Uncertainty Is The Friend Of Interactive Innovation

I wanted to pass on a few articles that have come out recently about the uncertainty that pervades the digital music, Web 2.0 music world.  The uncertainty is around which models will work, how to license, how to manage, what consumers like, etc., etc.

 I love it.

 I love it because the fast pace of innovation around single-purpose services is the core reason that a solution that connects innovators and enables innovations rather than trying to hinder them is so powerful. 

As you read the articles you will notice that a lot of attention is paid to media execs as they try to “figure” out the next big thing and how to control their content or brand within it.   While content and brand control is essential in one sense, what I believe many execs have failed to recognize, but the consumers and fans surely already do, is that there are many “big things” & an increasing number of outlets of which their content, whether they like it or not, is already a part. 

In my opinion the core issue then is not trying to 'predict' in order to ‘control’ but to 'discover' in order to ensure ‘visibility’ into  & ‘knowledge’ of their content locations.   A solution that provides that in a simple way to content owners untethers them from a top down approach to fan and business-building as they can rely on the biggest fans to push their brand forward.

In turn, the owners can see and know where their content is already part of a service, conversation, zeitgeist so that they can then layer their business model into it as appropriate for the medium.   This approach, done in partnership with the current central control approach, truly takes advantage of the interactive tools available to both professionals and consumers.

Trying to pre-control access from the other direction is like sticking your finger in the dam and will simply drain resources more quickly than the content owners could derive any value.

That is what excites me so much about the next step in content business management and distribution…it removes the burden of trying to control every new idea that comes out of the digital & mobile ether and, instead, allows creators to find and see it, then determine how to best use it for business advantage. 

The fact is there are thousands of innovative, smart people out there who love music & media and the new gneration of truly connector services can help connect that passion with the those whose talent fuels it.  What is an example of one of these services...stay tuned, it is much closer than you think.

There are loads of discussions around the topics covered in the articles below and they often simultaneously support & contradict each other, but I thought I would pass on a quick few to support my little diatribe above:

http://idolator.com/5163038/digital-music-basically-no-one-has-any-idea

http://news.cnet.com/8301-1023_3-10184877-93.html

http://www.mailtribune.com/apps/pbcs.dll/article?AID=/20090303/BIZ/903030302