Word: demos
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Dates: during 2000-2009
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...Myspace—it’s the future,” says Guster drummer Brian Rosenworcel. It’s a strange prospect for a band whose past consisted of selling demo tapes out of guitar cases during sidewalk performances in Harvard Square. Fourteen years since Guster’s inception, Rosenworcel and bandmates Ryan Miller, Adam Gardner, and Joe Pisapia are still making music. They’ve lost the demos and gone digital, trading sidewalks for stadiums as the music industry has forced them to evolve. In an effort to thank the fans that saw them through...
...season replacement in 2005 has turned into a monster hit for ABC with a fiercely devoted following, the majority of whom are women. Last season Grey's was the highest-rated 10 p.m. show on any network and the second-highest-rated drama among the coveted 18-to-49 demo, second only to Lost. McDreamy's picture is plastered on school lockers, cell phones, screen savers and even cubicle walls. "There aren't many characters like him on TV," says Robert Thompson, professor of television and popular culture at Syracuse University. "He's not only a Prince Charming...
...Britain the line keeps getting higher, says James Davies of Hyperspace, the innovations division of the London ad consultancy Posterscope. On trial at the company's headquarters: a billboard that changes ads depending on the gender of the person standing in front of it. Davies says the demo gets it right 95% of the time. The billboard as a medium is changing rapidly too, as outdoor agencies transform static boards into digital light-emitting-diode (led) or liquid-crystal-display (lcd) screens that flash new images every few seconds. The dynamic screens allow marketers to fine-tune their messages, depending...
...Green-minded humorists hijacked the campaign, creating widely circulated Tahoe ads with slogans like, "Nature? It'll grow back. Drive a car that costs the earth." Last year, Lee Ford and Dan Brooks, a London-based creative ad development team, came up with an "edgy" Volkswagen spot for a demo reel: a terrorist tries to detonate a car bomb outside a crowded caf. But the car, a VW Polo, is too sturdy--it contains the blast, killing the terrorist but saving the caf. Shot on a shoestring budget, the clip is shocking, tasteless, stunningly effective--and totally unauthorized. When...
...viral video probably began with the infamous Dancing Baby, which surfaced in 1996. A strangely compelling animation of a diapered infant getting its tiny groove on, the Dancing Baby was born as a software demo, but people started sending it to one another as an e-mail attachment. Until the Baby came along, nobody realized that that kind of spontaneous In box--to--In box sharing, following the and-they'll-tell-two-friends model, could ever add up to much, let alone scale to the level of a mass medium. "It wasn't as though a marketing firm attempted...