The Times They Are A-Changin’

Written in 1963 and released in 1964, this song is as relevant today as if it had been written yesterday. Yet I believe it had a much greater impact back then than it would have today.

My purpose this time is not to search for the meaning of the song, as I think it is pretty obvious. Instead, I wonder whether fewer and fewer people are listening to songs like this because we live in an era where meaning itself has become devalued.

Somehow, meaningless things have become more valuable. Perhaps this started when displaying misery became a virtue. It gave rise to a fashion of moral simplicity that we are all expected to copy, simulate, or at least tolerate.

And it is no longer entirely a matter of choice. Ignore these expectations, and you risk being labeled as someone lacking soft skills. Embrace them too enthusiastically, and you risk being labeled as woke. Everything seems to require a carefully measured middle ground nowadays. Step too far in either direction, and you are punished.

…could be the reason why this song is less interesting today.

I discovered this song while watching Apple's 1984 annual shareholders meeting, where Steve Jobs introduced the Macintosh. He opened the event by reciting the second verse of Dylan's song.

What a slap in the face to his critics!

Nowadays, I suspect such an opening might be considered arrogant. Back then, it was fantastic.

Jobs even introduced the verse with a little sarcasm, referring to it as a 20-year-old poem by Dylan, then clarifying, “That's Bob Dylan.” As if anyone needed to be told who he was!

But the choice of verse was no coincidence. Dylan was addressing writers and critics, warning them not to rush to conclusions about who would win and who would lose. And there was Jobs, delivering that very warning while introducing a computer that would challenge the established order of the industry.

Indeed, the song speaks about progress, or rather, the inevitability of change.

It consists of five verses. The first is a call to wake up and recognize what is happening around us. The second warns against jumping to conclusions too early. The third addresses politicians, telling them that they cannot stand in the way of change. The fourth turns to the older generation.

And the fifth is the one I like the most.

“The curse, it is cast.”

What an allegory! It's perfect. It sounds almost like divine punishment. The judgment has already been made. There is no way back.

What fascinates me is that our expectations of progress have hardly changed since 1963. And perhaps even more fascinating is how such a powerful message is delivered through such simple music.

The song itself sounds almost like a Christmas carol. A simple, repetitive melody, without drums, powerful beats, or backup dancers. Not exactly the kind of music you would play while driving a BMW.

And yet, there it was, at Apple's shareholders meeting, in an auditorium full of people discussing thousands, millions, and billions.

Let's be honest. Had it not been for Steve Jobs, that song probably would never have been heard in that auditorium.

And that is important.

Jobs clearly appreciated its value. He could have chosen any song, but he chose one with a powerful message. A song that meant something.

And what a clever marketing choice!

A brilliant way to sell a computer without talking about the computer.

And then there is 1984.

A lucky coincidence? Or was it?

Jobs famously mocked IBM by associating it with Big Brother.

But I think Jobs overlooked something.

So, whoever is at the top is Big Brother. But Jobs didn’t recite that fifth verse, and we are focused on the benefits rather than the risks. Irony of fate. Ha-ha, such a turnaround.

And here would follow a “Well… bla-bla”, which basically should happen, but somehow, the story takes a rather Gogolian turn. The idol becomes the human.

Dylan’s prophecy is brilliant because even when used for advertising, it still retains its importance. And the advertising works both ways. Had Jobs not mentioned it, would I ever have looked into it?

Yeah, I am a human too. Good to realize that. Faith returned.

Even more, thanks to Jobs for giving so many brilliant people the opportunity to reveal themselves. And thanks for bringing up Dylan’s prophecy. Bob Dylan.

The times they are a-changin'.