Gary, Ian, and Mike discuss a new wave of media participation, using the example of Hatsune Miku – a “virtual idol” in Japan whose creativity and success is created by users, including user-generated performance and songs.
Miku’s concert, with a live audience and band, features a a virtual hologram character of Hatsune Miku. “She’s singing, she’s dancing, she’s flirting with the audience, and she doesn’t exist.”
As much as we think of the power of media residing inside the object, with this virtual idol, we can see that the power also arises from the users, consumers and fans around it.
It’s not the record companies or major producers who made this idol famous, but rather the collective excitement and engagement and participation of fans who have made this a phenomenon.
Participation is becoming increasingly popular. It’s no longer a one-way dialogue. Fans and consumers are becoming integrated into brands.
Overall, a trans-media acceleration is revealing new potentials for participation as a source of creativity.
