Thursday, January 20, 2011

Ideas are the new currency, or at least their packaging is

In case you have been in a coma for the last decade I thought I'd let you know that the power of mass media has recently shifted in favor of the little guy. By making production (video camera to shoot and a computer to edit) and distribution (free youtube account) affordable and accessible to everyone, the corporate control over what images we see on a daily basis is lessened to a great degree. Now being heard isn't a matter of WHO you are (as in - I can afford to pump commercials down your throat on broadcast television) but more of WHAT you have to say.

To me something like this is the perfect example:

This guy has a video that is only 1:30 long. It's the only video he's ever posted and it's on the topic of a fairly well worn debate. And nearly a million people have seen it.

The interesting thing is that the content of the video, the "idea" if you will, is not what drew that many people his page. It was the packaging of the idea. By synthesizing his whole concept down to one sentence "Gay Scientists Isolate Christian Gene" he was able to penetrate the white noise of the internet and actually connect with people.

So yes, the idea has to be good. But you also have to be able to package it in a way that communicates that. Which isn't always easy, but it's still a whole lot better than having to spend enormous sums of money.

And that's why Dad's Garage Theatre is so passionately exploring these new opportunities to have our voice be heard through our Do It! project.

1 comment:

  1. This is a really interesting observation! We are starting to venture more and more into video work here too and are struggling to get outside people (besides staff) to view the footage. Perhaps creating taglines on top are the way to go?