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 #ReThinkMedia » ‘From skin to shoes, we’re becoming content, nodes on the network’


‘From skin to shoes, we’re becoming content, nodes on the network’
Paul Bennun

Paul Bennun
, the Chief Creative Officer of
Somethin’ Else and the current Chair of Artangel. He holds over a dozen internationally recognised awards in games, radio, mobile technology and interactive broadcasting such as BAFTA Awards, Sony Radio Academy Awards and the GSM Association Awards.


Paul will be joining us as a panellist at Rethink Media 2015 – Birmingham City University’s Annual Digital Media Conference.


Birmingham City University’s Future Media team spoke to Paul about his challenges and the future of digital content.


As a creative director of a digital marketing company, what is your greatest challenge?


We’re far more than a digital marketing company, and that’s the important thing. Our background is serving audiences — making assets people will love, whether a video game, radio programme, TV or social media.


We aim to make things with intrinsic value. So even when we’re acting for a brand or commercial agency, with incredibly specific communications or thought / behaviour change objectives, we’re always asking ourselves what’s intrinsically valuable.


The greatest challenge is staying ‘user centred.’ Not making something for you, but for your target audience.


BBC Three channel is now only available online. What are your thoughts on such decision?


We are hoping to work with BBC3 and I’ve discussed this move with the controller of TV and of BBC3. It makes absolute sense for the BBC to explore how it can re-configure itself for the future within constrained resource. Their challenge is to not return to type and try and be a TV network online, but rather invent the future.


Fighting tomorrow’s battles not yesterday’s is hard. I hope the BBC will remain brave and distinctive.


Many marketers worship and claim that videos are the best type of content. Do you see videos to be as popular as they are now in the future?


Yes and no. We’ve become a visual culture, more than at any point in our species’ history.


So in short, I don’t see video as becoming any less important than it is now, no. The macro-social and technological changes appear to be firmly on a particular course.


This doesn’t mean other skills are less important however, and there is absolutely no such thing as “the best” when it comes to a type of content.


Text and still image can be consumed in ways that video can not — and more to the point, it can be created in ways video can not. No-one is just a consumer now.


We already have blogs, articles, photos, logotypes, visuals, audio, apps, videos and so on. Considering this, will we have completely different content in the future or will the Internet crash?


It won’t crash. it’ll become invisible, or even more invisible than it is now. All the physical surfaces of our lives will become connected, monitored, quantified.


From your skin to your shoes. We’re becoming content, nodes on the network. This has profound implications.

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