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Laura Sterrit: " A transmedia campaign is only as good as its co-creators. Many originators—filmmakers, authors, musicians—are excellent at their art form, understanding how to use the medium to its best potential. Instead of forcing them to fumble through new and unknown platforms, it is much better to partner with creators who hold an expertise in those areas" ... 
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"The California ska/rock band The Aquabats, with its long history of mythos and world building, has made the jump to television, with remarkable reviews. How did an eccentric ska band transition into children’s programming?"
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Gorillaz are currently in the midst of commemorating their ten year anniversary. As part of the celebrations, they recently announced a partnership with Converse to release limited edition Gorillaz sneakers next February. Is this merchandising or transmedia extension? Given their history and quality of storytelling, there is a lot to consider while answering this...
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![The Lack of Narrative as Narrative [#Transmedia] | Transmedia: Storytelling for the Digital Age | Scoop.it](https://img.scoop.it/VLM3NteSnx0weDnRz8jT9jl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Laura Sterritt: "[...] at the very core of transmedia storytelling—or storytelling of any kind—is the need for narrative, content, and characters. Does this mean musicians who lack story are at a loss? No. The lack of narrative is a narrative" ...
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"As part of Björk’s Biophilia project, Björk has released a music album, an app album, and a traditional music video. I have been anxiously awaiting the arrival of the live tour, the culmination of the project, and was lucky enough to see her performance Monday night, as well as the educational exhibit at the New York Hall of Science."
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![Transmedia vs Repurposing [Great Article for all transmedia storytellers] | Transmedia: Storytelling for the Digital Age | Scoop.it](https://img.scoop.it/x-AG38zAdxOocgLzjzeWIDl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
When considering a transmedia extension for musicians, it is important to understand the difference between extension and repurposing.
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