Yesterday was a big day for the old ‘Web 2.0′ world.  Wanna know why?  I couldn’t go anywhere today without hearing about how Britney Spears has decided to hire an “online media manager”.  It looks as though all of the sudden this whole web thing is merging into the entertainment business.  Surprised?  Me neither.

So, why’s it such a big deal to me or anyone that I know, that Britney Spears would be hiring someone to pretend to be her on Twitter, pretend to be her on Facebook, pretend to be her on a blog, and pretend to interact with her fans?  It’s not.  What is a big deal to me, however, is that it’s become a major announcement that someone in her camp is paying attention to the trends.  It’s a big deal because where I’m sitting, the Christian music industry has been doing this for, oh let’s say, a little over a year now.  Some a little longer, but really all out ‘social media frenzy’ for about a year.  I know, because I’ve been paying attention really closely for a long time.  And if you’ve been paying attention here, you know where I’m coming from.  And the good thing about that for me?  It’s official.  Mainstream music has jumped on so now we can feel comfortable doing it.  Right?  Don’t just take my word for it anymore, take Britney’s too.

Now, here’s the thing though.  If Britney’s people called SkörInc tomorrow would I take the job?  Without question.  But there are two things off the top of my head that I would make ‘mandatory’.  One, the price would jump considerably from what we are charging the folks that we work with now.  Do you blame me?  And two, everything would have to be real.  Twitter would be hooked to her phone, her blog posts would be written on her computer, and she’d be holding a Flip camera on her videos.  It’s that simple.  Because if it’s not that, it’s not worth it.  If it’s a label or marketing person, or PR person, or even a ‘hired online media manager’ writing things for her, what’s the point.  It’s just not worth pouring the money in to.  

That’s the beauty of what has been happening in the Christian Music Industry.  Relationships are being built, community is being cultivated and blogs are no longer an ‘extra’ thing that don’t matter.  They are real connections with the artists being real.  That’s the goal and vision of SkörInc, and that’s what excites me to see… and if you don’t see that happening, you’re not paying attention close enough.  

Although if Britney’s people called me tomorrow, and the price jump was considerable enough, I might be tempted to just simply hire someone else named Britney to do some of the writing.  But I’m sure they’ve thought of that.