One year ago, OpenAI unleashed a seismic shock wave with the release of ChatGPT, and content creators have been experiencing collective angst ever since. In a world where generative AI can effortlessly create visual and creative content, what happens to humans? Well, as it turns out, AI in all its forms can replace anyone, from CEOs to writers. So, this existential question applies to everyone reading this post, no matter what you do. And no one really knows the answer. But I think the acclaimed music producer Rick Rubin offers us a clue.
“I Know Nothing about Music”
Rubin’s achievements are nothing short of legendary. He has succeeded by collaborating with artists across genres ranging from hip-hop to country. He co-founded Def Jam Records, one of the most influential hip-hop record labels of all time. His work with LL Cool J and Run-DMC helped to introduce hip-hop to a wider audience, and his production on the Beastie Boys’ debut album, Licensed to Ill, helped to solidify the group as one of the biggest acts in the genre. In the 1990s, he famously rejuvenated the flagging career of Johnny Cash, acting as producer on Johnny Cash’s album American Recordings. That LP (followed by five more also produced by Rubin) is considered to be one of the greatest comeback albums in music history.
Earlier in 2023, Rubin talked with “60 Minutes” in a much-discussed interview about his life, career, and philosophy. The entire interview is worth watching. But make sure you listen about 2 minutes in when Anderson Cooper asks him, “Do you play instruments?” Rubin replies bluntly, “Barely.” Furthermore, he says he does not know how to use a soundboard, and he has no technical ability. He adds, “I know nothing about music.”
“You must know something,” Cooper replies, laughing.
“I know what I like and what I don’t like. I’m decisive about what I like and what I don’t like.”
“So what are you being paid for?” an incredulous Cooper asks.
Rubin answers, “The confidence that I have in my taste and my ability to express what I feel has proven helpful for artists.”
