Participatory Culture is the way in the internet creates and shares content of all qualities amongst each other. In the process, everyone becomes a producer and a consumer therefore the term ‘Prosumer is created’. Prosumers often create content from media that has already been produced. The proliferation of hardware and the internet becoming easily accessible has created the expansion of participatory culture.
Jenkins also mentions spreadability. A quote from one of his works states that “If it doesn’t spread, it’s dead.” Say for example, for a music artist to make money from a song/music video, a whole music campaign is needed for awareness and demand to be created and spread. If a song is released without a campaign, it will gain limited attention and receive limited funds as a result of the release.
How could we apply this to our music campaign?
We will be creating merchandise to sell on our website. This is because merchandise and live shows combined often generates the most amount of money for artists. Merchandise will consist of having various items of clothing with the brand of our band printed mainly on the front of the item. The simple design lets a consumer know that the item is branded by the band.
Along with the selling of merchandise, We will also use social media to our advantage in our music campaign. Many artists use social media to their advantage as I have researched in previous posts. Artist's social media accounts often promote upcoming events, songs and live tours as in some ways it is the most affective marketing method as social media use takes up a lot of a person's daily routine. A successful social media campaign will effectively gain the most awareness and demand for your artist.
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