Listen up, forget asking consumers to watch, to listen, to passively consume. The race is on to get them to create, to produce, and to participate in brand ideas. The ‘Remix Generation’ (Remixers) are far more demanding on brands than any other generation. Remixers can be of any age, but more likely to be the Millennials or Gen Y, who have a lust for creativity and contribution to popular culture.
The unleashing of digital content creating tools on sites like Facebook, Flickr and many others, combined with their quest for creative self expression mean Remixers are craving Open Source Ideas.
Remixers live in a world of ‘copy and paste’, having grown up on an insatiable media diet of involvement. They now have the digital tools at their fingertips to play and mesh media together so their voices are heard far and wide. Think Big Brother or Australian Idol Voting, blogging on their favourite music aggregation site like The Hype machine, creating new levels within multiplayer online games or even simply uploading their weekend party pics on Facebook for all to see. - Dan
Check out the full article (soon to be published in B&T)
