Julianna Yau’s blog

This afternoon, there was a workshop presented by Rowley Mossop: When Virtual Worlds Collide - Challenges for the Arts in the Hypermedia Age. It was a much more focused presentation and discussion on some of the things discussed by Eli and John this morning, but with a much stronger marketing slant (comments with ~ are mine):

-songza.com

-new media –> impact on:
–concept of rarity
–production, distribution, etc
–behaviour & expectation

-the experience –> the emotional investment
-price/value of distribution & experience is shifting

-incumbent media are innovating to protect the value of their existing experience & products
-entrant media are innovating to build new businesses from new experiences & products
-innovations will impact how audiences expect to experience culture

-how can we use emerging technology to create something of value to attract and retain users/buyers?
-what is valuable to users? buyers? advertisers? funders?

-concept of RARITY
-emerging technology combinations are replacing rarity with ubiquity
–songza
–youtube
–the real news (broadcast out of Bathurst St in Toronto; technology has made it possible to reach a wide audience with a small budget)
-being able to find things
–rarity used to be a value because things were hard to find; ubiquity now more prevalent and effective
~~> but, again, what about Barney?

-”we all know now that intellectual property doesn’t mean much”
~~> what?!?!

-asking why people would go to concerts which were formerly sold on rarity if everything is available online
-need another strategy if your work is based on rarity (again, what about Barney’s success at forcing rarity?)

-market definitions based on geography
–no longer apply
–used to NEED to have geographic footprint & monopoly due to technological restraints
–because of reach, loss of local ads & personalities as value
–also loss of value for scheduled programming to reach specific audience

-users don’t pay content creators for access
~~> no, they pay the companies who provide access to the content, which is causing a whole host of problems between creators and those companies

-cost of content creation & distribution dropping
-boundaries of IP are dissolving
-offline, the cost of production is often higher than the price people are willing to pay for it

-new tarrifs, new ways to pay, new products
-ad-supported content

~it’s easy for people to make money by creating content in new formats and media, but what about people who are offering traditional things? how do we bridge the two? esp with physical objects?

-it’s all about “the experience”
-how to make live experience valuable rather than simply a replacement
-people find there is a higher engagement level online
-incorporate audience into the art!
-sampling ~~> not just for beauty products and food!

-metropera.com/metroperafamily.org
–haven’t changed the core of what they do or offer
–created impression of rarity
~~~>how does that fit with all the talk about rarity disappearing? I think there are two models here…
–redefined their market
–made themselves THE opera house of the world
–multiple formats of broadcasts; many ad-supported

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