Nick Crocker
Founder, Native Digital, Native Digital
Written by Eliza Jorgensen on 2009-10-09
Nick Crocker is co-founder and managing director of Native Digital. Native is a digital innovation company that has created globally recognised web properties including online music chart We Are Hunted. Nick and Native Digital co-founder, Ben Johnston were named in Smart Company’s 2009 Hot 30 Under 30 and Nick is a regular commentator on issues relating to music, marketing and technology across a range of publications.
Why did you decide to pursue a career in the media and communications industry?
I found I understood it intuitively because I had been consuming and interacting with it for my entire life. It was a good fit. I feel passionate about what I do and that is a sure sign I am doing the right thing.
What features, both positive and negative, differentiate Brisbane-based media organisations to other national and international media hubs?
Sydney is where it all happens. Melbourne is where the creative community thrives. In Brisbane you get smaller budgets, less community and less opportunities. On the upside, it is an amazing city with a very positive community of amazing people.
What are some of the ways that you keep up with the constant technological changes and trends within the new media landscape?
I read PaidContent.org’s daily newsletter, have an active Twitter feed of smart people in my field and have an excellent group of people in my network who I catch up with daily.
What do you think about the relationship between traditional media and new media?
They are the same thing on different platforms. They both fulfill a human desire to learn and share. One is no longer as profitable as it used to be. The other one people are still trying to make profitable. It is an amazing time to be involved in either.
What changes do you see happening over the next five years in the industry?
Convergence of devices – computer, phone, camera, TV, stereo. It will all fit in your pocket. There will also be a significant shift to digital, an increasing value on understanding consumers and product diversification. From one newspaper for all, to many formats of news distributed across a range of platforms to many different people.
What are the most important/valuable skills that graduates can bring to your industry?
Be practical, not theoretical. Focus on relationships. Deliver more value than you capture. Work hard. Be efficient. Focus on one thing for long periods of time. Humility.
What advice would you give to people wanting to start their own business in this field?
Do it while you can. Do it while you are young. Go straight to the top, always find the people who have real weight. Be interested. Ask questions. Work really hard and build a community around what you do.