27th November 2008
From push… to pull:
personalisation, participation, co-
production and porosity!
National Office of Statistics reports…
Diminishing digital divide?
• Connectivity and kit
– 87.6% UK homes have digital TVs
– 300m smartphones in the world,
– Nokia making an entry level handset,
– Malawi building IT infrastructure for smartphones not
– 4bn mobile users in 12mths
– 10% global population on
broadband in 12 mths
It’s not about the technology
– In a few years time,
mobile devices will
hold 10TB data
From push to pull
• Business is changing
– Networked, distributed
From push to pull: Media
• Time shifted content
National Theatre: new models of bringing
together art & audiences
“Technology is in the right
place now. The software
design is there, more and
more people have
broadband with moving
pictures and delivery is
“It's more enjoyable to be in
the swim than chasing the
Nick Starr,Chief Exec.
People want to do more than attend
• Create meaning
– Alan Brown’s latest research: WolfBrown
– Business models
– Organisations’ operations
– Artistic practice
“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 sidelines.”
Charles Leadbeater, thinker and author.
A change in how art is created
quot;The newest digital technologies are returning us to the most ancient
form of media - one in which a natural order is restored;
our individual stories and ideas take center stage,
with the rest of the world as a backdrop”.
June Cohen, (TED) conference director
A change in organisational structure
“…arts organisations must do more to help one another. Arts
organisations learn too little from one another. Peer-to-peer support, mutual problem
solving and networking to share
resources is rare”.
“Arts Organisations in the 21st Century
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.”
Attention, not content, is money
If we’re not selling content, then…
If copies lose their “value”, then we must sell
something that can’t be copied.
The key is to offer valuable intangibles that cannot
be reproduced at zero cost, and will thus be paid
Kevin Kelly, founding editor, Wired.
The end of control?
In the past, you were what you owned. Now you are what
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 their inclusion;
• 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
• 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.