>> Narrator: Live, from Las Vegas, it's theCUBE. Covering NetApp Insight 2017. Brought to you by, NetApp. (upbeat music) >> Okay, welcome back everyone, live here, in Las Vegas, at the Mandalay Bay Convention Center, it's theCUBE's exclusive coverage of NetApp's Insight 2017, and I'm John Furrier, co-founder of SiliconeANGLE Media, and co-host of The Cube, with Keith Townsend, my co-host all day today, going until seven o'clock, here with NetApp Insight. We have a special segment, we had an opening in the segment, so we're going to talk about communities. In light of the tragedy in Vegas, that happened, really, on the doorstep of the NetApp event, and they've handled it with great class and respect. The show must go on, as they say. As the community comes together, we wanted to have segment on communities, and the role of communities. This is something that, as you know, at theCUBE, you know it's a real passion for us. The role of the community, and as well as Keith, it's important to know who your peers are, your "peeps," or whatever you want to say, and that's important because you look at the society today, it needs to change. And I don't want to re-hash our our intro on our thoughts on the massacre, but you know, the key trends that are happening in Blockchain, for instance, really highlight something that I want to talk about, and that is, know your customer, and anti-money laundering. Not that anti-money laundering has anything to do with communities. It speaks to the new culture of anonymous. A lot of the underbelly and future trends are around Bitcoin and Blockchain, and that's great for anonymous transactions, of which the outcome is money laundering. So there's two major trends in Blockchain, anti-money laundering and know your customer. This is about communities, and all the success in this cryptocurrency is about communities. The success in the enterprise we believe, and B2B marketing, and in general, in society is, know who your neighbor is, know who your community is, know who your peers are, because we have to be aware of each other, because if we see a crazy guy, we have to report it. >> That's right. >> You know? Role of community is going to be instrumental. Annalisa Camarillo is with the NetApp team. You're in the community business, you're in the content business. Content and communities go hand-in-hand. Thanks for coming on theCUBE. >> Of course, and thank you for having me. So, I've thought about content, for a really long time. One of the things that comes to mind that I explain to my family, is really that I'm thankful to be living in this era, where content is, sort of becoming democratized, right? Where we've given people communities, the ability to talk, the ability to communicate whatever's on their mind. In your case, as you were just saying, when there's accidents that have happened, when there's tragedies and things like that, that take place, they now have, are equipped with the tools to be able to communicate, to be able to do something about that. Which has changed the way content is now seen, right? One of the other things that I hear a lot is, "Content is king." And the way that I see that is, I don't think content is king, I think customers are king, audiences are king. I think context is queen, and then I think content is just the result of what we've done as a society, to now allow the microphone to be given to the communities, right? Let them share their perspective. >> And content is data, too, so you bring up context, context is queen, I love that, I haven't heard that before. But content can come out of engagement, new content. And if you look at the fake news, and all the critique out there, the Russians, they didn't really hack the election, they took advantage of Facebook, which is not a real context, they don't do original news, they're a data platform for people to hook up with people in high school, get connections, so original content and communities also provide data because, if we're contributing content and people applause, okay, which, Medium has that new feature which I love, and then you know it's good, if no one claps, then it fell flat, so that's data. >> Exactly. >> And so you start to see how the world's changing with the data. My son said to me yesterday, he says, "Dad, you're from the generation that uses search engines." (laughter) "You actually type keywords into a browser that go through results and sift through things?" And he's got a good point. >> Right. >> The world has changed on how people discover organically through peers and relationships, there'll always be batch marketing, I call it, search, email marketing, funneling, but users know what that means, they're walking on the lot to buy a car, they get jammed up, but now they want to just talk to their friends, "Hey what do you think?" "How do you make sense of what happened, or what's happening?" "Who's involved, what does it mean to me?" >> So my son, who's 10 years old, he actually only uses voice assistance for all of his searching of content. He does not text anything, he does not type something into a search engine, he talks to his phone. And so if he wants to find the latest, fastest exotic cars, as an example, because he loves exotic cars, he'll ask for it on his phone. So voice assistance, digital assistance, all of those types of technologies that have now been brought to market are going to be the new ways that audiences and communities engage with content, right? And so the interesting thing is that if he's interested in knowing what is going on in the world, if he's interested in knowing what's going on in the neighborhood, he talks to his phone. So he avoids advertisements, he avoids information that may be- >> John: They have Ad Blocker on all their browsers, I mean, ads are dead. >> The days are so different. What does that mean for NetApp? So this gets back down to my view on B2B marketing, I think the batch stays around but this real time thing is organic, it's community-based, so the role of the communities are going to be more important than ever. As I said on the intro, the monologue, know your customer is a part of things like a BlockChain, banks do it for fraud, we should know our people in our communities, and it changes how we engage. >> Annalisa: Right. >> What is NetApp's customer? It's broadening...you have to serve your traditional storage admin and then you're broadening out to a new customer, what does that mean about the types of content you guys create and where you place that content? >> It means we get to have a lot of fun. It means, to be honest, so I'm not a marketer by academic background, but the marketing that I'm now doing and that I'm participating in is one that I love and I love it because it's now more about human behavior. It is about telling stories. It is about bringing journalistic value to content. Just telling the story, right? And so our audiences now get to interact with content that I think is more direct. That I think is truthful. That I think is transparent. And it's all of those kinds of attributes that I think technology has helped break through, right? Because I appreciate being able to choose what I consume, and I think choosing what, our customers choosing what they consume, a lot of it is going to be driven by data and the way that we use information to teach every marketer who the audience is and what they actually what to know. So data analytics and marketing in particular is really big at NetApp right now, and so we're paying a lot of attention to prescribing content to the reader, and being more of a reader advocate than being a company who's focused on selling and selling products and pushing products. But really understanding what is at the heart of our customers' needs, using the information we have on who they are and what they want, and delivering that and only that, right? And letting them interact and go on the journey with NetApp in the way that they choose to do it. And so I think that that's exciting in my opinion. That's the kind of content I want to write. That's the kind of content that every marketer is going to have fun with, right? The day and age where, now, I am free, I'm free to tweet what I want to tweet, and share it with my tweet friends, and I get to knowledge-share, I get to communicate with them in real time, and so a lot of those things I think are very exciting about the new era for marketing... >> John: And the B2B marketing opportunity, too, for your customers, if they want to be collaborating, because they're in a discovery. The old way was discovering, was like I said, search, you navigate to a webpage, or a landing page, or whatever. Now it's conversational. >> Annalisa: Right, exactly, real time conversation. >> So storytelling and attention's one thing, but if you do too much attention, people are like, "I want value." >> That's true. >> I want content and value. >> That's very true, you don't want to be over-scripted. And you want to just let things happen organically. And so organic experiences, I think, is another thing that we've talked a lot about. Take this event as an example. We let our heart lead, we put our best foot forward, and everybody is really rallying around that, right? Our customers really just want to know that we're a company with heart, and that we pay attention, and we're listening, and we're aware of what's happening around us, and that's the kind of content they want. >> And you guys are great, thanks for working with us. We appreciate the opportunity to come here and thanks for sponsoring theCube. >> Thank you for having me. >> We believe that events are no longer one and done. On digital it's ongoing. >> Annalisa: Right. And certainly events do happen, and we will constantly be working with the community. Community model, theCube, that's our passion. Here at the NetApp Insight 2017, I'm John Furrier, stay tuned for more coverage, here live at the Mandalay Bay, after this short break. (upbeat music) (upbeat rock music)

>> Narrator: Live from Las Vegas it's theCUBE covering NAB 2017. Brought to you by HGST. (techno music) >> Hey welcome back everybody. I'm Jeff Frick and you're watching theCUBE. We're at NAB 2017. A hundred thousand people, Las Vegas Convention Center. The place is packed from top to bottom, 3 halls, 2 floors. Hopefully you can find theCUBE if you're looking to find us. It's hard to find it. A lot of people here. We're excited to be joined by I think the best title of anyone that we've had on the show over the last couple days. It's all about content, but at the end of the day you got to find content creators. And we've got one here. Lucas Gilman lists as adventure photographer, filmmaker, and G-Technology, GTeam ambassador. Lucas, great to see you, thanks for stopping by. >> Thanks for having me. >> So tell us a little bit about your company. I know you're an independent photographer, videographer. Some of the work that you do, some of the stuff that keeps you busy from Monday 9 to 5. >> Exactly. So a small film production company. We also do stills. So it's sort of a one-stop shop for a lot of brands that I work with. We're basically trying to service everything from still images for advertising purposes and commercial purposes to video for commercials, advertisements, and/or stock use. >> So as you look around, the ways that you can now capture imagery, I'll just say as a more generic term, with 360 cameras and drones and regular photography and GoPros and all of this different stuff. I mean, what a palate of tools that you have to work with. >> It's amazing how the technology is really changed. I remember that when I first started out in the photography and digital photography, we would have 16 megabyte cards and now I'm using SanDisk cards that are 256 gigabytes. And the -- >> The 1 T's are coming, I keep seeing >> Lucas: Yeah, yeah exactly. - the 1 terabytes are coming. >> We're excited to get some of those. (laughing) But yeah, it's crazy that sensor technology keeps getting better, more pixels, more data. Which really throws sort of another monkey wrench into your solution because the cameras are getting higher capacity every year. We just shot a project in Iceland with a RED 8K Helium camera. That's a 36 megapixel still camera essentially, but shooting 24 frames or 30 frames per second of data. So we're talking, we shot 24 terabytes in a week. (laughing) >> 24 terabytes in a week. >> Lucas: In a week. >> Yeah so definitely adds a whole other layer of complexity now. Because now you can shoot so much, you can shoot at such higher res. Now you got to capture that stuff, you got to store it, you got to manage it. >> Lucas: And back it up. >> And back it up. >> And because, it's digital right? It's ones and zeros and once those are gone, they're gone forever. So my typical strategy is to have everything in three places. It's kind of the rule. Two, usually in the office. We have a primary copy and then a copy that doesn't ever go anywhere. And then we also have one off-site, so in the unexpected event of a fire, flood, tornado, or getting robbed or something like that, you still have those assets at home. >> Right, right. So I assume that's how you got involved with G-Technology to begin with. >> Yeah, it really started with when I was younger I had an unfortunate incident where brand X had a failure and I went out and found these G-DRIVE minis, which are amazing. I buy three of them per trip. And I reached out to them and sort of told them the story and they had this team that they were putting together and I was fortunate enough to be asked to be a part of that team. >> Okay so what's the mission of the team. What is a GTeam ambassador? >> The GTeam ambassadors are basically, they pick people in different disciplines whether you're a wedding photographer, or a filmmaker, and they basically pick people that are hopefully the best at what they do. Because as a photographer and a filmmaker, I'm out in the public a lot and people ask me, "What kind of camera should I buy? What kind of hard drive should I buy?" So our mission is to go out and educate people on not only the products we that use in our workflow that we rely on for our livelihood, but to really educate people and say, "Hey, you know I know you may never be shooting the Tour de France or going to Iceland and shooting expedition but this is how you could back up your images from your wedding or your kid's soccer game or something like that." >> Jeff: Right, right. >> So sort of an educational role as well as hopefully a little bit of inspiration as well. >> Right. And when it comes down to it, you mention that you used another product that failed you. That's like the old days and you forget to save your Word document, right? It only happens once. >> Lucas: Exactly. It happens once. (laughing) >> It's a very painful experience. >> Right, right. So I mean, is it just reliability? Is there something else in these G-DRIVEs that you like? Obviously reliability is A number one but is there more to it than that? >> Totally. So I was really drawn to the G-Technology because they're really the only ones, or were the only ones, that were putting enterprise class hard drives into enclosures. And people say, well what's the difference? And to me, you're getting a professional product. It's something that's going to last longer. It's meant to be put in an enclosure, in a RAID array. Because like I said, everything needs to be backed up and once it's gone, it's gone. And face it, there's a lot of people that want to be photographers these days. And filmmakers. And I can't go to a client and say "Oh it didn't work out." You know? (laughing) There's no take two. No second chance, you know so. So I really, it is the backbone of my business. Whether you're a restaurant or a photographer, you are providing a product or a service, and if it doesn't work out for somebody, they're not going to come back. >> Right. And it is so easy to go to the alternative. Now what about about Cloud? Is Cloud part of your workflow? >> It is. I'm getting more and more into it. I'm using different resources. But I don't rely on the Cloud as my primary backup. It's a way that's convenient for me to get images to clients or video clips or finished products because then I'm not shipping a drive across the country via FedEx or whatever. So it's another tool in the arsenal. I don't rely on it exclusively, but I feel like it is an important and powerful tool to be able to distribute assets and at the end of the day, make it more convenient for everybody involved. >> So what did you say, 24 terabytes in Iceland. >> 24 terabytes. >> What was the coolest part of that trip? >> Ice caves. >> Ice caves. >> We went into these caves that literally have streams coming out them that the ice they were saying is like 10,000 years old. And you're like the first person to touch this ice. It's really, really crazy. >> And how many people on that shoot? >> We had 6 people. So we had a professional athlete, a surfer. I typically shoot adventure sports and travel. So we brought a professional surfer, we had a MOBI operator, a camera operator, and a grip, - [Jeff] Right. >> an assistant to help out. >> I'm just curious your point of view, right. Even in commercials and advertisements and stuff, still a story narrative, right? It's got to be part of the equation. It's what pulls everything together. >> Story is king, and the second part of that is the quality of the production has to be there. Whether it's the video quality, the content, and/or the sound, all those things are integral keys to being successful. >> So do you find... I just, you know, there's so many toys here. It's like toy heaven for production people. Is it easy to get distracted from the storytelling because of all the toys? How do you begin to integrate and experiment with drones, whether it's your footage, or some of these other tools, and yet kind of stay true to a beautiful narrative that someone's going to be interested in consuming. >> Well it goes back to that thing we were all taught. KISS, right? Keep it simple, stupid. We use drones. We shoot in the water. We use all these tools. But the minute that that tool becomes so heavy that it takes away from being able to tell that story, that's when we've got to be careful because you can get sucked into trying to do a steadicam shot or a MOBI shot all day and all of a sudden you've wasted a whole day if something's not working. So you got to be consistent about what the vision is and your storyboard is because, yeah. Walking around the halls here there's a helicopter you can ride in now all of a sudden. It's like a mini drone. And, I do feel like a kid in a candy store. But you need to make sure that you're not getting so focused on the technology that you're not focusing on that storyline. Because that's really what clients will come back for. It's because as a creative, anybody can go out and automate things and make drone shots and this and that, but it's that story that really ties it all together. >> Right. And I think it's just really interesting how your photography background, more freely into multimedia, right? Which includes video and all the permutations that there are. I saw a cool thing where I guess you can unwrap the 360s so now you get this new kind of artistic, kind of ball impression. So the options are so huge for you right now. >> Yeah, it's really, the sky's the limit. As a professional, I need to make sure that I'm staying up with technology because really the technology is so accessible now from people taking images with their cameras and/or videos. I need to make sure that I'm setting myself apart from that demographic by doing something as a professional that is something that they can't offer. >> Right alright, I'll let you get a plug in so we can go in and see the Iceland footage. Where should people go to take a look at some of your work? >> So they should go to gtechnology.com. There'll be that Iceland. And they'll also be some workflow involved in that video so the people might actually learn something about what they might do to back up their images and/or videos. >> Alright Lucas, well hopefully maybe you got an extra room for a gofer or something on your next trip. And I can come help schlep pumpkins for you. Alright. Lucas Gilman, thanks for stopping by. >> Thanks for having me. >> He's Lucas Gilman and I'm Jeff Frick. You're watching theCUBE. We're talking about G-Tech and really cool movie making, media making. It's all about media and technology here at the NAB 2017. Thanks for watching. (techno music)