Everything in popular music that could be done, has been done. There is no originality. Artistic content is actually just recycling articulation of past styles. Reuse of existing knowledge is a crucial part of creating of new ideas: plagiarism and recycling of existing material are the fundamental driving forces of the creative process. In search of aesthetic novelty, music must rely on intertextuality: borrowing and upgrading ideas is what enables musical art to take further steps towards innovation. Realisation, that the creative process is mainly an intertextual collage of the existing is useful for the demystification of creativity: our creativity comes from without, not from within. By abandoning the prejudice that creativity must come from purely original ideas, the remix allows us greater creative freedom. Innovativeness in evolution of aesthetic directions can only arise with referencing directly to the preexisting artworks. This postmodernist belief can be applied to all art forms, but is the most obvious in contemporary production of popular music, where the connection between cultural heritage and creative techniques, sampling for example, is the most direct.
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