The Feeling: Muscle Shoals

I just saw a deeply moving documentary, “Muscle Shoals.” If you like popular music, especially some of the most stirring songs from the 60s, this is a must-watch.

I’m a big fan of the “studio musician” docs. I loved “Standing in the Shadows of Motown” and “The Wrecking Crew.”

“Muscle Shoals” is different than those two. Because it is much more deeply personal. It goes WAY beyond the music to some of the deepest, darkest parts of the psyche.

Both the individual psyche… and the hard-to-explain “group energy” of music between musicians. As well as the psyche of a nation… and how that interplays with what makes a hit record.

It all boils down to FEELING. Not in a squishy way. In a very conscious, intricate way. When you learn the story of Muscle Shoals, the town as well as the studios and the people who ran them — and, of course, the musicians — you come away wiser.

This is as valuable for people who make and enjoy music as it is for copywriters. Check it out:

David Garfinkel is a veteran coach of professional copywriters and business owners who are familiar and comfortable with direct response marketing.