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SYDNEY/TORONTO/LOS ANGELES/LONDON: A group of multiplatform and transmedia creators have joined forces to create StoryLabs, an organization for the education and mentoring of storytellers.
StoryLabs will consist of digital producers, games creators, TV and film writers and producers, social media and community experts and transmedia content creators. These mentors, who have had experience in other lab environments, will provide a hands-on opportunity for brands and media properties to advance new story formats and to shape a fully integrated story based transmedia solution. The mentors will work with participants from incubation to production and distribution, providing an education in the writing and design process and best production practices. Development tracks include: Ad Lab focused on cross-media advertising, Mobile Media Lab, Community Lab focused on Social Media Story, Games Lab, Innovation Lab focused on story around new services & product and Transmedia Lab focused on the development of new forms of storytelling. StoryLabs is also hosting a mentor and participant online network. There are 24 global story and experience creators listed on the StoryLabs site, four from Canada, nine from Australia and seven from the U.S. and U.K.
“Technology has created both new tools and new ways to reach connected audiences. Mastering these new storytelling tools in the changing media landscape is the mission of StoryLabs,” said Gary Hayes, former BBC senior development producer and CCO of MUVEDesign and Australian StoryLabs founder. “StoryLabs experts are the actual pioneers and commercial leaders in their fields pushing the frontiers of storytelling across many different platforms. StoryLabs is dedicated to the evolution of storytelling through its incubator labs and a persistent mentor community.”
“The elements of a good story that engage an audience such as story arc, compelling characters and good production values don’t change in a transmedia world,” added Matt Costello, U.S. StoryLabs founder and writer of The 7th Guest, Doom 3 and Rage. “At the same time we are seeing new forms of storytelling that for the audience are part rich narrative, part play and game as they become co-creators and ‘users of story.’ We are here to enable that kind of innovation."
“Towards the end of the '90s there was a real energy around interactive story-telling which has slowly evolved into today’s buzzword, transmedia," commented Neil Richards, U.K. StoryLabs founder and director of The Mustard Corporation. "We intend to go beyond the hype and at the heart of StoryLabs is a belief that whatever the platform or purpose, however participatory or shared—there are universal qualities of good storytelling.”
“Entertainment shouldn't be restricted by national boundaries,” said Tony Walsh, Canadian founder and CEO of Phantom Compass. “StoryLabs recognizes that great stories are universal. Our network connects top international mentors to creative personnel, propelling emerging projects towards global markets and audiences.”
“I am seeing a tremendous shift in the foundations of the film and TV industry as storytelling becomes dramatically more experiential,” noted Brian Seth Hurst, the CEO of cross-media-strategy firm The Opportunity Management Company who is currently at work with Tim King on The Conspiracy For Good. “Working with some the top TV and film creators I am deeply aware of their desire to understand and develop new ways of reaching and including the audience and building vibrant communities. In the early days of TV new production processes were developed that became standard, I see the StoryLabs serving that function relative to new forms of storytelling. I am truly honoured and excited to be part of this initiative and I know participants will greatly benefit from the pooled expertise.”
By Kristin Brzoznowski
Published: August 30, 2010
source here: http://www.worldscreen.com/articles/display/26782
