What does a genius do in his spare time? For Howard Bloom, author of the new book "Einstein, Michael Jackson & Me: a Search for Soul in the Power Pits of Rock and Roll", the answer is simple.

Bloom got his start in microbiology and theoretical physics at the age of ten. He has spent his life in science. But from 1976 to 1988, he founded and ran the biggest PR firm in the music industry, building or sustaining the careers of Michael Jackson, Prince, Bob Marley, Bette Midler, Billy Joel, Paul Simon, Peter Gabriel, David Byrne, AC/DC, Kiss, Aerosmith and Queen, Billy Idol, Joan Jett, Run DMC, ZZ Top, and Chaka Khan. Not to mention working with Amnesty International, Farm Aid, the NAACP, the Black United Fund, the United Negro College Fund, and producing the first public service ads for solar power.

Bloom helped his clients make $28 billion dollars, more than the gross domestic product of Oman or Luxembourg. But he wasn’t after profits. He was on a scientific expedition into what he calls “the dark underbelly where new myths and movements are made.” He was on a hunt for the gods inside of you and me.

So on a recent weekend Bloom’s paper on The Bacterial Roots of the New Authoritarianism: an Essay on Biopolitics was accepted by the peer reviewed journal Biosystems. That was Saturday. Sunday Bloom delivered a paper on emergent properties at a virtual conference on recursive distinctioning. And Tuesday, he met with the central figures in a new artificial intelligence startup using Bloom’s approach to complex adaptive systems to build something new, not software, not hardware, but Warmware, creating a computer app that can become your best friend and can help you over the hump when you have a crisis you don’t dare confess to any of the humans you know.

Strangely, all of this fits with the hunt Bloom was on in the adventures of "Einstein, Michael Jackson & Me: a Search for Soul in the Power Pits of Rock and Roll." Bloom was stalking raw soul, the ecstatic passions that make a rock concert phenomenal, the mass passions that can become the forces of history.

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