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INTRODUCING FRINGESTREAM...

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WHAT IS FRINGESTREAM?

The  Sound  explores  the  perceived  fringes  of  culture  to  illuminate  how  emerging  ways  of  being  are  shaping  mass  culture  and  changing  the  human  condition

FRINGESTREAMis a new way of thinking about mass behaviors and values

FRINGESTREAMis when fragmentation becomes the new normal

FRINGESTREAM IS THE NEW MAINSTREAM.

MASS CULTURE

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In  the  pre-­‐digital  and  pre-­‐globalized  world,  mass  culture  dominated  with  fringe  cultures  existing  only  on  the,  er,  fringes...often  in  direct  opposition  to  mainstream  values  and  behaviors.

The  boundaries  between  fringe  and  mass  culture  were  highly  de?ined.

WHAT MAINSTREAM USED TO BE...

MAINSTREAM CULTURE USED TO REPRESENT THE MAJORITY STORY...

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WHAT MAINSTREAM USED TO BE...

MAINSTREAM CULTURE USED TO BE A HOMOGENEOUS COLLECTIVE, CONTROLLED BY INSTITUTIONS

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“Most  Americans  have  become  conformists...in  the  pursuit  of  short-­term  happiness  and  grati9ication.”

Caleb JacoboNation of Change, December 2012

HEAVILY MEDIATED

CONFORMIST

UNINSPIREDHOMOGENEOUS

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Living  in  a  globalized  and  digital  age,  mass  culture  is  now  heavily  in?luenced  and  shaped  by  fringe  behaviors  and  ways  of  being

...where  the  boundaries  between  fringe  and  mass  culture  are  beginning  to  blur.

MASS CULTURE

WHAT MAINSTREAM IS NOW...

NOW, THINGS HAVE CHANGED...

FRINGE

FRINGE

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WHAT MAINSTREAM IS NOW...

NOW, FRINGESTREAM IS THE NEW MAINSTREAM...

“Power  is  shifting  from  big,  centralized  institutions  to  distributed  networks  of  individuals  and  communities.”Rachel Botsman, Author of What’s Mine is Yours: How Collaborative Consumption is Changing the Way We Live

INFORMED CONSCIOUS

COMPASSIONATEDIVERSE

MEANS MOTIVATION

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FringeStream  emerged  as  a  result  of  people  having  the  means  and  the  motivation  to  live  differently.  

WHY IS FRINGESTREAM?

THE MEANS

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AN INFORMED MASS CULTURE

Fringe  cultures  (and  brands)  used  to  be  niche  because  of  limited  awareness.  If  more  people  knew  about  them,  they’d  be  considerably  more  popular.  

With  the  tech  revolution  and  rise  in  social  mobility,  fringe  ways  of  life  have  the  ability  to  reach  and  in@luence  mass  audiences  almost  instantly.  

FRINGESTREAM IS HAPPENING BECAUSE IT FINALLY CAN

“Uber  has  brought  its  service,  on  average,  to  a  new  city  every  two  days.”  

The Globe and Mail, 2014

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It  doesn’t  take  long  for  smaller,  more  localized  movements  to  spread  virally  and  become  culturally  relevant...

So  what  used  to  be  niche  is  now  normal,  and  tipping  points  are  reached  ever  more  quickly.  Everyone  can  browse  fringe  behaviors  and  cultures  without  leaving  the  sofa.  And  people  like  what  they  see...

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A DIVERSE MASS CULTURE

Not  only  do  fringe  movements  travel  fast,  but  they  travel  far...

The  technology  revolution  has  resulted  in  a  cross  pollination  of  ideas  and  practices,  making  it  easier  for  people  living  alternative  lifestyles  to  @ind  each  other  and  establish  communities.  

FRINGESTREAM IS HAPPENING BECAUSE IT FINALLY CAN

“Like  countless  other  outsiders  who  found  each  other  online,  Bronies  sought  each  other  out  and  created  places  to  congregate.  Now  they’re  everywhere:  Fan  blogs,  Tumblr,  Ponychan,  even  the  United  States  military.”

Wired, March 11th, 2014

New  behaviors  are  then  legitimized  and  popularized  through  global  media...  

Which  results  in  a  profoundly  diverse  majority...making  it  more  dif@icult  to  distinguish  between  ‘mass  culture’  and  ‘counter  culture’  (counter  to  what,  really?)

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THE MOTIVATION

WHY IS FRINGESTREAM?

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A CONSCIOUS MASS CULTURE

People  are  increasingly  informed  and  aligned  around  issues  relating  to  sustainability,  community,  and  equality.

People  know  that  life  is  far  from  perfect  and  that  the  system  is  no  longer  working  for  the  majority.  They  feel  the  human  spirit  is  suffering.  

FRINGESTREAM EXISTS BECAUSE PEOPLE WANT TO LIVE DIFFERENTLY

“Millions  of  people  the  world  over  are  part  of  The  New  Mainstream.  It  is  de9ined  neither  by  generation,  by  politico  credo,  nor  by  religious  creed.  The  New  Mainstream  is  de9ined  by  recognition  that  we  are  in  a  time  of  awakening  to  a  new  mindset,  an  expanded  worldview  and  yes,  a  higher-­level  consciousness  for  humanity.”  

Dianne Collins, The Huffington Post, 2014

As  such,  people  are......asking  more  questions...challenging  the  status  quo...looking  to  live  in  different  ways

The  more  conscious  the  mass  becomes,  the  more  motivated  people  become  to  change.

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A COMPASSIONATE MASS CULTURE

The  desire  to  change  is  not  driven  by  punk  ethos.

The  desire  to  change  is  not  driven  by  a  need  to  rebel.

The  desire  to  change  is  not  driven  by  a  relentless  need  to  be  ‘happy.’

FRINGESTREAM EXISTS BECAUSE PEOPLE WANT TO LIVE DIFFERENTLY

“A  younger  generation  is  fast  extending  its  empathic  embrace  beyond  religious  af9iliations  and  national  identi9ication  to  include  the  whole  of  humanity  and  the  vast  project  of  life  that  envelops  the  Earth.”

Jeremy Riftkin, Author of The Empathic Civilization, Huffington Post, March 18th, 2010

It’s  driven  by  empathy.

It’s  driven  by  contribution.

It’s  driven  by  a  need  to  reconnect  to  what  makes  us  human.

The  more  compassionate  the  mass  becomes,  the  weaker  the  @it  of  capitalism.

 

WELCOME TO THE NEW HUMAN CONDITION

LIVING FRINGESTREAM

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LIVI

NG O

FF THE GRID

Making  the  conscious  choice  to  not  be  dependent  on  technological,  social,  political  &  economic  systems  

CONNECTION TO FREEDOM

Making  a  conscious  effort  to  consume  fewer  things  and  own  more  experiences

CONNECTION TO OWNERSHIP 

Appreciating  diverse  family  dynamics  and  forms  of  relationship

CONNECTION TO LOVE

Communing  &  empathizing  with  other  human  beings  in  authentic  &  

meaningful  ways

CONNECTION TO OTHERS

Finding  personal  &  spiritual  guidance  outside  of  organized  religion  or  

traditional  channels

CONNECTION TO SELF 

LE

SS IS M

OR

E N

EW SPIRITUA

LITY

5 FRINGETRENDS... LIVING FRINGESTREAM

FALLOUT FAMILIES

POSITIVE CO

LLECTIV

ISM

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MAKING THE CONSCIOUS CHOICE TO BE LESS DEPENDENT ON TECHNOLOGICAL, SOCIAL, POLITICAL, AND ECONOMIC SYSTEMS

LIVING FRINGESTREAM

LIVING OFF THE GRID

THE CONTEXT

Lack  of  trust  in  governmentEconomic  recessionTime-­‐starved  families

Over-­‐reliance  on  technologyOver-­‐consumption  of  goods  

&  resources

THE ALTERNATIVE

Live  a  simpler  lifeBe  more  self-­‐suf@icient

Use  tech  wiselyRe-­‐connect  with  nature

CONNECTION TO FREEDOM

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MAKING THE CONSCIOUS CHOICE TO BE LESS DEPENDENT ON TECHNOLOGICAL, SOCIAL, POLITICAL, AND ECONOMIC SYSTEMS

LIVING OFF THE GRID

"We  are  both  artists  and  wanted  to  live  in  nature  as  we  are  

inspired  by  it.  We  decided  that  we  wanted  to  9loat  and  one  can  live  in  nature  and  not  interfere  

with  it  by  9loating."  

Catherine King, Co-builder of Freedom Cove, a self-sustaining

island

“Designed  to  promote  a  healthier  

balance  between  our  real  lives  and  those  lived  through  the  small  screens  of  our  digital  

devices,  Moment  tracks  how  much  you  use  your  phone  each  day,  helps  you  create  daily  limits  on  that  usage,  

and  offers  ‘occasional  nudges’  when  you’re  approaching  those  

limits.”

TechCrunch, June 2014

CONNECTION TO FREEDOM

LIVING FRINGESTREAM

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COMMUNING AND EMPATHIZING WITH OTHER HUMAN BEINGS IN AUTHENTIC AND MEANINGFUL WAYS

POSITIVE COLLECTIVISM

THE CONTEXT

Rapid  urbanizationPhysical  disconnectionViolence  in  mediaTime  starvation  

THE ALTERNATIVE

Know  thy  neighbor  Meet-­‐ups

CrowdfundingShare  economy

CONNECTION TO OTHERS

LIVING FRINGESTREAM

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COMMUNING AND EMPATHIZING WITH OTHER HUMAN BEINGS IN AUTHENTIC AND MEANINGFUL WAYS

POSITIVE COLLECTIVISM

CONNECTION TO OTHERS

LIVING FRINGESTREAM

“Started  in  New  York  City  in  2004,  Cuddle  Party  

currently  has  over  70  different  facilitators  in  eight  different  

countries.  “  

The Huffington Post, November 26th, 2014

“We  are  hopping  into  strangers’  cars  (Lyft,  Sidecar,  Uber),  

welcoming  them  into  our  spare  rooms  (Airbnb),  dropping  our  dogs  off  at  their  houses  (DogVacay,  Rover),  and  eating  food  in  their  dining  rooms  (Feastly).    We  are  entrusting  complete  strangers  with  our  most  valuable  

possessions,  our  personal  experiences—and  our  very  lives.  In  the  process,  we  are  entering  a  new  era  of  Internet-­enabled  

intimacy.”

Wired, April 23rd, 2014

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FINDING PERSONAL AND SPIRITUAL GUIDANCE OUTSIDE OF ORGANIZED RELIGION OR TRADITIONAL CHANNELS

NEW SPIRITUALITY

CONNECTION TO SELF

LIVING FRINGESTREAM

THE CONTEXT

Lack  of  work-­‐life  balanceConsumerist  culture

Religious  corruption  and  violence

Secular  society  

THE ALTERNATIVE

Health  &  wellnessMindfulness

New  drug  cultureAtheism

Smaller  spiritual  communities

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FINDING PERSONAL AND SPIRITUAL GUIDANCE OUTSIDE OF ORGANIZED RELIGION OR TRADITIONAL CHANNELS

NEW SPIRITUALITY

CONNECTION TO SELF

LIVING FRINGESTREAM

"Whereas,  only  a  few  decades  ago,  the  

ayahuasca  experience  required  that  a  lone  traveller  make  his  or  her  way  to  the  forests  of  South  

America,  now  notions  of  local  and  global  spaces  converge  as  shamans  and  tourists  travel  throughout  the  world  to  perform  and  participate  in  a  diversity  

of  ayahuasca  ceremonies.”

Dr. Daniela Peluso, Social Anthropologist

“More  than  90  schools  in  13  states  now  teach  meditation,  thanks  in  part  to  nonpro9it  

organizations  like  MindUP  (founded  by  actress  Goldie  Hawn),  the  David  Lynch  Foundation,  and  Mindful  Schools,  a  Bay  Area-­based  initiative  that  offers  teacher  training  and  structured  curricula  for  kindergarten  through  high  school.“

Outside Online, April 17th, 2015

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APPRECIATING DIVERSE AND ALTERNATIVE FAMILY DYNAMICS AND FORMS OF RELATIONSHIP

FALLOUT FAMILIESLIVING FRINGESTREAM

CONNECTION TO LOVE

THE CONTEXT

Cost  of  livingDiscrimination

High  divorce  ratesExtended  adolescenceShifting  gender  roles  Geographic  mobility

THE ALTERNATIVE

Communal  livingMulti-­‐generational  families

Alternative  familiesDINKs

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APPRECIATING DIVERSE AND ALTERNATIVE FAMILY DYNAMICS AND FORMS OF RELATIONSHIP

FALLOUT FAMILIESLIVING FRINGESTREAM

CONNECTION TO LOVE

 “In  the  US  18%  of  women  now  reach  their  mid-­40s  without  having  a  

child,  an  increase  of  80%  from  four  decades  ago.“

The Guardian, April 8th, 2015

“The  Tipton-­Tatz  quad  live  together  in  

Marietta,  Georgia,  with  the  Tipton’s  3  children  -­-­  ages  12,  7,  and  5  -­-­  and  the  Tatz’s  infant  son.  The  children  are  raised  to  call  all  the  adults  Mom  and  Dad  and  the  adults  share  childcare  duties  for  all  4  children.”

CNN, October 26th 2013

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MAKING A CONSCIOUS EFFORT TO CONSUME FEWER THINGS AND OWN MORE EXPERIENCES

LESS IN MORELIVING FRINGESTREAM

THE CONTEXT

Hyper-­‐consumerismEconomic  recession  &  @inancial  system  collapse  Environmental  degradation

Global  hunger  

THE ALTERNATIVE

Share  economyDe-­‐growth  economicsDown-­‐sized  livingMakers’  movement  

CONNECTION TO OWNERSHIP

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MAKING A CONSCIOUS EFFORT TO CONSUME FEWER THINGS AND OWN MORE EXPERIENCES

LESS IN MORELIVING FRINGESTREAM

CONNECTION TO OWNERSHIP

“Freeganism  is  a  total  boycott  of  an  economic  system...    instead  of  avoiding  the  purchase  of  products  from  one  bad  company  only  to  support  another,  we  avoid  buying  anything  to  the  greatest  

degree  we  are  able.”

freegan.info

“The  tiny  housing  market  has  quickly  

evolved  from  a  quirky  project  to  a  serious  undertaking.  As  more  and  more  tiny  homeowners  share  details  on  their  comfortable  lives  in  their  tiny  homes,  many  people  -­-­  particularly  Millennials  -­-­  are  

following  suit.”

The Huffington Post, March 17th, 2015

SOUND ADVICE FOR BRANDS

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A BRAND NEW WORLD‣With  FringeStream  there  is  no  normal,  no  majority  story...

‣ Study,  work,  vote,  have  kids,  get  in  debt,  retire,  die...following  the  rules  of  previous  generations  has  never  looked  so  unappealing

‣ The  FringeStream  wants  to  live  life  on  their  own  terms,  and  they  have  the  means  and  motivation  to  do  so

‣ Brands  therefore  need  to  re-­‐think  their  role...    

-­‐ Marketing  and  branding  to  FringeStream  will  be  fundamentally  different

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GROWTH IS UNSUSTAINABLE ‣ Ownership,  growth,  and  consumption  are  being  challenged  and  rede?ined  by  FringeStream  

‣ Upgrading  and  buying  the  latest  and  greatest  version  may  well  become  minority  pursuits

‣ Some  brands  will  need  to  re-­‐think  the  very  nature  of  transaction  and  by  association,  their  business  model

-­‐ If  there  is  a  free  option,  FringeStream  will  ?ind  it

-­‐ If  there  is  a  means  to  lease  or  share,  FringeStream  will  adopt  it

-­‐ If  there  is  a  sustainable  option,  FringeStream  will  support  it  

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MAKE A DIFFERENCE‣ FringeStream  is  empathetic  and  inclusive...and  brands  need  to  be  too

‣ Social  cause-­‐led  brands  and  marketing  activity  are  increasingly  well  received

-­‐ A  key  differentiator  and  driver  of  loyalty

‣ Your  brand  needs  something  to  believe  in...and  don’t  fake  it,  or  they’ll  spot  it

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GET REAL

‣ FringeStream  represents  a  new  human  condition

‣ People  are  seeking  more  community,  more  time  with  people  they  love,  greater  connection  with  nature,  answers  to  big  questions,  a  healthier  life...    

‣ Brands  can  help  facilitate  this,  but  be  careful  not  to  overstep  the  mark    

-­‐ FringeStream  is  not  just  brand  savvy  but  brand  skeptical;  emotional  selling  points  and  big  ideas  are  only  welcome  if  they  are  respectful  and  realistic

INNOVATE AGAINST THE FRINGETRENDS

‣ FringeStream  is  made  up  of  a  myriad  of  emerging  communities  and  behaviors...we  call  them  FringeTrends

‣ Each  FringeTrend  represents  an  innovation  opportunity  for  brands

-­‐ A  niche  is  often  only  a  niche  because  of  awareness...

Immerse in The Sound’s FringeTrends by subscribing to and reading The Sound’s FringeStream series, bringing to life each of the trends from July to December 2015...and employ them in your innovation process.

Watch out for FringeStream, the documentary series. Coming soon!

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THANK YOU For more information on FringeStream contact fringestream@thesoundhq.com

RESOURCESTHESOUNDHQ.COM

RESOURCES - Images & quotes

SLIDE 3 http://ww2.kqed.org/news/wp-content/uploads/sites/10/2014/12/RS13431_459912610-qut.jpg

SLIDE 4 http://static.businessinsider.com/image/537fa568ecad04e939ab36ba/image.jpg

SLIDE 4 http://www.nationofchange.org/essentiality-individualism-modern-america-1354804096

SLIDE 5 http://loatree.com/wp-content/uploads/2013/07/eatinglocal1.jpg

SLIDE 6 http://res.cloudinary.com/thefader/image/upload/s--GLOeT2fL--/w_1440,c_limit,q_jpegmini/abafc6s7cdnc1tgamlju.jpg

SLIDE 6 http://www.fastcoexist.com/3022028/the-sharing-economy-lacks-a-shared-definition

SLIDE 8 http://cdn2.hubspot.net/hub/197229/file-1657405855-jpg/iStock_000040645286Large.jpg

SLIDE 8 http://www.theglobeandmail.com/report-on-business/international-business/uber-straps-in-for-the-long-haul/article22221679/

SLIDE 9 http://www.amylombard.com/wordpress/wp-content/uploads/amy-lombard-bronies-02@2x.jpg

SLIDE 9 http://www.wired.com/2014/03/bronies-online-fandom/

SLIDE 11 http://www.sierraculture.com/foodwineart/wp-content/uploads/2014/07/Wanderlust-Tom-ONeill_HR.jpg

SLIDE 11 http://www.huffingtonpost.com/dianne-collins/theres-a-new-mainstream-o_b_6146988.html

SLIDE 12 http://www.empowermagazine.com/grassroots-giver-playtime-project-uses-recreational-play-reduce-trauma-homeless-children/

SLIDE 12 http://www.huffingtonpost.com/jeremy-rifkin/the-empathic-civilization_b_416589.html

SLIDE 15 http://img.s-msn.com/tenant/amp/entityid/BBjn0ak.img?h=373&w=624&m=6&q=60&o=f&l=f

SLIDE 16 http://www.msn.com/en-us/lifestyle/other/freedom-cove-couple-build-self-sustaining-floating-island/ss-BBjmZJK#image=3

SLIDE 16 http://techcrunch.com/2014/06/27/a-new-app-called-moment-shows-you-how-addicted-you-are-to-your-iphone/

SLIDE 17 http://i3.mirror.co.uk/incoming/article3025024.ece/ALTERNATES/s1227b/Cuddle-Workshop-MAIN.jpg

SLIDE 18 http://www.huffingtonpost.ca/2014/11/26/cuddle-parties-vancouver_n_6227272.html

SLIDE 18 http://www.wired.com/2014/04/trust-in-the-share-economy/

SLIDE 19 http://i.huffpost.com/gen/1715241/images/o-MEDITATING-IN-SCHOOL-facebook.jpg

SLIDE 20 http://www.bbc.com/news/magazine-27203322

SLIDE 20 http://www.outsideonline.com/1967871/meditation-should-be-taught-school

SLIDE 21 http://i2.cdn.turner.com/cnnnext/dam/assets/131011163138-polyamory-06-horizontal-large-gallery.jpg

SLIDE 22 http://www.theguardian.com/commentisfree/2015/apr/08/why-justify-decision-child-free-culture-war-parenting

SLIDE 22 http://www.cnn.com/2013/10/26/living/relationships-polyamory/

SLIDE 23 https://smallhousebigadventure.files.wordpress.com/2014/05/riverstone-tiny-house-3.jpg

SLIDE 24 http://freegan.info/

SLIDE 24 http://www.huffingtonpost.com/marko-rubel/is-the-tiny-house-market-_b_6882688.html

SLIDE 27 https://mouthmag.files.wordpress.com/2013/02/paul20griffith20freegan20-20rex.jpg

SLIDE 28 http://s.newsweek.com/sites/www.newsweek.com/files/2015/01/16/black-lives-matter.jpg

SLIDE 29 http://sustainablehowesound.ca/wp-content/uploads/2014/10/Connection-Fircom-4.jpg

SLIDE 30 http://static.panoramio.com/photos/large/67187247.jpg

RESOURCES - Images & quotes