Fast Company just announced their 100 Most Creative People in Business, and subsequently their 10 Most Creative People in Music lists for this year. Many of the names on the music list are recognizable and some might even be deserving this recognition, but come on... Soulja Boy as the #1 most creative person in the industry simply because he is a shameless self-promoter and used Myspace and YouTube to promote his "Superman Dance" and ultimately launch a career. Ridiculous! There are no doubt some folks on the list (read: Tim Westergren, Alex Patsavas, and Gregg Gillis (Girltalk) who no-doubt deserve to be there, but I think they are stretching it a bit with Soulja Boy and Pharrell. Creativity in the music business means coming up with new ideas. Changing the way people think and changing consumer and fan habits. Shameless self-promotion is a great thing and these folks are rewarded for all of their hard work in album sales, sold out concerts and endorsement deals. It does not, however qualify as creativity and I don't think it should be rewarded as such.
Therefore- I am generating my own addendum to this list. People/groups/companies who really and truly ARE creative. Who have ACTUALLY pushed the envelope. Added to this list should be (in no particular order):
I am sure I missed a few, but these at least round out that list and make up for the idiocy of adding Hip Hop stars to a list of industry creative powerhouses.