From March 11 through 15, genConnect.com is onsite in downtown Austin, Texas conducting personal interviews with speakers slated to appear at the innovative South by Southwest (SXSW) Interactive Conference in Austin’s Convention Center.
We are at the event as credentialed press, hosting “2.5 Minutes With genConnect” in the Chevy Volt ReCharge Lounge during the conference.
Today we met Scott Walker, the brain behind Brain Candy, LLC. Scott traveled from Pasadena, California down to Austin today and says, “there’s no other place like this in the world,” about SXSW. See what else Scott had to say about trans-media story telling below:
KELLY HAYES: Why did you come to Austin for this event?
SCOTT WALKER: I came for the people. I came for the people in the hallways. The ability to connect with people here is amazing, and you’ve got such a dense number of amazingly smart, talented, and creative people. There is no other place like this in the world where I can go meet this many people.
KELLY HAYES: Scott, I understand that one of your interests is transmedia storytelling.
SCOTT WALKER: Yes.
KELLY HAYES: How do you define that?
SCOTT WALKER: I found it quite by accident, but probably Henry Jenkins’ book Convergence Culture was my first big introduction to it.
KELLY HAYES: And what exactly is transmedia storytelling?
SCOTT WALKER: Nobody knows. We’re still trying to figure it out, but the shortest definition is the telling of a story or multiple stories in a shared world across multiple platforms.
KELLY HAYES: Can you give me an example?
SCOTT WALKER: The most common examples are Star Wars and The Matrix, but there are lots of other examples out there. The panel yesterday on True Blood, the HBO TV show. Campfire New York City did a huge marketing campaign that was part of the transmedia experience for that cable show.
KELLY HAYES: We spoke with Michael yesterday about that whole experience. It was pretty amazing how things crossed the community and basically tied people together. Is that part of the transmedia storytelling experience?
SCOTT WALKER: In my view, it ought to be the goal. It often is not. A lot of times, transmedia is more I’ll just consume this content with no other participation. More and more, though, we’re seeing that the more successful transmedia offerings are the ones that allow audiences to participate. Not just consume and interact, but actually contribute, give back, procreate value with the producers.
KELLY HAYES: So companies, nonprofits, even individuals who have certain messages can come to a Brain Candy and basically learn how to collaborate with their audiences?
SCOTT WALKER: Ah yes, we were actually working with the filmmaker Jeremy Hanke, World of Depleted, and he came to us and said I want to have an open source film experience that’s open to text, images, video, et cetera, how do I do that? So we’re helping him do that.
KELLY HAYES: And you’re learning along the way.
SCOTT WALKER: Absolutely, every day.
KELLY HAYES: That’s fantastic. So Scott Walker here with Brain Candy at South by Southwest, and keep an eye out for some transmedia storytelling down the road.
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