Audiences Affect Artists Too: Rethinking “Participation”
September 8, 2011
by Nancy Baym
Over the last twenty years we’ve seen a boom in research about “participatory culture” that tries, in part, to make sense of the many ways audiences engage popular culture. This work tends to start from the points of view of audience members. Recently (sometimes during my visits at MSR), I’ve been coming at this from the other side, asking what audiences look like from the points of view of culture creators. I’ve interviewed approximately forty musicians, managers, and label execs to get at how they understand their relationships and communication with audiences. You might have heard of some of them – they include people like Billy Bragg, Kristin Hersh, Lloyd Cole, and Richie Hawtin.
Future Makers Future Markets on 01 Aug 11Have a Strategy This sounds chiding, but it's true. If you're going to hire a community evangelist type, understand why you're hiring them. Because the role isn't exactly sales (though it is somewhat business development-oriented). The role isn't marketing (though there's a certain "rah rah" aspect to what we do). We aren't going to guarantee X sales, X new contracts, etc. And yet, if you're an employer considering hiring someone for this role, you have to measure their efforts somehow, right? Potential Measurements What if you used the following measurements to drive community around a product or service: Social network group membership # Social network group activity - are you able to motivate your group with regards to the product/service? Write-ups on blogs, podcasts, videoblogs - how many a month would be reasonable? Invites to business meetings, conferences, partnership opportunities New registrations for product/service (after all, that's the point, right?) Not all organizations will be the same, obviously, and the uses for this role are ubiquitous. In my company, I'm paid to do everything from write the conference program (all the sessions), to invite the speakers, to talk with the exhibitors about why they should come, and to drive awareness and attendance. After all, it's a conference, and I need to find revenue to stay paid and to keep my company growing.