I’ve been writing a lot about how I think “Live” becomes the most valuable commodity as digital and media collide — meaning, performances, recordings, books, etc. “given away” on the web work to enhance the experience of physically coming face to face with someone; that’s something the audience will pay for.
But this article in today’s WSJ has me thinking about that phenomenon in reverse. It’s a piece about a digital p.r. firm that struggles to create something “alive” on the internet. Which reminded me of something Sam Reich said in my interview with him earlier this year… that what worked for College Humor was video and content that felt live and in the present moment, that it created a sense of “happening right now.”
Both College Humor and the P.R. firm, OKFocus, strive to create something that lives on the internet, feels “alive” as it’s consumed, and keeps “coming alive” as it’s shared and passed around.
That’s what you’re aiming for — are you creating something that feels ALIVE? The internet IS a great archive, but to make an impact on the web, you have to make something spark, make it happen. For a blogger, it might be picking a fight. For a video, it might be capturing something so surprising and unexpected that nobody in the video even anticipated the event.
In comments, etc., I’d love it if you could help me find examples of this.