When Street Skating took off in the late 70’s early 80’s, many skaters had to end up making a choice whether to do contests or do videos. Contests where very structured and was the traditional paid route (mainstream). Video cameras at this time were also coming to light, and kids could finally afford to create and distribute their own content. Many had to choose between what they viewed as making a living and selling out, and trying something truly new and innovative. Which where highly copied, shared, and coveted across a very selected engaged community.
One media channel was very well established, strict regulations, low risk, low rewards, and high barriers to entry.
Another new media channel was taking off, had no rules or regulations, and were sought out by tons of fans.
Similar forks in the road are forming every day. Which one would you choose, and what levels of diversification can you employ to balance the well known and established and take a risk and get noticed? A better question is how does your media strategy align with an ever changing bell curve with uneven distribution and ROI.