Teaching old dogs new tricks

We’ve talked about it before, a few times.

You can’t simply recreate the studio model for the Internet, check out all these internet video studios laying off people (60frames, Revision3, SpotRunner, Break, ManiaTV, and Heavy)

I heard some bloke on the LA subway talking yesterday saying, “Yeah the film was funded my Mirimax, but it was badly managed, they never gave enough time to create the hype so it didn’t do well”.

Exactly.  Your mothers TV and Movies were all about creating the “hype”.  It was about using marketing dominance to drive audience numbers.

It doesn’t work that way on the internet.  You can’t spend enough, consistently, over and over again.  There are too many choices, and no one looks at display ads anyway.

If you want to build an audience, quality matters.  You need to spend money on TALENT.  You need to build an audience, one fan at a time.  There’s no formula anymore.

So why continue to use the studio model and continue to take away creative freedom?  The internet and cheap production tools give an individual ultimate creative freedom.  They can drive their own destiny.  They don’t need the studios anymore.

Revolutionary new organisations built around new production tools and new types of content like Machinima.com are receiving funding in a financial market that is collapsing.

Let’s trust talent to be competent enough to create something compelling, to create their own stories.  We need to give them the tools to produce content, host content and build an audience.  And we need to give viewers an efficient way to discover and find this new content.

Let’s build a video infrastructure that actually provides benefit to the people that matter.  Storytellers and their fans.


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