Reaching an Audience in the Age of Blogs and Social Networks It’s the culture we choose to explore that makes us who we are

Clever rhyme Guitar solo Intricate arrangement

“ My favourite music is the music I haven’t yet heard” John Cage

The three strands of discovery

Trying out Links Community Online radio Peer-to-peer filesharing All Music Guide/ All Movie Guide Unofficial fan sites Wikipedia MP3 blogs Subscription services Pandora Last.fm MyStrands Project Playlist MySpace YouTube Web forums Fan email groups Internet Movie Database

Not everyone has the same investment in and passion for discovery

You know you’re a Savant when… you know you could write better questions for the local bar’s pop quiz You know you’re an Enthusiast when… you have a couple of friends who always put you on to the latest cool bands you think it would be unhealthy to be more interested in music than you already are You know you’re a Casual when… you think the frock is almost as important as the song You know you’re an Indifferent when… you hear lots of unfamiliar songs at weddings you seem to listen more to talk radio these days

source: Emap Project Phoenix (2003, 2005) 7% Savants 21% Enthusiasts 32% Casuals 40% Indifferents

source: Horowitz (2006) ‘Creators, Synthesizers and Consumers’ 1% Originators 10% Synthesizers 100% Consumers

source: Rusticus (2006) ‘Creating Brand Advocates Brand advocates Brand adorers Brand adopters

If we can make the new methods work, discovery can work for us. And that makes our culture more vibrant.

Jennings’ Law: People make most of their discoveries elsewhere.

Strategies that tap into social dynamics improve your chances of being discovered.

Rock’n’Roll Spirit Net Platform & processing Blogs Flesh

source: Ross Dawson (2007) www.futureexploration.net

You’ve gotta feel it in your blood and in your guts! If you wanna rock, you gotta break the rules. You gotta get mad at the man! And right now, I’m the man. That’s right, I’m the man, and who’s got the guts to tell me off? Huh? Who’s gonna tell me off?

Net, Blogs and Rock’n’Roll Make exciting discoveries Find new friends Enrich your tastes Credits Googlezon card (CC): Robin Sloan/Matt Thompson robinsloan.com/epic John Cage photo ©: William Gedney Japanese festival photo (CC): Antonis Shen www.flickr.com/people/antonis Scrapbook photo (CC): John Hartnup, www.flickr.com/people/hartnupj Web 2.0 framework (CC): Ross Dawson, www.rossdawsonblog.com School of Rock photo ©: Paramount Pictures