My name is David Bausola, I’m a creative technologist. My background is fine art, my employment tends to be technology focused, my interests span both, specifically social software, media reuse and the business models (and their problems) that these dynamics create. Up to 2006 I worked for the UK Broadcaster and Publisher Channel 4 TV. Whilst there I managed a range of software projects, all mainly working with communities and online video systems. Until June 2008, I worked at the brand experience specialists Imagination as the Head of Insight (Strategy) for Digital Communications, running a global team of planners who develop brand-led networked media strategies for projects such as Samsung’s Experience Store in New York and “Where are the Joneses?” for Ford of Europe. Now, I’m having a rethink about the types of projects that I’ve been involved with and what I’ve learnt. The mix of commercial media productions, technology best practice and invention driven business models have dissolved with an aesthetic of ‘strategy as form’. I think this is true when Intellectual Capital, such as copyright, is for some the root of all business yet, time after time, open license business models demonstrate that there is a lot more yet to learn until you find a healthy balance between service design and entertainment – a series of relationships between data and people. Data and User-Centric design define the poles between technology and communication. Whereas Data Centric models lean towards ‘Manufacturing’ architectures, User-Centric will lean towards ‘Network’ aesthetics. Data Centic examples would be Google or Nike or News Corp or Friendfeed, whereas User Centric is Apple or Adidas or BBC or Twitter. It depends if the value is within the possession (propriety) or the collectivity (open-source) of the designed experience. What Manufacturing is to making, Networks is to collectivity, and thus it’s the design of languages as Communication systems which enables production and distribution. Data is possession driven; collectivity occurs within communities with degrees of ‘openness’. So the blending of technology (techniques, functions, actions) with communication (objectivity, subjectivity, purpose) is a negotiation based upon integration of value-added propositions between data and people (system actors). Within this space, utility and content are being used by commercial brands to engage with prospects as an audience. Here lies the Cluetrain Manefesto. Meanwhile, much of the 2.0ness across commercial and enterprise businesses can be found in collection of artists capture in Relational Aesthetics. Written 4 years prior to the Cluetrain, it documents a range of artists whose productions can be best described as ‘strategy as form’, encouraging open interaction with social processes. The construct of the artworks bear a notable portrayal of services as a product. More significantly, the embracement of global issues that the artists infer with their works are aligned with the same global audience concerns with brands and media owners. Much of my thesis of all this is within Where are the Joneses? An opensource brand-funded collaborative comedy. I owe Rob Myers, a friend of 15 years, an awful lot of gratitude for the inspiration behind the licence modeling for the project. My attention now is on bringing creative social interactions (Relational Aesthetics) through networks to produce markets and entertainment entities. I especially interested in large social data projects in relationship with manufacturing products and editorial productions. For the past decade I’ve been researching the media landscapes; with a focus on the the commercial pressures that have arisen through media rights and the rapid uptake of ‘web2.0’ services (Wikipedia, YouTube, MySpace etc). I’ve been focused on the affordance of Application Protocol Interfaces (APIs) and communities so to devise communication solutions that reside in engagement not interuption. And thus this the crossover of my interests and my work – the creative process and how society works with it. This blog is a collection of posts about the processes used in media and what the obstacles are in trying to realise projects. This has ranged from software innovation through to humans being used as distributed solution providers. This inevitable involves tackling issues of identity, human and media rights, software design – both architecture and graphic interface design, product and human interface design. Through this, the possibility of Authentic Media is probable. In short, my core interests are in the aesthetics of communication, networks and manufacturing, my work is the strategy for design, production and distribution. The Creation Plane explains the relationships. The ethos of the research is very much on non-zero sum solutions, seeking benefits to the individual, a group/community and systems that we all share and use. To which the objective is to formulate creatively led concepts and invention driven business frameworks that profit without social exploitation whilst generating markets for the project sponsors. Much of my thinking and writing is managed through the zero influence wiki : Feel free to have a look around there for what I’m working on. It’s not all open to editing by everyone, but some pages have a space for comments. For more details about the research framework, visit the about page on the wiki. I use the handle ZeroInfluencer for most webservices. The handle came from liking the the term Zero Influence, which I’ve explained why here. Now it’s just got out of control and ends up on peoples phones rather than my name. Odd.. For more work details about me, I have a profile on Linkedin. You’ll find me lurking on a variety of web apps. Click here for Google to highlight the latest meddling.


You can reach me on the following email address zeroinfluencer gmail com And yeah, I’m on twitter too.

Site Credits

The above photo is me having a natter with Armano in Amsterdam, August 2008, snapped by the very talented Timmy Stafford. Everything produced by me is under the CC-BY-SA v3 licence.

4 Responses to “About me”

  1. […] David Bausola of Imagination ( and Rob Myers – the conceptual engineers behind the commercial […]

  2. […] Last month I decide to quit my job and have a huge rethink about what I wanted to do with my time. […]

  3. […] to speak is surely one of the brainiest guys in the biz, David Bausola, creator of several new media firsts, including the famous “where are the Jones’s?” campaign […]

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