Archive for April, 2010

Taking risks and dancing with audiences: Andrea Phillips on writing for transmedia and ARGs

April 29, 2010

I met Andrea Phillips at this year’s SXSW, where she delivered a smart, wide-ranging talk about the representation of women in ARGs. Andrea is a veteran ARG writer, designer, and player, and is the current chair of the IGDA ARG Special Interest Group. In this in terview, Andrea discusses her creative process and the formal and technical limitations (and possibilities) of ARGs and other playful forms of transmedia storytelling:

You’re a self-identified science fiction writer working in a very hard-to-pin-down storytelling medium. How did you end up writing and designing ARGs?

I was one of the moderators for the Cloudmakers, back in 2001. As a writer, it was like a lightning bolt falling from heaven. I went through the experience and thought, “That. I want to do THAT.” It took a few years to go anywhere, though. Finally my fellow moderators, Dan and Adrian Hon, started talking about forming the company that would later become Mind Candy. I begged them to let me help out so relentlessly that they had no choice but hire me. I’ve been in the business ever since.

One of the things that is quickly becoming an issue with game and transmedia writing is the sometimes tenuous position of the writer in the apparatus of production. How do you think being an ARG writer differs from being, say, a TV writer or a novelist?

At its best, writing for an ARG is a performing art. When you write a novel, you work in isolation; you won’t get feedback from the bulk of your readers until it’s completed. And with a TV show, production schedules mean the writing is completed sometimes months before a show airs.

With an ARG, though, you can dance with your audience. If they take a shine to a minor character, you can boost that character’s role midstream. If they’re bored with a plot thread, you can catch it early and fix it. And that kind of feedback is addictive to a writer. It can be difficult to get that kind of feedback in other media at all. But in an ARG, you’re doing something close to watching their faces as they read along, so you know when you’re succeeding and when you’re failing.

In the larger realm of production and transmedia, though, I think this causes some logistical problems. A great transmedia experience requires an agility that traditional means of production just don’t have, and the writer can be placed in a difficult position, trying to maintain the integrity of the experience while working within the framework of your production schedule.

In a recent post on this issue on your blog, you wrote that sometimes “there are so many writers working on a project that it’s hard to know whose hand [is] guiding the wheel. But these are solveable problems, and solving them would benefit us all.” What kinds of first steps do you think need to be taken to advance the cause?

The first step would be looking at the kinds of roles game writers and transmedia writers fall into right now, to see if we can find common structures. In games, there’s a lot of support for the title ‘narrative designer’ right now. That’s the person who comes up with the spine of the story, whether or not they ever write a word of player-facing copy. Maybe we need to go in that direction, and separate the narrative designer from the world designer.

And given the performative element of an ARG, maybe we need to be crediting writers alongside actors. ‘The character of Alice Liddell was performed by Ada Lovelace, and written by Marshall Thurgood.’

Shifting gears a bit, I’m curious about how you tackle the complex demands of ARG writing and design. After meeting with a client, where do you begin? What comes first for you, the formal constraints (ie, the kinds of interactions you want to produce) or the story material?

Everything I do begins with a big idea. Sometimes that’s mine, and it springs into existence fully-formed — “What if everyone wrote about waking up with superpowers?” Sometimes it’s the assignment given to me by a client. “We have XYZ requirements and assets. What do you have for us?”

From there, I do a little research and a little bit of what looks from the outside like nothing at all. Going to the gym, walking to school, cooking. The important thing is that I leave my brain unoccupied so it’s free to come up with stuff, like particles popping into existence in a vacuum. As the idea simmers in the back of my head, everything about what the project should look like becomes obvious to me. It feels very much like discovering something that was already there.

Specific story elements come last for me. Tension and pacing and structure are the first things that come to mind, and the specific plot and story elements flow out of that. It’s the opposite of the way I did things a few years ago. I used to think of story and plot detail first! I’m not sure why it’s changed, but I’m helpless to do it any other way, now.

Historically, most ARGs have been event-driven time-released stories with beginnings, middles, and ends. One of the nice things about this narrative structure is that it allows writers to plan (and re-plan, as conditions on the ground shift) their stories in much the same way that they do in more traditional forms: that is, via character arcs, acts, orchestrated patterns of conflict, and so on. However, these kinds of ARGs are usually not replayable, and many people — for many reasons — feel that this is an area where the form could stand to experiment a little bit. What are your thoughts on this?

I agree that we need to experiment more. But the good news is that the experimenting is going on now.

Not to toot my own horn, but one of the things my project Routes did was creating a weekly webisode from the events in the ARG, so you could interact with the live experience while it played out, but there is also an artifact of the experience that gives the project a long tail it wouldn’t have otherwise. In the metaphor of the ARG as a live concert, that’s creating a recording you can listen to at any time. You won’t be able to do all of the same things — you won’t be able to throw your underwear up on stage or smell the guy in front of you — but you’ll get some sense of what it was like to have been there. I think this technique could definitely move into wider use.

And there are a number of entirely replayable experiences, too: Smokescreen, the Cathy’s Book series, etc. The downside of this is that you lose some wonder, some discovery, a ton of reactivity, and the camaraderie of a single community playing along together. It transforms into a different kind of experience.

So can a system for storytelling — that is, a set of story-world parameters and rules of engagement — be considered a kind of fiction? If so, how does this change our understanding of what a writer is?

Oh, it absolutely can. I’d consider My Super First Day to be a set of very loose story-world parameters that I’ve set, and I consider it a work of fiction. It doesn’t make me a writer, though; I only get to be a writer if I also participate. But I’m indisputably the creator.

You may also be familiar with Ghyll and The Song of the Sorcelator, both arguably just frameworks for writer-participants to play around with. This is one of the things I keep playing around with in my personal work, actually; where is the line between a creator and a participant, and how can you blur it in a way that will be rewarding to everybody?

As time goes on, I think the boundary will become ever more nebulous. We’re already seeing major entertainment franchises take a kinder, gentler stand on fanfiction and fanart. That’s the first step in building collaborative culture. The secret, of course, is that once you’ve given your audience official permission to collaborate with you in any meaningful sense, they’re yours forever, hook, line, and sinker.

Where do you see all this going in the next five years? And what’s next for you?

Five years is an incredibly long time. Five years ago, there was no such thing as Facebook or Twitter, and when you walked into a digital agency and said ‘interactive’ they thought you were talking about banner ads and SEO. I think in five years, the entire entertainment landscape is going to look so profoundly different that anything I have to say on it is worthless.

As for me, I have a couple of things cooking right now. I try to do enough professional projects to keep the rent paid, and enough personal projects that I feel I’m always pushing my own limits. But my personal projects are largely microscopic in scale and experimental to the point of self-indulgence. I’m thinking about trying to do a bigger, more ambitious experimental personal project toward the end of the year, and possibly funding through Kickstarter or some such thing. I’m not sure what it would look like, but I feel like it would be a shame not to try. The creative life is all about taking risks.

Thanks, Andrea!

http://remotedevice.net/blog/taking-risks-and-dancing-with-audiences-andrea-phillips-on-writing-for-transmedia-and-args/

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Trans-Canada transmedia: Christopher Bolton’s multi-platform search for identity, sound, and story

April 12, 2010

Christopher Bolton is a Canadian writer, producer, and actor, best known for his award-winning comedy series, Rent-a-Goalie. A few months ago, Christopher — AKA “Bolts” — contacted me asking for feedback on his latest project’s transmedia strategy. After a few minutes of chit-chat and an exchange of development documents, I realized that the project, a comedic exploration of Canadian landscapes popular and physical, entitled In Search of Gordon Lightfoot, was much more than a TV series with a few transmedia extensions tacked on just for the hell of it; no, this was something different, something much more integrated — transmed ia from the get-go. And, as it happens, it was also something that sounded quite funny and more than a little community-minded in its direct engagement with audiences and Canuck mythology. Naturally, I wanted to be a part of it. A few web chats later, we came to an agreement — I would consult on the project and shadow Christopher as he worked his way through the development process, and in return he would share what he learned with me, here, in the form of a series of interviews.

This first interview is a snapshot of Christopher’s thinking as the project moves through the funding process and into the first stages of pre-production. It reveals a considered and well-informed view of transmedia and the new storytelling landscape. It is an inspired and often very funny view of the future of entertainment, and I look forward to speaking to Bolts more as his work on the project progresses.

You’ve worked in the Canadian film and television industry for a while now. What’s your background, and what’s changed since you got started?

My background is varied. Until my mid-20’s it was solely acting. In ’93 I took a stab at writing and that landed me at the CFC in 94 as a writer. I did the directing curriculum at nights and on weekends and directed my first two – and only two – short films there. In 2003 I teamed up with a fella goes by the name Chris Szarka and we formed a company to develop and ultimately produce a cable ½ hour comedy up here called Rent-A-Goalie. In there somewheres I did a few stints as A.D. and Props Man.

As for how it’s changed since I began…televisions are colour now and very crisp and clear.

It was during the production of RAG that I became interested in Transmedia though I didn’t know it was a concept with a name. I suggested ideas to the broadcaster, ideas intended to drive traffic to and from the mother ship – some UGC, a genre bending prequel movie, some mobile applications – but it was always met with a no. It was a licensing issue and I get that but…well…I’ll leave it there. I blame myself. I should have pushed harder.

When I began developing In Search of Gordon Lightfoot I met a woman named Jill Golick, a digital pioneer in Canada. She began my indoctrination into this world.

Man-oh-man, forget how the industry has changed since I started; in just 7 years, dated to when we began development on RAG, it has broken almost to the point of no-fixee. I was at a card table recently of smart broadcasting folk with impressive CV’s discussing the future of our industry. The hardcore estimate for conventional broadcaster life expectancy in Canada was 2 years and the optimistic guess, if you’re said broadcaster, was 10 years. Basis or not to such speculation I was rocked. The consensus was that cable isn’t going anywhere fast because subscription is consumer-choice. It just won’t look like pay cable does today.

The web has blown shit wide open. Access, audience contact and engagement, community building, social media, distribution platforms, the very nature of what content is (stop calling it a Television show for cryin’ out loud) is so drastically different that it needs to be called something new. There is a good and big explosion at the point that industries are colliding – tv/film/branding/communications/tech – and where the smoke clears is an opportunity to re-imagine and develop content specifically to meet the unique demands of all interested parties and, more importantly, audience. The excitement for content creators lay in the exploration of new ways to tell story. A fractured media landscape is exactly what I needed as it helps to make sense of how I think and speak.

This is a frontier and frontiers benefit the entrepreneurial spirit greatly. I think it was Ted Hope who said that it’s the era of Artist as Entrepreneur and it behooves anyone taking that notion seriously to look at how those industries conceive of and deliver content and will do in participation with one another.

The logline for my new company, Forty Farms, is…

The client is the brand is the consumer is the experience is the entertainment.

…and that could just as easily read…

The experience is the consumer is the client is the brand is the entertainment.

Ruminating on this one-hand-clapping-esque driver is a good way to get inside the headspace necessary for making resonant, profitable entertainment going forward.

What is In Search of Gordon Lightfoot?

ISOGL is the title of two of six platforms in an as-of-yet-unnamed Transmedia Project about searching for an identity, a sound, a connection to a landscape, and a warm dry spot to pitch camp for the night. The first is a 13 x 30 minute comedy that sees Ed Robertson (frontman for the pop-rock outfit Barenaked Ladies) and myself flying around Northern Canada in an iconic bush plane looking for reclusive rock legend Gordon Lightfoot. Why? Because he has something that belongs to us. We just miss him everywhere we look and become embroiled, instead, in some small town, wilderness related mayhem before a narrow escape back to the skies to search for another day. The second is a tribute record to the man himself. Our guest stars in the series will be well-known Canadian music acts who will do double duty – act their asses off for the show and then sing them back on covering one of Gordon’s tunes for the album. These two properties are designed for distribution together but that ain’t prescriptive.

The remaining platforms are a game, feature, feature documentary, and graphic novel. Our point of identification in the meta-narrative is a guy, a creative guy, who stumbles, flies, loves, fishes, hikes, and writes his journey. It’s a walk through time, media, story and Canada with a fella trying to make sense of it all. Taken together it will serve as a big ol’ love letter to this country as well as warm, beautiful, funny and musical showcase of Canada to the rest of the world. The idea is to entice more Germans – as if that were possible – to come canoe our rivers and lakes.

Do you conceive of the project as a show with a Transmedia experience, or a Transmedia experience that includes a show? Is there a difference?

I’m reluctant to answer this question because it implicates me by rendering the project’s history a little less pure than I’d like it to be. The series was to be my sophomore ½ hour effort. Discussions with broadcasters were frustrating me – one guy’s problem with it was that he didn’t like flying so he bumped on the aviation part – and I figured that it was the right time to dig in the dirt of new business models and alternative modes of storytelling. I began thinking of an extended narrative for Search, ideas I wanted to implement but that didn’t fit in the series as well as different platforms that interested me. Writing for gaming for instance has particular cache. Are you kidding me? No limits storytelling? It was like my head exploded and I knew my time in traditional would serve me well here because what that did teach me was restraint. Restraint, I think, is key to navigating a world as full of opportunity as No Limits Storytellingville.

That’s the long way round to saying that, though I didn’t conceive of it as such, I absolutely consider this project a Transmedia Experience that includes a show.

I love that you call it a Transmedia Experience because that is key to how I frame this thing. It’s a creative and production process experience and the user can consume it soup-to-nuts or in parts. Empowering the audience to participate breeds pride of ownership and I think people will respond to that. What’s really blowing me away is people contacting me with platform ideas of their own as well as reach-outs that I initiate bearing fruit as well. This dialogue between you and I is a prime example: a) it helps us both in our respective missions b) it is content c) it will drive traffic to our mutual benefit. That’s some performing shit in my opinion.

As to whether there is a difference between a Transmedia experience with a show or a show with a Transmedia experience? Abso-lute-ly and it’s as important a distinction there is in defining Transmedia. It’s essential that TM design be ground up rendering every platform essential to the broader stroked narrative. Tacked on properties will feel like tacked on properties and your audience will at best dock you points for that and at worse abandon the project altogether. It seems to be the mistake producers are making in trying to design additional platforms for their fleshed out traditional properties – done in this order it becomes re-purposed material as opposed to original, non-linear content that is platform-specific.

What got you thinking about developing a Transmedia strategy for Lightfoot? Why not do things the same way you’ve done them in the past?

What gets me excited about Transmedia is the belief that the present (past) model is broken and that the opportunities inherent in being an early adopter to this kind of storytelling are huge. It seems simple: a fractured media landscape begs a splintered approach and a savvy user demands that it be robust. I leapt at the chance to create within those parameters. And some of the best minds I know, people who’ve made good, albeit waning, livings in Traditional are meeting in dingy bars to discuss how to make ground-up changes in their industry because they don’t feel they have anything to lose. It’s electrifying to hear the talk. And it’s not griping ‘make the writer matter’ or ‘actors are people too’ stuff either. These are talented and frustrated professionals, who’ve read the writing on the wall, discussing a renovation of the system that values what they do and has everyone thinking creative + business + tech from step 1. Who was it said it feels like 1911 and we’re the guys learning that different angles and editing are good? Oh right, that was you. Spot on Mr. Watson. Makes me crave a cigarette and I don’t smoke.

Reminds me of a joke about lemon meringue pie. I’ll have my friend Jeremy deliver it to camera and post it on my site when I get a site.

Canadian TV productions have notoriously low operating budgets. How are you going to pay for all the different components of this project?

F@#ed if I know.

Kidding. Sort of.

Yes we have tiny budgets up here and they are getting tinier by the day. We shot Rent-A-Goalie for a half million bucks an episode in 3rd season and that was extraordinarily high then. Today you’d probably have to bring in a CSI for that. Not quite but, y’know, almost.

In my opinion the answer to low budgets is to go lower. Don’t try to make a $200,000 show look like a ½ million bucks because it’ll suck. Make a 100 K per episode show and don’t apologize for it. Don’t try to stretch the dollar. Don’t try to stretch anything. Just make the most awesome content you can possibly make with what you have and concentrate on what hooks – story. Necessity is the mother of invention and with today’s technologies you can make it beautiful for peanuts. The key is knowing how to make it beautiful and that is art as it’s always been. Ted Hope again – he tweeted recently that ‘A return to less could be more.’ Yes. Just plain yes indeed.

The agencies that help us make entertainment in Canada are trying hard to keep up with the changes and, on the business side of it, are thinking progressively. We’ve pitched the project to the Funds with no real ask other than a dialogue. We ask whether the model makes sense and how could they see being involved? They appreciate it because they’re trying to wrap their heads around new models as well and we appreciate the response because it helps us create accordingly. Assuming we get the Funds, and if we keep the thing indie-spirited, there will be shortages to make up but they aren’t prohibitively huge. For that we’re looking at brand relationships plus some crowd-sourcing options and a bit of private investment to top off. I’m not frightened by the financing plans yet. But then I’m the guy who writes fart jokes in these partnerships.

How has taking a Transmedia approach changed the way you’ve gone about raising development money and securing licensing agreements?

The absence of a broadcaster has cleaned rights up immensely. And, again, the wild west of the Internet means very few precedents so we’re kind of making it up as we go along. Talks with musicians, writers, performers have been positive – everyone seems to want to see it work. A western spirit of Kereitsu – a Japanese business model based on industries working with one another to the benefit of all – is what we’re looking to build. There’s power in that. The power of community.

We’ve received some development money from regular avenues for traditional deliverables like series bibles and pilot scripts for the 13 x ½ hr. I’m writing the feature script during the month of April as part of a month long script competition. With no dough attached to its development I am hungry to work completely and feverishly to reduce the time it takes to develop. That platform is a No-Budget film we want to make as a Canadian nod to the Mumblecore tradition. We were soft-offered some development dough for it but it would be recoupable so what’s the point? I’d rather put it on the screen down the road. That property sits with a different producer than the one who has the series, which is a different producer than the one who has the feature doc. So you see how the heavy lifting is s pread out while the creative remains central. So there’s a bit of my own money – well, my wife and children’s too – in play on this one but that’s not a bad thing because I’m positive we can make a business out of it.

Here’s a two-parter: 1) What role, if any, do you see for the audience in producing and developing content for Lightfoot? and, 2) as an artist, how do you feel about opening up parts of the creative process to audience participation?

It is my sincere hope that the audience will do the lion’s share of the work. My favourite thing, by far, of having a popular show was that, love it or hate it, everyone had something to say about it. Inviting them to voice those opinions netted us feedback and story fodder. When I began developing Lightfoot I continued to invite that input. Everyone I talked to had a Lightfoot story – some were first-person accounts, some were major life events with Lightfoot as the soundtrack and some were tales of mistaken identity. They were all fantastic though and enthusiastically told. There is one that stands out – a guy nearing 40 now told me about a Sunday morning in the early 80’s where he and a buddy were playing hockey in an alley, taking shots against a neighbour’s garage. The puck-on-metal clang is a very common ruckus up here but it might be a little much for a rock-star early on a Sunday morning. This grizzled dude walks out in his robe and asks the children, in a charming and patient manner no doubt, to stop interrupting his sleep. The storyteller’s friend told him that was Gordon Lightfoot. I told Gordon the story and he swore it was his dad who tromped around city alleys in his robe.

An aside re. the organics of this thing – that story got back to Gordon and Gordon commented on it. Commenting is content.

So I wondered if it was possible to formalize this relationship between creator and audience and that’s the plan for ‘Search’. We are opening up the process, inviting anyone who has been touched by the subject matter to chime in. I want tales of bush piloting gone wrong and small town yarns, the instances where a song played over a formative time in one’s life. And then we want to be invited to shoot in the places where the story was originally set. We want to engage the people who helped develop the content in producing it as well. Maggie Ancaster of Herring Neck, Newfoundland gets to be prop master for a day or two. The result here, we hope, is to make shooting the show as much of a celebration of this country and it’s people as the content is. Totally 360.

This isn’t a new idea. One of the great Canadian storytellers of this generation, Stuart McLean, has been doing exactly this forever and a day. His material resonates because, beyond being talented, he sits with the people and listens to them. Gordon too. He says it’s dialogues with the people who consume his art that shapes it. Sure, he loves to play because he loves to play but it’s more than that. It’s an exchange.

Writing tv and film in the traditional manner doesn’t offer that opportunity exactly.

I’ve been warned off what this means to me as an artist but I don’t buy it. There’s a quote from Martha Graham posted above my desk that says, paraphrased – don’t be a donkey, you’re no genius. You’re a dude who types for a living. Just stay open and let flow through you what will. What I want flowing through me are the stories of the people I want to write stories for. If I can conceptualize a boundary that resonates with people, inspiring them to tell their version, my job simplifies to merely taking good notes. And ain’t it nice for Maggie Ancaster to get a credit on some quality Canadian content? Story by: Maggie Ancaster has a good ring to it don’t ya think?

I made the name Maggie Ancaster up. Any similarities to any living persons, dead or alive…yadda yadda yah.

Are there any touchstones that serve as inspiration for this project?

Stuart McLean’s stories for sure. Properties that have been sent my way since I began talking about it – Murray McLauchlan’s ‘Floating Over Canada’ is a good example. Specific properties have specific inspirations: the series is homage to John Lurie’s ‘Fishing with John’; the feature is inspired by films like ‘Wendy and Lucy’ and ‘Old Joy’; the feature doc by Werner Herzog’s Encounters At The Edge of the World; the record was a Rick Rubin inspired thing; and the graphic novel is egged on by the likes of Yoshihiro Tatsumi and Seth.

Is this the future of TV?

It’s the future of entertainment for sure. The single media property is done and so are sloughs of other givens we ‘know’ about entertainment. The audience is now referred to as the user and respecting them as a client will take us a long way. The power they have in pressing little buttons is unprecedented and so creating experience and empowering them to participate are paramount moving forward. In the not so distant future Networks will be of people around people not corporations defining content and retaining sole authority to distribute it. Speaking of which…has anyone tackled the David and Goliath story in the new era? They should.

About Christopher Bolton: Christopher Bolton began acting in his teens appearing in feature films Global Heresy, Killing Moon, A Colder Kind of Death, Dead By Monday and The Third Miracle, as well as the Showtime television movies Hendrix and Our Fathers. Additional television credits include roles on the series Northwood, Mutant X, Blue Murder, Little Men, PSI Factor, La Femme Nikita, Street Legal and The Outer Limits. Bolton earned a Gemini nomination for his guest-starring role as ‘Joey Williams’ on the award-winning series Cold Squad.

His work in film and television led him to try his hand at writing. This effort landed him a spot at the esteemed Canadian Film Centre in the Resident Programme. He entered as a writer, but left having written and directed his own short film entitled The Tooth.

He then completed a two-year stint acting on the highly regarded Showtime Network television series Street Time. It was on Street Time in 2002 that he met producer Chris Szarka, forming a partnership to create and produce the multiple award-winning television series Rent-A-Goalie for Showcase.

Bolton is the executive producer, star and creator/writer of Rent-A-Goalie. He is represented by DF Management in the US and Celia Chassel/Gary Goddard in Canada. His new Transmedia Production House, Forty Farms, will launch in May, 2010.

[This interview is cross-posted at the fabulous Culture Hacker]

http://remotedevice.net/blog/trans-canada-transmedia-christopher-bolton%e2%80%99s-multi-platform-search-for-identity-sound-and-story/

Trans-Canada transmedia: Christopher Bolton’s multi-platform search for identity, sound, and story

April 12, 2010

Christopher Bolton is a Canadian writer, producer, and actor, best known for his award-winning comedy series, Rent-a-Goalie. A few months ago, Christopher — AKA “Bolts” — contacted me asking for feedback on his latest project’s transmedia strategy. After a few minutes of chit-chat and an exchange of development documents, I realized that the project, a comedic exploration of Canadian landscapes popular and physical, entitled In Search of Gordon Lightfoot, was much more than a TV series with a few transmedia extensions tacked on just for the hell of it; no, this was something different, something much more integrated — transmed ia from the get-go. And, as it happens, it was also something that sounded quite funny and more than a little community-minded in its direct engagement with audiences and Canuck mythology. Naturally, I wanted to be a part of it. A few web chats later, we came to an agreement — I would consult on the project and shadow Christopher as he worked his way through the development process, and in return he would share what he learned with me, here, in the form of a series of interviews.

This first interview is a snapshot of Christopher’s thinking as the project moves through the funding process and into the first stages of pre-production. It reveals a considered and well-informed view of transmedia and the new storytelling landscape. It is an inspired and often very funny view of the future of entertainment, and I look forward to speaking to Bolts more as his work on the project progresses.

You’ve worked in the Canadian film and television industry for a while now. What’s your background, and what’s changed since you got started?

My background is varied. Until my mid-20’s it was solely acting. In ’93 I took a stab at writing and that landed me at the CFC in 94 as a writer. I did the directing curriculum at nights and on weekends and directed my first two – and only two – short films there. In 2003 I teamed up with a fella goes by the name Chris Szarka and we formed a company to develop and ultimately produce a cable ½ hour comedy up here called Rent-A-Goalie. In there somewheres I did a few stints as A.D. and Props Man.

As for how it’s changed since I began…televisions are colour now and very crisp and clear.

It was during the production of RAG that I became interested in Transmedia though I didn’t know it was a concept with a name. I suggested ideas to the broadcaster, ideas intended to drive traffic to and from the mother ship – some UGC, a genre bending prequel movie, some mobile applications – but it was always met with a no. It was a licensing issue and I get that but…well…I’ll leave it there. I blame myself. I should have pushed harder.

When I began developing In Search of Gordon Lightfoot I met a woman named Jill Golick, a digital pioneer in Canada. She began my indoctrination into this world.

Man-oh-man, forget how the industry has changed since I started; in just 7 years, dated to when we began development on RAG, it has broken almost to the point of no-fixee. I was at a card table recently of smart broadcasting folk with impressive CV’s discussing the future of our industry. The hardcore estimate for conventional broadcaster life expectancy in Canada was 2 years and the optimistic guess, if you’re said broadcaster, was 10 years. Basis or not to such speculation I was rocked. The consensus was that cable isn’t going anywhere fast because subscription is consumer-choice. It just won’t look like pay cable does today.

The web has blown shit wide open. Access, audience contact and engagement, community building, social media, distribution platforms, the very nature of what content is (stop calling it a Television show for cryin’ out loud) is so drastically different that it needs to be called something new. There is a good and big explosion at the point that industries are colliding – tv/film/branding/communications/tech – and where the smoke clears is an opportunity to re-imagine and develop content specifically to meet the unique demands of all interested parties and, more importantly, audience. The excitement for content creators lay in the exploration of new ways to tell story. A fractured media landscape is exactly what I needed as it helps to make sense of how I think and speak.

This is a frontier and frontiers benefit the entrepreneurial spirit greatly. I think it was Ted Hope who said that it’s the era of Artist as Entrepreneur and it behooves anyone taking that notion seriously to look at how those industries conceive of and deliver content and will do in participation with one another.

The logline for my new company, Forty Farms, is…

The client is the brand is the consumer is the experience is the entertainment.

…and that could just as easily read…

The experience is the consumer is the client is the brand is the entertainment.

Ruminating on this one-hand-clapping-esque driver is a good way to get inside the headspace necessary for making resonant, profitable entertainment going forward.

What is In Search of Gordon Lightfoot?

ISOGL is the title of two of six platforms in an as-of-yet-unnamed Transmedia Project about searching for an identity, a sound, a connection to a landscape, and a warm dry spot to pitch camp for the night. The first is a 13 x 30 minute comedy that sees Ed Robertson (frontman for the pop-rock outfit Barenaked Ladies) and myself flying around Northern Canada in an iconic bush plane looking for reclusive rock legend Gordon Lightfoot. Why? Because he has something that belongs to us. We just miss him everywhere we look and become embroiled, instead, in some small town, wilderness related mayhem before a narrow escape back to the skies to search for another day. The second is a tribute record to the man himself. Our guest stars in the series will be well-known Canadian music acts who will do double duty – act their asses off for the show and then sing them back on covering one of Gordon’s tunes for the album. These two properties are designed for distribution together but that ain’t prescriptive.

The remaining platforms are a game, feature, feature documentary, and graphic novel. Our point of identification in the meta-narrative is a guy, a creative guy, who stumbles, flies, loves, fishes, hikes, and writes his journey. It’s a walk through time, media, story and Canada with a fella trying to make sense of it all. Taken together it will serve as a big ol’ love letter to this country as well as warm, beautiful, funny and musical showcase of Canada to the rest of the world. The idea is to entice more Germans – as if that were possible – to come canoe our rivers and lakes.

Do you conceive of the project as a show with a Transmedia experience, or a Transmedia experience that includes a show? Is there a difference?

I’m reluctant to answer this question because it implicates me by rendering the project’s history a little less pure than I’d like it to be. The series was to be my sophomore ½ hour effort. Discussions with broadcasters were frustrating me – one guy’s problem with it was that he didn’t like flying so he bumped on the aviation part – and I figured that it was the right time to dig in the dirt of new business models and alternative modes of storytelling. I began thinking of an extended narrative for Search, ideas I wanted to implement but that didn’t fit in the series as well as different platforms that interested me. Writing for gaming for instance has particular cache. Are you kidding me? No limits storytelling? It was like my head exploded and I knew my time in traditional would serve me well here because what that did teach me was restraint. Restraint, I think, is key to navigating a world as full of opportunity as No Limits Storytellingville.

That’s the long way round to saying that, though I didn’t conceive of it as such, I absolutely consider this project a Transmedia Experience that includes a show.

I love that you call it a Transmedia Experience because that is key to how I frame this thing. It’s a creative and production process experience and the user can consume it soup-to-nuts or in parts. Empowering the audience to participate breeds pride of ownership and I think people will respond to that. What’s really blowing me away is people contacting me with platform ideas of their own as well as reach-outs that I initiate bearing fruit as well. This dialogue between you and I is a prime example: a) it helps us both in our respective missions b) it is content c) it will drive traffic to our mutual benefit. That’s some performing shit in my opinion.

As to whether there is a difference between a Transmedia experience with a show or a show with a Transmedia experience? Abso-lute-ly and it’s as important a distinction there is in defining Transmedia. It’s essential that TM design be ground up rendering every platform essential to the broader stroked narrative. Tacked on properties will feel like tacked on properties and your audience will at best dock you points for that and at worse abandon the project altogether. It seems to be the mistake producers are making in trying to design additional platforms for their fleshed out traditional properties – done in this order it becomes re-purposed material as opposed to original, non-linear content that is platform-specific.

What got you thinking about developing a Transmedia strategy for Lightfoot? Why not do things the same way you’ve done them in the past?

What gets me excited about Transmedia is the belief that the present (past) model is broken and that the opportunities inherent in being an early adopter to this kind of storytelling are huge. It seems simple: a fractured media landscape begs a splintered approach and a savvy user demands that it be robust. I leapt at the chance to create within those parameters. And some of the best minds I know, people who’ve made good, albeit waning, livings in Traditional are meeting in dingy bars to discuss how to make ground-up changes in their industry because they don’t feel they have anything to lose. It’s electrifying to hear the talk. And it’s not griping ‘make the writer matter’ or ‘actors are people too’ stuff either. These are talented and frustrated professionals, who’ve read the writing on the wall, discussing a renovation of the system that values what they do and has everyone thinking creative + business + tech from step 1. Who was it said it feels like 1911 and we’re the guys learning that different angles and editing are good? Oh right, that was you. Spot on Mr. Watson. Makes me crave a cigarette and I don’t smoke.

Reminds me of a joke about lemon meringue pie. I’ll have my friend Jeremy deliver it to camera and post it on my site when I get a site.

Canadian TV productions have notoriously low operating budgets. How are you going to pay for all the different components of this project?

F@#ed if I know.

Kidding. Sort of.

Yes we have tiny budgets up here and they are getting tinier by the day. We shot Rent-A-Goalie for a half million bucks an episode in 3rd season and that was extraordinarily high then. Today you’d probably have to bring in a CSI for that. Not quite but, y’know, almost.

In my opinion the answer to low budgets is to go lower. Don’t try to make a $200,000 show look like a ½ million bucks because it’ll suck. Make a 100 K per episode show and don’t apologize for it. Don’t try to stretch the dollar. Don’t try to stretch anything. Just make the most awesome content you can possibly make with what you have and concentrate on what hooks – story. Necessity is the mother of invention and with today’s technologies you can make it beautiful for peanuts. The key is knowing how to make it beautiful and that is art as it’s always been. Ted Hope again – he tweeted recently that ‘A return to less could be more.’ Yes. Just plain yes indeed.

The agencies that help us make entertainment in Canada are trying hard to keep up with the changes and, on the business side of it, are thinking progressively. We’ve pitched the project to the Funds with no real ask other than a dialogue. We ask whether the model makes sense and how could they see being involved? They appreciate it because they’re trying to wrap their heads around new models as well and we appreciate the response because it helps us create accordingly. Assuming we get the Funds, and if we keep the thing indie-spirited, there will be shortages to make up but they aren’t prohibitively huge. For that we’re looking at brand relationships plus some crowd-sourcing options and a bit of private investment to top off. I’m not frightened by the financing plans yet. But then I’m the guy who writes fart jokes in these partnerships.

How has taking a Transmedia approach changed the way you’ve gone about raising development money and securing licensing agreements?

The absence of a broadcaster has cleaned rights up immensely. And, again, the wild west of the Internet means very few precedents so we’re kind of making it up as we go along. Talks with musicians, writers, performers have been positive – everyone seems to want to see it work. A western spirit of Kereitsu – a Japanese business model based on industries working with one another to the benefit of all – is what we’re looking to build. There’s power in that. The power of community.

We’ve received some development money from regular avenues for traditional deliverables like series bibles and pilot scripts for the 13 x ½ hr. I’m writing the feature script during the month of April as part of a month long script competition. With no dough attached to its development I am hungry to work completely and feverishly to reduce the time it takes to develop. That platform is a No-Budget film we want to make as a Canadian nod to the Mumblecore tradition. We were soft-offered some development dough for it but it would be recoupable so what’s the point? I’d rather put it on the screen down the road. That property sits with a different producer than the one who has the series, which is a different producer than the one who has the feature doc. So you see how the heavy lifting is s pread out while the creative remains central. So there’s a bit of my own money – well, my wife and children’s too – in play on this one but that’s not a bad thing because I’m positive we can make a business out of it.

Here’s a two-parter: 1) What role, if any, do you see for the audience in producing and developing content for Lightfoot? and, 2) as an artist, how do you feel about opening up parts of the creative process to audience participation?

It is my sincere hope that the audience will do the lion’s share of the work. My favourite thing, by far, of having a popular show was that, love it or hate it, everyone had something to say about it. Inviting them to voice those opinions netted us feedback and story fodder. When I began developing Lightfoot I continued to invite that input. Everyone I talked to had a Lightfoot story – some were first-person accounts, some were major life events with Lightfoot as the soundtrack and some were tales of mistaken identity. They were all fantastic though and enthusiastically told. There is one that stands out – a guy nearing 40 now told me about a Sunday morning in the early 80’s where he and a buddy were playing hockey in an alley, taking shots against a neighbour’s garage. The puck-on-metal clang is a very common ruckus up here but it might be a little much for a rock-star early on a Sunday morning. This grizzled dude walks out in his robe and asks the children, in a charming and patient manner no doubt, to stop interrupting his sleep. The storyteller’s friend told him that was Gordon Lightfoot. I told Gordon the story and he swore it was his dad who tromped around city alleys in his robe.

An aside re. the organics of this thing – that story got back to Gordon and Gordon commented on it. Commenting is content.

So I wondered if it was possible to formalize this relationship between creator and audience and that’s the plan for ‘Search’. We are opening up the process, inviting anyone who has been touched by the subject matter to chime in. I want tales of bush piloting gone wrong and small town yarns, the instances where a song played over a formative time in one’s life. And then we want to be invited to shoot in the places where the story was originally set. We want to engage the people who helped develop the content in producing it as well. Maggie Ancaster of Herring Neck, Newfoundland gets to be prop master for a day or two. The result here, we hope, is to make shooting the show as much of a celebration of this country and it’s people as the content is. Totally 360.

This isn’t a new idea. One of the great Canadian storytellers of this generation, Stuart McLean, has been doing exactly this forever and a day. His material resonates because, beyond being talented, he sits with the people and listens to them. Gordon too. He says it’s dialogues with the people who consume his art that shapes it. Sure, he loves to play because he loves to play but it’s more than that. It’s an exchange.

Writing tv and film in the traditional manner doesn’t offer that opportunity exactly.

I’ve been warned off what this means to me as an artist but I don’t buy it. There’s a quote from Martha Graham posted above my desk that says, paraphrased – don’t be a donkey, you’re no genius. You’re a dude who types for a living. Just stay open and let flow through you what will. What I want flowing through me are the stories of the people I want to write stories for. If I can conceptualize a boundary that resonates with people, inspiring them to tell their version, my job simplifies to merely taking good notes. And ain’t it nice for Maggie Ancaster to get a credit on some quality Canadian content? Story by: Maggie Ancaster has a good ring to it don’t ya think?

I made the name Maggie Ancaster up. Any similarities to any living persons, dead or alive…yadda yadda yah.

Are there any touchstones that serve as inspiration for this project?

Stuart McLean’s stories for sure. Properties that have been sent my way since I began talking about it – Murray McLauchlan’s ‘Floating Over Canada’ is a good example. Specific properties have specific inspirations: the series is homage to John Lurie’s ‘Fishing with John’; the feature is inspired by films like ‘Wendy and Lucy’ and ‘Old Joy’; the feature doc by Werner Herzog’s Encounters At The Edge of the World; the record was a Rick Rubin inspired thing; and the graphic novel is egged on by the likes of Yoshihiro Tatsumi and Seth.

Is this the future of TV?

It’s the future of entertainment for sure. The single media property is done and so are sloughs of other givens we ‘know’ about entertainment. The audience is now referred to as the user and respecting them as a client will take us a long way. The power they have in pressing little buttons is unprecedented and so creating experience and empowering them to participate are paramount moving forward. In the not so distant future Networks will be of people around people not corporations defining content and retaining sole authority to distribute it. Speaking of which…has anyone tackled the David and Goliath story in the new era? They should.

About Christopher Bolton: Christopher Bolton began acting in his teens appearing in feature films Global Heresy, Killing Moon, A Colder Kind of Death, Dead By Monday and The Third Miracle, as well as the Showtime television movies Hendrix and Our Fathers. Additional television credits include roles on the series Northwood, Mutant X, Blue Murder, Little Men, PSI Factor, La Femme Nikita, Street Legal and The Outer Limits. Bolton earned a Gemini nomination for his guest-starring role as ‘Joey Williams’ on the award-winning series Cold Squad.

His work in film and television led him to try his hand at writing. This effort landed him a spot at the esteemed Canadian Film Centre in the Resident Programme. He entered as a writer, but left having written and directed his own short film entitled The Tooth.

He then completed a two-year stint acting on the highly regarded Showtime Network television series Street Time. It was on Street Time in 2002 that he met producer Chris Szarka, forming a partnership to create and produce the multiple award-winning television series Rent-A-Goalie for Showcase.

Bolton is the executive producer, star and creator/writer of Rent-A-Goalie. He is represented by DF Management in the US and Celia Chassel/Gary Goddard in Canada. His new Transmedia Production House, Forty Farms, will launch in May, 2010.

[This interview is cross-posted at the fabulous Culture Hacker]

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