The End of Control?
Norwich & Literature Re:Connected
3% world on
10% in 18 mths
users in 12
Remember: Its not about the technology…
• Eric Schmidt, Google:
– Almost all of the historic models have limitations in
what consumers could do. You could only watch
television on a television. You could only listen to radio
on a radio.
“We-Think: the power of mass creativity is about what the
rise of the likes of Wikipedia and Youtube, Linux and
Craigslist means for the way we organise ourselves, not just
in digital businesses but in schools and hospitals, cities and
mainstream corporations. My argument is that these new
forms of mass, creative collaboration announce the arrival
of a society in which participation will be the key organising
idea rather than consumption and work. People want to be
players not just spectators, part of the action, not on the
Charles Leadbeater, thinker and author.
The audience as player
• The audience as participant
• The artist as facilitator
• Organised without the organisation
Friction is fiction: either we engage or we
quot;When the winds of change are blowing,
some people are building shelters, and
others are building windmills.quot;
People want to do more than just attend or consume
• Create meaning
– Alan Brown’s latest research: WolfBrown
– Artistic practice
– Organisations’ operations
– Business models
Piracy - a new business model?
“I found a pirated Russian translation of The Alchemist - and
we were selling 1,000 copies a year in Russia, that’s not
very impressive - so I said OK, lets put the pirate edition
online for people to download.
In 2001 it sold 10,000 copies and everyone was puzzled and
the the next year we went to over 100,000.
It was, believe it or not, the free-for-download book. People
downloaded it, started reading it, liked it, and bought it…
in the third year, we had over 1m copies, now we’re over
10m copies in Russia.
Publishers have a tendency to try and protect the content.
It’s a lost battle.”
• The key is to offer valuable intangibles that
cannot be reproduced at zero cost, and
will thus be paid for.
– Kevin Kelly, founding editor, Wired.
If copies lose their “value”, then we must sell
something that can’t be copied.
• THE END OF CONTROL
• In the past, you were what you owned. Now you
are what you share.
– Charles Leadbeater, We Think.
The traditional Western paradigm of “Copyright as the
sole value of content” is unsustainable.
You may struggle to own the content. But you can own
CONTEXT, MEANING, RELEVANCE, EXPERIENCE,
And a word of warning…
• Formally… • Now..
– Audience – Users
– Consumer – Co-creators
– Listener – Contributors
– Customer – Peers
– Buyer – Producers
These people are your new sales & marketing, press
& PR teams - don’t underestimate the importance of
building a relationship with them!
Sharing is Caring :-)
Implications for organisations & artists
• people's online lives and digital devices become part of real experience –
venues and other audience members may have to change their attitudes to
• the relationship between the writer and community will become flatter -
writers and readers will begin to develop work collaboratively;
• people will be organised without the organisation, players without the play;
• encouraging more personalisation of and participation with the experience
of your work or organisation via digital tools and channels means increasing
investment in this area;
• becoming more porous as organisations and artists means opening up to a
wide dialogue, including the negative and critical;
– BUSINESS MODELS
• Money will be generated from driving attention, not from selling pieces of
content. (Powered by next generation advertising)
• Creativity is the currency of the future
• creating more digital content means more/different investment and different
contracts with venues, writers and audiences.
Its not about the technology!
Its about change, and
supporting organisations work
out how their artistic practice
and relationships with
stakeholders and audiences
have to evolve.
Supporting integrated digital
development: across artistic,
organisational and business
areas of practice.
Thanks for Listening!
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