Chris Brogan: Media Makers Need to Climb the Value Chain
steve garfield
· 2 years ago
The answer that we are all giving is that we need to do more than watch, we need to be included. Dave Weinberger calls it 'ours." It's not media being broadcast at us, it's us being involved in the broadcast in some way.
In the blog world where 1% of the people create and around 9% contribute, what does that mean for the other 90%?
That answer is the flavor of the month, but I'm getting uncomfortable giving it. There's something else going on right now. It's like a new wave of creativity. I'll be interested to see where it leads...
Justin Kownacki
· 2 years ago
So what you're saying is: we need to start acting like we're worth something?
Isn't growing a spine the antithesis to new media creation?
chrisbrogan
· 2 years ago
It's not even growing a spine. How do you go to FOX and claim your place at the table? Or do you even GO to FOX? Who DO you go to? Where are the islands for this new experience?
Just shooting video isn't going to be all that relevant in 8 or 10 months. Is it relevant now?
If we don't move now, we might drown quickly. But what's the move?
Michael Bailey
· 2 years ago
I do have the answer to this question. This is one which I am not going to be giving away.
I have Web 3.0 within the confines of my brain. I am already in the process of making it a reality, and providing people with real "day jobs" at the same time, doing what they already love to do.
More details as I find that I can release them
Jason White
· 2 years ago
What an excellent thought....which is it the quality or the immediacy? I think that as we go forward video as a new form of communication will get folded into the requirements to play in any given game.
Now I think more than ever people want a more immersive experience, it isn't just enough to visit your website or watch your video blog, I also want to read what you have written or see what you recommend. I want to listen to your interviews and comment on your comments.
So, I think that the more people want to involve themselves in a new media experience the more they will be creating a wider footprint or a more visible presence.
Sopranos? Does anyone really watch that show any more? It's a nighttime soap opera about A-holes...
Christopher S. Penn
· 2 years ago
Well, if you're talking media value, what has value?
Content has value to audience. Audience has value to revenue drivers.
In order to move up the value chain, you need to continue to provide ever-improving value. Make better, more timely, more relevant, more engaging content (and have your audience help) and derive revenue from an ever increasing, ever more focused audience niche.
Kfir Pravda
· 2 years ago
The truth needs to be told - the content out there today is good, but it is going to take a lot of time to get to mainstream. first we need to create content that is relevant to people outside the social media walls - go to non 2.0 people and get them interested. This can be done if we will find subject matters that are not only gadgets, talking heads, personal opinions and such. Drama, magazines, news from a different angle - these are the things that can draw more attention to our work. Second, we need to push content EVERYWHERE. i don't care about Blip or Youtube - i want to be everywhere. Third, we need to embrace AppleTV and media centers, and try to push our content there. and fourth - i am looking all the time at topics that someone else have created the market already. meaning, if there are a lot of travelers, then i can find them in specific sites that someone else marketed. so i will just piggy back on his marketing $$$ and create a show for travelers, and create some kind of cooperation with these sites. we are the new media creators, that in years to come shape the industry. we should start looking at ourselves as such.
chrisbrogan
· 2 years ago
Kfir reminds me of something: I just went to see Mark Wahlberg in SHOOTER. I'm thinking that no matter how much time and passion he put into it, Justin can't make SHOOTER for me. I watched THE PRESTIGE last night. Steve Garfield can't shoot that for me.
So there's still something out there about reaching the mainstream. And then, there's some of us digging into the niche. I'm in the niche. But SOMEONE from us has to go after the mainstream.
Michael Bailey
· 2 years ago
Update to my previous comment.
No, it's nothing which I've told anyone about yet. It does incorporate some things which some of you may already know about, but the final product/approach I have not disclosed.
Schlomo Rabinowitz
· 2 years ago
There are definitely folks who are trying to be a part -- or can be a part if they tried -- of the mainstream.
Ask A Ninja is an obvious one. JetSet, I believe, can easily transition into the mainstream (while still creating constructs that are forward-thinking; that incorporates niche web world with standard television).
Then there's the whole discussion of folks like Tom Green, where the mainstream spit him off the networks, yet is quite popular on the internet.
chrisbrogan
· 2 years ago
I'm a card carrying fan of both shows, and also Tom Green. Some really good examples.
Question that relates:
How many "shows" out there today are really segments waiting for better packaging?
Kfir Pravda
· 2 years ago
I think we need to differentiate between two separate things when we discuss quality: production quality and show quality. production quality is the image, sound, effects etc. and guys, lets face it - when you get paid and have top notch equipment and 3 cameras, you can have a higher level of production than working out of the basement with one camera. Yes, it is changing, great cameras are affordable,etc, but still there is a difference. The second type of quality is what i call show quality - is it a good show? we all remember the first final fantasy movie. these guys spent tons of money on a 3D animation feature. it had an amazing production quality. but it was a shitty movie - cause it was boring, with stupid script. Here i think we can beat the big guys. we can create high show quality with one camera. it is possible. but in order to do that we need to look at ourselves as leaders of a new movement that will change the industry. this way we will force ourselves to look at things from a pure media organization perspective, create quality content, beat the big guys with creativity. when i talk to people about this market, people are talking about success stories all the time. The success stories i hear are of people that started their vlog and moved to NBC. this is not a success story. a success story is when we have shows that make money on their own, gain wide distribution, and become a player. there is a reason why so many indie movies are not successful - not everyone want to see the boy meet girl (or boy meet boy) movie backward in black and white cause it is cool. people want good content. and we can give it to them. wow - that was long. Chris - you just gave me a gazilions posts to my blog :)
annie
· 2 years ago
Audience member here (for now anyway) chiming in. I've already pretty much dumped radio in favor of audio podcasts. I'm not quite ready to dump MSM tv and films, but I do spend more and more time watching podcasts and other youtube-ish stuff. But yeah, there's a lot of crap to wade through. Storytelling is most important, there has to be a point. So is visual prettiness, I used to edit video and I really appreciate it when a podcaster takes advantage of post-production.
You're right, it's not about just shooting video. It's about talent & effort, and the ones who have talent and put in effort will break through, I don't think they have to necessarily seek it out.
g14productions
· 2 years ago
You know Chris, we could make Shooter for you.
...now...we just might.
Matthew
SpaceyG
· 2 years ago
Frankly Chris, I hang it ALL up, the camera, the producing, the (bad) editing, the messin' around with live shit, the blogging, the writing, the meetings, the yadayadayada, the podcasting, the general shuckin' and jivin', just to see Adriana resurected for one more episode.
Whitney
· 2 years ago
I read this and I thought about my friends at Pixar. What makes Pixar different from Dreamworks is not the animation, but the storytelling and attention to detail. It may be a story about cars or bugs, but at the heart of it, there is a universal theme, well told. Fishtale is not Finding Nemo, Antz is not Bug's Life, Flushed Away is not going to be Ratatouille. Disney movies work because the story is the center- animation is just another way to tell the story. You could almost as easily tell it live action as well, but animation works. (How else can you translate The Lion King into a Broadway production if it isn't really about the story?) The problem is that we are getting lazy about story telling. Reality television is telling stories of one sort or another through editing, but it isn't really crafting stories from the beginning- it's editing to stereotypes. I was almost shocked at how good If Not Now is, produced by Kathryn Jones- the questions asked are poignant, and the front and back bumpers tie the show together well, but still leave you pondering the question at hand. And, at the heart of it, people want interactivity. We are tired of being lied to and pandered to, and now that we can exercise control over our channels of entertainment as never before, we are eager to do so. (It's amazing how impatient I get with regular tv now, after a steady diet of internet TV, podcasts and NPR.) People love talk radio because it's interactive; people love video games and the Wii because they are interactive; we love watching other people because it's interactive. Just another form of broadcasting on a smaller format will nto get it done.
chrisbrogan
· 2 years ago
Best quote from Whitney's comment: "How else can you translate The Lion King into a Broadway production if it isn’t really about the story?"
g14productions
· 2 years ago
My serious thought: Tell great stories. As best you can with the equipment available to you. One way or another, you'll have an audience. And to me, that's the real success. You get to tell your story.
My question: Is there a compelling reason to try and go mainstream? It seems to me like the most compelling reason is a monetary one. And if you are doing it for the money, and that's why you're interested in getting into that land, well, maybe you should take a serious look at why you're creating content. Because there are much easier ways to break into the mainstream than trying to become a big fish in the small new media pond.
Matthew
Jenn Iorio
· 2 years ago
Imagination is key. End of story. I'm sorry, but you can have the fanciest equipment in the world and still produce lackluster content. You need to put yourself in someone else’s shoes and think “Would I waste 5 minutes watching this?” Or even more importantly, would I CONTINUE to watch this person?
Not only do you need imagination but you need personality. Even if you don’t have one, you need to create a character that people want to get to know, watch on a daily basis. I feel that there is an unfair advantage sometimes when comparing a high quality video (shot with HD cameras, etc) to one that was shot with a regular handheld camera. You have to admit that quality is an attractive element to the eye even if it’s dreary.
Here’s an example: I came across this amazing video *cough cough* that was submitted for a contest on Utube and was informed that it’s extremely creative and entertaining despite the fact it wasn’t shot with high quality production cameras:
In a situation like this, will creativity win or clarity?
By the way, anyone who knows me (which is pretty much just Chris) knows I’m joker, especially about myself.
Jon
· 2 years ago
I'll be the 27,000th person to echo the story argument. Point me to the new media that is as engaging to watch as something like Battlestar Galactica (hey, it ain't Shakespeare but it's pretty darn fun) and I'll watch it. Honestly, though, I haven't really seen it out there. Where are those kinds of stories? That's not a rhetorical question. If someone can point me--a relative outsider--to those kinds of shows then I'll probably become a fan. As for the lower-production, everyman/woman with a camera and a few clever things to say, it's okay entertainment and sometimes feels like a real connection but it's most often not enough to keep me coming back. It's more of a novelty to me.
I say this as a guy who's never shot a video in his life and has no idea what it takes to produce content on a regular basis, but who respects the fact that it ain't easy even for the dude with one camera in his basement.
I'm the consumer. Convince me.
kat
· 2 years ago
what do YOU need as an audience to stop watching Sopranos and Heroes and American Idol and start watching more Scriggity and Galacticast? ----------
i won't stop mainstream media can be really great stuff (canivale as an example) if you try to stop me and sway me over it won't work
if you add it though let me mix it in (i don't always want 45 minutes of something i have nights that i want short stuff to chew on like Mark Day)
if i had my ultimate it would be to have a collection of the podcasts i like gathered together in one bunch then based on what i choose have suggestions for me "If you like ### then you'll love ^^^^.
give me that i'll spend time with you
oh something else you guys don't make me a t-shirt i don't like make me an iron-on transfer i can put it on anything i damn well please i'd buy it i'd wear it i'd be advertising
As someone who is in film school i'll say this, in Hollywood it is a consentious that 90% of scripts that are being made are utterly crap. Some would argue fevereshly that it's 95%. Now saying that where does that leave production value? Unfortunately left with trying to pretty things up because there is no story. Does this represent the whole ideology when it comes to all visual productions? In my opinion, NO. I say this because I think it will always be about content. One example is the fact that most people fight to download mp3's instead of trying to get a higher quality recording. They don't care if it's compressed like hell, they just want to hear the song they want. Most musicians talk about how bad the quality of music a mp3 has but average joe will look at the musician and say"...huh?" As a listener of podcast, because I am tired of the same four songs that are played on the radio constantly, as a viewer of vidcast, because I'm looking for some content that would get me engulfed and thinking with a splash of laughter, and as a filmmaker who is trying to create content I would want to see, I am going with the content and story. Plus I also believe that if you have crappy equipment or less than professional equipment, that's no excuse for shoddy work. When a story comes your way, let the people get as much as they can from it. And if time and expense permits give them the top of the line. It'll only leave them wanting more and a true fan will stick with you shaking camera or not.
All Comments
In the blog world where 1% of the people create and around 9% contribute, what does that mean for the other 90%?
That answer is the flavor of the month, but I'm getting uncomfortable giving it. There's something else going on right now. It's like a new wave of creativity. I'll be interested to see where it leads...
Isn't growing a spine the antithesis to new media creation?
Just shooting video isn't going to be all that relevant in 8 or 10 months. Is it relevant now?
If we don't move now, we might drown quickly. But what's the move?
This is one which I am not going to be giving away.
I have Web 3.0 within the confines of my brain.
I am already in the process of making it a reality, and providing people with real "day jobs" at the same time, doing what they already love to do.
More details as I find that I can release them
Now I think more than ever people want a more immersive experience, it isn't just enough to visit your website or watch your video blog, I also want to read what you have written or see what you recommend. I want to listen to your interviews and comment on your comments.
So, I think that the more people want to involve themselves in a new media experience the more they will be creating a wider footprint or a more visible presence.
Sopranos? Does anyone really watch that show any more? It's a nighttime soap opera about A-holes...
Content has value to audience.
Audience has value to revenue drivers.
In order to move up the value chain, you need to continue to provide ever-improving value. Make better, more timely, more relevant, more engaging content (and have your audience help) and derive revenue from an ever increasing, ever more focused audience niche.
we are the new media creators, that in years to come shape the industry. we should start looking at ourselves as such.
So there's still something out there about reaching the mainstream. And then, there's some of us digging into the niche. I'm in the niche. But SOMEONE from us has to go after the mainstream.
No, it's nothing which I've told anyone about yet.
It does incorporate some things which some of you may already know about, but the final product/approach I have not disclosed.
Ask A Ninja is an obvious one. JetSet, I believe, can easily transition into the mainstream (while still creating constructs that are forward-thinking; that incorporates niche web world with standard television).
Then there's the whole discussion of folks like Tom Green, where the mainstream spit him off the networks, yet is quite popular on the internet.
Question that relates:
How many "shows" out there today are really segments waiting for better packaging?
The second type of quality is what i call show quality - is it a good show? we all remember the first final fantasy movie. these guys spent tons of money on a 3D animation feature. it had an amazing production quality. but it was a shitty movie - cause it was boring, with stupid script. Here i think we can beat the big guys. we can create high show quality with one camera. it is possible. but in order to do that we need to look at ourselves as leaders of a new movement that will change the industry. this way we will force ourselves to look at things from a pure media organization perspective, create quality content, beat the big guys with creativity. when i talk to people about this market, people are talking about success stories all the time. The success stories i hear are of people that started their vlog and moved to NBC. this is not a success story. a success story is when we have shows that make money on their own, gain wide distribution, and become a player. there is a reason why so many indie movies are not successful - not everyone want to see the boy meet girl (or boy meet boy) movie backward in black and white cause it is cool. people want good content. and we can give it to them.
wow - that was long. Chris - you just gave me a gazilions posts to my blog :)
You're right, it's not about just shooting video. It's about talent & effort, and the ones who have talent and put in effort will break through, I don't think they have to necessarily seek it out.
...now...we just might.
Matthew
The problem is that we are getting lazy about story telling. Reality television is telling stories of one sort or another through editing, but it isn't really crafting stories from the beginning- it's editing to stereotypes.
I was almost shocked at how good If Not Now is, produced by Kathryn Jones- the questions asked are poignant, and the front and back bumpers tie the show together well, but still leave you pondering the question at hand.
And, at the heart of it, people want interactivity. We are tired of being lied to and pandered to, and now that we can exercise control over our channels of entertainment as never before, we are eager to do so. (It's amazing how impatient I get with regular tv now, after a steady diet of internet TV, podcasts and NPR.) People love talk radio because it's interactive; people love video games and the Wii because they are interactive; we love watching other people because it's interactive. Just another form of broadcasting on a smaller format will nto get it done.
My question: Is there a compelling reason to try and go mainstream? It seems to me like the most compelling reason is a monetary one. And if you are doing it for the money, and that's why you're interested in getting into that land, well, maybe you should take a serious look at why you're creating content. Because there are much easier ways to break into the mainstream than trying to become a big fish in the small new media pond.
Matthew
Not only do you need imagination but you need personality. Even if you don’t have one, you need to create a character that people want to get to know, watch on a daily basis.
I feel that there is an unfair advantage sometimes when comparing a high quality video (shot with HD cameras, etc) to one that was shot with a regular handheld camera. You have to admit that quality is an attractive element to the eye even if it’s dreary.
Here’s an example: I came across this amazing video *cough cough* that was submitted for a contest on Utube and was informed that it’s extremely creative and entertaining despite the fact it wasn’t shot with high quality production cameras:
http://youtube.com/watch?v=-OjHgMCZo4Q
In a situation like this, will creativity win or clarity?
By the way, anyone who knows me (which is pretty much just Chris) knows I’m joker, especially about myself.
I say this as a guy who's never shot a video in his life and has no idea what it takes to produce content on a regular basis, but who respects the fact that it ain't easy even for the dude with one camera in his basement.
I'm the consumer. Convince me.
----------
i won't stop
mainstream media can be really great stuff
(canivale as an example)
if you try to stop me and sway me over
it won't work
if you add it though
let me mix it in
(i don't always want 45 minutes of something
i have nights that i want short stuff to chew on
like Mark Day)
if i had my ultimate
it would be to have a collection of the podcasts i like
gathered together in one bunch
then based on what i choose
have suggestions for me
"If you like ### then you'll love ^^^^.
give me that
i'll spend time with you
oh
something else you guys
don't make me a t-shirt i don't like
make me an iron-on transfer
i can put it on anything i damn well please
i'd buy it
i'd wear it
i'd be advertising
What do you want out of your new media
Comedy:
www.g14productions.com
www.galacticast.com
Drama:
www.samhas7friends.com
Also check out Goodnight Burbank and Agent Xenon.
Hope you enjoy!
Matthew
Yep, i am the 27,000 + 1...