Last month, YouTube user Normative examined remix culture arguing that such mash-ups have become a way for different social circles to interpret work. Greater than what one person can do alone, he theorizes it’s changed the rules of interaction in a digital age.
So what can a brand learn from this remix craze? At the very least, it should be aware—not to mention the implications on its identity (hint: it no longer belongs solely to the brand).
If this is embraced, will brands better relate to various niches and social groups? Can they let consumers personalize existing brand messages?
Brands surrendering control allows consumers to make content more relevant to them. Whether this means “elfing” themselves or just splicing commercials, let ’em at the turntables. It doesn’t hurt to mix things up.
