1.
All You Need is
# UTAGOGY
#Learning from

2.
How
Changed
the World
with their
#Creativity
And how we can #learn from them

3.
John, Paul, George & Ringo
Are the worlds biggest selling musical artists

4.
More importantly Rolling Stone
Called them “the first self-contained rock band”

5.
In Brasil this is how important…
…they think The Beatles are! Why?

6.
because they invented themselves
And So Can You! All together now 

7.
Origins

8.
The Beatles were scouse boys
Raised in the meritocracy of poverty

9.
Liverpool was a port
A provincial, mercantile base for globe-trotting

10.
Facing west; it rained everyday
Then Elvis arrived

11.
Lennon skiffled up a group;
The Quarrymen; soon Paul & George joined

12.
Hamburg their 10,000 hr playground
(but for John, Paul, George & Pete & Stuart)

13.
Brian Epstein signed them
And squared the circle with Ringo

14.
1962-64
Pedagogy

15.
Then George Martin signed them
to be hit recording artistes (with an option)

16.
The boys were a band, sang good
…harmonies, but couldn’t make hit records

17.
Saved by The Goons!!
(& George) but they pleaded Love ME do!

18.
Love ME Do sold 40k
over 4 months; George Martin picked up his option

19.
With Please Please Me
They invented Mersey Beat (helped by Martin)

20.
“Gentlemen you have your…
…first number one record”

21.
Lesson #1 how to make a hit single
Mastered! Lesson #2 a hit album (of their live show)

22.
With From Me To You & others
They wrote ‘work songs’ to order for the day job

23.
Hit records mastered they went large
first they cracked the UK with She Loves You

24.
Then they cracked the USA
with I Want to Hold your Hand

25.
With Meet The Beatles
They perfected (early period) Merseybeat

26.
Then with Hard Days Night
The Beatles became the “self-contained rock band”

27.
1964-66
Andragogy

28.
By June 1964 the Beatles
Had mastered & transformed hit record making

29.
They needed new challenges;
#1 Enter Bob Dylan at Delmonicos, New York

30.
The Pop Mop Tops opened
No Reply
I’m A Loser
Baby’s in
Black
#dylanesque
Beatles For Sale with the Lennon Trilogy

31.
Developed those themes on HELP!
HELP!
Ticket to Ride
Yesterday*
Where George Martin became “a collaborator”*

32.
Hung “round the clubs”
with musician friends, Animals, Moody Blues…

33.
Absorbing contemporary influences
Instead of historic ones

34.
#2 Challenged by fellow musicians
Rolling Stones – I Cant Get No Satisfaction
The Who – My Generation
Bob Dylan – Like a Rolling Stone
who made ferocious new music during 1965

35.
They became a folk-rock band
Drive My Car
Norwegian Wood
In My Life
Adding instruments to embellish Rubber Soul

36.
1966-67
Heutagogy
or Tomorrow Never Knows

37.
By 1966 they’d learnt from pros & peers
It was time to experiment with their music…

38.
On Revolver they played the studio
Drones, static harmony,
sound effects, psychedelic
lyrics & more…
‘Mk1’ Beatles said “Tomorrow Never Knows”

39.
Revolver; too original to play live
The opening four tracks were;
Rock
Taxman
Classical
Eleanor Rigby
Psychedelic
I’m Only Sleeping
Indian
Love You Too
& The Pope says it is the best
rock album of all time
so The Beatles became the 1st non-touring studio band

40.
John, Paul George & Ringo
Innovation emerges over time;
66/67 preceded by 62/66
Deep Listening; Songs came
together in the studio process
Build on collaborators ideas
John & Paul, George & Ringo
worked to “support the song”
Meaning comes after ideas; The
Beatles “honored mistakes”
Surprising Questions emerge;
Can you write a hit in 7/4?
Innovation is inefficient; Sgt
Peppers 5 months in recording
Innovation is bottom up; The
Beatles pushed EMI staff
Operated on Group Genius (Keith Sawyer)

41.
Creativity needs fresh metaphors
“Newspaper taxis appear
on the shore
Waiting to take you away
Climb in the back with
your head in the clouds
And you're gone…”
& then they said;
All You Need is Love
The first live global hit
“Nothing you can do but
you can learn how to be
you”
They became…Sgt Pepper’s Lonely Hearts Club Band

42.
But tired of studio-based recording
Show me that I'm
everywhere,
And get me home
for tea
It’s All Too Much
Recorded live in
Abbey Road just
after Pepper, as
The Beatles jammed themselves back into musicians

43.
The Beatles created new problems
Having helped set up
Monterey Pop &
recommended Hendrix
McCartney suggested an
English Merry Pranksters
project.
The hired a coach and
some actors, toured
England, turned up &
filmed, and that was the
movie… The great I Am
the Walrus was filmed in
Kent
Then re-organised to solve them; Magical Mystery Tour

44.
And then there were just 4 (fab!)
Harrison had got the
Beatles interested in
meditation and they
went to an English
Bank Holiday weekend
retreat in Bangor
Whilst away Brian
Epstein died from a
drug overdose on
August 27th 1967
Now The Beatles had
to manage themselves
But as they adopted meditation their circle was broken

45.
1968 & 1969
Aftermath

46.
Their Magical Mystery Tour was over
they had to become The Beatles all on their own

47.
Inventing the future with Apple
Without Epstein The Beatles;
Became their own managers & created Apple Corps
Apple was to be a musician-run record label
In 1968 they worked endlessly releasing the biggest
ever selling double album & recording others
For recording the White Album they invented an
‘atelier’ “artists studio” style of working
Apple was also responsible for launching the careers of Badfinger
Mary Hopkin James Taylor, John Taverner & the experimental label
Zapple (Wonderwall etc)
(as well as later recording…)
John Lennon, Paul McCartney, George Harrison & Ringo Starr

48.
Lamenting the past with Get Back
In 1969, inspired by The Band
they planned to Get Back and be a
live working band again
But the music industry defeated
them. They didn’t want a
musician-run music label
The Beatles were just cash cows.
Abbey Road was their
swansong; The End
Get Back later released as Let It Be
After Abbey Road Lennon launched Plastic Ono Band

49.
SURPRISE!
Turns out The Beatles were self-determined learners
Their career went through Pedagogy, Andragogy and
Heutagogy phases as we’ve seen
We think this is a also post-Web2.0 model of learning
AND we think everyone can be creative too

50.
21st Century
What is Heutagogy?

51.
All You Need is Heutagogy
The Beatles had a vision – to become the…
Toppermost of the Poppermost
First they taught themselves by copying their heroes & playing live
Then they realised their vision in 3 stages between 1962-67
Pedagogy; popular hit recording artists (62-64)
Learning from music industry pros how to play in the studio
Andragogy; musical collaborators (64-66)
Learning from fellow musicians how to extend their reach
Heutagogy; musical innovators (66-67)
Inventing new ways to make music, allied to their musical craft
After heutagogy they tried to remake the music industry as Apple
executives, but their group genius was in music making not management

52.
What is Heutagogy?
Heutagogy is self-determined learning
Stewart Hase & Chris Kenyon;
Developed the idea with From Andragogy to Heutagogy
Learner-Generated Contexts Group;
Developed the PAH! Continuum
as a part of a Web 2.0 #open #context model of learning
The Heutagogy Community of Practice;
came together to promote heutagogy
They wrote the book Self-Determined Learning (also known as)
What is Heutagogy?

53.
What is Heutagogy?
a curated conversation

54.
References
Resources

55.
Beatles Creativity
Blog posts
1. Live; 1957-1962
2. Singles; 1962-64
3. Albums; 1964-66
4. Psychedelia; 66-67
5. Apple; 1968
6. Let It Be; 1969

56.
The Beatles Heutagogy
Resources;
From Andragogy to Heutagogy
History of Heutagogy
Beatles blog 9 after 909 All you Need is Heutagogy
The Rise & Fall of the experimental Style of the Beatles (soundscapes)
Rolling Stone magazine “self-contained rock band”
George Martin All You Need is Ears
Geoff Emerick Here, There & Everywhere
The Complete Beatles Chronicle Mark Lewisohn
The Beatles Bible
Long & Winding Roads – Kenneth Womack
Follow; World Heutagogy Day September 26th #wHday14
Hyper links are in blue & underlined

57.
Vpmatt’s Inside Beatles Records
Resources;
Vpmatt’s YouTube Channel
1. Strawberry Fields Forever
2. A Day in The Life
3. Tomorrow Never Knows
4. Hard Day’s Night
5. She Love’s You
6. I Am The Walrus
7. Penny Lane

58.
Images
The Beatles wallpaper; Angelmaker666
Most Images from Google Beatles Creative
Commons image searches
Beatles Albums & records images from Wikipedia
Beatles resources from Wikimedia Commons
It’s All Too Much Ilovetocreate image Laura Fraedrich
Other images (Brian Epstein) my own @fredgarnett
Please inform me where any images can not be used.