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Who:”New Middlemen/Editors”
They sift through the mass talent; find and nurture the ones that could make it. Once a few of these people make it, this could be the signal for a lot more people to get involved.
Tier Two: Give potential stars the means of production and distribution
Who: “New Distributors/Publishers/Studios”
They allow consumers to publish,create and distribute. These include; Lulu.com and cafepress.com and Amazon is also moving into this space its purchases of Custom Flix and BookSurge.
Tier Three: Educate the wannabes to take it to the next level
Who:”Artistic educators”
With increasing opportunities for personal expression among the mainstream consumer base, there could be a role for creative educators to help consumers add new skills and to critique their work. Imagine webeducation courses, etc…
Tier Four: Empower Everyone
Who:”Brand Personalizers”
Nike ID is a great example and it has been extended brilliantly with the store where you book an appointment with a designer who helps you design. The model could obviously work for lots of brands in the fashion space; empowering consumers to design their own products and then giving them the opportunity to create enhanced designs through collaboration with creative professionals.
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