Making Money on the Web

Indie artists, new-media journalism and DPI

Yes, the Internet is changing everything.

Following up on last week's post, my buddy Adrian emailed me to discuss some of the ideas in the post in more depth. He writes:

I think things are also in transition, and the piece speaks to that in a way - the 'answers' have not yet come out... the problems and opportunities in the democratization of the arts via the web. It's kind of exciting to be working at such a turning point; it's tough, but exciting to see the conversations happening, people inventing and creating ... like that indie singer/songwriter who managed to make 19k in 11 hours using Twitter, and basically just being creative. But she ended up making the money on merchandise - shirts mostly. Not selling her music. This seems to be the bottom line - the art is a promotional tool - you have to sell something which is not in endless supply (ie: an mp3). But, these can still be creative products which are an extension of your art.

Is this new arts business model? Selling items that are associated with your art while giving your art away for free? Then, magically, Trent Reznor weighed in on the same topic, in entirely different conversation elsewhere in the blogosphere:

The point is this: music IS free whether you want to believe that or not. Every piece of music you can think of is available free right now a click away. This is a fact - it sucks as the musician BUT THAT'S THE WAY IT IS (for now). So... have the public get what they want FROM YOU instead of a torrent site and garner good will in the process...

What's interesting to me is how everyone is trying to rethink traditional models of monetizing their practice in the age of the Internet... and I'm not just talking about the culture sector.

Case in point: journalism. Rebecca over at The Art of the Business points out an insightful article about the future of arts journalism today by András Szántó. He notes:

Amid the doom and gloom about arts journalism [...] innovations offer a glimmer of hope. There is no going back to the cultural and advertising dominance that newspapers once enjoyed. We should be mindful that the emerging landscape offers asymmetrical odds for art criticism (which can survive by the labour of individual writers) and arts reporting (which requires institutional firepower and protections). Writers will struggle to reclaim the access and influence they achieved with the backing of prestigious journalism brands. Even so, the faint outlines of a new system are starting to emerge.

This is a great article about the future of one sector of journalism. Everyone knows that this industry is under tremendous pressure, and a "new model" needs to be created. Although, nobody is quite sure what that model needs to be. There are various theories -- Jeff Jarvis recently wrote a book about basing all new economic models on Google's business model. In short: focus on networks rather than traditional distribution models and shift to an economy of abundance rather than one of scarcity.

An economy of abundance assumes that you can charge the least amount for a product or service by making it available to a nearly unlimited source of buyers (or users) via the World Wide Web. Very interesting theory. But... what if the access to the Web itself becomes limited?

This brings me to Deep Packet Inspection or DPI, an Internet issue garnering so much attention that the Privacy Commissioner of Canada has dedicated an entire website to it.

What is it? Essentially it's technology that allows Internet Service Providers' (ISPs), or anyone else I suppose, to examine web transmissions to figure out what kind of content is being sent. Today the Big 3 Canadian ISPs (Bell, Rogers & Telus) are defending their positions to the CRTC to use DPI technology. From what I understand, they want to disuade peer-to-peer file sharing. Their arguement is that it allows a small share of users to eat up a disproportionate amount of bandwidth.

Now, privacy issues aside, why would this affect artists', or anybody else's, attempts to monetize their practice on the Web? Well, DPI technology basically allows ISPs to "throttle" users at their own discretion. In other words, if your ISP believes you are using too much Internet, they can and will slow down your connection. And, apparently they can do this even if you bought a package marketed as "unlimited" or if you are using a small indie ISP, like TekSavvy or Execulink. If you want to know more about why and other politics surrounding this issue, check out this cool, informative post on Technology, Thoughts and Trinkets.

And, if you were planning on producing a play that, say, required you to upload a large amount of data to the Web in order for a variety of users to stream the production live... well, you'd be concerned about ISPs limiting users' access to the Internet too.

On the other hand, there are ways around everything, it seems. For you hackers out there, this is a link you might find interesting...

Looking for a designer

Plus a couple of other cool things to check out

Hey kids;
If you're a cool designer and looking for something challenging and new to work on, contact me.

Seriously: I'm shifting into heavy grant writing mode, and am hoping to produce a workshop of my play REALITY. I'm looking for someone who likes to play with lights, set, and costumes (all at the same time, please) and is based in Toronto. I've always had heavy design elements in my previous work, and I like to give designers lots of creative freedom. Plus, I really like meeting and working with new people.

That being said, I'm already working with a web designer and a video content designer, so as we develop our design concept, we all need to work together. Oh, and remember, all my big plans are contingent on funding etc. etc. (you know the drill).

Speaking of my web guy, he just updated his website: new design, new sections, new extention demos, and an interactive "style chooser". Check it out.

On the other side of the country, one of my favourite bloggers has just released a new e-book on social marketing for arts. Less than 20 bones, and worth every penny. But don't take my word for it: check out this glowing endorsement from Simon over at the Next Stage.

Back here in TO, the Fringe is almost here. You can find all of the play listings on their website, and other info (like getting tix, etc.) However, if you're looking for a extensive list of previews, check out Mooney on Theatre's ever-growing Coming to Fringe 2009 section on her blog.

Oh, and yes this maybe old news but... have y'all checked out The Room yet?

Later!

Is there any comparison? Part II

Mr. Ellis weighs in

A little background: Adrian Ellis and I go way back to High School, but have only reconnected in the past couple of years when I moved out to T.O. He's a wicked cool artist that composes for film but also composes and does sound design for theatre, most recently Staged & Confused's successful production of The Crackwalker.

Those of you that are interested in the nitty-gritty of the film composer's creative process should definitely check out his blog The Music Creative. I think its fascinating, and I totally dug his latest post on Music for Theatre. Oh, and you can also follow him on Twitter, you know, if you're into that sort of thing.

Aside from the fact that I think he's a righteous dude (and that we're planning to do some collaboration on the next incarnation of Superhero Live! as soon as I get this REALITY itch out of my system), I bring all this up because he wrote me an email the other day about my recent post that I wanted to share with y'all.

Check it out:

Hey Aaron,

You should open up your blog for non-Blogger users to comment!! ;)

(Aaron says: this is now fixed, by the by. Anybody who wants to post comments is now free to do so. Thx for the heads up, dude.)

I actually think this is a fascinating topic. Here are my thoughts:

Slimy producers vs. greedy wanna-be's

'If you build it, they will come'.

The producers see a need, and a cheap way to create programming that the public consumes like fresh baked double chocolate frosted cupcakes. As with most things that people lament about our consumerist, hyper-capitalist world, it is the public's acceptance, nay, requirement and hunger for entertainment in the form of sadism. They love to see people persevere and overcome, but even more, they love to see someone fail. This is what I find truly disturbing, not one opportunistic producer or fame-hungry stars in waiting, but the fact that people desire this highly negative, judgmental form of entertainment.

Why do they do it

Very very very very few artists have even the faintest clue about the music or film industry. There is an incredible deficit of proper and realistic education about the ins and outs, pitfalls of 'The Biz', and resources and strategies for success. Instead, people are transfixed by the myths and false promises of the industry - the big bucks and fame, that somehow, magically and by their (supposed) talent, they will be found, recognized, and in every way shepherded (bum patted) to success. Beyond this, even if an artist is somewhat educated about these things, they are not in any way prepared for what to do when 'it' does happen (you've won the lottery, now what?). A career is an incredibly difficult thing to manage, and even if you 'make it' a lot can happen. To make it you have to have a plan, and a sustained career has to have a plan.

So to answer your questions:

I'm trying to figure out what drives people to Reality-TV, despite the overwhelming odds and risks associated with it. Is it the money? Is it the lure of fame? Is it something else?

What drive artists into our profession, despite the overwhelming odds and risks associated with it? Is just passion? Is it the lure of fame? Or is it something else...


I think it's ignorance of the realities of the industry, and moreover, of the nature of reality tv. Recently, filmmaker friends of mine wanted to join the 'On The Lot' program, where filmmakers 'compete' against one another in order to have a film produced by Spielberg (or something, can't remember). I said, forget it guys. They really thought it was a shot at fame.
1. It's a lottery,
2. The best do not always win
3. The producers aren't interested in making stars, they are interested in making dramatic television that retains a high viewership. They will put you in positions that will make you look terrible (by design or post-production), and at worst will cost you your integrity and any real credibility you might have. Do you think the 'winner' of this show will have real clout in Hollywood? Never. It's a joke. They really had no clue what it was really about.

People have stars in their eyes. Everyone believes they have a special talent that is unique and will be recognized. The truth is, no one cares. You have to fight tooth and nail (just like any other entreprenuer!!!) to make your art heard/seen/cared about. Go online and check out some unknown indie-bands on myspace or whatever. There are tens of THOUSANDS - and many are good, if not great! Why are they not famous? Well, they can't ALL be famous, even though they 'deserve' it.

As far as the non-reality star chasing artists are concerned? Man, it takes all types. Let's assume they know the odds of the industry. Well, you gotta still somehow believe that you are going to have a go at it and make it because of god knows what reason. Faith, I guess? Yea, some are in it for the money, some the fame... more are starting to get it that those days are probably over, but there are real ways (hello, Internet distribution/marketing) to make a living - but it's hard and will take tons of work. Me? I do it because I absolutely LOVE what I do, and I want to spend as much time as possible being creative with the BEST creative people - and that means, doing it professionally. I no longer chase fame/fortune - I know the chances are miniscule, and mostly dependent on luck. But, I do know if I bust my ass and do the best work I can, I have an ok chance of at least making a decent living doing what I love.

CHEERS!

Adrian