"HITRECORD.ORG is a project I started almost five years ago now, and in 2010, we evolved into a professional open collaborative production company. We create and develop art and media collaboratively here on our site. Even this introductory video is the remixed result of a great many contributions. So rather than just exhibiting and admiring each other's work as isolated individuals, we gather here to collectively work on projects together. Videos, writing, photography, music, anything –– we call them all RECords.
Now and then, when I think something we've made has come out especially well, I approach the traditional entertainment industry to turn our work into money–making productions; and then we share any profits with the contributing artists."
(Joseph Gordon–Levitt, 2010)
"This will represent a significant change to the old analogue models of distribution, of monetisation and of participation. Media today is participative, interactive, equal and many–to–many. Where traditionally innovation and creativity was largely the domain of specialist teams in large organisations, today there is a creative revolution which is rooted in the opportunities afforded by connectivity. There is a significant opportunity to take the success of our creative industries into this interactive and participative world."
(Digital Britain: Final Report, Department for Business, Innovation and Skills and the Department for Culture, Media and Sport, June 2009, UK)