Just heading home after an event at Sadlers Wells. All about a dance collaboration involving Han Christian Anderson, the Pet Shop Boys and a smart dance director.

They showed us clips from rehearsals. Secret web cams showing the creative process live.

So they have a score and a script and some dancers. The rest evolves on a weekly basis.

It’s the equivalent of seeing the Pet Shop Boys write and produce a new Álbum in the studio.

Shows how content creators can show how content is created. This becomes part of the marcomms. It allows early adoptors and fans to spread the word. Because spreading the word requires social ammunition.

Always more powerful if the digital content feels like you’re getting the inside track.

The next step in this world of crowd-sourced ideas will be allowing the contributing members of the public to shape and influence the creative process.

Watch this space and see the creative process evolve.

Posted by Vijay: still taking the brand medicine