Creative and Distributing via social media

 Old model consumption:

  • Cinema event box office tickets 
  • VHS tape rent money 
  • Tv channel 4
Casey Pugh:
  • In 2009 Asked internet users to remake Star Wars 4 
  • In a few months time thousands of fans responded with extraordinary creativity from around the world 
  • Star Wars uncut was made into a fan version and won a prime time Emmy for outstanding creative achievement in interactive media
  • Was stocked together and put online for streaming called directors cut 
  • Crowd source project 
  • Henry Jenkins theorist - Example of how online technologies have enabled a participatory culture in which audiences can now participate in the production and meaning of cultural products 
Long Tail Theory:

  • 📈 The Long Tail = idea that the economy is shifting away from only focusing on “hits” (popular stuff) and moving towards many smaller, niche products.
  • 🛒 Before: Stores and TV/radio could only offer a few things (limited shelf space, limited airtime).
  • 💻 Now (online): No shelf space limits → almost endless options can be offered.
  • 💸 Costs are lower: Making and selling products online is cheaper than in physical stores.
  • 🎯 Niche markets matter: Even if a product is not super popular, it can still make money because online platforms can reach the right audience.
  • 📊 Small + Small + Small = Big: All those niche products together can sell as much (or even more) than the big hits.
  • Audiences not just founded on mainstream hits but also on niche products 
  • Going online media cheaper and this means more opportunities to produce products 
  • POTENTIAL FOR COLLABORATION






























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