A regular review of interesting cultural shifts & marketing developments as viewed through the collective lens of the Stancombe Research + Planning Team

Monday, July 27, 2009

The creative megalogue

I recently came across the word megalogue:

"A simultaneous conversation between large numbers of people. Since the word “dialogue” implies two people, it ceases to work for large-scale communication such as internet blogs, chat sessions, or nationwide water-cooler conversations.
v. To hold a large-scale conversation" from Urban dictionary.

The recent web hit the 'JK Wedding Entrance Dance' I think is part of a creative megalogue, because it sits within a greater creative conversation that can be tracked back to other web hits such as

1) Chris Browns single Forever (was a top 10 hit in 2008 and was originally commissioned by Wrigglys for a gum commercial!)

http://www.youtube.com/watch?v=X2IExa2A198 (50 million views)

2) Popular shows like 'So you think you can dance' and 'Britain got Talent', which show case non to semi professional dancers which encourage inspiring dancers

http://www.youtube.com/watch?v=6GrOMLylvhQ (14 million views)

3) Videos that show case how much fun 'out of the blue' dancing can be (13 million views)

4) actually anyone dancing in a group is pretty popular (30 million views)

5) or individually (123 million views)

6) But, all this great content is inspiring people to create create their own authentic content and share it...like the 'JK Wedding Entrance Dance' (7.5 million views), Kudos for Chris Brown not taking the video down for copyright infringement, it's obviously win win for everyone

6) And the cycle is completed when mainstream media picks up amateur content and uses it for inspiration, i.e. 'Dancing with the Stars Australia' have tasked a couple with re-creating the above JK Wedding Entrance Dance. see www.smh.com.au

What I really love about this creative megalogue is how nobody is in control and there is no obvious starting or end point. It's an ongoing discussion between the mainstream media/big players, the professionals, the amateurs and the audience. It's all spontaneous and organic...if it's good, it rises to the top of the heap...professional or not. Also, the size of the discussion is HUGE, the videos referenced here have been viewed collectively 237.5 million times!

Creative megalogues are likely to continue thanks to the viral nature of content that resonates. This has marketing implications for brands trying to get noticed or reposition themselves and provides a fresh new challenge...joining the creative megalogue...realising that communication pieces no longer sit in isolation, but are part of a much larger discussion.

UPDATE: Chris Browns song 'Forever' has now had a revival thanks to the viral wedding video...the circle is now complete! see link here

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