Social networks dominate
The second theory is related to the theory of famous TED speaker Seth Godin (you can find his talk here ). Godin talks about tribes . The main point for this story is that we live in an era where social networks and tribes dominate. Demographic or psychological analyses are almost useless. As a company or brand, you will have to focus on the shared interests. People share what they care about (it is incredibly cliché, but I am almost obliged: sharing = caring ). So focus on the tribe. In addition, the tribe is subject to change. They know things that you do not know, be humble.
Storybuilding with your fans
The tribe is incredibly important, but who are the foundation of this? Of course, they are your fans . The third theory in this story is also supported by theories from Jenkins. Who are the first to share new content about your product or brand? That's right; your fans. And fans go far (during the 3FM awards I could see from the drum kit on stage which artist was going to perform next). Let your fans function as a team, let them actively participate. Forget storytelling , it's time for storybuilding ! The video below shows a great case of storybuilding to promote the film Batman The Dark Knight Rises.
What I can get a little annoyed about are SWAT analyses and all those five, ten, and twentyindia telegram data year plans that investors want to see before they give you a dime. Of course it is important that there is future music in a new concept or idea. My frustrations are mainly with the fact that too much time is spent on these kinds of things and this is at the expense of the speed with which a concept can become reality (let me make it clear that I am not saying that I find it unimportant), in other words, execution! The world is changing too fast and this is exactly what the second part of Amy's talk was about.