First 5 things that brought me closer to transmedia guru Jeff Gomez

The shortest distance between two people is a story

This is a two-part post written by Mitesh Solanki – the last five things (that brought me closer to Jeff Gomez) will feature in part two.

(Image courtesy of Brad Trent, NY)

Not so recently, in August of 2011, I attended X Media Labs’ Jeff Gomez Transmedia Masterclass. Megan Elliot was kind enough to invite me as a guest (thank you Megan!). I think he should tour again next year and I hope this post will help to make that happen.

The low down on Jeff’s transmedia credits include: Avatar, Tron, Transformers, Pirates of the Caribbean, Hotwheels and Coca Cola’s The Happiness Factory. Links to: XML Masterclass XML Jeff Gomez Transmedia Master Class 2011, and Jeff’s profile Jeff Gomez CEO Starlight Runner Entertainment.

I was fortunate to learn from the number one transmedia guru, who begun his class with an ancient proverb – The shortest distance between two people is a story. Key take-outs from the day were underpinned by this notion, and the truth of this proverb rang loud and clear by the day’s end.

The first of its kind in the world, this one-day masterclass promised to deliver practical, how-to, hands-on training to help ramp up your income with transmedia storytelling. The session promised you would learn how to:

1. Take titles/stories/films/media/brands across multiple platforms
2. Evolve them into high quality persistent narratives
3. Which in turn generate multiple revenue streams for you

This promise attracted a few dozen transmedia consultants in Sydney, who were all keen to learn how to crack the IP and revenue issues. The masterclass delivered on this promise (plus more) and I want to share the headlines with you as I am intent to spread the word and help secure a 2012 tour with a larger and wider audience.

However, it is tricky to write this post as I am treading a fine-line: I do not want to give too much away and risk compromising Jeff and XML, yet I think I need to share some of it to give you a taste. So, without giving too much away, I hope Jeff and X Media Labs don’t mind if I share with you, some of the ‘headlines’ from my key take-outs.

The first 5 things that brought me closer to Jeff Gomez, are:

1.0 – Threshold assessment

• Take Out: Learn how close you are to someone and map out the threshold outline. Then learn how to cross the threshold (with good intentions).
• Why: Not only can it help to win over a bully (as it did for Jeff), but this assessment can help a brand to get closer to its audience.

2.0 – Story telling with campfires and firewalls

• Take Out: We all want to be heard. And we all like it when we know that something or someone can hear us. Naturally, when this happens, our mentality says “Let’s all join in”. This then creates a longer lifespan for stories and drives loyalty and engagement.
• Why: As humans, when we became self aware, we drew on cave walls to express ourselves and tell our story. Then we sat around campfires to tell stories, however in the beginning we were appalling at it (as ‘speaking’ was a relatively new skill). To help us out, the shaman would pull stories from tribe leaders, or from the audience voice, and they would tell our story to us. Nowadays, technology allows us to create our own feedback loop, just like the shaman did in the campfire days when we were learning how to talk.

3.0 – Transmedia is not (common stereotypes)

• Cross dressing
• Scavenger hunting
• Rocket science
• TV on the internet
• A game or alternate reality (with points, winners and leader boards)

 

4.0 – Transmedia is

• Unfolding a narrative
• Extending the narrative
• Placing the narrative IP in the middle of all touchpoints
• Three or more narrative storylines existing within the same fictional universe on any of the given transmedia platforms
• Appealing to and validating the torchbearers
• Allowing for co-creation and co-ownership
• Allowing the audience to make a small phsysic leap between each layer (so the experience feels more like reality than a contrived and fake experience)

 

5.0 – The audience

• Needs to be cultivated, validated and celebrated
• Will always have something to say
• (especially youth) are used to being acknowledged
• Take everything as fact (especially if growing up with technology)
• Needs a dialogue
• Needs a theme

The last 5 things that brought me closer to Jeff Gomez will feature in part two and will include: success criteria, the grand narrative, a character’s aspirational drivers, distant mountains, and the story canon.

A Gem Show

Not surprising if you consider the caliber of people behind it

It is always satisfying to see talented people who walk the talk without making a fuss.

The first ever Joe Black and Gibson show (Melbourne, March 2010) was refreshingly down to earth for an event that was also setting a new benchmark for men’s fashion in Australia (in my opinion).  It also struck a homely chord for me as dad and his dad’s were both tailors (and gemmologists). Moreover it was cool to return to Melbourne after living there for three years (circa 2006 to 2009).

On the back of a dozen new retail outlets in Australia, menswear label Joe Black and Gibson kicked off their first Australian show on their very own runway – which is now a firm fixture on the top floor of their HQ on Brunswick Street, Fitzroy, Melbourne. Yup, the runway is built into the company’s headquarters. Neat.

The show was snapped up and hosted exclusively by Men’s Style – Issue April 2010, which meant the seats were filled with more media than retail buyers. Most garments were one-off and hand-made specifically for the show (not available on rack) and apparently were so g’damn hot that they were lifted (stolen) within 24 hours of hitting the runway. Fortunately the garments were caught on film.

Established in 1867, in business for 130 years, Cambridge Clothing is the oldest menswear maker in New Zealand. Lead by bunch of top quality people who aim to be the leading provider of men’s formal and semiformal wardrobes in Australasia by 2011. It’s safe to say Joe Black and Gibson are in the right hands.

Take a look at Joe Black’s Espoke tailored suits. ‘The price is revolutionary.’ – Men’s Style Australia Autumn – Winter 2008.

The hospitality I received from the Joe Black crew was bar none. Thank you. Was a great show and I look forward to the next one soon.

The after party was at Comme.

MySpace CALL OUT

So much debate about MySpace at the moment. . .

This is a CALL OUT for your thoughts on “Online Worlds”. Tell us what do you think?

[ Click here – Survey ]

My inane curiosity needs you to contribute toward this – which is also an AdSchool assignment. Get it off your chest and help by sharing (if possible please fwd this survey to any teenagers). Once it is finished I will share a presentation of results here on my slide share.

[ Go for it – pls help by doing this 2-min survey ]

Incidentally, we have also completed extensive qualitative research [in-depth interviews] and therefore if you are interested in more infomation on this subject then let me know via email here and I will look into it for you.

CULTURE CLUB MIX FIX – 001 ‘Still Going’

“Still Going” is the combination of two NYC dance music leaders.

I rummaged through scores of music mixes and challenged my exquisite taste in the last month to bring you the first Culture Club Mix Fix. This mix is definitely all about up time. Bit dubious? Totally fine if you are. I suggest to try this booty-shaker as you are dressing up before hitting celebration-central. You may even pick up a new move or two.

“Still Going” is the combination of two NYC dance music leaders – Eric “Dunks” Duncan of Rub ‘n’ Tug and Olivier Spencer of Manthraxx and Mr. Negative. Spencer and Duncan met many years ago at the now infamous Rui’s Loft, where Duncan spun legendary sweaty late night parties as one half of the New York DJ duo Rub ‘n’ Tug. Rub ‘n’ Tug began to take off, and Duncan was soon DJing around the world, releasing mix CDs on Eskimo, Fabric, and aNYthing Records, and remixes for LCD Soundsystem, Coldplay, Roxy Music, and the Beastie Boys.

Both Spencer and Duncan are part of edit supergroup How & Why alongside Rong co-founder Jason Drummond (AKA DJ Spun), and as one part of House Of House, Liv is responsible for the end of the night disco-house bomb “Rushing To Paradise.”

‘Still Going’ featured as mix #172 on Resident Adviser (RA), September 14th 2009. It is 84Mb and goes for about 1 hour and 10 minutes. Dare I say it is surprisingly impressive for an RA Podcast. I found it by default after listening to 1x Laurent Garnier [RA Mix #107] – downloaded a year ago.

You can score the ‘Still Going’ mix by clicking here [for a limited time]

Melt Late Licence Bucks Cross Trend

By Andrew Starke

Melt Lounge & Bar in Kings Cross has secured a 5am licence and urged the nightclub trade to address the confusion prevalent with many members of the public regarding lockouts.

“Contrary to popular belief and public perception there is no blanket 2am or 3am lockout in Kings Cross,” said Melt spokesperson, Mitesh Solanki.

“This lockout has many people confused but it only affects 48 pubs in NSW and and not many venues in Kings Cross.”

The doors at Melt have been open until 5am since September 1 and Solanki believes this is an important differentiator from competitors.

“The Sydney bar scene has been taking off recently however most of these cooler places close at midnight or 3am,” he said. “And there are very few decent places to choose from that stay open till 5am – especially in the Paddington, Surry Hills, Darlinghurst and Kings Cross areas.”

Solanki says Melt offers great cocktails, friendly staff and an eclectic mix of music from funk to house, pop, indie and electro funk, and boasts a juke box on the first floor.