New technologies are driving hyperactive growth, innovation and fragmentation in communications media, and producing transformative shifts in the nature of experience and social connection. These changes may have profound implications for people who create culture outside of the commercial sphere. In this engaging and interactive session, participants will join Rowley Mossop to learn about three emergent technologies already being used in the commercial arts and entertainment industries. Participants will discuss how these innovations could be used in the non-profit sphere, and consider the wider potential impact of new technologies in cultural production and promotion. There will be a special emphasis on how audience behaviors and expectations may be changing. Created by Rowley Mossop for the 2008 Technology in the Arts: Canada Conference.

2. When Virtual Worlds Collide
Presentation by Rowley Mossop
Research assistance by Peter Toccalino
Presented at Technology in the Arts 2008
Waterloo, Ontario

3. www.songza.com
In combination, new media technologies have
an impact on key aspects of value:
• Rarity
• Defined markets
• Price
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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
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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?
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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
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7. Rarity
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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.
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9. Defined markets
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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.
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11. Price
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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.
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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
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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
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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
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