Dr. Gigi Johnson

Tech continues to transform how we create, collaborate, and connect around music. We'll share innovators' ideas and changes to watch out for, as well as information on programs and events at the Center.

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Cassette Culture in the Wall St. Journal

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So are "cassettes making a comeback," as the Wall Street Journal notes in the March 10 weekend edition?  The units are still fewer than 200,000 in the U.S.  The growth rates are high -- but on a small base.  However, the growth has increased for the past 5 and more years.  Even with the Wall Street Journal, this is a repeating story of growth.  Check out their 2011 story on the comeback of the cassette.

Is it a retro, hipster thing?  A "guy" thing in terms of tech-related collectables?  Something that smaller bands can do with not a lot of lead time and not a lot of unit cost at events?  It is trying to be something personal and lower tech in a high tech, streaming world?

Myself?  I'm looking for a better cassette deck than the one I have in my stereo at home.  I still have some 8-tracks -- I hope they don't come back.  But I hope that some kind of alternate revenue stream can grow of micro-playlists that connect directly with the artist at concerts or with Bandcamp (15% service fee, if I'm still up on my numbers).  I like the idea of having a physical incarnation of what Soundcloud currently offers -- a quick mix of current work that lets the fans hold something in their hand and enjoy direct connections with the artists.

Isn't that what we have been promising for some time? 

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Gigi Johnson has launched the UCLA Center for Music Innovation as its Inaugural Director to explore how innovation changes social connections and human systemsaround music and with music. Dr. Johnson joined HASOM in 2010 to teach digital marketing and branding for musicians and for music organizations, and her class has grown to a core element of the Music Industry Minor.  She previously had taught about digital disruption as a lecturer at UCLA Anderson, where she had been Executive Director of what is now its Center for Management of Enterprises in Media, Entertainment and Sports.

As the Executive Director of the Maremel Institute, she teaches and speaks internationally on future impacts of digital disruption on media and cultural systems.  Dr. Johnson runs innovation leadership programs for both creators and leaders of media and educational organizations. She also has sat on the boards of start-ups, trade organizations, and non-profits.  As a voice of balance between interests of creators and technology firms, she also has become a member of the NonCommercial Users Constituency at ICANN.

On the creative side, she runs Maremel Media, which has produced and distributed web series, live events, and multimedia educational programs for musicians, creative professionals, technology innovators, and other communities.  She also has produced albums and concerts as an independent artist.

In addition to her academic, research, advisory, and creative work, she spent more than a decade in both large organizations and start-ups.  Dr. Johnson’s corporate background includes being General Manager of two cable/satellite family-oriented video-on-demand channels and SVP/Managing Director at Bank of America, financing media companies for ten years.

She received her EdD from Fielding Graduate University in Educational Leadership for Change, with a concentration on Media Studies; her MBA from the UCLA Anderson School of Management; and her BA in Cinematic Arts (Film and Television Production) from the University of Southern California.

Twitter: https://twitter.com/gigijohnson

LinkedIn: https://www.linkedin.com/in/gigijohnson

Academia.edu: http://maremel.academia.edu/GigiJohnson

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