Most of what we know are a combination of ideas that came before us. But I think digital changes this to an extreme and in some ways I think we are in the early days of a total remix revolution. The future ahead for both content creators and consumers will be leaps in remix-ability.
I’ve had this post unfinished for a while now waiting for me to come up with a concise takeaway or connect the dots. I’m not sure I did that here but as we look toward the future of technology and how people interact with content (and everything going digital) I wonder if eventually everything will be easily remixed.
If you’ve watched the 4 part video series on Everything is a Remix this concept isn’t new.
A minor leap forward is a new video service Popcorn.js a video media framework that allows you to add elements to video such as Google Maps, Twitter timelines, and Flickr photos. Popcorn.js allows to take any video and essentially remix it with dynamic elements.
Remixing the Image with Instagram
A simple photo isn’t good enough anymore, now for it to be worthwhile it has to be remixed with filters. This alone create a unique position for Instagram and Facebook recently joined the game.
Meme creators, we saw this play an impact in our last political election (or now it seems any major event). There seems to be a rush to find out who could create the meme for the day given what strange pose or utterance from politician or other person thrust into their 15 minutes of fame.
What does this mean for content consumers?
On a low cursory level consumers of content will start to remix things in a greater scale. They will also consume remixed items without every really knowing the original source.
We have experienced this for a while on a very cursory level with services such as Pinterest and Tumblr. The recent re-launch of MySpace asked you to select what type of user you were and one of your options was “curator”. The essences of a great curator is their ability to remix content and ideas from many different sources. So what does that mean when the average content consumer becomes a remixing curator?
What does this mean for content producers?
It’s a two way street. If your stuff gets remixed usually that means your brand or your ideas get a larger audience.
The downside is unless you’ve find a way to ensure that your ideas are connected to you or your company this exposure means little if anything.
Another challenge is attention alone does not create purchase intent. Sure it’s great your stuff gets remixed but unless your sole goal is to spread your brand half of this remixing will do little to drive sales.
Can we really do anything about this? With everything becoming digitized and the rise of platforms that connect to one another, remixing content will become easier and easier.
Just because we can remix doesn’t necessarily mean we will. It’s the same with content and engagement. A small minority of people actually participate in content creation and engagement. If there are tools that provide easier remixing will the participation rate of this activity go up or will it remain close to the same percentages of those that engage and produce?
Why Does this Matter?
If your target market is spending time in platforms that allow them to remix media it’s probably pretty important you understand how or if you can reach them in this platform (environment). If you can then it’s like any new platform that is released, understand the rules and etiquette and devise a strategy and plan.
If you can’t at least know that this type of activity is consuming your markets attention allows you to gain insight and learn other ways to connect.