Start Thinking About Yourself As A Media Entity

This is going to be a prelude to another post I am going to do (under my other account). However, it is best to lay out some ideas here that might help people.

The world of media is going to change completely. What is now the "establishment" will soon be diminished greatly. Cable news is a great example of this. Here we are looking at a mainstay of the Boomer generation. Unfortunately for those companies, their audience is starting to die off (not great for the Boomers either). The problem they have is the younger generations are not moving towards that medium. That means cable news will head the way of the Nightly News. While it might still be around, it will be much smaller.

decentralization is taking over the media world. It is hard to see at the moment but it is happening. When we look at all the YouTube channels, it is simply stunning. Consider that 50 years ago, there were basically 3 networks in the United States. Certainly, the quality of the content, for the most part, on YouTube is not that of broadcast television yet it doesn't matter. The quality is good enough for 5-10 minutes of someone's time. Expand this across all channels on that platform and we can see how this adds up into a lot of hours.

Of course, this is not the only platform. We see videos on Twitter and Facebook. These provide people with more options for their viewing habits. Tucker Carlson made news with his jump there earlier in the year.

Pat McAfee, the YouTube sports analyst turned his success into a gig with ESPN. For that, it pays a cool $17 million per year. The problem with this situation is the ratings of his show are in the pits. It was a bad investment, at least so far, for the company.

These are just a few examples of how things are changing.

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More Powerful Tools

The Internet was able to alter the way content was distributed. It broke the monopoly that broadcasters had. While the creation has remained mostly the same, the ability to get video (and audio) out there was changed forever.

Now we are about to enter another wave of disruption. This is not from the distribution side but, rather, the creation. Over the next 5 years (more like 2 but let's play it safe), the tools available to content creators is going to be remarkable. They will essentially have similar abilities as major studios.

This means that we are heading towards a time where the flow of this content is decentralized. Couple this with the massive expansion in the number of networks and we can see how it is going to be hard to dominate.

Does this all seem unreasonable? To many, it might. However, look at what happened with music. How many different places can you find that today? Compare that with 25 years ago and then consider the hit record companies took with their recorded music. They lost money for 17 years.

Disruption is unbelievable at first, then it becomes like a snowball. Trust me, the old timers are the broadcast media companies know what is coming. The question is what can they do about it?

That is something outside the scope of this article. What is key here is what people who are not major corporations are going to do?

Become Your Own Media Entity

The tools will be available for everyone to become their own media entity. Certainly, where one chooses to focus his or her attention is a personal choice. That said, we are seeing a variety of mediums being presented that can be leveraged.

Much of this centers on the ability to create better content over time. We are going to see many niches accessed, filled by people with more expertise than we see at the major broadcasters.

What does it mean to think of oneself as a media entity? This starts with the concept of being a long-term thinking and developing a plan, no matter how basic, of where things are going. Perhaps you partner with someone who has the skills you need to take your projects to another level.

The key is going to be continually improving. Here is where technology can help out. Of course, there are going to be things we need to work such as delivery, message, and how we are presenting. Nevertheless, the ability to attract followers is going to be available to everyone.

I think that Web3 is going to be an ally here. As these networks expand, there will be built in audiences for content creators. This means there is no fighting the mess on YouTube. While the total numbers will be much smaller, the dedication will be greater .

And then we have the monetization aspect. Web3 is going to operate on a completely different business structure. While there could be some similarities, we could be seeing things radically altered going forward.

All of this presents an opportunity. Is that what you have been looking for? Does the idea of making a living off what you create appeal to you?

If so, start thinking in this direction. The opportunity is there and it will be filled by someone (actually a lot of someones).

It might as well be you.

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