When Virtual Worlds Collide – Challenges for the Arts in the Hypermedia Age

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