YAIC Day 1: Power Of Digital Media

Record Of The Day editor Nicola Slade moderated this panel on the implications of new (or online) media. Ogilvy’s Dave Birss had a go at breaking down the word “tribe” before China’s club scene aficionado Neebing explained why blogging doesn’t have much influence or impact in a country the size of China.

Power Of Digital Media

Haukur Magnusson, editor of Grapevine, pointed out that the authority of paid journalists who have editorial fact checkers etc. behind them is perhaps more alluring than maverick bloggers. He also (justifiably) pointed out the similarities between the diminishing returns for the content creators both in terms of journalism and music, underling that researching articles and making music are both expensive processes that are these days being ‘stolen’ or used for free.

Nicola pointed out that there are bloggers who command respect and have larger readerships than some established media outlets. Bearded magazine’s Anita Awbi made the salient point that there are many types of bloggers – authoritative bloggers as well as the bedroom ramblers. Icelandic fashion designer Gunnar Hilmarsson (from Anderson & Lauth) offered some insights into the fashion industry media, while Dave Birss opined that Vogue (as an example) would be more suited to an ‘instant’ blog or even mobile phone app than an expansive and time consuming magazine format.

The panel also discussed the changing ways in which bands can now create hype and success with the diminishing power and number of magazine front covers. Haukur argued that though media is now more prolific and even fragmented, this means that there are in fact more ways of finding outlets for your music – e.g. online radio stations, blogs, websites, fanzines etc. – even if they don’t have the traditional power of established print magazines.