// Adrien Sala / Photos by Tobyn Ross / Feb 11, 2011

9:17 AM – Day Two. The day after the night. We are groggily recounting the events from the evening portion of transmission. Delegates came together all over town it seems, and several of us are reminiscing about the art installations and bands we saw (and the parties we had). Several people are still talking about the peculiar, yet highly interesting digital installation put on by the New Forms Festival and the Canadian Film Center Media Lab. Its interactive capacity appears to have left an impact.

9:22 AM – Croissants. Coffee. Eggs. Bacon. Coffee. Coffee.                                        

10:18 AM – The conversation and reminiscing has finished and Wu Jun, CEO of R2G, has taken the floor. Jun is a highly respected and well-known visionary and is thought of as one the leading entrepreneurs of the digital realm in China. He is on stage to kickoff the third theme of transmission: Globalization and Localization.

In the scope of creating systems that benefit the creator and consumer as well as the distributor, China is a gigantic nut to crack. Currently inside China, piracy is rampant and the systems that are in place to protect copyright are largely ineffective. But to Jun, there is positive developments happening that can protect international labels as they move to capitalize on opportunities provided by the nearly 900 million mobile and 450 million internet users inside the country.

Accordingy to Jun, “there is a legal framework that protects IP in China that can help you protect your content.” But in order for that framework to effectively create financially viable models, the content providers need to be diligent in pursuing the legal options currently available. 

Jun believes that although the changes are happening incrementally right now, valid infrastructure for IP protection and monetization will come if sustained pressure is put on illegal websites and pirates.

“It’s important to invest in IP protection,” he says, noting that most gaming companies in China spend upwards of 20% to 30% of revenues on protecting their intellectual property.


11:15 AM – Round table number three. I decided early on to just sit back and listen as the debate bounced between those at the table, and this has been an amazing conversation to watch.

Among others positioned here are Nick Black, VP of Concerto Marketing, Omri Dolev from Lev Group Media (representing labels like Warner Music and Beggars Group in Israel), as well as Richard Gottehrer, CCO and Founder of The Orchard. It’s an informed and intelligent chat, often made humorous (though no less smart) by Black, who has a knack for making complicated topics clear and funny.

One of the debates is about tacit experience, and whether there is any parallel between seeing/hearing a concert or event through some digital device to that of actually being there in the flesh. The consensus is that, no, there is nothing like being there to smell, taste and touch, but that at least digital devices provide opportunities that consumers didn’t have in the past.

Gottehrer has the belief that through all the integration of tech into our lives, generations coming up are going to be less primordially instinctive. That is to say that since everything will be immediately available to us through digital delivery, we are going to lose our connection in physical ways that aren’t yet realized. What is most interesting, however, is that he has no opinion of whether or not this matters. It’s simply a fact that has occurred to him and he believes that even the way we experience/define emotion could alter. But he’s concretely neither here nor there.

1:30 PM – The post meal laziness has appeared again and I’ve just been schooled by the Director of Marketing and Communications for SOCAN, Betsy Chaly, about the rules of the game “Shotgun” after I claimed the couch in the hallway for a nap.

“You have to be able to see the couch if you want to call shotgun on it,” she says.

Well played, Chaly.

1:34 PM – Co-founder and Executive Producer of transmission, Tyl van Toorn, has taken to the mic for an announcement. Deals have been struck. 

It has just been confirmed that transmission will again be heading back to China.


For the first time ever, transmission will host an event in Israel! This is an exciting development and there is nothing if not a lot of flabbergasted and impressed discussion post-announcement.


1:35 PM – I am trying to figure out how to make myself a necessary component for both of the China and Israel conferences.


1:42 PM – Scott Belsky, creator of, and Founder and CEO of Behance is the final keynote speaker.

Belsky is an unassuming, but clearly confident individual who takes to the stage without the slightest trepidation. It’s seems he was born to do this kind of thing. It’s fitting that he be the last speaker of the conference, since most of what he focuses on for his talk is the execution of ideas; how to sustain them to a point that they actually become reality.

His argument is that while most of us are struck by potentially great concepts, very few get to see the light of day because most fall off what he calls the “Project Plateau.”

“Most ideas never happen,” he says, adding jokingly, “some never should.”

But he is serious when he says, “It’s why there are probably more half-written novels in the world than there are novels.”

This an important thing to think about. What if all the shared ideas at transmission never left the hotel where they were born? It’s a serious possibility unless we take action on the inspiration, according to Belsky.


5:20 PM – Tyl van Toorn is closing the conference, sneaking in the final word. He is thankful and encouraging and he leaves us with some final thoughts, similar to those of Scott Belsky.

“I call it the 72-hour rule,” he says. van Toorn believes that unless we take action on the discussions had and ideas shared at transmission, 50% of what we took in will be lost in 3 days, severing “the visceral connection to the event.” 

He also tells us that any of these ideas can happen and that we need to transmit these ideas into action. 

transmission is not about product,” he says just before leaving the stage. “It’s about people.”        

Seconds later the champagne starts flowing.

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