Using Content To Design Culture: TEDx Visionary 2019

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We live in a time where more content is created and consumed than ever before.As a result, media has become the most powerful industry in the world.

Reaching hundred of millions of people globally — Media stands as the collective source of information, insight and human interest. 

When we wake up, we check our phones. We turn on the TV. We read the paper. We post to our social platforms. We have conversations to share what we’ve learned and experienced. However, when we look at the media landscape today, there is a huge and evident void. 

There are no mainstream platforms that represent the true diversity of today’s multicultural generation. 

There are no platforms that represent that full scope of interests that define this multicultural generation. 

There are no platforms that reflect the emergent voices leading this multicultural generation. 

There are no platforms dedicated to the missions, movements and passions held close to the heart of today’s multicultural generation. 

More notably — There are no mainstream platforms owned, operated and fueled by the new creative class — Telling new stories, introducing new ideas, and sharing new ways of thinking. 

Instead — What we have are an abundance of legacy platforms rooted in a conventional way of thinking — Stories we’ve seen, heard or experienced before. Repeating a cycle of thinking that only perpetuates the perception of a world that’s rapidly changing in real-time. 

Ultimately, what we have are an abundance of platforms focused on being successful instead of being effective. There’s a difference between being successful and being effective. 

Successful is amassing a global audience of followers and generating massive amounts of revenue. Effective is using this reach and influence to intentionally move the culture forward and make a maximum impact. For the purpose of making people more informed, more enlightened and more empowered. To solve problems, fill voids, or address the issues that really matter. 

While this void would seem to present a massive problem, it has essentially presented this generation with an even greater opportunity. 

In a digital era dominated by cross-platform content and real-time conversations — The new creative class of thinkers, builders and leaders across industries represent the architects, designers, developers and engineers in position to create the world we want to see. Shaping what we value, what we discuss, what we champion and the causes we deem most important. 

We are past the time where creativity is merely a tool used to determine what is cool within culture. We are beyond viewing content as solely a means of entertainment or a brand marketing tool. Instead, we are in an era where creativity is a tool to develop and redesign what culture looks like. 

Culture reflects communities connected by shared values, interests and lifestyles. Every culture is defined by a distinct look, feel, language and lifestyle. Content fuels conversations, and conversations fuel culture. More notably, sub-cultures fuel popular culture. Meaning that all prominent cultural shifts, movements and trends begin as niche or nuanced movements — Adopted by tastemakers and forward thinkers — Before eventually emerging to be adopted by the masses. 

Thus, creators who posses unique perspectives and dynamic skill sets are equipped with the power to shift paradigms, redefine business models and redesign industries. This makes it critical for the new creative class to shift how they see their role in society — Moving away from viewing themselves as valuable contributors to entertainment and cool cultural moments. 

The new creative class should see themselves as pioneers, revolutionaries and activists capable of solving real problems, paving new paths and opening the door to unconventional ideas. 

To understand this viewpoint, we must first understand what content is. Content can be defined as any message that can be created and shared across any medium. That can be a tweet. A text message. An social post. An email. An image. An editorial story. A video. Or a live stream. 

Content is simply a form of communication — it is the expression of a unique viewpoint, delivered across any medium, speaking directly to any audience that can connect or relate to the message. In addition to telling stories and experiences, content serves a myriad of purposes.

Content provokes thought. 

It challenges convention. 

It introduces new ideas. 

It ignites movements. 

It inspires action. 

It builds community.

It connects cultures.

It creates spaces that didn’t previously exist. 

Content is the language brands use to communicate. Content is the language creators use to translate their point of view. As stated, content is more than a tool for marketing a brand, content has now become the brand itself. Content embodies the values, interests and lifestyle of the brand. 

The convergence of media, marketing and technology has changed the mechanics of building brands in the modern world. As a result, in the digital era — Every industry has taken a definitive step to the right. 

The music business has become a media business. 

The media industry has become the new advertising industry. 

The advertising industry has become the new entertainment business. 

Technology has transitioned from solely representing the development of hardware and software into serving as distribution platforms — Becoming mediums to deliver messages anytime, anywhere, on any device. 

This convergence has shattered the barriers that have traditionally divided these industries. Which has led to the next level of convergence — Representing one inclusive industry. 

The industry of ideas. 

Today, ideas fuel the global economy, becoming the most valuable currency powering the world. The industry of ideas is powered by access and influence, anchored in partnership and collaboration. 

At the same time, cultural capital is becoming more valuable than a dollar — Making what you can access with acquired influence more expansive than what can be accessed with a physical dollar alone. Therefore, creators at the forefront of culture now have the leverage, using this newfound power to dictate the trends, conversations and movements that matter to the masses. 

This means, for example, that the culture no longer works for corporations, corporations now work for the culture and those defining it. The future belongs to the creators designing the content, platforms and experiences we engage with. That also makes it critical for creators to own their ideas, own their influence and be unapologetically intentional about their vision for designing the future. 

The biggest question the new creative class faces is — In a time where media is the most powerful industry in the world and content drives conversations, which drives culture — How do we use content to design culture? 

In a digital era of entrepreneurship driven by cross-disciplinary thinkers, builders and leaders — Creators are more equipped and empowered to not only design the careers they want, but more importantly design the world they want to see. 

Additionally, as content fuels conversations and conversations fuel culture, it’s more imperative than ever for creators to intentionally spark, control and advance the discussions required to elevate society. 

This story is a written transcript from my TEDx talk for the VISIONARY series, hosted at the Strathmore Theater on April 27, 2019 in Bethesda, Maryland.

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