Noise.

There's an article in today's "New York Times" about the noise level at various sites in New York City. It mentions a gym where the decible level is in the low hundreds and a couple of restaurants where the high 90s are recorded.

By comparison the train I ride to the office--hardly the most civilized of New York's many subway lines, recorded 84 decibles, and normal conversation registers between 60 and 65.

One acoustical engineer calls these excessive noise levels "the weaponization of audio."

You can read the article here: http://www.nytimes.com/2012/07/20/nyregion/in-new-york-city-indoor-noise-goes-unabated.html

I bring this up, of course, because in our business we are inundated with weaponized noise. We live in an era of group-grope and group think. Where everyone has a voice and every opinion gets expressed.

Most pre-production noise ruins creative. We are made to listen to too many imputs and heed too many directions.

What we are left doing is producing more noise.

Noise that ultimately makes no noise in the market.

But creates noise nonetheless.

That's noise. Weaponized.