Remix Culture: Why The Future Likes Hybrids

The most dangerous problems we face are not typically problems that can be held within a single disciplinary frame. For example, the future of the post-industrial city will not be fully addressed within urban planning or sociology or geo-remediation. The effects of pollution will not be fully addressed within chemistry or public health or oceanography.

The world craves solutions right now. I’m seeing a new kind of thought leader emerging. They are not only cross-disciplinary, but post-disciplinary. They defy category. And they may or may not have academic credentials. What’s important is that they are able to see what others cannot. And communicate it using a constellation of creative technologies.

Take James Powderly, for example. He defies categorization. He describes himself this way:
“I guess I’m a designer, somewhere between an artist and an engineer.”

Powderly continues to fascinate me because he is rocking the remix culture.

As hybrids thrive they will transform what we think about branding, which is defined by specificity. A good brand has boundaries. It is this, not that. But in the remix culture—how will we define our brands?