The Culture industry continues to reinvent itself through the commodification of tools and services and the new opportunities offered by digitalization: democratization and gamification of artistic creation, engagement with consumers, improved distribution copyright, use of VR to create new experiences …
Digitalization disrupts Culture (again)!
Sonar* has just held its 24th edition, the opportunity for us to participate in its program dedicated to innovation** in the field of creation and management of cultural contents (audio, visual, VR …). Although the audiovisual industry was one of the first to be impacted by digitalization (of its production, content, distribution, etc.), leading to a profound change in the income models for players in the value chain, it is about to experience a second phase of its transformation.
Here’s a quick look on the 4 main trends of this edition.
1/ Content (from everyone) is king
The creation of content has become vital today for any organization, so much that we no longer count the tools dedicated to the creation, management and distribution of audiovisual content. Thus the Audiu marketplace (UK) allows any amateur musician to benefit from the feedback and mentoring of producers and professional artists on their creations. The simplification and the gamification of the tools of creation is also a major trend, thus offering all the possibility to become a creative. In bulk: Dada Machines (GER), Dat0 (NL), Elektron Music Machines (SWE), HumOn (KOR), CameraFi Live (KOR), Melodics (NZ), Oval (SP), Revibro (SP).
2/ Engagement (with everyone) is the queen
Creating enticing content to promote your brand is not enough. You also have to emotionally engage your client through experiences. This is what the JNB Music platform (IRL) offers, a kind of virtual jukebox allowing everyone to choose the music that is played in the bar/restaurant where they are at thanks to an app. to the colors of a beverage brand for example. Fashtime (UK) values the time spent on social network to engage the dialogue between a brand and its customers.
3/ A better distribution of royalties
Broadcasting audio content automatically opens up a system of collecting fees for broadcasters and distributing copyright to copyright holders. The system is biased by the impossibility of knowing which music is broadcast in all the public places, it is based on the radio broadcasts to establish its classification of the most played songs and therefore the most remunerated artists. There are many initiatives to address this issue, such as JNB Music (see above), which collects the data from the broadcast media to be sent to collecting organizations, or Resonate (GER) and Dot Block Chain (US) that use Blockchain to master the distribution and thus better remunerate the artists.
4/ Virtual Reality is everywhere
Sonar+D has dedicated an entire room to VR! To become a cosmonaut, a traveler in time, to experience interactive experiences in Mixed Reality (see our latest newsletter): there are about 20 installations proposed, besides the numerous startups active in the field also present. But we will especially remember In Flight VR (GER) which, on the occasion of the hackathon which takes place in parallel, joins forces with Airbus to answer a problem of the industrial group: how to improve the experience of the travelers during their stay in the aircrafts of the manufacturer?
As we wrote earlier, the cultural industry was one of the first to be impacted by digitalization, and it is interesting to see in which direction it is now moving. By opening up to the greatest possible number of people, by simplifying exchanges between actors in the value chain, by constantly striving to improve engagement with the community, by building bridges with established actors to open the way for creativity. Would this be an indication of the future directions of innovation in the industries that are in the first phase of their digital transformation? It would be presumptuous to assert it today. But let us wish for it.
*Sonar is a 3-day electronic music festival taking place every year in Barcelona.
** The Startup Garden is an initiative bringing together 30 startups from all over the world who are active in the cultural field.
- On 16 June 2017
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