Henry Jenkins: theory of spreadability.

 The theory is all about the circulation of the media on the internet. As Henry Jenkins said about this theory in his book "if it does not spread it is dead", meaning that if the media product does not circulate in a way it will die out very soon. One of the main things that the media product has to have in order to be able to spread is the fact that the media product has to be online. This creates a number of advantages and disadvantages. The main advantage of this is the following things: it is fast targeted; cheaper; can be spread both internationally and nationally and most importantly it is interactive with anyone.

Henry Jenkin, alongside his colleagues, also wrote a book about the theory of spreadability and spreadability itself. 

Although the theory of spreadability is all about spreading media globally, it does not mean that this will make media viral. So the media texts will not become viral only simply because your media texts spread fast enough. 

Talking about examples, one of the examples can be Russian singer Svetlana Loboda. She, as pretty much all of the singers nowadays has a YouTube channel, Instagram

 and Facebook

 through which she is communicating to the audience and spreading her media product, eg her songs. 

However recently there was a huge viral thing that happened with Loboda. She gave birth to Till Lindemann's(Solist of the metal band Rammstein) child. She named her child Tilda, which clearly showed to every Loboda's and Till's fans that it is his baby. 

This subject matter had spread fast enough, that both Till and Svetlana had an increase of followers, and also they had numerous articles spread worldwide

but of course mainly in Russia and Germany. 

However, this example can also be the backup example of the famous quote of Henry Jenkin "if it doesn't spread, it's dead". Because this news happened in 2018 and by 2019 no one had heard of it, due to the fact that the media was not as powerful to be spread as good, as Loboda's or Till Lindemann's creation of songs and the star image.

The spreadability theory will help with our music campaign in many ways, but mainly in marketing, especially marketing social media.