In this chapter we include the following six recipes • Producer and musician
Jack White, using his 'Third World Records' store to engage with fans,
allowing them to co-create their own artifacts • Tower Records Japan,
tapping into the creativity and energy of fans to rescue a failing fanchise,
with the fan economy compensating for falling music sales • NBA Jam, in
which the NBA found that allowing others to 'mess' with their brand would
eventually re-invent the sport for a new generation • Oprah Winfrey and
Shonda Rhimes opened the closed circle of American media to other
marginalised directors and writers • Norway's Cultural Rucksack and Sweden's
music schools are programmes that produce wider impacts in the commercial
creative industries • Harlem Shake illustrates 'viral spread', where a
creative act with no obvious point of origination or purpose produced
unforeseen 'surplus' benefits.
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