Conference napalm::commusic_v1

    DEC are obviously trying to encourage young Rap stars to buy the
    VAX9000 ;-)
    
    matty

Folder:    OUTBOX                       Date:      21-May-1991 11:03am EDT

                  I N T E R O F F I C E   M E M O R A N D U M

                                        Date:     21-May-1991 10:40am EDT
                                        From:     PARKS
                                                  PARKS@MR4DEC@MRGATE@MRKTNG@MKO
TO:  JANIS CHRISTENSEN@TTB
				Subject: DECrap

News item

NEW YORK  --  During a creative session at a major public relations firm today
to formulate a new corporate message for Digital Equipment Corporation that
reflects the company's new direction promoting and supporting computing
industry standards, the shopworn phrase "Digital has it now." was replaced by a
new tag line that is more contemporary and tied to DEC's adherence to
standards. "Digital's hip to the standards thing." will become the $11.5
billion company's new-image slogan.  In a radical departure from it's
traditionally staid advertising approach the company will produce a television
advertisement built around a rap music theme played out in a rapidly changing
sequence of office and engineering scenes.  In a parody of the commonly used
product nomenclature, the video itself is referred to as a mythical Digital
product called DECrap.  The lyrics to the rap music video are published here
for the first time. 

A DECrap by

		Rapmaster Ken 

		"Digital's Hip to the Standards Thing"


I heard some news just the other day
It sounded kinda strange and I said, "No way!"
But I heard it again from another source
It mighta made sense and I said, "Of course!"

Now computer biz has a lotta confusion
'Cause operating systems abound in profusion.
But there's a whole new wave in data processing
Now that Digital's hip to the standards thing.

(chorus)
Digital's hip to the standards thing!
Digital's hip to the standards thing!

Way back when a long time ago
IBM owned the whole show.
But other dudes saw this proprietary mess
And formed committees to find out what's best.

Some went their own way and built their own software 
But users were perturbed, "It's just a different nightmare."
So they got together to look over the picks
Put their down their money on good 'ol UNIX

(chorus)
Digital's hip to the standards thing!
Digital's hip to the standards thing!

Now Digital always kept their users in mind
And pushed VMS as the best of the kind.
A lotta folks agreed but kept askin' for
UNIX support, "We gotta have more!"

Soon DEC saw the light and decided to give
UNIX to the masses, (sorta live and let live).
So DEC's ridin' the wave ahead of the rest
On a backplane bogie board on top of the crest.

No doubt about it DEC's sprouted its wings
'Cause Digital's hip to the standards thing.

(chorus)
Digital's hip to the standards thing!
Digital's hip to the standards thing!

It's got funk, it's got style,
The first time I saw it, it drove me wild!
Give it a beat, and make it sing,
And get it on that "COMMUSIC tape" thing!

I can hear the chorus pretty well, with a small edit:

Digital's hip- (da-da-DUM) to the standards thing!

The only question is, who gets to do it?

Bob

    Maybe, IBMC Hammer?  Hewlett and Packard?  Sun DMC?
    I can just see top exec's rapping to the beat out on the golf course
    or while yachting.  Kids trading in their boom boxes for VT 320s.
    Dogs and cats, sleeping together ...
    
    Steve

	Fire the person that tied our logo DEC to the word cr*p.
	We will be the laughing stock of advertising.  Oh, right, that will
	get us more free publicity...
	No one will take us seriously after that.  The lady on
	Computer Chronicles will mispronounce or mis-emphasize it.
tom

Re .5:

Now maybe I've got the wrong slant on this, but I'm presuming that the author
of the original "memo" had his tongue so deep into his cheek that it hurt!
If the truth is that this is serious, of course, then I would agree with your
assessment- however, I don't think even *marketing* folks are *that* dumb!

Bob

    I hope you're right, Bob.  The version of it that I got had lots of
    forwards on it, some indicating that they thought this was serious.
    I really, really hope it's a joke, but I didn't find anything in the
    memo to indicate that it was.  :|
    
    Bad enough that they didn't check in COMMUSIC to see about using internal 
    talent to assist in this type of project ... harrumph!  ;^)
    
    Steve

    Tom, I see that you understand the title of this note ...  
    
    Steve

    It had a good beat, I could dance to it...I give it an 8....
    
    The same "article" was sent around last year...it's a joke, son, I say,
    it's a joke! ;-)
    
    Steve

    Well, I feel better "knowing" that's it's just a joke.  Ha, ha.  Just a
    joke.  For a while there I was feeling a bit like the President in Dr.
    Strangelove on the phone with the Russian dictator letting him know
    that a bunch of nuclear bombs were heading for Moscow:
    
    	"Demitri, one of our generals ... he did a silly thing ..."
    
    Steve

	Oh.  Right.  I knew that.
	In fact, I was kidding too.
	Yeah.  that's it.  I knew all along.
	Tom

Does this mean I can have my breakfast back?


Chris

    Sure, it's in the corner over there where I lost my lunch and blew my
    chunks ...
    
    Steve

  Just when you thought it was safe to go back into the water...

  Hold on guys, this may be NO JOKE!  Or it's a joke someone has invested
  some time and money into...  the DECrap song (Digital's Hip to the Standards
  Thing) does EXIST!  In fact, you can hear it yourself by calling 
  DTN  899-5970.  Of course it sounds like C-rap over the phone, but the
  original was done on a 24-track.

  I don't know much more about it, except some involved parties, whom I'll
  protect under the "I've Thought of Worse" act.
  But apparantly it was some internal thing done for fun that they are
  trying to get the company to take seriously.

  Ch-Ch-Ch-Ch-Check it out!

-TR

    I called.
    I heard.
    I blew chunks ...
    
    Somebody spent real money on this thing.  This is serious.  Then again,
    maybe it'll go the way of JEC ...
    
    Steve

    Yep, it's real.  It sounds a little compressed over the phone, but
    it's very very "pro".  I'd expect to see it on MTV while watching a
    Michael Jackson clone dance around a cyberspace set (not that I'd ever
    watch MTV, of course :-) ).
    
    	-Bill
    

Subj:	New messages for the Open Campaigne call DTN 899-5970 to listen 
        to the final production.

<forwardings removed>

News item

NEW YORK  --  During a creative session at a major public relations firm today
to formulate a new corporate message for Digital Equipment Corporation that
reflects the company's new direction promoting and supporting computing
industry standards, the shopworn phrase "Digital has it now." was replaced by a
new tag line that is more contemporary and tied to DEC's adherence to
standards. "Digital's hip to the standards thing." will become the $11.5
billion company's new-image slogan.  In a radical departure from it's
traditionally staid advertising approach the company will produce a television
advertisement built around a rap music theme played out in a rapidly changing
sequence of office and engineering scenes.  In a parody of the commonly used
product nomenclature, the video itself is referred to as a mythical Digital
product called DECrap.  The lyrics to the rap music video are published here
for the first time. 


A DECrap by

		Rapmaster Ken 

		"Digital's Hip to the Standards Thing"


I heard some news just the other day
It sounded kinda strange and I said, "No way!"
But I heard it again from another source
It mighta made sense and I said, "Of course!"

Now computer biz has a lotta confusion
'Cause operating systems abound in profusion.
But there's a whole new wave in data processing
Now that Digital's hip to the standards thing.

(chorus)
Digital's hip to the standards thing!
Digital's hip to the standards thing!

Way back when a long time ago
IBM owned the whole show.
But other dudes saw this proprietary mess
And formed committees to find out what's best.

Some went their own way and built their own software 
But users were perturbed, "It's just a different nightmare."
So they got together to look over the picks
Put their down their money on good 'ol UNIX

(chorus)
Digital's hip to the standards thing!
Digital's hip to the standards thing!

Now Digital always kept their users in mind
And pushed VMS as the best of the kind.
A lotta folks agreed but kept askin' for
UNIX support, "We gotta have more!"

Soon DEC saw the light and decided to give
UNIX to the masses, (sorta live and let live).
So DEC's ridin' the wave ahead of the rest
On a backplane bogie board on top of the crest.

No doubt about it DEC's sprouted its wings
'Cause Digital's hip to the standards thing.

(chorus)
Digital's hip to the standards thing!
Digital's hip to the standards thing!


From:	OZROCK::UNIX::midoff::fulton "15-Jun-1991 0119" 14-JUN-1991 11:15:56.98
To:	unix::partners
CC:	unix::others,zuunix::eucc
Subj:	Digital Standards Rap to Music

hi,

I will be sending the RAP tape to those who expressed interest later
next week. for those who would like to hear it albeit roughly, please
phone DTN 899-5970 and you will have played to you the full record, c
3/4 mins. Of course it sounds better on tape where it was recorded on a
24 track machine.


DIGITAL'S HIP TO THE STANDARD THING!!!!

 

Hi

for those of us not on the DTN network currently and not having a book handy that
lists such things could someone list this numbers non-DTN equivalent?

Thanks

Chad

    
    
    I almost believed this (.18) until I saw "it's" where I should have
    seen "its".  Unless this was a typo introduced in the note creation, we
    are being yanked, chain-wise...
    
    

    I can just hear it now.  Instead of "Digital's hip to the standards
    thing" we'll probably hear "Digital's b*** in the Standards sling".
    The "standards" issue is starting to get beat on a bit since so many
    vendors (including Digital) adopt "standards" in many different
    flavors.  "Unix?  Just which 'standard' Unix are we talking about?"
    "PC-compatible?  Does it mean that all my software is guaranteed to run
    on it?"  
    
    Steve

In general: 
                                     
            lip                      dingaling
            mip                      fling
            nip                      ping
            rip                      ring
Digital's { sip } to the standards { sing }
            tip                      swing
            whip                     wing
            yip                      zing
            zip                      cling

E.g.  Digital's lips to the standards cling.
or    Digital's whips to the standards swing.

Make up your own! - Hoyt (avoid juxtaposing "nip" and "dingaling")

    I agree with Mr. Stewart...I believe we're being hosed! Someone with
    or has access to a home studio came up with this beauty. Let's see
    how far it goes!
    
    Frank

From:	RICKS::SHERMAN      "STEVE SHERMAN DTN 225-5487 OR 223-3326" 20-JUN-1991 11:18:24.85
To:	OZROCK::UNIX::MIDOFF::FULTON
CC:	SHERMAN
Subj:	DECrap?

Hi!

We (that is, a bunch of us in the DNEAST::COMMUSIC notes file) want to know
if DECrap and its associated ad campaign is real or a joke.  The reason I'm
contacting you is that, as far as I know, none of the other readers are.  
Whatever the response, with your permission I'd like to post it.  Alternatively,feel free to participate in the conference.  The note where this is being 
discussed is note 2644.  Thanks!

Steve

    DTN 899 is Queens House Reading UK
    
    The external equivilent is 0734-205970
    
    The was an article in Digital UK CONNECT Magazine about it.
    
    Call Tara Goldmith on 899-5436 if you want a cassette of it.......
    
    Regards

From:	OZROCK::UNIX::midoff::fulton 20-JUN-1991 11:36:08.60
To:	ozrock::ricks::sherman
CC:	
Subj:	Re: DECrap?

Steve,

I don't own anything. The tape, which by the way is on DAT as well, was
produced by the DECdirect people over here. It is for charity so
donations are always welcome. I will be mailing people who expressed
interest in a few days.

the contact names for details are Pete Crier, Pete Evans, Otha Smith in
reading @RDL. They will produce more tapes to cover interest. The rest
of the stuff was a joke. Just the same as UNIX.

It may be that the RAP will be put onto CDROM for general distribution.

cheers

af-r

	...'cause I get no answer there. Must be an elaborate hoax ;^)

    
    No hoax!  I called, I heard, I laughed!
    
    -Ed
    

  The song is definitely no hoax, but what it's intended for...??

-TR

               <<< MALIBU::DUA1:[NOTES$LIBRARY]LA_STUFF.NOTE;1 >>>
                                 -< LA_STUFF >-
================================================================================
Note 442.3            Digital's hip to the standards thing!               3 of 3
17301::LANGSTON "Digital's hip to the standards thi" 14 lines  21-JUN-1991 10:24
                                  -< MC Otha >-
--------------------------------------------------------------------------------
From note NODEMO::MARKETING #1595 by Brian House 

The joke may be old but the fact that the rap has been put to music and
    recorded is new.
    
    The rap was recorded recently by Doc. Direct & the Supporters - 7 DEC
    employees from here in Reading UK, the main influence being keen
    musician Otha Smith. I have the tape on the desk in front of me but
    have not yet plucked up the courage to listen to it :-)
    
    As for it being the new corporate slogan, well it has all been said
    already.
    
    		Brian H.
    

    You can read all about it in MARVIN::UK_DIGITAL topic 481. The
    originators defend it; others dislike it. I think it is very
    unprofessional to waste Digital's resources in this way, but that is
    only my opinion.
    
    Keith

Re .31 et al:

My guess- and it *is* a guess- is that this "tour-de-farce" was a product of
totally "off-hours" effort, with no waste of DEC resources (unless you count
this note, eh?). As to an earlier comment about the use of the DTN line, I
confess ignorance- does the *use* of a DTN cost DEC? I would have guessed that
the creation of *new* DTN lines costs, but not their use. Thus resources
would only be wasted if abuse of DTN use caused new lines to be put in place.

Apart from that, where's the waste? If the "DECrappers" did this on company
time, I too would be annoyed (and I'm a consultant!). Personally, I think the
whole thing is a superbly-done spoof, definitely worthy of its British
origins! (Oops, my pro-limey bias is showing...) The best American equivalent
that comes to mind is the tradition of elaborate pranks on the MIT campus,
which seems to consume at least as much intellectual energy as the coursework.

BTW, did you know that the British invented subtlety? Sure, the French *think*
they did, and the Brits let them continue in their delusion- sort of adds to
the drollness, doncha know!

Anyway, back to productive use of resources....

Cheers,
	Bob

    The ONLY reason I don't like this tape is because I regard rap as bad
    poetry for the tone-deaf with a disco beat.  Other than that, I have no
    objections to this project.
    
    Steve

	The following is what someone in Telecommunications once told me.

	Your CC does get charged for your DTN calls.  Whether this is hard
	cash or just DEC funny money I don;t rightly know.  I believe cross
	the ocean DTN calls are put out on a common carrier and then back
	in to DEC over there (that is what telecomm person told me) so
	it does cost DEC money for folks to listen.

	Chad

.32�confess ignorance- does the *use* of a DTN cost DEC? I would have guessed that
    
    Yes. If there are not enough lines available, DTN calls are routed over
    "normal" 'phone lines, and Digital is charged for this. More likely to
    be a problem with you guys in the US calling here than local people
    calling (mind you, you won't take up much time on the line, believe
    me!).
    
    K.

    Jeeezzz....,
    
    	Every once and a while somebody always has to freak.. It's happened
    here in the UK and after being away from this conference for a while
    one returns to see the freak is over there....
    
    
    	The DECrap, changed to Digital's Hip ... for the obvious reasons,
    was recorded as a joke. Seven of the DMO Tech Support Team got together
    in a recording studio to have some constructive fun instead of going
    out and getting rat-a**ed and puking on the guy sitting next to you in
    the local Curry House getting other Digital employess
    banned,etc.,etc.,etc.,. This was just for the original 7 guys as a
    team/morale building effort, off-line and funded by myself from favours
    from the studio. It only took four hours to do in a 24 track studio in
    Berkshire. 
    
    	The result,for what we did in the time it took, was quite good and
    other folks in the DMO wanted copies. Instead of giving them away we
    decided to charge �1.00 for charity. No ideas on why it has become such
    a big issue. The spoof mail has been around for a long time and it's
    obvious someone who thinks they have a sense of humour has started it
    all over again. I don't defend what we did because I do not have to.
    It's not for sale, it's something that was once regarded as being
    private. But, since the author of the lyrics, who has yet to stand up
    and be counted may be a Digital employee, we can't take it back so 
    we have to sit and watch all the elephant talk that's going on
    about it.
    
    	It was not the idea of the team to exploit it all over the place,
    just around the Reading area, but since folks want to fork out some
    cash for charity we went for it. I would not believe for a moment that
    anyone in Digital would try to use this track for promo, I would have
    to charge them for that !!!! The DTN has been cancelled due to having
    in excess of 1,000 calls a day trying to hear the track. If we could
    charge for each phone call made, we'd make a fortune but I'm glad it's
    been cancelled and maybe the whole thing will disappear. 
    
    	Don't get me wrong, I couldn't give a .... what anybody thinks
    about the quality or style or whatever, it doesn't matter. When we
    produce something for sale, we'll listen, but while it's for fun it's
    all hot air. What's cost DEC is all the wasted time bickering and
    bantering about something you knew nothing about.........
    
    
    
    smitho 

Re .36:

Consider your efforts appreciated, at least by some. A spoof of the first water!
(Oh, and BTW- for four hours effort, nice take.)

  _____
 / . . \
{   .   }
 \ \_/ /
  \___/

    RE.37,
    
    	Cheers ...,
    
    
    
    smitho

    This could be the hottest bookstore item  at DECUS!  I can already
    hear it playing in that circus atmosphere.

    re ...
    
    "A joke, like UNIX.."
    
    May we never meet.
    
    karl, ULTRIX Partner

Hi,

My name is Andy Fulton-Robb and I am an ULTRIX Partner. So Karl we can meet at
the next partners meeting if you wish. I said that UNIX was a joke. Something
like this notes file from what I have read under topic 2644.

To put things completely right.

The RAP was produced by people in their spare time and for a total of 120 pounds.
The tape is being distributed to those who are interested and all that is asked
is a donation for charity.

IF YOU ARE STUPID ENOUGH TO BELIEVE SOME OF THE CRAP FLOATING AROUND THE NET
then more fool you!!!!.

The DTN number was a spare unused number which was linked to the tape for those
 who were interested. It has now been disconnected because people were phoning
from all over the world. My fault as I mailed the number to my mailing list
and it escaped. Over 1000 calls were registered. So it can't be all that bad.

As to the future, yes it may be put on CDrom. This has no real cost as the 
original was recorded on DAT. 

I don't know about you but I applaud their efforts in DECdirect. Anything that
shows initiative and humour in these hard times is to the benefit of Digital
as a whole. 

I am not an avid reader of notesfiles so any reponse to me and requests for the
tape should be sent to midoff::fulton.


af-r