The coffee house chain Starbucks used to
have a set of idiosyncratic guiding principles which they felt set them apart
from competitors. A bestselling book -
The Starbucks Experience: Five Principles for Turning
Ordinary into Extraordinary – extolled the virtues of these 'people-driven philosophies.' These
included ideas like ‘everything matters’ and ‘leave your mark’, but the one that
resonated most with me was something they called ‘surprise and delight’.'Surprise and delight' is a marketing strategy that aims to attract and nurture customers and increase customer loyalty and engagement by providing unexpected rewards.
I saw one example of this from the original
source, as it were, in a Starbucks in Manhattan. It was a cold and wet February
day and we had time to kill – we’d checked out of our hotel but it was too early
to head back to the airport so we gratefully huddled in a corner of the café with our luggage and our two rather grumpy teenage children. I ordered coffee
and paninis and was surprised – and, yes, I suppose, delighted – when the barista
told me they had a selection of new cakes and pastries and asked if we’d like
some free samples. She also presented us with complimentary cake-forks to keep
as souvenirs. Word must have got around quickly as a steady stream of homeless
people began to arrive, thankful for the generous offerings of free cake. It
was heartening to see that the staff made the homeless customers just as welcome
as the swanky businessmen who, with mobile phones and laptops, used the cafe as
a remote office, answering emails, writing reports, even holding meetings with
clients – all for the price of a cup of coffee. More than the free souvenir
cake-forks, the staff’s attitude towards the less fortunate members of society
surprised and delighted me.
Before you begin to suspect me of working
for Starbucks, I should say, of course, that other coffee shops are available,
absolutely. In fact, I prefer the coffee made by some of their competitors. But
this isn’t really about coffee shops. Much as I like coffee and cake, my point
is about the things in life that surprise and delight us and, for me, nothing
does this more than music – shapeshifting, time-travelling music. Let me
explain...
As a teenager I discovered the music of
Scottish singer-songwriter Donovan. I had a budget-priced album of his which included
a haunting track called ‘Donna, Donna’. When I started playing guitar myself this
was one of the first songs I learnt. It's originally a Yiddish folk song about
a calf being led to slaughter – an unlikely choice for Donovan to release as a
single in 1965, (though Joan Baez had also released a version five years
earlier.) I probably haven't heard the song for thirty years or more but, on a
recent trip to Edinburgh, I happened upon a great little pub called The Captain’s Bar. Musicians were sitting outside at tables, taking turns to play and, though
I had no instrument with me, I was welcomed and invited to join them. Various
songs and tunes were performed and then one of them surprised and delighted me
by singing ‘Donna, Donna’. I was instantly transported back to the
thirteen-year-old me, getting to grips with that tricky A minor chord.
Cut to 1981. I'm living in Saint-Brieuc,
Brittany, and browsing in a record shop. The sales assistant puts on an album
and the music is – well, yes, surprising and delightful. I ask what the record
is and it turns out it's the latest release by Breton folk-rock band Tri Yann,
An heol a zo glaz. One track in particular, ‘Si mort a mors’, is so striking I immediately buy the
album. I later learn the song is based on a poem written on the death of
Duchess Anne of Brittany in 1514. I assume the tune is a traditional Breton one.
More of this later.
Seventeen years after discovering the
music of Tri Yann I made a nostalgic return trip to Brittany, now with wife and
children in tow. We arrived in the pretty town of Dol-de-Bretagne on market
day, just as the traders were setting up. One of them sold records and was
playing a song which wafted across the square towards us. It was a
heart-stopping moment, the music a fusion of Breton folk and hip-hop beats, the
verses a rap in French and the chorus a stirring, vaguely familiar refrain. You
guessed it – it surprised and delighted us so that when, later that week, we
heard it playing as background music in a supermarket, I just had to ask
someone what the record was so I could buy it. I accosted a teenager who
helpfully told me it was a band called Manau. Heading for the CD section I
discovered the song that was following us around was ‘La Tribu de Dana’ and had
just topped the French charts. The irresistible and vaguely familiar chorus was
a sampling of Breton harpist Alan Stivell’s 1970s folk-rock hit ‘Tri Martolod’.
One final example: I was recently listening
to Mark Radcliffe's BBC Radio 2 Folk Show when his guests were Northern Irish
trio, TRÚ. They selected a track by Skara Brae called ‘An Cailín Rua’. I instantly
recognised the tune as ‘Si mort a mors’. A revelation. So, it seems, it's not a
Breton song about Duchess Anne after all but, as was explained on the show, a
love song about a red-haired girl, from the Donegal area! Well, okay, it’s both,
since the tune is used to accompany two quite different lyrics.
Of course, it’s quite possible that Tri
Yann borrowed the Donegal tune from Skara Brae, just as Donovan might have
borrowed ‘Donna, Donna’ from Joan Baez, and Manau borrowed a chorus from Alan
Stivell. But it all goes to show – never mind coffee and cakes; it’s music, with
its unique ability to transform itself and transport us back and forth in time,
that’s most likely to surprise and delight us.