Whenever people talk about the internet, file-sharing, piracy and the like, the argument runs in circles. Some people say that the mainstream media has nothing to offer us and is all crap while others point out that there is something of value since people are downloading it. Then the question comes back to the question of distribution and cartel pricing practices.
My two cents on the matter is that good stuff can be produced via the corporate system, almost as an accident. Up until now, the larger corporations controlled the means of distribution. If you did not play ball with them, your product would not move. For more complicated ventures, they also controlled the means of production. A talented individual could self-finance his own album even if he couldn't get anyone to carry it but no director can self-finance a Hollywood blockbuster action movie. Indie filmmakers may not get any studio money to make the picture but they need national distribution to make any serious money off of it; one of the major studios has to pick up their picture. Video games fall into that mix as well. Years ago, an A+ title could be written by a teenager in his bedroom. While small teams can still put together some interesting games, the A+ blockbuster titles these days have budgets approaching that of major pictures, anyhwere from $20 to $40 million. As the hardware continues to improve, it becomes more and more expensive to put together something that astounding rather than yawn-inducing.
The Internet has already blown the doors off the distribution model and computers are still chipping away at the cost of production. What changes have you guys seen in recent years, which predictions have you not seen come to pass, and what are you looking to see in the future?
Here are a few thoughts I've had on it.
1. So far the net has been good as a hype tool but the payoff is still seen as getting a gig in conventional Hollywood. I'm not seeing people making a living simply off of internet exposure and commerce unless you count the porn stars. I guess this might be a valid comparison. In times past, to make money in porn you had to sign with a major studio. Amateurs are putting sites together and selling online, bypassing the traditional production and distribution chain. But will this remain unique to porn or will mainstream artists be able to get in on it, too?
2. I don't think I've seen any huge breakout artists make it big from Internet exposure. Sites like Youtube should make breaking out all the easier because word of mouth can spread via message boards, IM, and office email. We've seen funny clips like dancing babies, funniest home videos and the Star Wars Kid become zeitgeist celebrities but so far none of that has really translated into lasting cultural relavance.
3. There needs to be a way to translate interest into dollars. On the bright side, it should take less dollars to support a small troupe of artists and performers than an entire corporate behemoth. But will people be willing to pay for it? We see the itunes store, that's a start, but I personally think the prices are too high. Then again, I don't have cable. Other people might think the prices work out if they ditch paying full freight for cable with all these channels they don't watch vs. just paying for the shows they want ala carte.
4. Where is the Monty Python or Seinfeld of the net age? (Note: I don't care for Seinfeld but it is insanely popular.) There are some funny people on Youtube but I've yet to hear of any of that moving beyond there. Even stuff like Lonelygirl15 seems more like flash in the pan rather than lasting success. Happy Slip (
http://happyslip.com/) is very funny. I'm not sure where it will go, though. There was an effort to put out an internet TV network back in 1999, I think they called it DEN or something like that, but it flopped bigtime. I think part of the problem was the low broadband penetration at the time.
5. Last thought I had, Lucas made his money off the marketing, not the distribution of Star Wars. Back when I was a kid, the cartoons were basically 30 minute ads for toys interrupted by ads for yet more toys in the commercials. Hasbro and Kenner could have given the shows away and still made money. Everyone gets all caught up in the piracy argument with TV and the net but what if the manufacturer just gave the show away to begin with? Consider it advertising for the merchandise that cannot be easily duplicated. Not sure if the numbers would support this or not.
The perspective I'm coming from with all this, I like to write. I haven't had much time for it being busy with work and the like, but it's something I enjoy. A lot of the ideas I have aren't happy on paper, they'd be much happier in a visual medium. Ah, but that takes money. Since nobody is going to give you money just cuz they want to be a patron of the arts, you have to pay the freight. I still tend to see myself in the Bill Hicks camp when it comes to marketing. :)