How social audio may boost or break your business strategy

Clubhouse, Spaces, Fireside… the “pivot to” season is opening again. Here’s what will work and what can go wrong with the “next best thing” in media — emphasis on the quotation marks

Remixing is the technological force (and chapter) number 8 from Kevin Kelly’s The Inevitable (2016), a seminal work we’ve already debated here and aims to interpret “the 12 technological forces that will shape our future.” In Remixing’s second paragraph, Kelly says: “We live in a golden age of new mediums. In the last several decades hundreds of media genres have been born, remixed out of old genres. (…) These new genres themselves will be remixed, unbundled, and recombined into hundreds of other new genres.”

Kelly’s logic is straightforward and compelling: the same way a newspaper article was once an extremely popular format (and today is on life support), new genres such as a tweet, a YouTube video, a podcast episode and others only entered into mainstream because in the “golden age of mediums,” the remix alone is not enough; it is essential to get the right blend consistently.

Naturally, a new media genre is not formed out of nothing just because someone thinks it’s cool. And it is not…