Consumers remixing ads
We've talked about consumers making their own ads before but we've found a new phenomenon - consumers taking existing ads and remixing them - into dance tracks with a bespoke video.
As well as impacting marketing it also has a lot of cultural relevance - from Kool Herc inventing hip hop by scratching on old James Brown records through to the cut up technique usually credited to William Burroughs.
Its not my favourite music but its great fun - and it makes a vast improvement on what were pretty dull commercials.
Just as we have seen consumers transform music (and particularly dance music) through being able to use technology to create records in their bedroom, we're going to see video content created in the same way. Especially with content owners such as the BBC making their content available in the Creative Archive and with Creative Commons evolving the idea of intellectual property.
We expect some brave marketers to get involved by commissioning and curating some of this content - watch this space.
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