musical joint ventures between rock/metal bands and electronica/techno producers. Rock bands include Filter, Marilyn Manson, Kirk Hammett of Metallica, Korn, Butthole Surfers, Metallica, Stabbing Westward, Mansun, Tom Morello of Rage Against the Machine, Silverchair, Henry Rollins of Rollins Band, Incubus, Slayer and Soul Coughing. Electronic/Techno bands and producers include The Crystal Method, Sneaker Pimps, Orbital, The Dust Brothers, Moby, DJ Spooky, Wink, 808 State, The Prodigy, Vitro, Goldie, DJ Greyboy, Atari Teenage Riot and Roni Size.

Both music genres were once incompatible but not in Spawn. They seamlessly tuned right. The seemingly musical exploration turned to create a new musical genre-electronic rock, characterised by raw guitar riffs and vocals with crispy big beat! However, Filter, Marilyn Manson and Stabbing Westward have been into electronic rock or industrial music with Nine Inch Nails as their forefather, the album mainstreamed and somehow reinvented electronic music with bigger beat and more pronounced old rock sound.

Silverchair and Vitro’s Spawn, Marilyn Manson and Sneaker Pimps’ Long Hard Road Out of Hell, Prodigy and Tom Morello’s Torn Apart, Slayer and Atari Teenage Riot’s No Remorse, Korn and Dust Brothers’ Kick the P.A. are the best and new musical joint ventures.

Few reviews believed the rock-techno fusion did not really work well, but they were quick to re-claim the musical score as genius and creative. Though the album concept was not entirely new, it was a successful risk to mix incompatible genre. Judgment Night Soundtrack fused rock and hip-hop, but it was not as risky as Spawn.

write by Kou Yang

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