![Tim Westergren Philip Rosedale America Ferrera Judd Apatow
FOUNDER CREATOR ACTRESS DIRECTOR
Pandora Second Life Ugly Betty The so-Year-Old Virgin,
ON THE END OF BROADCAST ON THE POWER OF CHOICE ON HER FACEBOOK DEBUT
Knocked Up
Our culture grew up around If everybody [in the audience] I'm a reluctant technology ON THE JOYS OF ACCESS
the notion of "Tune in all to- could make their own clothes, user. I didn't understand why I I was at this restaurant, and
gether to X: Now you watch how like or unlike each other would want to put myself out the waitress walked up to me
when and how you want it. would you choose to be? A there in a way that anybody and said, "I was an interroga-
That changes tens of hours hell of a lot more unusual- could say whatever they want tor in Iraq, and we watched
you spend a week. looking than you'd think. In about me, to me. all your movies, and it really
Second Life, normal people made our lives better ... We
ON THE WEB REVOLUTION will choose to be more unlike ON PERSONAL CONTACT really needed the break." And
Whether it was good or bad, I each other than they do in the I've been in meetings where it was just this fantastic thing
think the jury's out. Is technol- real world. everyone has their phone on that we can watch and down-
ogy substituting for human the table. We've all accepted load these things over there.
interaction? That's the part ON WHAT PEOPLE WILL PAY FOR that we're only going to give
that worries me a bit. Anything that can be made each other this much of our ON PIRACY
and recorded becomes essen- attention because this much It doesn't [bother me] because
ON HOW MUSIC WILL SURVIVE tially free. [People will pay is reserved for something that 1can't be the guy who's like
[The industry must] move for] the live experience. That might happen. It's rude. Scrooge: "1must get every
into a patronage model, which doesn't yet technologically nickel of this." Maybe a lot
is how it started: money from exist on the Internet. When it ON MAKING MONEY ONLINE of people wouldn't watch a /
the King supported compos- does, a lot of content will hap- At this point, people do things movie or listen to music if
ers and performers. When pen in that venue and people on the Web because it's easy it weren't free. By the end
people have a choice to steal, will figure out what they can and it's fun, and you can reach of high school, I had maybe
you have to make them charge for that. A live experi- a lot of people. I don't think 50 albums, and my kid has
your patron. ence is not something you anyone-at least the people hundreds and hundreds of
can make a copy of and put I've worked with and the video records and songs.
ON INTERNET BRANDS on BitTorrent. content I've been a part of-is
Consumers are able to inter- thinking of it as a cash cow. ON HIS TWITTER LIFE
act with you in ways they've ON THE LIFE OF WEB BRANDS Right before bed 1will [post] a
never been able to before. So The global reach of technol- ON USING THE WEB FOR INDIES picture of how horrendous I
you have to put much more ogy makes brand recognition I've found ways to use new look. I'll say, "How do I look?"
effort into transparency and much faster than before, so platforms to get content out and people will insult me for
continually connecting with, Google became a worldwide that isn't mainstream. There 20 minutes. 1sit in bed laugh-
listening to, reacting to and brand in a space and time, and are independent films that ing. I'm deliriously joyful at
cultivating people who use with an expenditure of money aren't going to get a theatrical this weird, instant connection
your service. If you let them and effort, that's a tiny frac- release, but they might be able with the crowd.
down, you fall off a cliff. tion of a General Electric. But to sell on iTunes.
at the same time, the rate of
change in technology makes
it possible for those brands to
be torn down more quickly.
94 TIME November 22, 20IO
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The future.of content (1)
This document summarizes interviews with four individuals - Tim Westergren, founder of Pandora; Philip Rosedale, creator of Second Life; actress America Ferrera; and director Judd Apatow. The interviews discuss topics such as the end of broadcast media, the power of choice online, personal connections through technology, making money online, and piracy.
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The future.of content (1)
- 1. Tim Westergren Philip Rosedale America Ferrera Judd Apatow FOUNDER CREATOR ACTRESS DIRECTOR Pandora Second Life Ugly Betty The so-Year-Old Virgin, ON THE END OF BROADCAST ON THE POWER OF CHOICE ON HER FACEBOOK DEBUT Knocked Up Our culture grew up around If everybody [in the audience] I'm a reluctant technology ON THE JOYS OF ACCESS the notion of "Tune in all to- could make their own clothes, user. I didn't understand why I I was at this restaurant, and gether to X: Now you watch how like or unlike each other would want to put myself out the waitress walked up to me when and how you want it. would you choose to be? A there in a way that anybody and said, "I was an interroga- That changes tens of hours hell of a lot more unusual- could say whatever they want tor in Iraq, and we watched you spend a week. looking than you'd think. In about me, to me. all your movies, and it really Second Life, normal people made our lives better ... We ON THE WEB REVOLUTION will choose to be more unlike ON PERSONAL CONTACT really needed the break." And Whether it was good or bad, I each other than they do in the I've been in meetings where it was just this fantastic thing think the jury's out. Is technol- real world. everyone has their phone on that we can watch and down- ogy substituting for human the table. We've all accepted load these things over there. interaction? That's the part ON WHAT PEOPLE WILL PAY FOR that we're only going to give that worries me a bit. Anything that can be made each other this much of our ON PIRACY and recorded becomes essen- attention because this much It doesn't [bother me] because ON HOW MUSIC WILL SURVIVE tially free. [People will pay is reserved for something that 1can't be the guy who's like [The industry must] move for] the live experience. That might happen. It's rude. Scrooge: "1must get every into a patronage model, which doesn't yet technologically nickel of this." Maybe a lot is how it started: money from exist on the Internet. When it ON MAKING MONEY ONLINE of people wouldn't watch a / the King supported compos- does, a lot of content will hap- At this point, people do things movie or listen to music if ers and performers. When pen in that venue and people on the Web because it's easy it weren't free. By the end people have a choice to steal, will figure out what they can and it's fun, and you can reach of high school, I had maybe you have to make them charge for that. A live experi- a lot of people. I don't think 50 albums, and my kid has your patron. ence is not something you anyone-at least the people hundreds and hundreds of can make a copy of and put I've worked with and the video records and songs. ON INTERNET BRANDS on BitTorrent. content I've been a part of-is Consumers are able to inter- thinking of it as a cash cow. ON HIS TWITTER LIFE act with you in ways they've ON THE LIFE OF WEB BRANDS Right before bed 1will [post] a never been able to before. So The global reach of technol- ON USING THE WEB FOR INDIES picture of how horrendous I you have to put much more ogy makes brand recognition I've found ways to use new look. I'll say, "How do I look?" effort into transparency and much faster than before, so platforms to get content out and people will insult me for continually connecting with, Google became a worldwide that isn't mainstream. There 20 minutes. 1sit in bed laugh- listening to, reacting to and brand in a space and time, and are independent films that ing. I'm deliriously joyful at cultivating people who use with an expenditure of money aren't going to get a theatrical this weird, instant connection your service. If you let them and effort, that's a tiny frac- release, but they might be able with the crowd. down, you fall off a cliff. tion of a General Electric. But to sell on iTunes. at the same time, the rate of change in technology makes it possible for those brands to be torn down more quickly. 94 TIME November 22, 20IO --- ---