Macrotrend #3: Entertainment power-shift - Producer consumer collaboration as version 2.0 of consumer generated content
New forms of collaboration between producers and consumers are emerging in the digital entertainment space across music, gaming and filmed entertainment. And these are best described as 'mash-ups'
Being creative and curious, youth are at the leading edge of this entertainment co-creation, exploration and adoption. Mix tapes, re-mixes, spoofs, editing with photography and videography and several other such activities have already been driving the explosion of the co-creation trend.
This is now being taken to the next level where the consumer is encouraged to be a co-owner of the original creation itself.
Example:
Spore – a recent video game launched by Electronic Arts has a Spore Creature creator, allowing users to create their creature and play with the customization the game allows. The Creature Creator also serves a deeper purpose – the creation of the Spore universe. In the final game release, users will create their creature and begin playing only to find that their planet – as well as various on the Spore universe – is also populated by rival creatures. These rival creatures are none other than the creatures created by the users via the Creature Creator and the final game itself.
In a very different way, Carat Media co-opted children to write and animate the story and adventures of Prince (for Danone) before converting the same stories into a full length feature film and television content.
Implications –
Encouraging and catalyzing experimentation will become a rule for survival in the entertainment business
Collaboration (rather than one way monologue) will become the mantra to connect with the attention deficient consumer
For the other two macro-trends, just scroll down!
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