About the Talk
May 6, 2009 5:30 AM
Hamburg, GermanyHamburg, Germany
Katarina Skoberne: As Roy Amara of the Institute for Future has noted, we tend to overestimate the short term impacts of technology and underestimate the long term ones.
While it is now safe to say that online has not eradicated traditional advertising as once forecast (and, even despite Kindle, some of us still read books in hardcopy), it is now also a truth universally acknowledged that advertising will never again be one way information, it has forever become two way communication.
Analogously, the way services are bought and sold has been democratized. The world's biggest advertisers are sourcing their creative work directly from freelancers and small businesses regardless of geographic location, provenance, reputation, age and gender.
In 2003, OpenAd established a precedential model empowering creative professionals everywhere to sell their work directly to companies worldwide – and enabling these companies to brief and buy the work of professionals anywhere, at benchmarked prices, paying for licenses to their work where OpenAd manages the relationship and all pertaining business aspects. It has traveled the rocky road of endeavoring to challenge the industry status quo ever since.
Ross Kimbarovsky: The Internet has empowered an underground creative community which is rapidly becoming a creative force around the world. They come from every corner of the globe and every walk of life. They're writers, photographers, designers, musicians and marketers.
Some in the creative industries have long believed that this community - freelancers, fed-up corporate refugees, students and stay-at-home moms - is a novelty and that these upstarts are not capable of competing with the 'professionals.' But sites like Wikipedia, iStockPhoto and crowdSPRING have shown that these upstarts are actively engaged in creating the world of tomorrow, and reshaping entire industries.
The tension between this growing creative movement and centuries of tradition will disrupt and define the creative industries for years to come - the only question is how.
Moderated by Bea Föhles