Monday, 8 June 2009

New Online Studio... AG8

Thanks Sam Michel of for putting me onto this:

It looks exciting... especially as I don't think I fully understand what it is exactly.

online web producer

Ag8 is an independent studio developing currency for content makers, media platforms and brands.

Purefold is the first product conceived by Ag8 and developed in partnership with Ridley and Tony Scott’s newly launched entertainment division Free Scott. Purefold is an open media franchise designed for brands, platforms, filmmakers, product developers and communities to collaboratively imagine our near future.

With a central theme 'What does it mean to be human?', the franchise explores the subject of empathy - a shared theme with Ridley Scott’s most compelling Science Fiction movie, Blade Runner.

The franchise contains infinite interlinked story lines, turned into short-format episodes by Ridley Scott Associate Films’ global talent pool of directors, and informed by real-time online conversations from the audience, which are harvested through FriendFeed, the world’s leading 'life streaming' technology.

Taking place in the near future, Purefold enables participating brands to take an alternative route to brand integration than traditional product placement and embrace invention within a narrative framework.

Questions Index:
What happens when content production frees itself from the shackles of copyright?

What happens when people’s lifestreams influence and drive fictional storytelling?

What happens when storytelling becomes decentralised, grown through a collective rather than through an individual author?

What happens when product and service invention, rather than product placement, drives the development of branded content?

What happens when transmedia thinking is embedded into stories from the very beginning rather than as an afterthought?

What happens when media agencies are able to sell StorySpace rather than AirTime?

What happens when the best of Hollywood is brought together with the best of Web 2.0?

What happens when brands embrace the notion of empathy by listening to what their audiences want from the near future?

What happens to humans when we reach the Singularity?

Ag8: finally someone is cottoning onto the future of storytelling.

This is creating an interesting phenomenon. It means that we want small, bite sized pieces of information that we can consume quickly. However, the web has also played nicely into humanity’s innate curiosity. There is still something fun and magical about discovering a new interesting piece of content or story on the web that you can send onto your friends etc.

Where is this leading?

The future is clear. Storytelling will no longer be one person trying to shape a story to an audience. There will be no separation between the ‘creator’ of the story and the audience. The audience will be creating the story as much as the original creator.

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