1. What is your history within digital music?
We got to work with Trent Reznor of NIN on the concept album, Year Zero, and converge on an unusual experience of both storytelling and music made possible by technology and how it’s shaping our lives today. The experience attracted a large online community who worked together collaboratively to uncover the context for the world in which the music was set. This hive mind had an amazing ability to decipher clues, piece together evidence and essentially write the story of Year Zero in real time. The audience brought Year Zero to life and the experience became very personal to them.
2. What’s exciting you in the digital music space right now?
I’m intrigued by physical manifestations of music – especially how advanced technology and immersive storytelling can be incorporated on another level to create…performance magic. I love the energy, personal connection and immediacy of feedback involved with live music. If someone has a great experience, they capture it themselves and share it in real time.
3.What will be the focus of your Key Note presentation at Sounds Digital in London this year?
What are active engagement opportunities and methods that allow artists to target, intercept and engage audiences in new ways. People want to be in control – they program their lives and the content they let in. Most are device agnostic. It makes it harder to get above the noise, but at the same time, the playing field is leveled in certain ways – the right mix of what, when and how can make all the difference.
4. What experiences and skills will you be sharing with your ‘Lab’ mentoring projects at Sounds Digital?
Some of what we’ve learned about how to attract and build an audience using the connective tissue of technology, the web and storytelling. Also, how to track and gauge what is working and not working and react in relative real time to nurture a two-way relationship with the audience.
5. Favourite website or online experience that not enough people know about?
I’m fascinated by the search for game guru and digital pioneer, Kevin Flynn at www.flynnlives.com. What could have happened to him?
Read Susans Full Bio Here
