This is the first of a three part series on authentic listening, theater companies who do it, and how empathy can change the way we interact with our audience and other artists.
Before the Thanksgiving holiday, I had the opportunity to attend Digital Hollywood, a two day conference where executives and experts at entertainment companies discuss the state of digital entertainment and marketing. I only attended the first day, but my experience was extreme. The panels either focused on large corporations, like Barnes and Nobel, sharing over-arching strategies to “extend their brands,” or they offered small businesses speaking intimately about innovation with the audience.
One of the best panels of the day was The New Fandom: Building and Nurturing Communities. Its moderator, Steve Bradbury (@stevbrad), Chief Revenue Officer of Zazoom, took a refreshing approach to a well worn form. Instead of asking a prepared set of questions agreed upon by the panel, he dropped a bunch of statements into Power Point and asked panelists to give the number for a random statement about the industry. Steve then revealed a statement, like, “Brands are becoming more challenged to control their messaging vs. the will of their online community. Agree/Disagree?” Then, the panelists would chime in and expound upon their agreements or disagreements with each statement.
I live tweeted the event, and as these back channels do, an exchange occurred with another attendee, Kara Lea Rota (@karalearota), Director of cookstr.com. Though Kara was in a different room with another panel, she commented on one of the many statements offered by our moderator:
Kara’s points stuck with me, and I’ve increasingly been pondering this offline/online binary conundrum. The language we use to talk about our experiences is important, and frankly, it was the first time I’d considered that the offline/online binary might not be applicable to the common experience.
We know it. We feel it. We are already there, yet there’s still insistence on separation. There is no offline/online binary. There is only living. There are only gathering spaces. The mechanics of those spaces – whether Twitter or a tavern – are different, but separating the spaces as though they are different alienates. It is not IRL (In Real Life) or VR (Virtual Reality). It’s all just life.
One recurrent comment made throughout the day by several 40-something executives on Digital Hollywood panels was how they marvel at their children who play on iPads starting as young as age two. They wonder how this behavior affects their children’s impressionable minds. Ironically, this binary offline/online contextualizing keeps them from seeing something more intimate than their children. They don’t see how they, themselves, relate to the population at large.
The weekend before Digital Hollywood, another conference, Futures of Entertainment 6 at the Comparative Media Studies Program at MIT, took place. I wasn’t able to attend, but the conference recently uploaded videos of the panels.
One that struck me was the introduction to the second day of the conference with Mike Monello (@mikemonello), Partner and CCO of Campfire, and Xiaochang Li (@xiaochang), a cultural theorist and researcher. It’s about 20 minutes, and I encourage you to watch it for context, but in a nutshell, they encourage us to look at whatever the audience encounters and approach story creation like an architect.
WATCH THE VIDEO HERE:
MIT TechTV – FoE6 Day 2 Opening Remarks – Xiaochang Li and Mike Monello.
Mike compares the current culture to a Greek theater: “It’s designed so the audience can see each other as well as the stage.” He shared an architectural urban legend in which an architect of a college campus refused to create a design with sidewalks. He just planted grass, and wherever the students walked and wore a path, that’s where he made the sidewalks.
Part of this architecture is digital. Part is in-person, face to face interactions. But, to separate the two as not intertwined creates an architecture that doesn’t listen to actions of the audience.
At the end of their talk, Xiaochang offers a humble provocation:
“We can start to ask how we think about these models of engagement if we just…Let’s try and just throw out the individual – alone or in aggregate – as our sort of our atomic unit…and if we sort of think bigger and smaller…so at the scale of the collective, at the scale of the contextual, or even down to the granularity of the acts and the gesture. And sort of think about what sort of opportunities and challenges in analysis and implementation does this new framework give us?”
It’s a dense charge, but basically, they encourage us to listen to the audience, which is a challenge for many art makers, especially in the theater.
Tomorrow, I continue this three part series on authentic listening, sharing how theater companies like Vampire Cowboys, Gideon Productions, terraNOVA Collective and Flux Theatre Ensemble embrace their inner geeks to become the heroes the theater industry desperately needs.