The rise and rise of the augmented signature experience
Welcome to the mid-1950s. Songs like ‘Hoochie Coochie Man’ and ‘Mannish Boy’ are the birth certificate of rock & roll, according to all experts. It’s a mix, never heard before, of the first electronic sounds with suburban slang. It is the genius of Leonard Cohen and Chess Record that bring together young composers, musicians, and singers, like the great Muddy Waters, to create a new genre, with its own code, language, and sound, all of that amplified by the advent of electronic instruments, which accelerate the ‘blues’ and celebrate the culture of people at the margin of postwar American society, namely blacks and minorities. The guitar chords of Muddy Waters will become iconic. His language will become true heritage of all humanity: words like mojo, rolling stone, and even the word ‘rock & roll’ itself.
