Oct
9th
Sourcing the Crowd
By OBI Social Jedi
Today's audience isn't listening at all - it's participating. Indeed, audience is as antique a term as record, the one archaically passive, the other archaically physical. The record, not the remix, is the anomaly today. The remix is the very nature of the digital.
-William Gibson, Award-winning Author(excerpt from Wired Magazine, July 2005)We live in a world where a wealth of high-quality amateur content is being produced and developed right alongside the industrial model. There is a shift in the traditional power structure whereby anyone with access to the Internet and an affinity for technology can produce and distribute a product or service that directly competes with you and your business. On-demand printing sites such as CafePress and Spreadshirt allow users to upload designs and open their own T-shirt and accessory stores completely free of cost. As Gibson noted, the audience is no longer content to stay in the role of receiver—today's audiences want, and in more and more cases expect, to directly contribute and participate.
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