Kåre V. Poulsen is an executive producer at the Danish Broadcasting Corporation and has been working with cross-platform/interactive projects for more than a decade. He is a curator and moderator of the Nordvision Festival of Digital Narratives and has an MA in Literature and Film. Recently he gave an open lecture at our Chase Academy about digital audio and cross-media. We met him right before his lecture to let him share his vision with us on cross-media platforms, the future Facebook graveyard, and nowadays marketing.
Article by Michelle Mooij - trainee media management at Chase Creative and content creator for Chase Academy
Kåre V. Poulsen: “The session is about how to bridge audio and other types of media, let's call it cross-media. Its an introduction to a method, how to create new content in an age where digital is super important. What are the tips and tricks to make your content actually grow on other platforms? I’m going to show some of my own cases that we've been doing at DR (Danish Broadcasting Corporation). So, hopefully, it will give people in the room inspiration to the many different ways you can use images to combine it with audio to make it fun and engaging.”
Kåre V. Poulsen: “Every year you find new platforms, like TikTok this year. A couple of years ago it was Snapchat and then suddenly Instagram was booming. Before that, you had Facebook and in a few years, this will probably be full of dead people... People who are on Facebook are going to grow old and die. It’s going to be a graveyard and nobody will have logins to their profile. All of this illustrates that social media is growing really fast. We used to find people in our telephone books, how do you find people nowadays? By connecting them on social media! We're using those platforms all the time and it’s not always doing something good for us. If I wasn’t working in media I would delete my social profiles right away!”
Kåre V. Poulsen: "I’m actually trying to produce content on all kinds of different platforms and I’m using the social platform as a way to get their attention. Because it’s the social highway, if you want to catch eyeballs you need to be there. You might consider what type of stuff you want to put out there and how you want people to go to your platforms or to do something in real life. Your question is basically an existential question. Why do I want to get up in the morning? Why do I want to create new projects that actually have some kind of value to people?
My final answer to the question 'What's the reason you do what you do' would be; the curiosity of what you can do with digital methods and the urge to making the world a better place. Creating projects by not trying to sell a product but trying to make a difference in people's world and lead them to actions that will help other people."
Kåre V. Poulsen: "Using more than one media gives you more than one touchpoint. In DR, we have people very skilled in TV, radio, digital and also people who do the events and live shows, even music. You rarely find all of these competencies combined in the same house.
This allows me to compose a team consisting of experts in all of these fields. I'd then let them design a project that has a very high value on all platforms at the same time. This ensures that whichever platform the user would be on, he or she would meet the project. But it would also trigger their curiosity about going to different platforms and gain much more experiences on those platforms.
Just one thing is that when you’re on different platforms, there is always someone who owns the right to decide what’s going to be there. As soon as they have to share those rights with other platforms, it's less fun for them.
Kåre V. Poulsen: "It’s an organizational thing. Each channel holder likes to have their own stuff. Usually, it's because they fall into the trap of seeing the content on their platforms as a marketing tool. And I’m not sure what marketing is anymore. I would say, the best way to let people engage in what you’re doing is to involve them and whatever you contribute on your platform, your intention is to let them share it with others.
This way, your audience will play an active role and will share because they feel part of it. It’s turning marketing into something else. Into ownership, into membership, into a shareholder idea, which I really like. I think the best projects are when you see your audience as a partner instead of someone you inject content into. We’re talking about value instead of volume, in a very strict sense. It might not necessarily be reflected in the numbers you get, but it will have an actual value in society."
Kåre V. Poulsen: "Being a content creator can be difficult. In order to succeed in this area, you need to have the endurance, willing to collaborate, be able to handle rejection, problems and technological issues and still be willing to say; "I want to do it"."
Eager to learn more about digital content? Stay informed for the next study year at our Chase Academy!