jueves, 20 de febrero de 2014

Stop mourn for a world that has gone, we live in the #digital era

The digital revolution is invading more and more aspects of our life. Perhaps, the biggest evidence of this revolution is our need to be always connected, and that is the reason why everywhere the internet mobile traffic is growing day by day (e.g. in the USA the internet mobile traffic double last year). What is more, there is a complete generation that does not understand their life without being in contact 24 hours per day. But at the same time, there are signs of growing digital and generational divide between we the baby-boomers and the millenials. And there are no space where the divide can be appreciated better than the cultural-life.

Sometimes, people are blaming the cultural industry for not being able to adapt to the digital era. Unfortunately, I think that the problem is bigger. Not only the industry do not understand the digital business, also the artists try to maintain their older habits of creation and be paid in the same way (and amount) for it. The musicians (in the same way as the music industry) is where this situation is more evident. It is quite sad seeing how one of the biggest creator of the 70´s and 80´s , David Byrne (disclosure: Talking Heads is one on my favourite groups), accusing internet of "sucking all creative content out of the world".  No, David, what the Internet is doing is creating a cultural space where the artists need to be in closer contact with the consumer if they want to live from their creation

Many times, I wonder why the musicians, writers and other artists do not try to understand that the digital revolution is changing all the businesses, specially the content business that they are involved. To sum up, there are five lessons that are specially applicable to the art creation business:
  • People are everything, everyone and everywhere at all times.
  • Experience is everything.
  • Information is elemental. 
  • Turn infrastructures into a platform
  • Learning is the new license to operate

And the tools to apply these lessons are already there, and the artists should demand them to the content platform providers. For instance, Spotify announced months ago thir metrics and merchandise service for artists and providing track services in the e-book platforms world is also a child game. data analysis could provide the artists an orientation and more information about which of their creations are better accepted. Other platforms, as thematic social networks like Good Read for books, could be the relationship tool needed for a closer contact between the artist and the consumer.  Of course, this implies changes in the art creation process, but no bigger changes that have been experienced in mining, manufacturing, governments, ... and the rest of the aspects of our life.

Artists should stop mourn for a world that has gone. They have to take advantage of the available tools to offered what people are expecting from them. They have to do the hard work of finding and pleasing an audience. That is living in the digital era.

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