The Value of Production Values

What we can all learn from Rebecca Black.

162 words

For those of you that haven’t looked at the Internet in the past week or so, there’s a 13-year-old named Rebecca Black who made a music video called “Friday.” It hockey-sticked to over 40 million views on YouTube and has earned her an awful lot of criticism, as well as an awful lot of money.

If a piece has high production values — whether its a video shot with proper lighting or a website designed with an effective grid and color scheme — people will pay attention. They may mock you for a mismatch between the quality of your content and the quality of your production — would anyone care about “Friday” if it had been shot and edited with an iPhone 4? — but they will pay attention. In our information-overloaded, failed-filter future, attention is the most valuable commodity, and hacking the attention economy with a polished piece of content is a useful and lucrative thing to be able to do.