1. Dynamic Adaptability:
Arts and Culture
Puget Sound
Douglas McLennan
Editor, ArtsJournal.com
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical
Friday, July 9, 2010

2. (206) 898-7656
Dynamic Adaptability:
Arts and Culture
Puget Sound
Friday, July 9, 2010

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Dynamic Adaptability:
Arts and Culture
Puget Sound
1. A moment of Creative Disruption
Friday, July 9, 2010

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Dynamic Adaptability:
Arts and Culture
Puget Sound
1. A moment of Creative Disruption
2. Just who is the new audience and what do
they want?
Friday, July 9, 2010

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Dynamic Adaptability:
Arts and Culture
Puget Sound
1. A moment of Creative Disruption
2. Just who is the new audience and what do
they want?
3. Five strategies and opportunities for the
new cultural economy
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1. The Setup
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Mass to Niche
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Mass to Niche
40%
50%
60%
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21. Manufacturing
Economy
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22. Distribution
Economy
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23. Service
Economy
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24. Experience
Economy
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25. Attention
Economy
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26. Attention
Economy
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Intention Economy
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Protocol Economy
- David Brooks
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Protocol Economy
Economic change is fomenting intellectual change.
- David Brooks
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Protocol Economy
Economic change is fomenting intellectual change.
When the economy was about stuff, economics
resembled physics.
- David Brooks
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Protocol Economy
Economic change is fomenting intellectual change.
When the economy was about stuff, economics
resembled physics.
When it’s about ideas, economics comes to
resemble psychology
- David Brooks
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Tyranny of Choice
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A Crisis of
Constituency
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Click-through
Rate
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Click-through
Rate
0.10%
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Click-through
Rate
0.10%
Or: 1 click for
every 1000
impressions
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11. So who are these
people and what do
they want?
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43. Pre-Boomers
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44. Boomers
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45. x’s & y’s
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46. Millennials
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50,000 hours
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48. generationally, community means different things
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49. generationally, community means different things
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• 500 million users
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• 500 million users
• Members watched 30.3 billion videos in
April (average viewing time: 4.4 minutes)
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• 500 million users
• Members watched 30.3 billion videos in
April (average viewing time: 4.4 minutes)
• Members uploaded 20 million videos in
April
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• 500 million users
• Members watched 30.3 billion videos in
April (average viewing time: 4.4 minutes)
• Members uploaded 20 million videos in
April
• 25 billion pieces of content shared on
Facebook in April
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111. Five Opportunities
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1. It’s all about constituency in the
Attention Economy.
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Community Penetration
Whom we reach Everybody else
2%
98%
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“The reason they’re not reading you is
not that they don’t like what you have
to say.
It’s that they don’t know what you’re
saying.”
- Author Cory Doctorow
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- Kevin Kelly (Technium)
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There’s an app for that
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2. Rethink your relationships
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Institution
Artists Audience
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Institution
Artists Audience
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Institution
Artists Audience
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Institution
Artists
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Artists Audience
Institution
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Audience
Artists
Institution
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82. New Storytelling - HBO
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83. New Storytelling - HBO
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84. New Storytelling - HBO
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85. New Storytelling - HBO
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86. New Storytelling - HBO
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3. Be infrastructure rather than
product.
(sell aesthetic rather than concert)
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Incentivize New Markets of Expertise
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Total Aesthetic
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4. Art isn’t complete until
a community does
something
with it
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Algorithmic Authority
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Algorithmic Authority
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Algorithmic Value
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Algorithmic Value
• Attention capital
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Algorithmic Value
• Attention capital
• Reputation capital
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Algorithmic Value
• Attention capital
• Reputation capital
• Community capital
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5. Promote a Culture of Failure
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120. Good Enough
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The Secret of Failure
“It’s important that nobody gets mad
at you for screwing up. We know
screwups are an essential part of
making something good. That’s why
our goal is to screw up as fast as
possible.”
- Lee Unkrich, director of Toy Story 3.
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Failure 101
Penn State University instituted a course for
engineering students – Failure 101.
The students have to experiment, which
inherently involve taking risks. But in this
course, the students do not pass over their
errors – the errors and mistakes are
opportunities to learn, create and innovate.
The more failures the students make, the
sooner they get an A.
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Total Transparency
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130. Time, Inc
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Great Expectations
Alexander Graham Bell
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Great Expectations
Alexander Graham Bell
was a failure
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135. Dynamic Adaptability:
Arts and Culture
Puget Sound
Douglas McLennan
Editor, ArtsJournal.com
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical
Friday, July 9, 2010