So, tonight a group of friends will come together at your show for a ‘girls night out’.
One of those folks will share video footage they shot on their mobile device from that night out with a friend… that friend will add an MP3 file soundtrack of the evening – then passes it to another friend… this friend edits the footage by adding some photographs and passes it on to another friend… this is a prime example of the fundamental concept of how circular entertainment works. And, yes, it’s happening tonight at your show.
Sound at all familiar? If not, it probably will soon as a result of a global study into the future of entertainment, predicts that up to a quarter of the entertainment consumed by people by 2012 will have been created, edited and shared within their peer circle rather than coming out of traditional media groups.
What does this mean for productions? It means that you need to create and provide content that can be made accessible for consumers to create this entertainment – video, photos, mp3’s, etc. Give them an mp3 to put over their photo slide shows. Give them video content to mash-up with their own video. Whatever you do – don’t think you can’t stop it from happening with the hopes of control your brand identity. It’s a counter-productive exercise.
Read more here – it’s quite interesting.