April 13, 2010

U-Dub "Singles" out Cdigix


"I think that, a) you have an act, and that, b) not having an act is your act."

For many east coast Cameron Crowe fans, one of the things we enjoyed learning from "Singles", his grunge era film about life in the Emerald City (Seattle, Washington) is that the University of Washington, located in the city is not normally referred to as U-Washington (UW). People pronounce it U-Dub, short for U-double-U!

"I just happened to be nowhere near your neighborhood"

So many filmmakers have tried to authentically capture the slice in our lives when we are young and single; when our lives revolve largely around our music, though few succeed. No small part of its immense popularity has to do with being incredibly well written. Few films coming out of the 1990's have coined so many lines that are all attributable to Singles. Ironically, while the film's singular name praises the joys of being single, it is actually a story about community.


This is important. Other than the piercing voice of Eddie Vedor, lead singer of Pearl Jam, the grunge poster-band of that era (who actually appeared in the film) Crowe's credible creed characterized the "coffee nation" we have beCome.

"Tonight I'll be the super me."

So when a city, a school, a community like U-Dub made its choice about which digital media provider to service its students, faculty and staff needs, it selected Cdigix, the only digital media solution that offers both a legal music service as well as a comprehensive educational audio and video platform, called Clabs, for students to access course-critical media on demand.


For those marketers struggling with how to deal with using online communities without becoming toast, taking a look at Cdigix is worth waking up and smelling the coffee.

"Somewhere around 25, bizarre becomes immature."

Schools are dealing with enormously pressing issues as we see blasted across the headlines every day. Community sites such as college-focused Facebook and others don't necessarily help things. All one has to do it look at the Brody-Gate scam which grew out of Georgia Tech's Facebook group in the last few weeks to make marketers want to de-caffeinate their online community objectives.


From grade school to graduate school, administrations are trying to balance the need to increase student educational technology on-campus while at the same time banning student personal technology on-campus. Take cell phones for example. Back in May, CBS News reported that school cell phone bans are causing an uproar due to parental concerns about reaching their kids in emergencies. Yet there are few Moms or Dads who would turn a deaf ear if someone took an embarrassing photograph of their kid in a locker room by someone who then posted it up on the web, on such sites as SchoolScandalS.com

The "miracle" of the Web means that sharing rumors, threats, gossip, humiliation is nothing new. But today's adolescent generation of instant messengers, always connected and sometime bullies are starting to move beyond slam books and whisper campaigns to e-mail, websites, chat rooms, and text messaging, reaching thousands of people, with little more than the click of a key.

The director of Emerging Technology for the University of Washington recently said that the school chose Cdigix due to its "excellent reputation and an exclusive university focus but also strong marketing and customer support, which will help ensure an enjoyable experience for our students."

There is no doubt that reputation has always been a factor in choosing partners, though the consequences go far beyond 20/20 hindsight when problems begin to pile up once a contract is signed for an exclusive digital relationship.


Besides bringing Grunge to the forefront of contemporary culture - to say nothing of glamorizing our daily caffeinated addictions - Singles solidified the commercial success and popularity of the "collaborative" story plot, which we see today on TV and film.

"Desperation, it's the world's worst cologne."

Following young people, most of whom live in the same apartment building or dorms and whose lives revolve around Seattle's ever-expanding music scene is not going to change. What will change is how these individuals expand their own music and community scene due to Cdigix. As campus-based technology progresses, Cdigix is poised to evolve and even lead it.

That's because Cdigix offers high-quality content through partnerships with premier entertainment and media companies, and is distributed via the universities' internal IP infrastructures.


"Janet, you rock my world."

Cdigix is about to rock U-Dub's.

For more information about Cdigix, please contact The Editors at editor@madisonavenuejournal.com

Madison Avenue Consultants is sister company to the MadAve Journal and provides MadAve-based consultation for Cdigix.

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