This post needs to be etched on a golden record and sent into space. 🙌
Here is a thought that might sounds odd/wrong the first time you hear it: recorded media is a phase. A long one, but a phase.
For most of human history, media was live. Stories were told around fires by people who changed the ending depending on who was listening. Music was something that happened in a room, once, and never the same way twice. Theater was rewritten nightly by the mood of the crowd. For fifty thousand years, the default state of media was performance. It was unrepeatable, responsive, and it was alive.
Then, about 150 years ago, we invented recording. The phonograph, the camera, film. Suddenly a performance could be frozen, copied, and shipped. It was kind of a miracle and we built the entire modern media economy on top of it with studios, labels, theaters, networks, streaming etc. All of it is infrastructure for the one core idea of capture once, distribute many.
We’ve lived inside that model so long we mistake it for the natural state of media. For a law of nature. It is not. It’s a temporary phase.
When AI generation becomes real time, and oh boy it is becoming real time really fast, media stops being something you retrieve or playback and becomes something that happens. The model is not a camera pointed at the past it is more like an instrument played in the present. And instruments imply performers.
I call the last 150 years The Recording Interlude. A brief, strange period in which media was, by technical necessity, fixed and identical for everyone. One to many. The interlude gave us masterpieces and an industry. It also gave us a generation of creators who have never once made media with an audience, only at one.
I like to think about what comes after the interlude and it looks like we might come full circle.
Think about what we already pay the most for. Concert tickets cost more than albums ever did. While writing this, the starting ticket for one of the NBA finals in NY is $12,000 and World Cup tickets for a random game start at $4,000. Live sports is the last thing holding television together. Theater survives every technology that was supposed to kill it. Twitch streamers out earn film studios attention per dollar. The market has been telling us for two decades that liveness is the scarce asset.
Generative models change the format. For the first time, constructed reality, not just captured reality, can be live. A story/world that improvises with its audience the way a jazz quartet improvises with a room.
A film performed once, tonight, for these two hundred people, shaped by their reactions, and then gone.
This already feels like sacrilege to anyone raised inside the interlude. We were taught that the artifact is the art. You have to reverenced to the final cut, pay your respects to the master tape, the canonical version etc. But “final cut” is not an artistic concept. It’s a logistical/technical one. It exists because changing a film after release used to be impossible. When media can respond in the moment, finality stops being a virtue and starts being a decision or a choice.
The great media makers of the next era look less like directors hunched over timelines and more like conductors, DJs, game masters, jazz musicians or people who treat the model as an instrument and the audience as a collaborator.
None of this means recorded media dies. Painting survived photography. Albums survived streaming. The fixed, finished, perfect artifact will survive too, as one form among many, no longer the default. This is not a zero sum game.
For most of human history, stories existed only in the moment. Then we captured them. Now we might be returning to the moment again.