When Virtual Worlds Collide – Challenges for the Arts in the Hypermedia Age
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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.
Transcript of When Virtual Worlds Collide – Challenges for the Arts in the Hypermedia Age
When Virtual Worlds Collide
Presentation by Rowley MossopResearch assistance by Peter ToccalinoPresented at Technology in the Arts 2008 Waterloo, Ontario
www.songza.com
In combination, new media technologies have an impact on key aspects of value:
• Rarity
• Defined markets
• Price
May 9, 2008 3
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
May 9, 2008 4
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?
May 9, 2008 5
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
May 9, 2008 6
Rarity
May 9, 2008 7
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.
May 9, 2008 8
Defined markets
May 9, 2008 9
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.
May 9, 2008 10
Price
May 9, 2008 11
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.
May 9, 2008 12
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
May 9, 2008 13
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
May 9, 2008 14
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
May 9, 2008 15
