An overview of the socio-economic and cultural behaviour trends that Brinkburn Music's audiences are experiencing, and that cultural organisations are reacting to

1. 4th March 2009
HANNAH RUDMAN
Brinkburn: Looking to the Future
www.slideshare.net/hanrudman
RUDMAN
Hannah@envirodigital.com CONSULTING

2. Diminishing digital divide?
• Connectivity and kit
– 87.6% UK homes have digital TVs
– 300m smartphones in the world,
– Nokia making an entry level handset,
– Malawi building IT infrastructure for smartphones not
PC
– 4bn mobile users in 12mths
– 10% global population on
broadband in 12 mths
RUDMAN
Hannah@envirodigital.com CONSULTING

3. It’s not about the technology
• Convergence
– In a few years time,
mobile devices will
hold 10TB data
(10,000 GB)
RUDMAN
Hannah@envirodigital.com CONSULTING

4. Digital Development:
• It’s NOT about the technology!
• Grownups believe the world is just like when they
were growing up and that everything happening
now is an exception.
• Change blindness is rife…
• Its actually about keeping up with the socio-
economic / cultural behaviour changes
RUDMAN
Hannah@envirodigital.com CONSULTING

5. What trends are we looking at?
Microtrends 1-3 years Fashion, fads,
technology
devices/platforms
Macrotrends 5-15 years Business cycles,
technologies
impacting
socio/cultural/econ
omic behaviours
Megatrends 15-50 years Societal shifts,
industrial shifts
Gigatrends 50+ years New Societies
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

7. Context: mass innovation & creativity
“My argument is that these new forms of mass, creative collaboration announce
the arrival of a society in which participation will be the key organising
idea rather than consumption and work. People want to be
players not just spectators, part of the action,
not on the sidelines.”
Charles Leadbeater, thinker and author.
www.wethinkthebook.net
RUDMAN
Hannah@envirodigital.com CONSULTING

8. We are seeing a “renaissance of the amateur”
Director of Centre Pompidou, Prof. Bernard Steigler
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

10. Context: experience economy /
status stories
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

12. People want to attend,
and do more than just attend
• Personalise
• Participate
• Co-produce
• Create meaning
This affects:
– Artistic practice
– Organisations’ operations
– Business models
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

16. Status Stories: story caching
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

18. Why Social Networks?
RUDMAN
Hannah@envirodigital.com CONSULTING

19. Develop a social media strategy
• Connect
• Build relationships
• Collaborate
• Know your market
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

21. The end of control?
In the past, you were what you owned. Now you are what
you share.
Charles Leadbeater, We Think.
You may struggle to own the content. But you can own
the
CONTEXT, MEANING, RELEVANCE, EXPERIENCE,
EMBODIMENT, TIMING
RUDMAN
Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

23. And a word of warning…
• Formally… • Now..
– Audience – Users
– Consumer – Co-creators
– Listener – Contributors
– Customer – Peers
– Buyer – Producers
– Promoters
These people are your new sales & marketing, press
& PR teams - don’t underestimate the importance of
building a relationship with them!
RUDMAN
Hannah@envirodigital.com CONSULTING

24. From push to pull
• Business is changing
– Networked, distributed
RUDMAN
Hannah@envirodigital.com CONSULTING

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32. Open Innovation/user innovation
• The people with the best ideas don’t work for you
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Hannah@envirodigital.com CONSULTING

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Hannah@envirodigital.com CONSULTING

36. Peer-to-peer ownership
• What are the opportunities for members as
investors?
RUDMAN
Hannah@envirodigital.com CONSULTING