A Quote by Michael Rapino
To be a great concert marketer, we are shifting our focus from traditional media to online and mobile as direct ways to reach consumers.
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The consistent growth in overall revenues shows marketers may be shifting more of their total advertising budgets to online. This is a natural development as research shows more consumers are spending a larger percentage of their media time online, while the flow of advertising dollars follows.
In the increasingly digital world, data is a valuable currency, yet as consumers, we control and own little of it. As consumers, we must ask what big companies do with our data, a question directed to both the online and traditional ones.
There are fewer media writers in traditional settings. That is a beat that many legacy brands cannot afford. On the other hand technology writers are writing about media in ways they didn't before. As a consequence of the shift, there is less interest in many ways in the activities at some media. If you look at coverage of media as whole, the decision-making at the three broadcast networks and the cable channels, for instance, is much less of a focus than it once was. The guts of what goes on at Fox or CNN or MSNBC probably has less impact than it once did. It certainly gets less attention.
If old consumers were assumed to be passive, then new consumers are active. If old consumers were predictable and stayed where you told them, then new consumers are migratory, showing a declining loyalty to networks or media. If old consumers were isolated individuals, then new consumers are more socially connected. If the work of media consumers was once silent and invisible, then new consumers are now noisy and public.
There are billions of dollars spent every year on traditional media. The majority of people are spending more time every day on the Internet, especially on mobile. You're starting to see a shift of that spend go to mobile, especially to things like 'Instagram'.
Social media, especially Twitter, has completely changed the fashion and media industries - we now can go direct to consumers in a nanosecond - amazing way of distributing content - right to the point.
Over the course of my career as an engineer-turned-tech evangelist, I've had the privilege of travelling the world and seeing the extraordinary impact of mobile on people and communities across a broad range of cultures and socio-economic strata. In many ways, mobile is a democratizing force. It empowers us. It inspires us. It extends our reach.
Whether through TV, film, online, app, or web, we will find ways to tell our stories with authenticity, and engage with our viewers beyond traditional means.
As we think about the future, one of the things we will do is to make sure PayPal becomes the central part of consumers' lives, how we enable consumers to manage and move their money more efficiently, easily, and less expensively than some traditional ways.
There is an interesting and new way to be excited about the fashion world today maybe. The traditional path of fashion as simple magazine images has dissolved - we are seeing new and innovative ways to share, create, and enjoy ideas. I am challenged to learn and explore paths of finding new photographers, stylists, and vision-makers online or through direct contact, connecting with ideas and creativity in new ways, and making images with different outlets. Sometimes more unbridled avenues and unconventional ways lead to things I wouldn't have thought of yet.
Whether the medium is ready for consumers is better judged by those consumers. I sometimes read online - but not often. The stigma is attached to pay scales. Much online publication is no pay or small pay.
So much of our audience is on mobile and online platforms, but there's something special, unique, and unexpected about engaging with such great content at the street level.
When we look at some of the greatest creative ideas we've come up with, they have originated literally from all corners of the world and have crossed all different types of media as well. So while there's still traditional TV, which is clearly a very compelling media, it's also cyber, mobile, outdoor.
Because the cool thing about media and the online world nowadays is that anyone can do it. Whereas I think through traditional media, if you have something that you want to create, you have to know the right people and get a little bit lucky as well.
A concert is my experimentation time. I practice playing something several different ways, but in a concert, inevitably I get more ideas onstage, in that combination of focus and adrenaline, than I could ever get in the practice room.
The viral power of online media has proven how fast creative ideas can be spread and adopted, using tools like cellphones, digital cameras, micro-credit, mobile banking, Facebook, and Twitter. A perfect example? The way the Green Movement in Iran caught fire thanks to social media.
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