Everyone is talking about media convergence but few actually know what it means. An even fewer number of people know know how to leverage the concept of convergence in modern entertainment and entertainment marketing.

Well folks, if you want to learn how the concepts of convergence and transmedia storytelling can be leverage in the modern entertainment space, you need look no further than the trailblazing work done by the Electric Sheep Company.

For all you Second Life naysayers, open your minds and look beyond what is right in front of you. This is not about Second Life. This is about non-linear, cross platform, participatory storytelling.

A new age of media has dawned and at the heart of it is NOT consumer generated media. Consumer generated media is only a part of this new age of media. One of the most important tenets of this new era is the ability to tell stories that incorporate all of us. After all, the best stories are a reflection of the human condition, so why not involve these same humans to help sculpt the stories that entertain us.

Tags: the electric sheep, CSI Miami, I am legend, transmedia storytelling, convergence