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Old Spice Guy … versus Fabio?!?

Mustafa_Fabio

It has been just over a year since Isaiah Mustafa’s Old Spice Man character moved from traditional advertising spaces and conquered the internet with the fantastic rolling campaign of YouTube ‘reply’ videos. I am a huge fan of that 2010 campaign and think it’s still one of the best examples of a dusty brand embracing participatory culture completely and reaping the rewards. This week, the next iteration in that social media campaign has kicked off, with cultural manhood cliché Fabio attempting to wrestle away Mustafa’s Old Spice man crown. Mustafa accepted the challenge and now a ‘battle’ rages ‘Live at Internet Stadium’ with the two both replying to challenges and comments from participants online.

Commentators have already jumped on this as an example of advertising embracing transmedia storytelling in what seems a quite meaningful way. For example, Hypervocal comments:

We don’t know how this will all play out today, but the Old Spice Guy campaign has now transcended mere advertising into the realm of long form digital storytelling. It’s fairly incredible what Old Spice and W+K have established. We’re seeing a full-on social media duel unfold across Twitter and YouTube that doubles as a quasi-advertising campaign (except that nobody cares about the Old Spice connection, they care about the characters and story) — people are being called out directly on both platforms, dates and times for the duel were announced, and tweets and videos will surely be published in a real-time, but coordinated, environment later today.

I agree that this has transcended traditional advertising, but in doing so it asks to be judged in terms of storytelling, not just advertising. Now perhaps I’m not the right person to ‘get’ this duel; I’ve never found Fabio a convincing character and just don’t find him funny. (Nor it seems does the internet; his challenge has more ‘dislikes’ than likes, but Mustafa’s reply is almost entirely ‘liked’.) However, for me, as a narrative experience, the Old Spice campaign has jumped the shark. The ‘duel’ doesn’t appear to be over yet, and perhaps I’ll be won over, but for now both the manly men vying for the Old Spice crown seem burdened by their roles, not excited by it. Fabio is a weary icon at best, and Mustafa’s lines just aren’t as funny as last year.

Live_at_Internet_Stadium

Mano_A_Mano_in_El_Bano

Update: Surprising no one, the Old Spice guy (Mustafa) won the ‘duel’, but the pathway there, through numerous odd videos, was a bizarre one, even by internet standards. Just watch the final showdown video to see odd things really got:

OldSpice_Fabio_Winner

Update 2: YouTube have run the numbers, and the Old Spice Guy versus Fabio videos (over 100 of them) clocked up 22 million views in a week, with the viewing peaking with just over 5 million views in a single day.

OldSpice_Graph

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Digital Culture Links: July 12th 2011

Links for July 5th 2011 through July 12th 2011:

  • China’s first ‘virtual property’ insurance launched for online gaming sector [Global Times] – “A Chinese insurance company has unveiled a new type of “virtual property” insurance that might be the first of its kind in the world. The new service, tailored for online game players, was jointly launched by Sunshine Insurance Group Corporation and online game operator and manufacturer Gamebar. The two companies agreed to create the virtual property insurance amid an increasing number of disputes between online game operators and their customers, often related to the loss or theft of players’ “virtual property” such as “land” and “currency.” Over 300 million people engage in online gaming in China, and these players sometimes become involved in arguments with game operators due to the loss of property.” [Via]
  • First lesson of viral video: No monkey business [Online Video News] – “Apes with assault rifles are just a bad idea: That’s the lesson 20th Century Fox wanted to convey with a viral video it published on YouTube last week. The video shows a group of soldiers from an unidentified African country having some fun with a chimpanzee. Then one of the soldiers hands the ape an AK-47, and the animal takes aim at the soldiers. The clip is a viral video ad for the upcoming Rise of the Planet of the Apes movie, complete with a semi-authentic and amateurish look and some subtle branding that identifies it as content of the “20th Century Fox Research Library.” And so far it has been a success, if you only measure view counts: The video has attracted more than 4.5 million views since being published last Wednesday. But a look at the YouTube comment section tells a different story: A substantial number of commenters take the opportunity to drop the n-word, compare black people to monkeys or publish other kinds of racial slurs.”
  • Fifty Million [Matt Mullenweg] – On July 11, 2001, Worpress “passed over 50,000,000 websites, blogs, portfolios, stores, pet projects, and of course cat websites powered by WordPress.” That’s a lot! 🙂
  • Smartphone Adoption and Usage – 11 July 2011 [Pew Research Center’s Internet & American Life Project] – “In its first standalone measure of smartphone ownership, the Pew Internet Project finds that one third of American adults – 35% – own smartphones. The Project’s May survey found that 83% of US adults have a cell phone of some kind, and that 42% of them own a smartphone. That translates into 35% of all adults. […] Some 87% of smartphone owners access the internet or email on their handheld, including two-thirds (68%) who do so on a typical day. When asked what device they normally use to access the internet, 25% of smartphone owners say that they mostly go online using their phone, rather than with a computer.” [Full Report PDF]
  • Apple App Store: 15 Billion Downloads & Counting [Mashable] – “Apple’s App Store has generated 15 billion downloads since its launch in July 2008, Apple has announced. The App Store now offers more than 425,000 apps, 100,000 of which are created specifically for Apple’s tablet, the iPad. Apple has paid developers more than $2.5 billion to date. Given Apple’s 30/70 revenue split with app developers, that means Apple itself has netted more than $1 billion directly from app sales. In January 2010, the App Store surpassed 3 billion downloads, and in January 2011, Apple announced that the App Store surpassed 10 billion downloads. It took Apple’s App Store only six months to jump from 10 billion to 15 billion downloads.”
  • Zynga Launches PrivacyVille, a Gamified Version of Its Privacy Policies [Inside Social Games] – Gamification of Zynga’s privacy policy! “As Zynga edges closer to its initial public offering, the social game developer seems concerned with educating the masses both on social game revenue models and on the actual fine print of social game privacy policies. Today, the company announces PrivacyVille, an interactive walkthrough of its privacy policies that rewards participants with zPoints to spend in gift network RewardVille. The experience can be clicked through in about two minutes, with each structure on the CityVille-like map representing a different component of Zynga’s privacy policy. The tutorial text seems to stress to readers that Zynga will collect players’ information from Facebook and from mobile devices and share it with third-party service providers, the legal system in the case of a court ordered disclosure, and with other players in cases where a player’s icon displays a link back to their Facebook account.”
  • Natalie Tran: Down Under’s Top YouTuber Considers Her Next Move [Forbes] – Quick profile of Natalie Tran, the person behind Australia’s most subscribed to YouTube channel (communitychannel): “Around the world, young adults like Natalie Tran are facing a key moment in their lives: they’ve been graduated from university and are examining the success and failures of their academic years to decide which direction to take their careers. It’s just that most of those students have not built an international fan-base at this point. Tran, 23, has. The Sydney, Australia resident recently received her Digital Media degree from the University of New South Wales. I hope she got at least one high mark for this fact: Tran is Australia’s most-subscribed-to YouTuber. Over the past five years, her “communitychannel” has amassed nearly 1 million subscribers and her videos have garnered nearly 400 million upload views. Reasons: Smart, funny, quirky, beautiful. Why complicate matters?”
  • Google Realtime goes dark after Twitter agreement expires [VentureBeat] – “Google has taken its powerful Realtime search product offline after a 2009 agreement to display up-to-the-minute Twitter results expired. The shutdown of Realtime comes just as Google is in the process of rolling out Google+, its new social networking initiative that competes with Twitter. Google said it planned to relaunch Realtime search after retooling it and adding in Google+ results. “Since October of 2009, we have had an agreement with Twitter to include their updates in our search results through a special feed, and that agreement expired on July 2,” Google told Search Engine Land. “While we will not have access to this special feed from Twitter, information on Twitter that’s publicly available to our crawlers will still be searchable and discoverable on Google. Our vision is to have google.com/realtime include Google+ information along with other realtime data from a variety of sources.””
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The Old Spice Super Fan and Insanely Clever Marketing (Updated)

You probably remember last year’s amazing Old Spice social media campaign (details here and here) in which the man from the ads started replying to people’s comments on YouTube. It was incredibly well put together and the most endearing and genuine use of social media for marketing to date. In a really clever move, after announcing that newly crafted ads were coming soon, the marketing team decided the best way to share the first new ad would be to give the link to just one fan and let them decide how/when/if to share it.  Here’s Isaiah Mustafa in his Old Spice Guy persona looking for his Super Fan:

 

And here’s the just announced winning reply, a very endearing parody from teenager Chris Gatewood (@chrisscross):

Having a teenage winner is a slick move, since it really targets the aging Old Spice brand at a youthful demographic. It’s also a little risky, but acknowledging the importance and power of Old Spice’s fans (fans of the videos, and thus fans of the brand, even if not yet prominent users) is important and will endear the brand even further. The risk, and probably reward, comes in giving Chris Gatewood the only link to the new Old Spice advertisement, which a lot of people are waiting to see. If Chris uses this opportunity, it’ll certainly drive traffic to his twitter page and elsewhere.  For the Old Spice folks, it really empowers one fan and encourages others to see Old Spice once again as truly interacting with their fans/consumers rather than just talking at them (as 90% of online brands tend to do).

Now, it’s certainly true that the largest single audience will be when the Old Spice ad plays during the US Superbowl (which is the peak ratings event in the US, and also where their most expensive ads usually debut), but reaching out to the online fans first is still a clever move.  Here’s the hilariously kitsch video of the Old Spice Man calling Chris to tell him he’s going to posses the only link to the new Old Spice video in the entire universe for the next three days:

And if you want to see the new Old Spice ad … I guess you’ll have to follow Chris Gatewood on Twitter and wait for him to share a link. 🙂

Update: Chris has shared the link, so here’s the brand new Old Spice ad “Scent Vacation”:

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Digital Culture Links: February 1st 2011

Links for January 28th 2011 through February 1st 2011:

  • Apple Moves to Tighten Control of App Store [NYTimes.com] – Apple’s Walled Garden App Store is building even Bigger Walls: “Apple is further tightening its control of the App Store. The company has told some applications developers, including Sony, that they can no longer sell content, like e-books, within their apps, or let customers have access to purchases they have made outside the App Store. Apple rejected Sony’s iPhone application, which would have let people buy and read e-books bought from the Sony Reader Store. Apple told Sony that from now on, all in-app purchases would have to go through Apple, said Steve Haber, president of Sony’s digital reading division. The move could affect companies like Amazon.com and others that sell e-book readers that compete with Apple’s iPad tablet and offer free mobile apps so customers can read their e-book purchases on other devices. An iPad owner, for instance, has not needed to own a Kindle to read Kindle books bought from Amazon. That may now change.”
  • Intel warns of $1bn cost of chip fix [Technology | The Guardian] – Ouch! “The chipmaker Intel has halted shipments of its new Sandy Bridge processors and says it will have to spend a total of $1bn (£600m) fixing a fault, delaying hundreds of new PC models for up to three months and potentially stifling growth in the personal computer market. Launched early in January, the Sandy Bridge chip combines standard processing and graphics units on a single die. But Intel said today it had found flaws in a support chip, called Cougar Point, which would have led to failures over time in connections to hard drives and DVDs. The fault will upset production on more than 500 computer models that were to have used the processors. That in turn will hit the PC industry, which has already been suffering from slowing growth in the US and other regions last year. It could also open the door to Intel’s longstanding rival, AMD, which has a similar processor, named Fusion. After the news AMD shares jumped by 5% in early trading in New York, while Intel shares slid by 1.5%”
  • Wary of Egypt Unrest, China Censors Web [NYTimes.com] – “In another era, China’s leaders might have been content to let discussion of the protests in Egypt float around among private citizens, then fizzle out. But challenges in recent years to authoritarian governments around the globe and violent uprisings in parts of China itself have made Chinese officials increasingly wary of leaving such talk unchecked, especially on the Internet, the medium some officials see as central to fanning the flames of unrest. […] two of the nation’s biggest online portals — blocked keyword searches of the word “Egypt,” though the mass protests were being discussed on some Internet chat rooms on Monday. The use of “Egypt” has also been blocked on Weibo, the Chinese equivalent of Twitter. Censoring the Internet is not the only approach. The Chinese government has also tried to get out ahead of the discussion, framing the Egyptian protests in a few editorials and articles in state-controlled news publications…”
  • Wikipedia Ponders Its Gender-Skewed Contributions [NYTimes.com] – “About a year ago, the Wikimedia Foundation, the organization that runs Wikipedia, collaborated on a study of Wikipedia’s contributor base and discovered that it was barely 13 percent women; the average age of a contributor was in the mid-20s, according to the study by a joint center of the United Nations University and Maastricht University. Sue Gardner, the executive director of the foundation, has set a goal to raise the share of female contributors to 25 percent by 2015, but she is running up against the traditions of the computer world and an obsessive fact-loving realm that is dominated by men and, some say, uncomfortable for women. Her effort is not diversity for diversity’s sake, she says. “This is about wanting to ensure that the encyclopedia is as good as it could be,” Ms. Gardner said in an interview on Thursday. “The difference between Wikipedia and other editorially created products is that Wikipedians are not professionals, they are only asked to bring what they know.””
  • Google unveils Web-free ‘tweeting’ in Egypt move [AFP] – “Google, in response to the Internet blockade in Egypt, said Monday that it had created a way to post messages to microblogging service Twitter by making telephone calls. Google worked with Twitter and freshly acquired SayNow, a startup specializing in social online voice platforms, to make it possible for anyone to “tweet” by leaving a message at any of three telephone numbers. “Like many people we’ve been glued to the news unfolding in Egypt and thinking of what we could do to help people on the ground,” Google product manager Abdel-Karim Mardini and SayNow co-founder Ujjwal Singh said in a blog post. “Over the weekend we came up with the idea of a speak-to-tweet service — the ability for anyone to tweet using just a voice connection,” they said.”
  • Man jailed over anti-semitic video [ABC News (Australian Broadcasting Corporation)] – “A 39-year-old Perth man has been sentenced to three years’ jail for posting an anti-semitic video on the internet. Brendon Lee O’Connell is the first person in Western Australia to be convicted under the state’s racial vilification laws. A jury found him guilty last week of six offences. O’Connell posted a video on YouTube showing him insulting a young Jewish man in 2009. The video also showed O’Connell standing in front of the Perth Bell Tower telling Jews their days were numbered.”
  • Facebook launches mobile deals [BBC News] – In a very clear challenge to FourSquare: “Facebook is launching a service that lets British users earn discounts from high street businesses. Users who visit participating shops can log in from their mobile phones to receive rewards. Companies, meanwhile can use Facebook Deals as a virtual loyalty card or coupon system. The social network has already lined up promotions with several businesses including Starbucks, Debenhams and mobile network O2. The service ties into Facebook Places, an add-on for mobile phones that launched in 2010 as a way for users to share their location with friends. Users who login to Places via the dedicated Facebook app for the iPhone and handsets running Google’s Android system can update their whereabouts – or “check in” – whenever they visit a variety of shops, restaurants and other venues. With Deals, users will not just be able to tell other people their location, but can also take advantage of any special offers that the retailer has.”
  • Android overtakes Symbian in smartphone sales [Technology | guardian.co.uk] – “Google’s Android overtook the long-time market leader, Nokia’s Symbian, as the world’s most popular smartphone platform in the fourth quarter, according to the research firm Canalys. In total, 32.9m phones running Android were sold to retailers and mobile networks in the fourth quarter of 2010, compared with Symbian’s total sales of 31m in the quarter, the researcher said. In a press release, Canalys noted that Nokia had however retained its lead as the single biggest smartphone vendor, with a 30.6% share of phones shipped. The rise of Android to the top of the smartphone sales chart indicates the popularity of the free operating system with vendors, which do not have to pay a licence fee to use it on their phones.”
  • Angry Birds Go Hollywood [NYTimes.com] – “Angry Birds, the cellphone game that has turned into a cultural phenomenon with 75 million downloads and counting, is lending its wings to a 20th Century Fox movie. To promote the April 15 release of “Rio,” an animated film starring two rare macaws, Fox and Rovio, the small Finnish company behind Angry Birds, said on Friday that Rovio would release Angry Birds Rio. The special edition of the game – the original Angry Birds are kidnapped and taken to Rio – will be made available in March. The announcement was made at an only-in-Hollywood press event on the Fox lot in Los Angeles. As a quartet of Brazilian bongo drummers pounded away on their instruments and reporters guzzled drinks made with Brazilian rum, Jim Gianopulos, co-chairman of Fox Filmed Entertainment, broke the news.”
  • Amazon Kindle e-book downloads outsell paperbacks [BBC News] – “Amazon has announced that in the US it sold more e-books for its Kindle device than it sold paperback books in the last three months of 2010. […] Amazon announced that in the US since the start of the year it had sold 115 e-book downloads for every 100 paperback books, even excluding its downloads of free books. But it stressed that sales of paperback books were also growing. “Last July we announced that Kindle books had passed hardcovers and predicted that Kindle would surpass paperbacks in the second quarter of this year,” said Amazon boss Jeff Bezos. “So this milestone has come even sooner than we expected – and it’s on top of continued growth in paperback sales.” It has not said how many of its Kindle devices it has sold, but did say that they had overtaken the final book in the Harry Potter series to become the top-selling item in Amazon’s history.”
  • Egypt cuts off internet access [Technology | guardian.co.uk] – “Egypt appears to have cut off almost all access to the internet from inside and outside the country from late on Thursday night, in a move that has concerned observers of the protests that have been building in strength through the week. “According to our analysis, 88% of the ‘Egyptian internet’ has fallen off the internet,” said Andree Toonk at BGPmon, a monitoring site that checks connectivity of countries and networks. “What’s different in this case as compared to other ‘similar’ cases is that all of the major ISP’s seem to be almost completely offline. Whereas in other cases, social media sites such as Facebook and Twitter were typically blocked, in this case the government seems to be taking a shotgun approach by ordering ISPs to stop routing all networks.””
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Digital Culture Links: December 6th 2010

Links for December 2nd 2010 through December 6th 2010:

  • Facebook Causes One In Five Divorces In US [Link Newspaper] – I think ’causes’ is an overstatement; facilitates, perhaps: “Flirty messages and photographs found on social networking website Facebook are now leading to at least one in five divorces in the US, a survey has revealed. A new survey by the American Academy of Matrimonial Lawyers also says around 80 per cent of divorce lawyers have reported a spike in the number of cases that use social media for evidence of cheating, according to the Daily Mail. Many cases revolve around social media users who get back in touch with ex-girlfriends and lovers they had not heard from in many years. Facebook was by far the biggest offender, with 66 per cent of lawyers citing it as the primary source of evidence in a divorce case. MySpace followed with 15 per cent, Twitter at five per cent and other websites together at 14 per cent.”
  • When Oprah Winfrey educates Yanks on our ‘hip’ McCafes, it’s the dollar talking [News.com.au] – For Oprah, Australia = product placement: “Oprah Winfrey has already given Americans an insight into our culture. This is despite the fact the TV queen some say is the most influential woman in the world doesn’t arrive in Australia until tomorrow. According to Oprah’s Aussie Countdown, which screened to 10 million Americans last week, we Australians call men “blokes”, women “sheilas” and we like to meet up at “hip joints” called McCafes to sip on gourmet coffee. Some of the one-million-strong Australian audience who saw this report on the Ten Network last week were a little surprised to hear of the importance of McCafes to the Australian lifestyle. […] The Australian asked the Ten Network and McDonald’s about the curious reference and they confirmed McDonald’s was a “broadcast sponsor and had a global arrangement directly with Harpo Productions for the in-program McCafe activity that appeared in Carrie’s segment”. In other words, the segment was paid for and funded by McDonald’s”
  • Labor to back adults-only games classification [ABC News (Australian Broadcasting Corporation)] – Good news: “The Federal Government has announced it will support a push for an adults-only classification for video games. A decision on the matter is expected on Friday at a meeting of the Standing Committee of Attorneys-General. A recent Galaxy survey has found strong support for an R18+ classification, with 80 per cent of people surveyed saying they believed an adult classification was needed, while a government public consultation on the matter received close to 60,000 responses – with 98 per cent in favour of an adult rating. Currently in Australia, games classed above MA15+ are refused classification and cannot be brought into the country. Home Affairs Minister Brendan O’Connor says an adults-only classification would include games with excessive violence or adult themes.”
  • Life on Mars? Not yet. But in the meantime, NASA has found a new kind of life on Earth… [Perth Now] – It’s life, Jim, but its diet is not as we know it: “Lurking in the depths of a California lake is a bacteria that can thrive on arsenic, an explosive discovery that could expand the search for other life on Earth and beyond, researchers have found. The NASA-funded study released today and published in the journal Science redefines what biologists consider the necessary elements for life, currently viewed as carbon, hydrogen, nitrogen, oxygen, phosphorus and sulphur. Not only does the bacteria survive on arsenic, it also grows by incorporating the element into its DNA and cell membranes. “What is new here is arsenic is being used as a building block for the organism,” said Ariel Anbar, co-author of the study. “We have had this idea that life requires these six elements with no exceptions and here it turns out, well maybe there is an exception.””
  • Making Copyright Work Better Online [Google Public Policy Blog] – From the point of view of digital libertarians, Google just got a bit more evil as they’ve pledged to act on reducing the ease of access to links to allegedly pirate material in their index. Google aren’t removing links (except where a DMCA takedown notice is submitted) but will prevent suspect material appearing in auto-complete, act faster on DMCA takedown notices, more carefully ensure AdSense doesn’t get used for ads pointing to pirated material, and other experiments. So the material is still returned in normal search results unless you’ve got the autocomplete on by default.
  • BBC Plans Subscription-Only U.S. iPlayer On iPad [mocoNews] – “This is huge. The BBC will launch the long-awaited global version of its iPlayer TV catch-up service on a subscription-only basis, and initially only on iPad. The service, carrying BBC shows like Doctor Who on-demand, will likely be very popular in the U.S., generating new income for the BBC back in Britain. The significance of the move is clear – it means the BBC will operate a subscription worldwide media channel that, in time, could become one of its biggest.”
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“I’m on a horse … cow.”

Unless you’ve been buried under a rock, you’ve probably heard of the amazing successful Old Spice viral video marketing campaign (I’ve mentioned it here, and here). Since the original videos became popular, there have been a lot of parodies, but the recent “Smell Like a Monster” parody video from Sesame Street is just brilliant, so here you go:

PS If you really don’t get why that’s funny, re-watch it after you’ve check out the original ad:

(Which has now clocked over 20 million views on YouTube!) [Via Peter Black]

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Digital Culture Links: October 4th 2010

Links for September 30th 2010 through October 4th 2010:

  • The Short Lifespan of a Tweet: Retweets Only Happen Within the First Hour [Read Write Web] – Interesting stats on the lifespan of a tweet: “For some, Twitter is a social network and for others it is just a broadcast medium. Judging from the latest data from social media analytics and monitoring service Sysomos, for the majority of users, Twitter is indeed mostly a broadcast medium. After analyzing over 1.2 billion tweets, the Sysomos team found that only 29% of tweets actually produce a reaction – that is, a reply or a retweet. According to Sysomos, just 6% of all tweets are retweeted and these retweets have a very short lifespan. Virtually all retweets happen within the first hour after the original tweet. If you are looking to get retweeted and nobody picks your tweet up within the first hour, chances are that nobody ever will. Only 1.63% of all retweets happen in the second hour and a minuscule 0.94% in the third hour. The same is true for @replies, too; 97% of all replies happen within the first hour.”
  • MP in strife over Overland Facebook slur [ABC News (Australian Broadcasting Corporation)] – “A Victorian Liberal MP has used Facebook to attack the state’s Police Chief Commissioner, Simon Overland. Upper House backbencher Bernie Finn yesterday wrote he was “dreaming of when Victoria will have a real police officer as Chief Commissioner”. The post labelled Mr Overland and his predecessor, Christine Nixon, as “political appointees” who have “proven themselves incompetent in the areas of law enforcement and community protection”. Asked by a Facebook follower when Victoria might have a “real copper running the show”, Mr Finn replies: “after November 27…”, which is the date of Victoria’s looming state election.”
  • Can companies ignore social media like Facebook, Twitter and YouTube? [BBC News] – Beware or harness? “Once upon a time companies could afford to be rude. Unhappy customers would grumble to a few friends, withdraw their custom, but there was little else they could do. Today, they still tell their friends, but they do it online, using social media websites like YouTube, Facebook and Twitter. Take the Canadian folk singer, Dave Carroll. After nine months of complaining he had had enough. United Airlines baggage handlers had damaged his $3,500 guitar, but the airline refused to pay compensation and its customer service agents were less than courteous. So he made a music video about the experience and on 6 July 2009 posted it on YouTube. Within three days it had been watched half a million times; by mid-August it had reached five million. United had a massive public relations crisis at its hands, not least as thousands of other unhappy customers now came forward to vent their frustration. These days one witty Tweet, one clever blog post, one devastating video …”
  • Twitter Now Getting More Traffic Than MySpace [Mashable] – “Twitter’s number of monthly unique visitors finally surpassed that of MySpace in August. Though it ranked third among social networking sites, Twitter ranked #50 in the list of top 50 properties overall. The numbers were crunched by the marketing research firm comScore. Twitter’s (Twitter) lead over MySpace (MySpace) was marginal — 96 million versus 95 million — but the trend over time paints a prettier picture of the microblogging service. Between August 2009 and August 2010, Twitter grew 76% while MySpace dropped 17%.”
  • U.S. single digital music sales flat this year: Nielsen [Reuters] – I wonder how this compares to the rise of micropayments for App purchases? “The rapid rise of single digital music sales has stalled in the United States, the world’s biggest and most important market, with sales in the first half of 2010 flat compared with a year before. According to research group Nielsen, digital sales for single track downloads were flat in the U.S. market after a 13 percent increase from 2008 to 2009 and 28 percent growth from 2007 to 2008. When combined with the growth in digital album sales, overall digital music sales were up over 5 percent in the U.S. Major music companies such as Vivendi’s Universal Music and EMI have pinned their hopes on boosting legal digital sales to counter online piracy and the collapse in CD sales.”
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Digital Culture Links: September 8th 2010

Links for September 6th 2010 through September 8th 2010:

  • In ‘Bed Intruder Song,’ Gregory Brothers Have Billboard Hit [NYTimes.com] – “Viral videos tend to have a short lifespan online. […] But in one of the stranger twists in recent pop-music history, a musical remake of a local news clip transcended YouTube fame and reached the Billboard Hot 100 chart in August. It was a rare case of a product of Web culture jumping the species barrier and becoming a pop hit. The song’s source material could not have been more unlikely: A local TV news report from Huntsville, Ala., about an intruder who climbed into a woman’s bed and tried to assault her. But with some clever editing and the use of software that can turn speech into singing, the Gregory Brothers, a quartet of musicians living in Brooklyn, transformed an animated and angry rant by the victim’s brother into something genuinely catchy. The resulting track, “Bed Intruder Song,” has sold more than 91,000 copies on iTunes, and last week it was at No. 39 on the iTunes singles chart. Its video has been viewed more than 16 million times on YouTube.” The background to this meme:
  • Avatar activism [Le Monde diplomatique] – Henry Jenkins on the mobilisation of popular cultural in protest movements: “Five Palestinian, Israeli and international activists painted themselves blue to resemble the Na’vi from James Cameron’s blockbuster Avatar (1) in February, and marched through the occupied village of Bil’in. The Israeli military used tear gas and sound bombs on the azure-skinned protestors, who wore traditional keffiyahs with their Na’vi tails and pointy ears. The camcorder footage of the incident was juxtaposed with borrowed shots from the film and circulated on YouTube. We hear the movie characters proclaim: “We will show the Sky People that they can not take whatever they want! This, this is our land!” The event is a reminder of how people around the world are mobilising icons and myths from popular culture as resources for political speech, which we can call Avatar activism.”
  • Reputation bankruptcy :[The Future of the Internet — And How to Stop It] – Should we be able to purge our online reputation record and declare reputation bankruptcy? Jonathan Zittrain: “As real identity grows in importance on the Net, the intermediaries demanding it ought to consider making available a form of reputation bankruptcy. Like personal financial bankruptcy, or the way in which a state often seals a juvenile criminal record and gives a child a “fresh start” as an adult, we ought to consider how to implement the idea of a second or third chance into our digital spaces. People ought to be able to express a choice to de-emphasize if not entirely delete older information that has been generated about them by and through various systems: political preferences, activities, youthful likes and dislikes. If every action ends up on one’s “permanent record,” the press conference effect can set in. Reputation bankruptcy has the potential to facilitate desirably experimental social behavior and break up the monotony of static communities online and offline.”
  • What Are BP, Apple, Amazon, and Others Spending on Google Advertising? [Fast Company] – A peak into adword spending: “Google is typically very secretive about the specifics of its search revenue. I can’t actually recall any other leak quite like this one, in which the budgets of specific companies are laid out–kudos to AdAge for snagging the internal document with such rarely seen information. Much of the list, which covers the month of June 2010, will be of no surprise to anyone that uses Google Search regularly (which is pretty much everyone): AT&T spends ridiculous amounts of money, as do Apollo Group (which owns the University of Phoenix), Amazon, and Expedia. It’s worthwhile to note that some of AT&T’s $8.08 million budget was probably due to the launch of the wireless carrier’s biggest product of the year, the Apple iPhone 4. Apple itself spent slightly less than $1 million, which puts the company in the upper echelon of Google spending but not all that close to the top. 47 companies spent over $1 million, so Apple was, at best, in the top 50.”
  • On Wikipedia, Cultural Patrimony, and Historiography [booktwo.org] – A fantastic way to illustrate the importance of Wikipedia histories: “… Wikipedia is a useful subset of the entire internet, and as such a subset of all human culture. It’s not only a resource for collating all human knowledge, but a framework for understanding how that knowledge came to be and to be understood; what was allowed to stand and what was not; what we agree on, and what we cannot. As is my wont, I made a book to illustrate this. Physical objects are useful props in debates like this: immediately illustrative, and useful to hang an argument and peoples’ attention on. This particular book—or rather, set of books—is every edit made to a single Wikipedia article, The Iraq War, during the five years between the article’s inception in December 2004 and November 2009, a total of 12,000 changes and almost 7,000 pages.”
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Digital Culture Links: September 6th 2010

Links for August 30th 2010 through September 6th 2010:

  • The future of the internet: A virtual counter-revolution [The Economist] – A good overview article which looks at the potential “balkanisation” or fragmenting of the internet into different walled gardens of various sorts. The article focuses on three trends: national governments asserting their power in various ways to regulate their citizens’ access to the web; big IT companies building different walled gardens, from Facebook’s social network to Apple’s regulated iOS and App store; and lastly the push to by big internet providers for tiered internet provision and the push back in the form of net neutrality. (This is a short but useful overview of these issues for teaching purposes.)
  • Computers as Invisible as the Air [NYTimes.com] – Useful historical reminder: “The personal computer is vanishing. Computers once filled entire rooms, then sat in the closet, moved to our desks, and now nestle in our pockets. Soon, the computer may become invisible to us, hiding away in everyday objects. A Silicon Valley announcement last week hinted at the way computing technology will transform the world in the coming decade. Hewlett-Packard scientists said they had begun commercializing a Lilliputian switch that is a simpler — and potentially smaller — alternative to the transistor that has been the Valley’s basic building block for the last half-century. That means the number of 1’s and 0’s that can be stored on each microchip could continue to increase at an accelerating rate. […] This is the fulfillment of Moore’s Law, first described in the 1960s by Douglas Engelbart & Gordon Moore, which posits that computer power increases exponentially while cost falls just as quickly”
  • Stephanie Rice apologises for ‘offensive Tweet’ [TV Tonight] – “Channel Seven personality and Olympic swimmer Stephanie rice has apologised for a comment she made on her Twitter feed which has been branded as homophobic. After the Wallabies’ win over the Springboks in South Africa on Saturday night, Rice tweeted; “Suck on that f**gots”, adding; “Probs the best game I’ve ever seen!! Well done boys.” Rice has since removed the comment and apologised. “I made a comment on Twitter last night in the excitement of the moment,” she told news.com.au. “I did not mean to cause offence and I apologise. I have deleted it from the site.” Former NRL player, openly gay Ian Roberts slammed her actions. “She is an idiot and anyone who continues to endorse her as an athlete is an idiot as well,” he said. “And I say that with a very sad tone in my voice. What a fool.””
  • YouTube Deal Turns Copyright Videos Into Revenue [NYTimes.com] – “Last month, a YouTube user, TomR35, uploaded a clip from the AMC series “Mad Men” in which Don Draper makes a heartfelt speech about the importance of nostalgia in advertising. Viewers wouldn’t notice, but that clip also makes an important point about modern advertising — YouTube is an increasingly fruitful place for advertisers. In the past, Lions Gate, which owns the rights to the “Mad Men” clip, might have requested that TomR35’s version be taken down. But it has decided to leave clips like this up, and in return, YouTube runs ads with the video and splits the revenue with Lions Gate. Remarkably, more than one-third of the two billion views of YouTube videos with ads each week are like TomR35’s “Mad Men” clip — uploaded without the copyright owner’s permission but left up by the owner’s choice. They are automatically recognized by YouTube, using a system called Content ID that scans videos and compares them to material provided by copyright owners.”
  • Google’s Earth – William Gibson / Op-Ed Contributor [NYTimes.com] – An insightful and engaging look at today’s cyberspaces and Google’s Earth from William Gibson, over 25 years after he coined the term cyberspace: “We have yet to take Google’s measure. We’ve seen nothing like it before, and we already perceive much of our world through it. We would all very much like to be sagely and reliably advised by our own private genie; we would like the genie to make the world more transparent, more easily navigable. Google does that for us: it makes everything in the world accessible to everyone, and everyone accessible to the world. But we see everyone looking in, and blame Google. Google is not ours. Which feels confusing, because we are its unpaid content-providers, in one way or another. We generate product for Google, our every search a minuscule contribution. Google is made of us, a sort of coral reef of human minds and their products.”
  • Introducing Wikileakileaks.org: Your Source for Wikileaks [Valleywag] – Gawker Media try and turn the transparency tables on Wikileaks’ secretive founder Julian Assange by setting up “Wikileakileaks.org: your source for Wikileaks-related secrets, documents and rumors!” The site aims to be an anoymous clearing house for Wikileaks-related material. While there is some merit on turning transparency back on its secretive champions, this also smacks of pettiness since, as Gawker admit, they’ve been blacklisted by Assange after an unfavourable reporting.
  • Facebook’s now trying to trademark the word ‘face’ [Chicago Breaking Business] – It gets sillier: “Facebook, which has gone after sites with the word “book” in their names, is also trying to trademark the word “face,” according to court documents. But the social networking site has met with a familiar foe. As TechCrunch first reported, Aaron Greenspan has asked for an extension of time to file an opposition to Facebook’s attempt. Greenspan is the president and CEO of Think Computer, the developer of a mobile payments app called FaceCash. Greenspan, also a former Harvard classmate of Facebook chief executive Mark Zuckerberg, claimed he had a hand in developing the social networking giant. The case was settled last year. In an interview with CNNMoney.com, Greenspan said the two extensions he filed now give him until September 22 to oppose the “face” trademark attempt. The original deadline was June 23.”
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