– a blog by Scott Walker

06
Jan 10

The Business of Collaborative Entertainment

I just finished C.K. Prahalad’s latest book, The New Age of Innovation. Prahalad’s strategy writings are fairly standard M.B.A. reading (I consumed my share back in 2001), but none of his previous works resonated so deeply with me as this one.

While Prahalad discusses many ideas in this book, one of his key concepts is that companies need to stop focusing on commodity-based transactions with customers and start offering experiences. For Prahalad, value creation comes from personalized experiences, not products or product-based transactions.

This sets the stage for his two core points: (1) the individual is at the heart of the experience, and (2) companies can no longer control/own all of the resources necessary to provide personalized experiences.

So, if creating personalized experiences is the new direction, and individual companies cannot provide the resources required for creating personalized experiences, what’s the answer?

For Prahalad, a significant part of the answer is consumers themselves. Here are some excerpts from his book:

  • “Customers play an active role in co-creating value.”
  • “Customers are increasingly a source of competence.”
  • “…a whole generation of consumers [will be] expecting to be treated as unique individuals, and they now have the skills and the propensity to engage in a marketplace defined by [personalized experiences].”

What does this have to do with entertainment? Well, Prahalad gives various examples of how existing companies can overhaul themselves to fall in line with his two core concepts, he never really ventures into the entertainment industry. That’s a shame, since I think the entertainment industry has a wonderful opportunity to explore new ways to brings its audiences deeper into the content creation process. I believe this opportunity has so much potential that I co-founded Brain Candy, LLC based on this philosophy.

Brain Candy builds customized models of content creation where fans can participate canonically and monetarily in commercial entertainment properties without forcing property owners to sacrifice quality or commercial control [to be clear, Brain Candy's work focuses on commercial entertainment properties that incorporate user-generated content as official works; it's not crowd-sourcing or an open-source approach to content creation].

But back to Prahalad. His book eloquently lays out – from a business perspective – the rationale for why content creators should consider a collaborative approach in some circumstances. If consumers are capable of co-creating value with property owners and are a source of competence, why not find new models of entertainment that include consumers, audiences, and fans as part of the process? Why can’t personalized experiences and individual creativity be integrated into collaborative commercial entertainment?

The list of reasons against letting fans into the creative process is long and legion: It’s a legal nightmare. It will dilute the quality of the property. It can’t be sustained monetarily. It can’t scale. It won’t support world continuity.

I’m not suggesting that collaborative entertainment is easy, but I am adamant that it’s possible. Indeed, I’m adamant that it’s viable.

I’m not suggesting that collaborative entertainment is the silver bullet for Hollywood. In fact, it’s not ideal for every genre, much less every property. At this time, it’s especially suited for two genres that are already awash with avid fans and a mountain of user-generated content: fantasy and science fiction.

And I’m not suggesting that collaborative entertainment is going to replace entertainment as we know it. It’s an additive alternative, not a wholesale substitute.

What I am suggesting is that Hollywood might find a new way to view how content can be created and entertainment properties can be generated in ways that reward audiences and benefit property owners. And Prahalad’s The New Age of Innovation is a great starting point for understanding why this is important.


16
Dec 09

My interview at The Business Insider

Earlier this week I was interviewed by Heather Leonard at The Business Insider about my company, Brain Candy, LLC, and its first internally produced entertainment property, Runes of Gallidon.

It was just one part of an amazing whirlwind trip to NYC where I was able to:

- have dinner with Ivan Askwith, Cheryl Furjanic, and Mica Scalin (we continued the Futures of Entertainment 4 conversations regarding transmedia, fan engagement, collaboration, etc.)

- meet and be interviewed by Heather Leonard at The Business Insider

Brain Candy

http://www.businessinsider.com/business-news/dec-14-brain-candy-1-2009-12

Runes of Gallidon

http://www.businessinsider.com/business-news/dec-14-brain-candy-3-2009-12

- have coffee with Aina Abiodun and share some awesome ideas about new ways to create content

- stop by the Starlight Runner office and meet with Caitlin Burns and Erek Tinker (yet more thought-provoking discussions of transmedia storytelling and participatory engagement)

- and wrap it all up with a long-overdue dinner with Jen Simmons (a smart, talented woman with her own views on narrativity and technology)

all in less than 30 hours.

A non-stop trip of intellectual challenges and new insights. Mentally awesome, physically exhausting.

Happy to be home and ready to stay grounded through the holidays, though I’m already wondering when I can get back to the Big Apple…


05
Dec 09

New Brain Candy presentation: The Collaborative Property Model

We just got a new presentation up at the Brain Candy, LLC shop that is a high-level summary of how we apply our collaborative approach to entertainment content (here is a direct link).

The model is incredibly flexible and scalable, and it generates new revenue streams for entertainment properties of many shapes and sizes (movies, TV, RPG, video games; new, dormant, active properties, etc.) to extend them through a collaborative framework that creates new revenue streams for the property.

The short version is that we have built a licensing framework and a narrative structure that allows the creative community at large to participate meaningfully and monetarily in the creation of official content for the entertainment property without requiring the property owner to sacrifice branding or editorial control. It’s a model based on parity of value exchange, and it gives both fans and property owners the ability to generate revenue from what is typically referred to as user generated content.

The Collaborative Property Model is the foundation we use when we approach a new project, since each property has unique qualities, and each property owner has unique goals and concerns. For one example of how the Collaborative Model was customized and applied to a new intellectual property, please check out the Renewable Entertainment Franchise presentation; it summarizes the model used when we created the fantasy world, Runes of Gallidon.

Blogging will be light for a week or two, as I’m traveling on vacation with the family and will be trying hard to spend some long-overdue quality time with them (which doesn’t bode well for twitter, blogs, email, or much else in the way of communication or productivity).


04
Dec 09

What NaNoWriMo Taught Me

Last month I wrote my first novel. In a fit of madness, I decided to use NaNoWriMo as the “perfect” way to ensure I didn’t give up halfway through.

Adding to the challenges was the fact that November included two back-to-back long weekend trips and a long weekend holiday. The timing could not have been worse.

How did it turn out? Pretty well, surprisingly, but not how you might think.

Yes, I now have a complete first draft of a fantasy novel. I didn’t have that 34 days ago. I can also honestly make the claim, “I wrote a novel.” I couldn’t claim that 34 days ago. And I can say that I did it in 29 days. That’s something I never thought I’d be able to say.

And make no mistake, the draft is what you would expect from an amateur’s first attempt. It’s crap, it’s utterly unusable in its current form, and it ended up taking so many twists and turns, I’m not even sure the ending has anything resembling a logical connection with the beginning. The real hard, dirty work – editing, polishing, wordsmithing – spreads out before me.

But the draft was, in many ways, just the by-product of something else. The process of writing the novel was a huge learning experience for me. The lessons I take with me are the real treasures from my NaNoWriMo experiment. Below are a few.

[Disclaimer: The observations below are unique to me and are not meant as anything resembling guidelines, advice, or suggestions for how to go about courting your own muse. Each writer's path is unique and must, in the end, be walked alone.]

1) When pressed, I actually had what it took to write a novel. Success in this case is measured by completing at least a 50,000 word novel in 30 days. The simple act of completion and closure during NaNoWriMo was a surprising confidence booster.

2) For me, writing during NaNoWriMo is a labor of labor. Love doesn’t much enter into the equation. Mostly due to time constraints, the process was a genuine struggle. Certainly, there were fleeting moments of what might be called bliss (say, when a new idea popped out of nowhere that worked really well at taking the story in a new, more exciting direction), but the whole thing felt more like a cross between nailing Jello to the wall and trying to hammer a lump of mud into something functional, if not attractive. My walls are now permanently stained green, and I believe I tossed my hammer through a window somewhere around 35,000 words.

3)  I read a lot of “how to” books and articles before attempting to write the novel. I thought they were going to be more helpful than they were. Looking back on it, I think their value is more downstream rather than up-front. In other words, I understand a lot more about planning and plotting now that I’ve slogged through a novel than I did before. When I revisit those how to resources, they will take on a new, deeper meaning.

4) Writing was both easier and harder than I thought. I tripped over the smallest of challenges and easily vaulted the largest of hurdles. Where NaNoWriMo really helped was in preventing me from stewing over problems. Big or small, hard or easy, I had to keep writing if I was going to win.

5) Despite all the dire warnings to never get bogged down during the first draft, I still found myself correcting spelling, grammar, and even going back to previous passages to retroactively bring in a new idea or better integrate earlier work with later developments in the narrative. I’m no where near skilled enough to say whether that’s a good thing or a bad thing for me, but it definitely made the NaNoWriMo challenge a lot harder.

6) I completely underestimated the frequency with which new ideas would emerge from my writing. This was both boone and burden, as it greatly extended the scope of the plot. I ended up with a lot of “extra” material to work with, but every new idea meant more words. This was not a problem in general, since the more you have to work with, the better chance you have of constructing a more imaginative, engaging story. But this becomes a serious problem when you’re under a 30-day deadline. It forces you to walk away from certain storylines simply because you don’t have time to explore them.

7) I did not make use of the NaNoWriMo website or write-ins. I did not have time to hit the forums, extend my writing buddy network, play much in the #nanowrimo twitter stream, or meet my local NaNoWriMo writers. This was disappointing, since I feel that all of that can be a part of and can deepen the NaNoWriMo experience. But at the end of the day, I was forced to admit thatI needed every spare minute to write, and none of these activities were adding to my word count.

And most importantly, what I learned from NaNoWriMo is that (at least for now) I am definitely not a writer. I’m someone who writes. It’s a good distinction for keeping one’s ego in check.

Did I enjoy the NaNoWriMo challenge? Will I take the challenge next year? Do I think it was a helpful tool for writing? Yes, hopefully, and a qualified yes. As someone once said about NaNoWriMo, it’s a great way to write a novel in 30 days,  but it’s not a good way to write (even Chris Baty doesn’t suggest its use as a permanent state of writing).

I’m already looking forward to next year’s competition, and if I’m ready to write another novel before November 2010, there’s a good chance I’ll self-challenge myself to a 30-day window. But I certainly would not want to earn my living by writing under these conditions.

UPDATE: One of my fellow NaNo buddies, Drew Lackovic, kindly forwarded his suggestions on how to tackle revisions. Drew is a man of many talents, including writing and teaching. His thoughts are definitely worth a read in general but especially applicable for anyone suffering from a NaNo hangover…


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