In the last decade we’ve seen a tremendous surge in technology. Our phones now act as video cameras, digital cameras, laptops, music players and gaming systems.  Creating media has become cheaper and cheaper over the years. Cameras, editing, music, videos, professional photography can all be done by purchasing a few thousand dollars worth of gear.  Hobbyists have become nationally recognized artist and more.   The point is that most companies should be hiring professionals in the music, video and photography fields to spear-head their own media empires. Keeping your audience’s attention is harder than ever for the simple fact that there is an infinite amount of entertainment available on the web. Brands should be becoming music labels, video production companies and more because having these associates will keep your brands name in multiple conversations moving into the future. That doesn’t mean PepsiCo should be competing against ABC or Interscope Records but it should have a presence in those markets or at best be creating their own content wherever it fits their brand that acts as an extension of their companies voice.

Kip Russell – Artversion