Friend, fellow filmmaker, documentarian, and all-around-good-guy Brad Lichtenstein has just started his own blog. His entry on "transmedia" covers the unique way in which he and his fellow cohorts are approaching their new venture What We Got: DJ Spooky’s Journey to the Commons. While your or I may not be familiar with the term "transmedia," most of us are familiar with its building blocks: Creative Commons, participatory culture, and even open source. It seems their goal is to not only raise awareness of "the commons," but also to engage the audience in a way that it might not even be appropriate to call them (us) and audience anymore.