Music Industry:

VEVO
BBC Introducing
Kanye West YouTube

Jessie Ware is an artist who began as a vocalist for producers and working with other artists such as Sampha. She gained a fanbase through media platforms such as the Radio, once a pirate station Rinse FM (legalised in 2010). She then appeared as a vocalist performing songs she was featured on, on the youtube  live stream show, 'Boiler Room' which showcases new talent and thus her music reached a wider audience.

Clay Shirky: Utopian

http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history.html

media is increasingly social  so innovation can happen anywhere

Participatory Culture

http://en.wikipedia.org/wiki/Participatory_culture

Participatory Culture
In a participatory culture the public are not just consumers but that they produce their own content as well so they are in effect 'prosumers'. The recent development in the internet has enabled the public to produce and publish their media content online - the internet has given prosumers a mass audience. A participatory culture means the prosumers are not simply being broadcasted to but they are creating their own content.

• relatively low barriers to artistic expression and civic engagement - this means that the public can be creative and feel that they are involved and participating in society and culture.
• With strong support for creating and sharing ones creation with others - this means people should feel that they are encouraged to create content and then publish that media and share with others.
• With some type of informal mentorship with what is known by the most experienced is passed along to novices - the public should feel that they can ask people for information and advice.
• Where members feel some degree that their contributions matter - this means people should feel that the content they create and publish has a purpose and a point.
• Members feel some degree of a social connection with each other - this means that in a participatory culture there is a social connection and a community.

Long Tail Theory

http://www.longtail.com/about.html

Chris Anderson's theory 'The Long Tail Theory' describes the idea that because of the new online age, content is easily accessible for people and there are no longer distribution problems - there is just as much profit to be made in the specialised niche market as the mainstream market. In practice, it can be said that in relation to online shopping the long tail theory is evident. For example, any niche content can be ordered online, people expect to be able to easily access niche content, However in other areas such as cinema, the theory seems less accurate.