Curation Nation by Rosenbaum Steven

Author:Rosenbaum, Steven [Rosenbaum, Steven]
Language: rus
Format: epub
Publisher: McGraw-Hill
Published: 2011-01-27T20:00:00+00:00

“In the early days, you had this tremendous amount of emotional connection,” Hirschhorn says. “The emergence of MTV was very much a trend magnifier, they took trends the masses did not understand and curated them and magnified them and made them big. And then when the Internet arose, filters like Boing Boing or Google became sort of the loved brands, the ones that sort of made sense of all of it for you. But when you get a lot of text back and it’s just samplings of a page, it’s not the same as someone that you trust telling you which one you should go for. Because there’s this infinite amount of content out there on the Internet.” After MTV, Hirschhorn took a gig as president of Sling Entertainment, the company responsible for Sling Box.

“When I left MTV, Sling was a technology that allowed me to watch all the TV I loved outside of my home, but there was so much video on MTV and other channels and there was so much video on the Internet, what we aimed to build as entrepreneurs was a place where we curated. So Sling.com was a beautifully built video Web site that was programmed on a daily basis. Curation was a huge part of that in a world where Hulu and YouTube did almost no curation.

“I believe in curation, and I’m always amazed but also incredibly suspect of algorithmic curation, because I think sometimes it can implode on itself, meaning it thinks it knows you, and therefore never introduces anything new to you.

“One of the ways that MySpace stood apart from other social networks is that we had broadcasting mechanisms. If you look at other social networks, no one has them. Facebook doesn’t because it’s very one-to-one. We had your home pages and hubs. That we all felt, should be programmed.” Today, MySpace has been relaunched with a focus on social curation. The technology gathers and connects content, but the real power of MySpace is what MySpace Music Chief Courtney Holt calls “Social DJs.” Holt explains: “We have a lot of people every day that are young and come through the front doors of our network. I’m really trying to pay attention to what they’re doing, because even someone who is just passively consuming is effectively curating.”

Hirschhorn’s roots, from his days at MTV and through all of his gigs, reflect a core belief in content curation. He is now the sole curator of an influential industry newsletter called Media ReDEFined (or @mediaredef on Twitter). The 5,000 subscribers are a who’s who of media moguls and managers, with names like Quincy and Rupert. You figure it out.

Hirschhorn explains how it all began: “The history of Media ReDEFined began when I got to MTV and Viacom. No one likes a preacher—they don’t want to be yelled at or preached to by you about what they don’t know about technology. So I went back to how I learned about what was going on with media, marketing, and technology.

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