It used to be that spectating was the only way to experience creative work. Stadiums, arenas, and theaters are based on this premise. People who spectate are known as the audience. Spectating is still an incredibly popular activity—just look at Twitch. 

Sure, I listen to podcasts, I watch films and TV, and I read. I love spectating, but that’s really only a small part of what I do or what to do with all of my time. When I’m a fan of a work, I’m not only that, I want to learn what other people’s opinions, impressions, and commentaries are as well. I ask my friends and family if they’ve seen the movie yet, if they’ve heard the new album, if they’ve played the new game.

In other words, I’m not a part of an audience or merely a customer, I’m often playing the role of an evangelist or a salesperson. It’s all about people, and it’s always personal.

An organization who appreciates this will work with its core people—its team members—to find people who are interested in its work or in working there. First, it needs to make things the team is proud of, in a way that they are proud of. Second, it needs its people to be so proud that they are enthusiastic in talking about it.

If you’re a creator and looking to build an audience though, the best way to do that is to actually connect with people. They aren’t just spectators, in other words. They are now your salespeople, your evangelists, and your fans.

One of the most exciting things about the Stem Player is that it provides tools for people to go beyond spectating. If you use a device like the Stem Player, or tools like Ableton or Splice (which require a bit more learning), your experience of music becomes a creative process. You can quickly flip tracks backwards, you can loop tracks, you can split them up and combine new ones together. 
Every person who was previously just a listener can now become their own DJ, and from there they will spread their new music to their own people on social media, and the device will be in the middle of all of that, in the overlap.