The common wisdom is that technology killed the music business, and it’s about to do the same to movies and television.

But the same set of tools that brought down entertainment giants could save the industry as independent artists take control of their own careers with newfound access to iTunes, Hulu and other new entertainment outlets.

How technology is reshaping the entrainment business will be the focus of a panel discussion called “Making Money Off Media: The Future of Creativity in the Digital Age” on Wednesday, Aug. 24 in Pismo Beach. The event is being presented by Softec, the technology industry group for the Central Coast.

Speakers include Lori Jordan, CEO of Red Staple, a firm that provides independent record labels and film producers tools for packaging their creations for digital distribution. Also speaking will be Mike Wald of Oniracom, a firm that handles the online presence of Jack Johnson and many other recording artists, and Justin Couto, CEO of Couto Solutions and an expert in online communities and social networks for businesses.

Moderating the discussion will be Stephen Nellis, technology editor for the Pacific Coast Business Times.

The event will be held at the Ventana Grill in Pismo Beach. Tickets are $35. For more information or to register, visit www.softec.org.