Tools of the Trade is a feature to highlight the many tools that contribute to the success of advertising and marketers. Tools can be anything that helps people be at the top of their game, from a favorite drawing table to the best software to a lucky pen to a vintage typewriter to a pair of headphones.
The next step is Alysha Lightfounder of Flight PR.
What tool do you use all the time at work and how does it inspire your work?
That would be music, the best tool ever created. For work, I listen to a very eclectic mix that runs the gamut from ambient music to non-English lyrics, classical, hip-hop, post-grunge alternative rock, and Ethiopian jazz. I use various apps like Spotify, Pandora, Apple Music, and YouTube to discover and listen to music that helps me focus and shift into different mindsets throughout my work day. And yes, I’m the type of person who subscribes to each of these apps. People think that all streaming services are the same, but they each have their strengths and advantages, so I like having them all in my arsenal.
Why is this your favorite?
I came out of my mother’s womb loving music. It’s my favorite tool because it’s versatile and powerful for creating the right ambiance for different tasks. It’s also a way to connect and bring people together. I started doing these “five-minute virtual dance breaks” during the pandemic with my friends and colleagues. We called each other by video or FaceTime: I chose a song and we danced to it. The other person picks a song and we dance to it. It’s fun and silly, it gets the endorphins going, and it’s always fun to see what song people chose that day and why.
How did you acquire your tool or first hear about it?
I’ve always been a music lover, but I really started seriously tweaking my work playlists during the pandemic. I discovered platforms like Colors and I really got into NPR Small office which introduced me to new artists and styles. It was a game changer when I started using Brain.fm, an app specifically designed to stream music that improves focus.
How does this help you succeed?
Music helps create the right atmosphere for different working styles. For example, to start the day, I listen to the Thievery Corporation, Khruangbin or French Cafe stations on Pandora. Instrumental or non-English lyrics help me concentrate without distraction. I turn to Latin music, like DJ Gina Fu’s salsa sets, when I need to create a feel-good vibe.
For strategic thinking and game planning, or when I’m in war mode, I listen to Fela Kuti, a Nigerian artist and activist who pioneered Afrobeat. His songs are powerful, melodic and long: a song can easily last 10 to 15 minutes. His music will keep you in the zone for hours.
Does it have sentimental value?
Very often, yes. Music can literally make you a time traveler. It has emotional significance. Certain songs, playlists or artists are linked to specific projects or periods of my career, serving as a sort of auditory time capsule of my professional journey.
Do you think your tool could go viral on TikTok? Why or why not?
Absolutely. Music and productivity hacks are both extremely popular on TikTok. I could easily see short videos showcasing different playlists for different work moods, or quick tips on using ambient sound apps as a wellness hack going viral. People are always looking for ways to improve their focus and productivity, and music is an accessible tool for that.
We want to know what tools you use to succeed. If you would like to contribute or know someone who would like to be featured in Tools of the Trade, contact [email protected] and fill our investigation.
