I won’t be surprised if the Telos Alliance’s toy guitar performance of The Who’s Won’t Get Fooled Again in the closing moments of the 2015 NAB Show will come racing back to mind every time I hear that song from this point forward.
That’s because I have for more than 30 years had a similar experience with the Dire Straits song Money For Nothing thanks Bosch and the Society of Motion Pictures and Television Engineers.
The first industry gathering I ever attended was in fall 1984 in New York City when I was covering the 126th SMPTE Technical Conference and Equipment Exhibit for Television Broadcast Communications as the magazine’s associate editor .
To this day, whenever I hear those ethereal first few moments of Money for Nothing with Sting singing “I want my MTV” followed by those distinct echoing drum strokes and clean electric guitar riff, I’m transported in my mind back to that Fall SMPTE where the beginning of the song echoed out from the Bosch booth.
At the time, the company was promoting its FGS-4000, one of the first 3-D animation and effects systems on the market, which was used in the creation of the animated and rotoscope-laden music video for the song.
I swear, I must have heard that opening being looped a thousand times.
It’s too soon to tell if Won’t Get Fooled Again will trigger similar mental images of the 2015 NAB Show. But it would come as no shock.