Thursday, August 09, 2007

ACID HOUSE MEDIA

We now know about Punk Marketing. I’ve also come across Punk Planning and Rock’n’Roll Advertising. But where does the new media marketing and social media explosion sit in the world of pop cultural analogies?

Its ACID HOUSE MEDIA.

Like its distant cousins mentioned above ACID HOUSE MEDIA is a grass roots movement built from the ground up by passionate enthusiasts, bored with the conventional establishment thinking, and determined to build their own scene relevant to their values.

Podcamps are like the illegal raves, popping up in any urban space that can accommodate them. New friends are made in seconds as strangers bond over the sounds of techno bleeps. While the warehouse party generation kept themselves up all night with Ecstacy the drug of choice for the new media generation is another kind of E.
Connectivit-E. (behave yourself! – Ed)

Like the payphones in M25 service stations back in the day, Twitter spreads the word among the new media ravers about the latest techno tools to keep the party going.
For the hardcore the party continues all day and night in Second Life where people who have never met can rub sweaty semi naked bodies against each other.

Podcasts pump out the message day and night from the tower blocks and council estates.'Big shout out to the new media posse in the area. Keep it locked!'

Meanwhile, as in the first wave of Acid House, everyone is a DJ. Ripping and remixing content then sharing their ‘mixtapes’ via Youtube and Flickr then spreading the word via the superclubs like Facebook, which have sprung up as the underground starts its inevitable journey into the mainstream.

Where does it go from here? Every integrated agency is ramping up digital as the new media marketing rave bubble grows. Every big brand marketing director is asking questions about how they can leverage this cultural explosion.
Like Acid House it will not be long before the whole culture is absorbed by the mainstream. Maybe it already has? Maybe we will see the endless fragmentation of sub-genres? Balearic Digital Marketing, Drum’n’Bass Advertising, Handbag PR.

Maybe we won’t care though, because we will already be onto the next thing.

In the meantime – Get on one.

3 comments:

Will said...

Lovely post mate.

I like the analogy a lot - and I really agree with the idea of referencing forms of communication with musical forms.

Eaon Pritchard said...

cheers Will. the gauntlet is thrown down. lets see where you go with psychedelic-folk.

neilperkin said...

Nice one Eaon. Takes me right back...I shall have to dig out my smiley T-shirt