People Notice Architecture
Although Muzak's programming is used in buildings around the world, Muzak itself is a singular and generated product. Muzak's no-brand strategy was so effective that it was able to establish and name the entire concept of background music, without attracting attention to the fact that it was not just a genre, but a company. Now however, it is time for Muzak to assert itself aggressively and audaciously in order to gain recognition. A clear, visible, and distinct architecture is the best way to accomplish this. Architecture will not only provide Muzak with a presence within the city, but can provide media images which will convey this identity across space and directly into consumers imaginations.
Muzak's architecture must occupy the contradictory positions of both the singular company and the generic, pervasive presence. This isn't just to represent its conceptual structure, but to maintains that structure's market value. Muzak can neither undermine its generic neutrality with an overly dynamic building type or de-value itself with a purely complacent and unremarkable building strategy. Muzak's architecture must simultaneously blend into the generic texture of the city while expressing the unique services and content of the company itself.
Although this architecture seems to exist everywhere, it actually exists nowhere. It must be built.
