Or Why the Disruption of Entertainment & Advertising could be THE BEST THING TO HAPPEN FOR ATLANTA
Here's a thought experiment from the aforementioned Nassim Nicholas Taleb: Would you rather jump from one meter ten times, or ten meters once? The smart choice is obvious—small risks, more control, and a better chance of success. This same principle applies to Atlanta's potential in the entertainment and advertising industries. As a rising player, Atlanta could take smaller, low-risk chances to establish itself, while New York and Los Angeles continue making high-stakes leaps that don’t always pay off.
But here’s the catch—this is all about potential. Atlanta hasn't won yet. If the city embraces its advantages—lower costs, a growing creative scene, and its status as a newcomer—it could thrive in the chaos disrupting the old guard. If not? Atlanta will just be a pleasant place to film the occasional blockbuster, but nothing more.
Why Atlanta Should Avoid Big, Risky Leaps
New York and Los Angeles have built their empires on massive, expensive projects—big-budget movies, network TV shows, and huge ad campaigns. But these ten-meter jumps are getting riskier. A single flop can send shockwaves through Hollywood or Madison Avenue. In contrast, by focusing on smaller, more frequent risks—making “one-meter jumps”—by backing indie films, smaller productions, and digital-first ad campaigns, Atlanta could very well find itself a leader in these industries.
Atlanta already benefits from Georgia’s tax incentives for film production, which have attracted projects like Stranger Things. What if the city leaned harder into that, creating a haven for smaller, experimental work? Even if a project fails, the cost is low, and the next one might be a hit. That’s how you play the game in the new media landscape: frequent, small bets that can pay off big without catastrophic losses.
Why Atlanta Needs to Play the Long Game
Taleb’s idea of ergodicity is about long-term survival—focusing on small, sustainable gains that avoid total ruin. While, New York and L.A. are vulnerable because they’re stuck in old models, Atlanta’s future depends on staying flexible and adapting to the new media environment. As streaming services, TikTok, and influencer marketing redefine the rules, Atlanta can build an industry that grows with the times instead of getting trapped in the past.
If the city creates an ecosystem that supports smaller, digital-first ventures, it could become a major player, outlasting the traditional giants that are crumbling under their own weight.
Embrace Chaos: How Atlanta Can Win Through Disruption
Anti-fragility—the concept that some systems actually get stronger from chaos, is Taleb’s most exciting idea, for Atlanta. That means recognizing that every disruption in entertainment or advertising—whether it’s the fall of cable TV or the rise of social media influencers—is an opportunity. Again, unlike New York and L.A., which are weighed down by legacy systems, Atlanta is nimble. If it can embrace these changes, Atlanta can take advantage of this chaos to innovate and grow.
But Atlanta has to stay scrappy. It can’t get caught trying to replicate the Hollywood blockbuster or billion-dollar ad agencies. If it stays small, takes smart risks, and embraces uncertainty, it could outpace its rivals. This is Atlanta’s moment—if it doesn’t get too ambitious, too fast.
The Path Forward
The world is changing, especially with regards to entertainment and advertising. I may be crazy, but I believe Atlanta has the chance to become a leader in entertainment and advertising, but only if it plays its cards right. The city needs to focus on iterative growth, taking small, calculated risks instead of trying to compete directly with the giants of New York and L.A. If it does, it could turn the current chaos into long-term success. If not, it may never realize its full potential.
Am I crazy? Maybe. But as the wise Waylon Jennings once said (I guess, sang)...
"I've always been crazy, but it's kept me from going insane
Nobody knows if it's something to bless or to blame
So far I ain't found a rhyme or a reason to change
I've always been crazy, but it's kept me from going insane"
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