Do you know what side you are on?
Societal defaults such as culture, media & entertainment, advertising and marketing, technology and economics have all changed and shifted over the last decade, and much of that change can be attributed to the younger but highly influential Networked Generation “NetGen”; consisting of the those aged 18-34 and which comprise 40% of the U.S. population.
They have chosen the Web as their platform for change, and their thoughts, beliefs and actions have created unprecedented cultural shifts.
Mass media which reached out to mass audiences through 1-Way terminals (TV and Radio) has now been replaced by Micro communities which are organized online and who seek 2-way communication within commerce and culture. The principles of mass-audience and mass-marketing no longer apply because people organize in new ways - into people networks. They have discovered the power of collective, communal knowledge through sharing and growing, and realize it is the most efficient and effective way to understand and empower members, make decisions, identify with the direction of the culture, and deal with the many complex challenges they see in front of them.
This new interactive and community driven medium is pushing Mass media to the margins because it is no longer relevant or trusted by this new generation. Now, cultures of every-kind are pouring into the online “commons” (collectively owned resources). The size of this digital migration is staggering and poses a new challenge: what does it means to be cultured as globally connected human beings? People are turning inward to reassess their values and strike a new accord, and social groups both physically and digitally are no longer provincial but encompass mankind as a whole. We must leave our provincial focuses and myths behind and yield to a larger opportunity.
This new culture and mindset changes Media forever. Culture has always had strong connections to this medium but is now demanding a complete shift in its scope and execution; employing a new set of principles which entail freedoms, openness, shared knowledge and participation. The "NetGen" have redefined media because they want to live the music in the context of their new culture -- they want to participate and they want you to be part of it. This is the time and space for artists. They have the responsibility to represent the new culture, respect and preserve the individual experience and break away from the old institutional morals and the legacy “Label” business of selling plastic discs, managing rights, 360 contracts and suing fans.
"Art is change and change is art", Seth Godin
Culture, real culture, is radical and transformative
Artists must be at war with a society that seeks to limit the imaginations of its people
If content is king, context is queen
Most important communications are CULTURAL
IDEALS of WEB
The Web was born on openness, flourished on openeness, depends on openness
It was artists that set the founding ideals for the open movement:
It was technologiests that made it pragmatic
AUTHENTICITY COULDN’T BE MORE IMPORTANT
The act of CREATION is inseparable from the art of CONNECTION
“just because you're a musician doesn't mean all your ideas are about music” -- Gerry Garcia
IT takes community to build and artist; it takes an artist to build community
For most of history, artists have been part of community - connecters, openers
Wrong question - how do we make people pay for music?
Right question - how do we let people pay for music?
-(Artist struggle to balance time for creation vs amount of promotion – Change that equation/efficiency)
“We are living in a world of media illusion ... Without a mythic, story driven picture of what that desirable future looks like (with heroes), we will not get there.” Paul Ray
Healthy communities are ones that creates economic as well as social value. Open Entertainment provides the platform for art and the monetization system to leverage artist's social currency and social capital to build social influence through community. We ARE in the culture Business – a business of values, ideas and sharing stories, connecting and collaborating to create new myths, new heroes and new communications. There has never been a better time or opportunity for artists to lead in the networked world and participate in the enormous opportunities online, both financially and creatively.