“Somebody like Coke decides to create content like a network does or like Netflix is doing now. I can’t help but think that’s not only a possibility, but a certainty. We’ve seen so many fantastic TV shows over the years somehow fail in the ratings—Friday Night Lights and Arrested Development were critical darlings but the networks didn’t know how to make them succeed, and there are whispers of Community, one of the best comedies on TV, possibly getting the ax at some point. Maybe some of these critically-acclaimed, audience-lacking shows get picked up by a company like Coke, retaining all the creative people involved, and they find a way to incorporate the product into the show, or at the very least, simply have people watch new episodes on The Coca-Cola Channel. Big huge Coke logo surrounds a media player of some sort, and they just let the show be. If picking up shows like that work, who’s to stop them from making their own programs?”

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Every brand will be a studio. ReelSEO.com

Not that this insight is in itself particularly new - brands have often had their fingers in the entertainment pie, supporting rather than advertising - viz. The Colgate Comedy Hour. Sort of, a step to the side of integrated branding. It’s not the Subway sandwich made into a plot element or - as the article mentions - ET following Reese’s pieces - but just brands following the focus of people’s attention. Hovering just to the right of the content itself and going, hey, we paid for this. and you like it. we’re kind of alike, aren’t we? we sort of like the same things. hey kid, i think you and me could reinforce each others’ cool…

But - as the article points out - it’s the emotional connection between audience & content that the brand is trying to leverage. It’s never going to be about “engaging content first, selling product second” - it’s selling product first, and if engaging content does that - then that’s what advertising will mutate into. But what will that world really look like? Will it be brands paying content creators to get the antagonists to drink their rivals’ soft drinks. Content creators threatening to ridicule a brand unless they’re given a healthy chunk of cash (aren’t there already stories about reality stars or celebrities “inappropriate” to luxury brands’ images being paid not to wear their products?).

All of which is fine - art isn’t some kind of ivory-clothed maiden unsullied by the touch of rough commercialism. It has always existed under the eyes and wandering hands of the marketplace of attention.

What might be different about branded content is the way in which we read our art - will the characters in our branded webseries and corporate-sponsored ARGs be reduced to consumers? Is their headache evidence of a brain-tumour or an excuse to do a cutaway of a packet of tylenol, are they starting an exercise regime because of that near-death experience last season or to showcase Nike shoes? Is that broken family getting back together because they’re worked through their issues or because it better represents Coca-cola’s brand values? How long before a brand-exec asks to tweak a piece of content to better appeal to the brand’s demographic?

In an ideal world - these choices would work in a personal/artistic context as well as a market one - but as viewers, we will necessarily begin to parse our texts commercially - whether the text calls for it or not, they will all live in a Gibsonian coolhunting future, all content layered over by an a compulsive American Psycho narration of product-as-meaning.

Will anyone in a video be able to wear, buy, read, watch, mock, eat, drink or admire anything without the question of whether they’ve been bought off raising itself in the audience’s head?

(Another question: will brands start suing each other over their representations in branded content?)

Will this mean a focus on the contemporary-setting series? Or maybe even a move away from it - to avoid these kinds of choices? Or a kind of BBC-like artificially brandless world, full of Facepages and GNNs and Moogles?

Or maybe the studios will become the next brands? We’ve already got True Blood themed clubs - is it so hard to imagine a world where all real products begin their existence virtually, in a way the apotheosis of this idea of “brand values” - in their Aristotelian, screen-mediated form, the product is exactly what it wants to be, it has an emotional and narrative purpose - as seen on TV, and nowhere else, until its in your hand, and yours and yours. This already exists - American Girl dolls and Moshi Monsters already exploit this symbiosis - merchandising is the future.

Roll on Oceanic Airlines and Weasley’s Wizard Wheezes and True Blood cocktail mixes and Sex and the City clothing lines and Game of Thrones restaurants (oh wait, we already kinda had those.) Maybe the future of content is branding?

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Contrary to some of the rioters’ intentions, even the political grotesque of looting and chaos finds use in the work of Recreational Data, a group that – depending on who is asking or what reward is at stake – is either a trend forecasting agency offering brand optimization for the digital era or an art project staging ironic criticism of such initiatives. The fact that the group’s identificatory position is unclear is perfectly suited to the moment, making them both good trend forecasters and good artists. Whichever way, they are exemplars of entrepreneurial capitalistic practice, asking all the right questions:

“When currency collapses, what will take its place? How do you build brand equity when the markets are freewheeling? How do you turn the vague evidence of a meme into solid wealth creation? How can you make mass civil disobedience work for your brand? And how do you even begin to assess your cultural equity when fear and uncertainty are the order of the day?”
[Recreational Data, Currency Zones of the Future, LuckyPDF, London, 2011]

Addressing such urgent concerns in the promotional document Currency Zones of the Future – distributed via USB – the group proposes to recuperate the riots as consumer data-generation, replacing the pejorative designation ‘feral youth’ with the shoplifter as market indicator. Despite the proposed domestication of wild behavior the document’s rhetoric is unsurprisingly centred around the issue of power play:

Dominating the market means dominating the psychological landscape of the crisis. The State may be forced to interact with the looter and rioter as ‘criminal’, but we may see the looter in terms of potential: as market-modifier and as trend broadcaster.
[Ibid. pp.47-48]

This advice can’t be reduced to the status of mere provocation, as comments by at least one corporate boss confirm. Rioters stole £700,000 worth of stock from JD Sports Fashion outlets during the unrest and yet this news was welcomed by the company’s director who stated that it indicated ‘a strong demand for our products on the high street’

Relational Data also discerns commodifiable authenticity in the political grotesque, outlining ever more radical marketing opportunities:

The looter holds a golden opportunity for any brand, an uncommodified, unsculpted form of ‘realness’ that fills the credibility deficit of the saturated market. The young looter offers a human form for pushing a brand on a level of reach and depth unseen since the birth of rock ‘n’ roll and blue jeans. It will take a daring marketeer to ride the wave, but taking advantage of this “rupture of the real” in the total social conscience will touch a nerve to a real-world social identity that is both neglected and far more vital than constructed social identities favoured by marketeers.
[Ibid. pp.49-50]

As suggested, the cooption of an ‘unsculpted’ form of real world identity in the guise of street disorder by the purveyors of yesterday’s youth culture – ‘rock ‘n’ roll and blue jeans’ – should amount to a daring future strategy. However, this apparently novel prescription it is not so far from being realized. Levi Strauss’s Legacy commercial, part of its Go Forth series, was being aired across the UK while parts of London, Manchester and Birmingham went up in flames. The clip features scenes of couples kissing and live rock bands, beach sunsets and city streets thick with tear gas and riot police facing down good looking youths clad in skinny jeans. The collision of marketing fiction and protest, in all of its grotesque permutations, is the new rule. Levi’s pulled the ad but if Relational Data is correct next time they won’t.



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Ping me baby*: Digital pathology and the London riots by Nadim Samma.

(via hautepop)

Welcome to our own Gibsonian future. Does reclaiming the looter into a marketing narrative of “authenticity” (smashing a window for JB Sportswear as the last true & unmanufactured desire?) mean that the protest loses authenticity - if it ever had any in the first place. The hot new buzzword in marketing is “disruption” - don’t worry about your ideology, we can (re)create it for you wholesale?

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curiositycounts:

The Kinect Effect – goosebump-inducing manifesto for imagination in innovation, disguised as a spot for xbox   (via)

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“YouTube has been working hard on getting users to watch its videos on TV. For example, the site has been bringing its YouTube on TV interface, which was formerly known as YouTube Leanback, to an increasing number of connected devices, knowing that users watch twice as much YouTube content per day when using YouTube on TV as when accessing the site using the traditional desktop experience.”

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Twice as much content on TV rather than a desktop - holy hells, behaviouralism needs to get out of its transmedia ghetto and get right back in the boardrooms of broadcasters. How and where people watch clearly and elegantly relates to how much they watch. Is it still television if you’re watching it live on a laptop on your own - maybe not. Maybe it’s television if you watch it on a TV screen, in the middle of your living room, whatever it is you’re watching (youtube, someone’s holiday photos on a memory stick, a DVD). We’re already playing console games on our TVs and streaming video & browsing the web & chatting on Facebook via our PS3s and XBoxes - how much of a stretch is it really to be able to access apps and browse the internet just using our TV on its own? We might spend hundreds and thousands of pounds on our gaming PCs but we build rooms around our televisions.

Content isn’t king, baby, it’s context.

From an article on NewTeeVee claiming that Youtube’s top 5 channels get as many daily users as the top 5 US cable channels - staggering if that’s even remotely true.

4SquareAnd7YearsAgo. The service plugs into your Foursquare “check-ins”—those geotagged notes showing where you ate, drank, and socialized. Each morning, it finds your check-ins from precisely one year earlier and emails you a summary.

The result is a curiously powerful daily jolt of reminiscence. I talked to Giovanni on July 20, the one-year anniversary of his thesis defense, as he looked over the check-ins for that day. According to the recap, he arrived on campus at 7:42 am to set up (with music from Transformers 2 pounding in his head), left the building at 12:42 pm after getting an A, then hit a movie theater to celebrate with friends. Giovanni hadn’t thought about that day in a long while, but it all came rushing back.

“It’s like this helps you reshape the memories of your life,” he told me.

4SquareAnd7YearsAgo is an example of a new trend I call memory engineering—the process of fashioning our inchoate digital pasts into useful memories.



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Clive Thompson on Memory Engineering - this is fantastic - not just a scrolling vista or diary of your past (digital) life but rather, the equivalent of a particular smell jostling a long-forgotten memory for the digital age. Nostalgia is a powerful drug.

Later on the article describes a new Amazon service called Daily Review, which displays your kindle clippings from the last week or month, a timed schedule to help your brain absorb your reading more deeply. There’s something wonderful about this. So often we do this with books-as-physical object - see a well-thumbed novel lying on a table or on a bookshelf, and you reach out and page through, stopping to laugh at your highlights or remember the best parts of the story. There isn’t the same appeal in skimming through a well-read digital edition however, but this service pulls the highlights, the memories, out of the book - partly replacing that pleasure in a virtual space, but also augmenting it.

The problem with nostalgia is that it can be, in the end, a thin experience - just a wall of feeling, without the nudge to reassess, to analyse, to examine - but services like this can be that nudge - to draw us from a simple feeling into a deeper thinking. It’s not about replacing human memory with the algorithm - it’s about complementing it.

 
“The game’s perversity is what makes it provocative: we expect to have fun playing a video game, for the experience to serve as entertainment. Here, Barr uses Marina’s performance as a metaphor for how art can work against its viewer, fighting against expectations. “The Artist is Present” video game “may not be fun, but maybe it’s interesting for another reason.” Barr wrote. “I certainly had a surprisingly intense experience when I played it — in particular I became incredibly panicky about missing the queue moving up and losing my place.””

- Article about a videogame inspired by Marina Abramovic’s “The Artist is Present” - games don’t have to be fun (and often aren’t, grinding in WoW is not fun but it is rewarding in other ways…) And here: what if the aim of a game is to introduce panic rather than delight or adrenaline-fuelled shoot-em-up fear? So many games fundamentally are about fear or acquisition - kill your enemies, make your city larger, build your tower higher, run and duck and hide… And all of that is great, just as it should be. But other feelings or states can we try and evoke?
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On the day I stopped by his office, Schalk hit a button on his computer, and Pink Floyd blasted from his speakers. He was running an experiment to see what happens to people’s brains when they listen to “Another Brick in the Wall, Part 1” (a question that has occurred to any stoner who ever contemplated human consciousness in the glow of stereo lights). Weeks before, Schalk played the Pink Floyd song for some of his epileptic volunteers and recorded the activity in the parts of the brain that process sound. Schalk showed me a volume meter on his computer screen — this was a brain, tracking the roar of a guitar solo. It worked just like any other volume meter, but in one experiment, Schalk found that the brain did something unexpected. When he interrupted the Pink Floyd song with moments of silence, the brain’s volume meter continued to tremble up and down, as if the song were still playing. This, Schalk said, showed that the brain creates a model of what it expects to hear — a shadow song that plunks out its tune in the player piano of our auditory system.

“Isn’t this crazy?” he shouted over the thunder of the bass. “We’re close to being able to reconstruct the actual music heard in the brain and play it. If we had several times more electrodes, I bet we could do it.”

But for Schalk — and many others in the field — the ultimate goal is not music. It’s language. Schalk dreams of letting people speak with their neurons, issuing silent commands to their machines.



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From “The Cyborg in Us All”

It’s worth noting that the use of an iPhone or any other smartphone makes you as much of a cyborg as a having prosthetic limb, a subtle point that this article seems gloss over. Nevertheless, an interesting read overall.

(via modernandmaterialthings)

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“The algorithm that team developed for the five-year-old social network for booklovers is largely based on what’s on a reader’s bookshelf and what other readers with similar bookshelves have enjoyed reading. It also takes into account why you liked a book. When a reader categorizes The Help as “historical fiction,” the algorithm will react differently than when he or she classifies it as “racism.””

- Goodreads new recommendation system - it’s not just what you do but why. (We don’t just “like”, relevance isn’t strictly & solely about pure “enjoyment”)
 

The list divides all animals into one of 14 categories

* Those that belong to the emperor
* Embalmed ones
* Those that are trained
* Suckling pigs
* Mermaids (or Sirens)
* Fabulous ones
* Stray dogs
* Those that are included in this classification
* Those that tremble as if they were mad
* Innumerable ones
* Those drawn with a very fine camel hair brush
* Et cetera
* Those that have just broken the flower vase
* Those that, at a distance, resemble flies



- Thinking about ontologies + playfulness, it was inevitable that my mind wandered in the direction of Borges - and in particular his rather apocryphal and pleasurably parodic taxonomy from the Celestial Emporium of Benevolent Knowledge. There is a sense of fun in Borges’s classification that feels like it is missing from our ontologising - a sense, more accurately, of subjectivity. Though the possibility is there, and we have started to use it through user tagging and relational DBs - but often in the drive to make coherent, connected systems which share language we can forget that language is itself unstable - it cannot be perfectly depoliticised and frictionlessly deployed. Or: the shape of the taxonomic system is itself a statement of position, the only danger is in pretending that it isn’t. Foucault described this list as “breaking up all the ordered surfaces and all the planes with which we are accustomed to tame the wild profusion of existing things and continuing long afterwards to disturb and threaten with collapse” - how can we go about making that part of our mission statement as well - to use our data and describing to break apart the ordered planes and let us look at the “wild profusion” underneath?
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The Transmedia London meetup last night was fantastic – if you are in London when they’re on, and interested in games/narratives/new media – I highly recommend you come along.

Now, there were lots of great talks over the course of the evening and a lot of great conversations following on from that, but I really want to talk about the thoughts sparked off from one of the projects – Varytale which was presented by delicious friend @alexiskennedy. Many of you will be familiar with Echo Bazaar. Varytale is a platform for publishing interactive fiction, in their own words:

We’re helping pioneer a new genre of literature: a genre where the reader’s choices are part of the author’s creative expression.

I’m a big fan of interactive fiction of all kinds, and text-based storytelling – but the word that made me start to scribble furiously in my notebook was “complicity”. Alexis talks about the power of choices making the reader complicit with the author, and that’s an interesting notion – one that has been explored, I think, much more keenly in games than in other media. Brenda Braithwaite’s Train does this in boardgame form (you really will be spoiled if you click the link), the much talked about No Russian level of Modern Warfare 2 where your controlled character is part of a group of soldiers killing civilians (or participates in the murder) – and really, almost any game to a greater or lesser degree – simply because you as the player are making choices (even within a framework).

You can’t help but be complicit because of the way in which your interaction is structured – and so, here’s the point of confluence: interactive fiction is read in the same way that games are played. The “choice” at the bottom of the page, the blinking text box, the controller in your hand – they make the reader into a player. And a player is a metaphor – it’s you and not you, the person sitting on the sofa and the character on the screen. You’re a real, physical person, but at the same time you’re part of the story. The story world actively reaches out for you, makes a space for you beside the characters and places and words and images of the fiction – a welcoming indendation molded to your shape. (The very inverse of what Barthes describes as a fundamental quality of film – that it is “an unbroken membrane” – games are cracked all over, and that’s how the players get in.)

There’s something there: playing as being, separate but complicit, a kind of dreamlike state in which we’re simultaneously pushing the B button but equally we’re pulling a trigger.

Jesse Schell – talking about ME3′s Kinect-powered voice activated dialogue system at GameHorizon last week- went some way towards identifying this as a kind of playing with. Dialogue in the ME series works a bit like this: you are in a situation, some dialogue options appear, you select one but the text on the screen is not simply repeated by Shepard – you realise, at best, it was an indication of what Shepard was going to say. That slippage of control is interesting.

I’ve always thought about it in terms of choosing an internal state (this is what Shepard feels or thinks to herself) and that organically prompts her public utterances. But Schell – in the act of speaking the text on screen out loud – sees teamwork rather than an internal voice piping up. Adding your real player’s voice into the mechanic makes it a dialogue – as if you begin a thought, and Shepard continues it. You’re not – as I’ve been thinking of it – the voice inside Shepard’s head, you’re extensions of each other.

Your complicity is not in inhabiting Shepard’s persona – but the complicity of standing beside and with. Of mingling your voices in pursuit of a common goal.

I think that’s what it’s like – sometimes – reading interactive fiction or playing certain types of games. And it’s a quality that you cannot experience in a traditional broadcast or reading scenario.

There are some interesting parallels with folktales, and with the oral tradition of storytelling more generally. Stories that change in the telling, localised to a place and time and audience, personalised for you by a strident authorial voice. With folktales there’s “the story” but that happily coexists with all the other versions of it being told, and when you get up a bit closer, those particular versions happily coexist with “your story”. And they’re all meaningful. Allowing the audience to own pieces of your story doesn’t mean the author has to give up their claims.

Beyond this, there is something transformative about being there. At its most gentle – sitting crosslegged and listening to a story, or the breathing hush in a theatre as the lights go down – and then, further along the gradient, the call-and-response of pantomime or group storytelling, by choosing to give your voice, your body, your activity to the story, you get to take part of it with you. The people who yell “she’s behind you” are always, always having more fun than those who sit there in stony silence.

But – more than that- clicking is as magical as lifting an arm or putting on a silly voice or yelling a reply to a fictional character on a cardboard-dotted stage. With a click of a button on my controller I can lift an object or jump or fire a gun or open a portal or run or shield my body or draw a line of colour in the sand or, sometimes, if I’m very, very lucky, go back in time.

And yes, there is certainly a complicity in turning a page when reading a book – a physical act – but it’s like comparing a side-scroller to an open-world game. It’s like playing Canabalt. There’s a pressure to move forward and at any point in the process you can stop but that’s the end of the story.

The physicality of the book can’t help but focus you in time and space. Even as we start the very first word we’re aware of the shape and size of the paragraph it’s within, and of the distance we are from the end, and how far we’ve come. But the reflective disc of a DVD, the digital download – they reveal nothing except the haziest outlines of size – download time, not experience time. And even that is no real indication of the size of your game – in any given Bioware RPG you are experiencing only a fraction of the content.

And there, that, that exact thing is what connects the variable narrative of the sort that Varytale is with the game much more distinctly and affirmatively than the novel- the empty spaces all around the content. The roads not taken. The sun setting over forests in the distance that you will never explore. The characters you may or may not meet.

The cities and choices that live in ghost-instances, experienced only through conversations with your friends and in youtube clips and on forum posts – playing Dragon Age: Origins, I didn’t explore Kirkwall fully and so completely missed the character of Leilani. She dies in Kirkwall’s destruction, but I didn’t feel the impact of her death except retrospectively – and refracted through another’s experience. A friend telling me about their favourite character – and the shift from non-existence to death.

Reading a book there are always blank spaces, elisions made by the author – but there is something strange and deliciously dangerous about being able to elide the story yourself. And maybe that’s what these kinds of stories are – not unlimited choice, but a gradual and deliberate closing down of choices. Each one heavier with meaning. That’s powerful.