Crowdsourcing works when there are large audiences buying into a product they value.

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In other words, Facebook offers a greenfield of new audiences, with an overall reach large enough that they can target narrowly and still reach millions of people.

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In fact, audiences both large and small thrive on direct interaction with a speaker.

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As a musician myself, I am always looking for ways that artists can bring their creativity to large audiences directly.

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Though there is a large South Asian population in Britain, says Nahata, the productions must be able to attract audiences outside the immigrant community to achieve those numbers.

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