Creativity

       New Media has become a great tool for many artists and musicians who use it either to enhance quality and looks of their "masterpieces" or to create a completely new and fresh piece. 

There are many reasons and incentives those people of art have in order to use new media in their creative process. One of the reasons is the novelty and uniqueness that new media gives: it makes music sound different and art look exaggerated.

      Another reason is the cost. There are a lot of talented individuals out there not everyone has an opportunity to promote their skills. In her article 1+1+1=1, Sasha Frere-Jones says that "You don’t need a distributor, because your distribution is the Internet. You don’t need a record label, because it’s your bedroom, and you don’t need a recording studio, because that’s your computer. You do it all yourself.” Indeed, "mashup", a web application, makes it possible for many composers and DJs to create new songs and soundtracks by laying the music from one song over the vocal of another. According to the author of the article mentioned above, such great artists as Jay-Z and Linkin Park, have used the web app before and the project became a number-one mashup album. 

      Another musician, Soulja Boy, has used Disney World characters in his video called "Crank That". According to Brooks Barns, the author of the article called Disney Tolerates a Rap Parody of Its Critters. But Why?, the video was created by "editing together snippets of animated movies and TV shows. The finished products look like music videos in which the cartoon characters do the singing. As “Crank That” climbed the music charts over the summer — the song hit No. 1". 

      The Internet allows its users exchange their ideas fast and very cheap. Many companies benefit from collaboration with their customers who have new ideas in how to improve the business, and especially e-business. 

References:

1. The New Math of Mashups from The New Yorker Magazine 2005.http://www.newyorker.com/archive/2005/01/10/050110crmu_music
2. Disney Tolerates a Rap Parody of Its Critters. But Why? The New York Times, September 24, 2007; available athttp://www.nytimes.com/2007/09/24/business/media/24crank.html