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Added to the group Technology in the Arts by CAMT
When Virtual Worlds Collide – Challenges for the Arts in the Hypermedia Age
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Desc: New technologies are driving hyperactive growth, innovation and fragmentation in communications media, and producing transformative shifts in the nature of experience and social connection. These changes may have profound implications for people who create culture outside of the commercial sphere. In this engaging and interactive session, participants will join Rowley Mossop to learn about three emergent technologies already being used in the commercial arts and entertainment industries. Participants will discuss how these innovations could be used in the non-profit sphere, and consider the wider potential impact of new technologies in cultural production and promotion. There will be a special emphasis on how audience behaviors and expectations may be changing. Created by Rowley Mossop for the 2008 Technology in the Arts: Canada Conference.
Slideshow Transcript
- Slide 2: When Virtual Worlds Collide Presentation by Rowley Mossop Research assistance by Peter Toccalino Presented at Technology in the Arts 2008 Waterloo, Ontario
- Slide 3: www.songza.com In combination, new media technologies have an impact on key aspects of value: • Rarity • Defined markets • Price May 9, 2008 3
- Slide 4: What do commercial media have in common with cultural producers? Both produce aesthetic experiences and products which they hope will prove valuable to “buyers” • Public users • Advertisers • Funders May 9, 2008 4
- Slide 5: Why does it make sense to observe changes in commercial media? Your central challenge is the same as theirs: • How can we use emerging technologies to create experiences valuable enough to attract and retain users and revenue? May 9, 2008 5
- Slide 6: What is the central dynamic in the world of commercial media? • Incumbent media are innovating to protect the value of their existing experiences and products • Entrant media are innovating to build new businesses from new experiences and products • Innovations will impact how audiences expect to experience culture May 9, 2008 6
- Slide 7: Rarity May 9, 2008 7
- Slide 8: Emerging technology combinations are replacing rarity with ubiquity. • Nothing is hard to find www.songza.com • Everything is affordable www.youtube.com • It’s all do-able www.therealnews.com In a world where anyone can experience anything online, consider what you offer to users online and live that is distinct, valuable and pleasurable. May 9, 2008 8
- Slide 9: Defined markets May 9, 2008 9
- Slide 10: Emerging technology combinations are forcing changes in market definitions. • Geography is disappearing www.cbc.ca • Time is disappearing www.cbc.ca • Definitions shifting www.theglobeandmail.com In a world where a newspaper can easily become a broadcaster, and you rely on geography or genre for value, consider other ways of defining what you do. May 9, 2008 10
- Slide 11: Price May 9, 2008 11
- Slide 12: Emerging technology combinations are forcing a search for new revenues. • New tariffs www.songza.com • New ways to pay www.z100.com • New products www.metopera.com In a world where users are beginning to expect to receive content for free, consider other ways of earning revenue beyond tickets and memberships. May 9, 2008 12
- Slide 13: Small group discussion What’s your experience of changes in rarity, defined markets and price? • Identify top 3 technology combinations • Identify top 3 impacts on your work • Raise 1 potential solution May 9, 2008 13
- Slide 14: Large group discussion How has the Metropolitan Opera responded to the core question: How can we use emerging technologies to create experiences valuable enough to attract and retain users and revenue? www.metopera.com May 9, 2008 14
- Slide 15: Large group discussion How has the Metropolitan Opera responded to the core question? Rarity – Branding reinforces value of experience Distinct markets – Redefined as ‘world’s opera company’ Price – Created valuable, revenue-earning HD Opera broadcasts presented globally in cinemas May 9, 2008 15
