Last week at Vidfest there was lots of talk about content. Who makes it, who takes it, what happens when it forms the basis for new work and who owns what. Everyone had their own say and perspective of course, even the lawyers.
Terry McBride, CEO of Nettwerk Records, speaking from ‘the future’ together with the ex-head of Electronic Arts, Don Mattrick, talked of “crowdsourcing” whereby companies place the raw materials such as footage and music online and let fans create the music videos, etc. All the company has to do is pick the best one and release it.
During the Q&A someone suggested that plan might propagate a system of “fan-based sweatshops”. It seems to have the same stench of spec work, especially when McBride stated that he would no longer need to hire designers, just a couple of coordinators. Sure, some decent work might arise, but where is the craft and the skilled professional in all this? Why would someone who makes a decent living doing design or film take a chance doing this for no compensation other than the promise of a little recognition? It may be the exception not the rule that they might. For a time, perhaps crowdsourcing will work as McBride envisions it, but it’ll be fleeting once the novelty wear off. Companies will eventually resume soliciting talented professionals in efforts to once again rise above mediocrity to create a unique position and dazzle audiences.
Speaking on a panel about digital content, Flash design wizard Joshua Davis referred to an emerging band he was working with. He describes his reaction to the band telling him they were planning to give away all their music online. He was incredulous until they explained. “You see”, he said, “the band realizes that the reality of signing with a record label is that they are on the hook for all costs the label incurs promoting them, and frequently ends up owing the label money.” Hence, bands make most, if not all, of their money touring. So, they build up their own audience and then go on tour to make their income.
Perhaps the only shortfall in that model is that the band will have to find their own source of financial support for the tour, but there are other places than traditional record labels to get that. As content moves more and more into the digital realm, bands and individuals are gaining a level of power like never before. In fact, if you develop a strong social network and a sphere of influence, your potential is limitless. Surely bands can tap into this in order to promote themselves as the next big thing. If they have talent, it will be recognized.
Interestingly, McBride also has a model for releasing content for free. His model is based on sending it out via p2p networks, but wrapped in advertising. The advertising is the revenue model. Maybe this will work for established bands, but clever emerging bands will eventually win out if consumers have a choice between great music with ads or great music without them.
Posted by Ben Garfinkel
Tags: Events, Marketing, Music, Technology
Ben Garfinkel (June 23rd, 2006)
There are probably many examples of ‘crowdsourcing’ out there. This morning I came across this one specifically for music videos.