Spotify’s latest move to make all of its services free (since they raised a quarter billion dollars) is just the latest strike against paying for content.
For a while now the perceived price of content has been under fire.
On the one hand information wants to be expensive, because it’s so valuable. The right information in the right place just changes your life. On the other hand, information wants to be free, because the cost of getting it out is getting lower and lower all the time. So you have these two fighting against each other.
Note the part that stuck: “information wants to be free“. Ugh. But also notice that in the next sentence, he talks specifically about distribution.
While Brand was referring to the cost of distributing the information – the meaning of this has been stretched and pulled like taffy over time to extend over to the cost of the entire creation of “information”. And since this quote – all kinds of content have morphed from physical media – LPs, CDs – VHS tapes, DVDs, printed books, magazines – to information. So, its true – while the cost of distributing the information has approached zero, only in some of these areas has the cost of creation actually dropped.
For example, it used to require musicians for an artist to record, mix and release tracks of music. Recording studio space had to be secured, costs were high, as was the barrier to entry. But nowadays, free and low cost software can turn anyone into the next Skrillex (well not anyone, you need to still have the talent). In that industry the costs of creating the media have dropped, as in film. The technology required to make an independent film has dropped precipitously, so as above, anyone with a little talent and a smartphone can create a compelling vision. Not so much for writing though. The craft of writing really hasn’t changed all that much – sure the tools have gotten more sophisticated, but unless someone has created some kind of automatic writing engine which just takes concepts and spits out stories (I’d pay real money for that one), that mostly requires butt-in-seat time.
In all of this content creation – we may have shaved down the cost of the recording and distribution – but the time – and time IS a cost – and skill of the artist required to produce quality work – have remained the same. The skill to write a good story, to take a great picture, to produce an awesome track, to move people emotionally with film – those things have great value. It is my assertion that that value is being whittled away, bit by bit, by the audience – who just look at the recording and distribution costs nearing zero, as a reason that the entire cost of the object, including the time and skill the artist put into creating the work also should be zero.
When these things were physical objects, people gladly paid for them. For some reason, now that they are information – people want them to be free. We can lay the blame for this cheapening at the feet of many places – the distaste of people for what they perceive are the excesses of capitalism, the wrecking of the concept of a free market by places and services like Fiverr and iTunes, the open source and shareware/freeware software movements (on the one hand, the unfettered exchange of software is a great thing – but on the other hand, there are thousands of programmers out there, who, slave like, code for no compensation. And when people get used to you producing something for nothing, then why pay something when you get something for nothing?)
How do Fiverr and iTunes wreck a market? In a true free market, (like eBay, which is not perfect but closer to a free market) prices are set by an agreement between buyer and seller – they agree to a price where both the buyer and the seller walk away pleased with the deal – the buyer getting fair value for their money and the seller getting fair value for the time that they put into creating the product. Even fixed price markets, like Etsy, allow a seller to set a price – and there is even room for some negotiation. Places like Fiverr, where every service is one price, perverts this beautiful process, by forcing every product, content and service from shooting a video, or recording an audio track, to writing a blog post or a short story, to a single price. This sets the value ahead of time – no matter how much effort the seller does or does not put into the creation of the content, the price is the same. And in order to provide good value to the buyers, the sellers typically over deliver. Expectations are incredibly high, and the review and rating mechanisms are overly harsh to the sellers.
Since often these marketplaces often feature one of a kind created physical items, even those items are tarred by the same brush – even physical item prices – original works created by artists – suffer the same fate.
The artists are constantly getting screwed down. Probably partially based on the mistaken belief of the buyers that the full “costs” (as opposed to just the recording and distribution costs) to create a musical track, a video, or a book, or a photo, get lower and lower, the “price” a buyer should pay should also get lower and lower. Eventually, buyers will expect all content to be near zero – or even free.
There’s been a recent meme floating around the internet from a photographer, tired of his customers expecting him to work for very little or free, wrote and posted an ad on Craigslist asking for people to work for him for free, since everyone expects him to work for free – or very little:
Titled “Pro Photographer Looking for People to Do Their Job Without Pay,” the photographer decides it’s turnabout time. “I am a photographer,” the shooter writes, “and since people are always looking for free shoots I assume that they must also do their job, or provide their services, for free.”
“I am looking to hire all types of people to do all sorts of jobs for me, as long as I do not have to pay anything,” he continues. “Just think, you will gain more experience, and I will put the word out for you and let everyone know what wonderful work you do.”
I know a number of photographers, writers, videographers and musicians who are seeing it too – although the time and skill to create quality content has not changed, the price expectations has truly plummeted, to the point where one can no longer support oneself creating content, unless it’s a physical object. Only physical objects seem to hold more value, and the market which prefers physical objects is getting smaller and smaller.
What is the future path for content creators? Do they go down the path of open source developers and give their content (source code) away for free, only to make up the money in other ways (training and documentation)? I’ve read plenty of articles about how bands can’t make a penny on selling music, but make up their money in concerts and sales of physical goods. But what about writers and others? Even now, a book making its way up the charts Write, Publish, Repeat, is advocating giving away your first books for free, in order to satiate an audience that wants everything for nothing. I’m not sure that simply bowing to that pressure is the right way to go – which is why when I published my first fiction book, I priced it at what I thought was a reasonable amount, which would pay for my time and skill in creating the book.
In 2007, I filed for a patent on an idea to create a true media marketplace, where content creators and content purchasers could reach a fair price on the cost of the content – pleasing both the buyer and the seller. Since then, we’ve culturally forced down the cost of content to the point where a system like that might never allow the content creators to receive full and proper value for their time and skill.
There may be some solution for content creators in a crowdsourced environment, where some kind of bidding system would allow both the creators and the buyers the ability to reach a reasonable price for content – allowing the content creators to continue to do what they do best – create quality content – and give the buyers better content at a reasonable price.
We simply need to bring a true market back to content, and stop pushing the price near zero. We have to reassert the value in the time and skill required to take that beautiful picture, write that moving story or lay down that groove. Like never before, we have the technology and the networks in place to create a true free market for artists. Who will take the first step?