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Why Artists Should Hate the Internet

Posted: 12/17/11 06:41 AM ET

Thanks to the Internet, the human race is essentially all globally connected. Information is being shared at a rate and on a scale that no one dreamed possible, and we have virtually endless variety when it comes to online material.

A lot of good has come from the Internet.

However, as we continue to blindly embrace this progress as a good thing, there is a troubling tendency to ignore those being adversely affected by it: namely, artists.

As technology advances at breakneck speeds, so do the means by which we produce and consume information, and the supply of readily available artistic content. The result is that contributions from artistic communities, simply by virtue of being everywhere, are continually devalued.

I'm not speaking strictly about the sheer volume of "art" that the Internet has spawned. Certainly it is detrimental to the arts that any hipster with a blog, a camera phone, and a penchant for eating at restaurants might with some degree of nauseating confidence now refer to herself as an "accomplished writer."

And it is with no small degree of rage that I acknowledge that any nerd with a tripod and a YouTube account might now call himself a "filmmaker." Without a doubt, global access to the Internet has introduced the world to a new understanding of "bad art" (no offence, Zombo.com).

But that's only part of the problem.

By so enthusiastically embracing this newfound ability to share everything, artists' work is being inherently devalued in the rush to simply "get it out there." In fact, as the Internet evolves and continues to provide a plethora of tools and avenues with which an artist might share his or her work, artists are actually getting screwed.

And the worst part is we're doing it to ourselves.

By creating our own Photoshop art to put on our Tumblr sites, designing our own WordPress websites, uploading a new track we just recorded to MySpace (for the six people still using MySpace), and posting our short films to YouTube, artists are essentially flooding the market with our products -- and we're mostly doing it for free.

Indeed, we've entered an era where media providers no longer have to compete with artists to provide content for their outlets, and instead, artists ravenously compete just for the privilege of having their work used for free.

We've happily traded income for some abstract notion that exposure is its own reward, and media companies are cashing in.

The argument can of course be made that increased exposure leads to more opportunity to find paying gigs, but the reality is, with media content increasingly shifting to free, online sources, how many paying gigs are really left for artists and writers?

Witness the long and steady decline of printed news: major newspaper chains are reporting severely declining advertising revenues and it doesn't take a genius to trace these figures back to increasingly popular online news sources.

The need to pay people for their writing is only going to decrease as the amount of intrepid, online, wannabe journos happily hammering away at their keyboards continues to grow. Why pay a journalist to write the story when you can find a kid on the Internet thankful to do the same work just for the opportunity to say, "I've been published!" and share the link on his Facebook page?

This is not to say there are zero paying gigs out there. There are of course some paying jobs on the Internet. With revenue sharing on sites like YouTube, artists actually are being provided with a means to get paid for their work, and some might argue that's access to revenue that they would have never had before. And that's true, to some extent. YouTube's "Partner Program"enables creators and producers of original content to earn money from their videos on YouTube through revenue sharing."

And that's great.

In fact, last year, a study revealed that there are actually 10 independent YouTube users who made over $100,000 from their videos from 2009 to 2010.

But really, when you consider how many people use YouTube, those that make a comfortable living wage from their efforts are still far from being the norm. In fact, 10 people breaking the $100,000 mark seems shockingly low when one considers the following from Mashable.com:

As of February 2011, YouTube has 490 million unique users worldwide per month, who rack up an estimated 92 billion page views each month. We spend around 2.9 billion hours on YouTube in a month -- over 325,000 years. And those stats are just for the main YouTube website -- they don't incorporate embedded videos or video watched on mobile devices.

To try to give you some perspective, (also according to Mashable.com)more content is uploaded to YouTube in a 60 day period than the three major U.S. television networks have created in 60 years,

So should we really be thankful that 10 users of YouTube, a company recently sold to Google for $1.65 billion, make over $100,000?

The truth is that even companies like Google and YouTube that do make some effort to reward their users are handing out a mere pittance compared to what they will ultimately make as a result of the traffic that millions of providers of free content will drive to their sites.

In effect, by continuing to provide our work for free, we allow these companies to continue to drive down the already paltry sums (if any) with which they reward artists, writers, and musicians.

So, if you are an artist, or a writer, or a musician, please think twice before you happily upload your latest masterpiece. Sure, you're anxious to share your passion with the world, but think about who is really benefiting from all your hard work before you click that submit button.

In closing, I would like to thank the Huffington Post Canada for publishing my article. I'll be sure to have another one for you soon.

 

Follow Ben Johnson on Twitter: www.twitter.com/Ben_T_Johnson

Thanks to the Internet, the human race is essentially all globally connected. Information is being shared at a rate and on a scale that no one dreamed possible, and we have virtually endless variety ...
Thanks to the Internet, the human race is essentially all globally connected. Information is being shared at a rate and on a scale that no one dreamed possible, and we have virtually endless variety ...
 
 
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04:36 PM on 12/21/2011
And lastly (sorry so long, but this is kinda important to me)...

These stories don't happen to every random artist who has a YouTube account and WordPress blog -- but does it happen more now than it did before the internet? I think it does. Though I don't know the exact numbers I'm sure that profit sharing between media outlets and content producers could be improved, that much I agree with and I think is a great direction for the conversation to head in. But should artists hate the internet? I would be curious to know what they think. Would they have made any money otherwise before having billions of people to share it with?

Lastly you write:

"And it is with no small degree of rage that I acknowledge that any nerd with a tripod and a YouTube account might now call himself a "filmmaker.""

You're right. A random person who opens a YouTube account isn't Martin Scorsese. But they are a new breed of legitimate filmmaker and they're making shows, art, and short videos that are at times more interesting and more engaging than anything a network TV show is producing. And they're making money off it -- not all of them -- but lots of them. And what would those people have done to make money if a video camera didn't cost $100 and an internet connection was $30 bucks a month?
04:36 PM on 12/21/2011
Part 2:

Ten years ago what outlet was publishing the writing of millions of bloggers, allowing the rare, unexpected brilliance of people who didn't even know they were good writers to surface and get book deals (or sell ads against their writing)? How were hundreds of thousands of amateur photographers partnering with Getty images on Flickr allowing a few of their random images to be licensed and sold as stock imagery? Maybe I'm optimistic but I think I see many more opportunities for creativity, commerce, and fame to flourish than get quashed on the internet.

Here is what I have seen. A painter whose work has gone viral and suddenly sells out of an entire inventory of work in a few days. A documentary filmmaker who published a short scene from a theoretical project who was sitting at a table with investors a week after uploading it to youtube. An extremely obscure Korean sculptor whose work suddenly appeared on a dozen blogs who emailed me a week later about her first solo show in Canada. A photography student who shared a few images from a class project with a small blog who ended up on the cover of one of the largest design magazines in Europe a few weeks later.
04:35 PM on 12/21/2011
Hi Ben --

Thanks for putting your thoughts together for this post, it's an important discussion, one that I have with many of the galleries and artists whose work I share on my art blog Colossal that reaches roughly a million visitors each month.

I'm wondering if the voices of the artists might be missing from your piece? We can speculate that they might feel their work is devalued, that they've lost the opportunity to make money at the expense of a media conglomerate that's 'exploited' their content. But what's really happening?

You mention here:

"By creating our own Photoshop art to put on our Tumblr sites, designing our own WordPress websites, uploading a new track we just recorded to MySpace (for the six people still using MySpace), and posting our short films to YouTube, artists are essentially flooding the market with our products -- and we're mostly doing it for free."

But when were the artists ever getting paid to do this? And when was there ever such a huge market? Twenty years ago when an unknown band spent weeks of their life recording an album in their parents basement and handed out cassette tapes in the subway, who was paying them? (and how many people listened to that tape!) And how many of them went on to sell a few hundred or thousand albums on iTunes? (continued...)
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George Heymont
10:48 PM on 12/18/2011
Perhaps it's time for a reality check. As a HuffPost blogger, I sincerely doubt you got paid for this article. You essentially "gave away" your work for free to protest the concept of artists giving away their work for free.

What's in it for Ben Johnson? Exposure. A potential starting point for branding. Building an audience that might eventually buy books or attend readings of your work (or live performances).

The important thing to understand is that the entire financial landscape of publishing has changed in the shift from old media to new media. Artists are being forced to develop new tools as self-promoting entrepreneurs, but guess what? Most of those tools (including social media like Facebook) are available to them for free. It's all a question of what you do with it.

As someone who spent 15 years trying to make a living as a freelance writer specializing in documenting the American opera scene. I can tell you that I got paid on a more reliable basis for the celebrity interviews I wrote for gay beefcake magazines than I did by many "legitimate" magazines that were having serious cash flow problems. Or had ditzy editors who didn't know anything about opera except Luciano Pavarotti's name.

I'll take the Internet any day.

George Heymont
http://myculturallandscape.blogspot.com/2007/11/about-author.html
http://www.huffingtonpost.com/george-heymont
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Ben Johnson
08:24 AM on 12/19/2011
I fully acknowledge the implicit hypocrisy of posting this on HuffPo, thus my final line, "In closing, I would like to thank the Huffington Post Canada for publishing my article. I'll be sure to have another one for you soon."

Clearly, I'm trying to use the Internet to my own artistic advantage, too. I just think its a slippery slope these days-- sort of a why buy the cow when you're getting the milk for free situation.
06:17 PM on 12/18/2011
If artists are that concerned about things of the sort then they should stop using the internet. But, if they are going to insist on using the internet to share their work then they should charge users instead. If they are going to share things for free then they shouldn't complain when they aren't rich! Simple.

Perks work too.
02:17 PM on 12/18/2011
I think that you might be missing something key here Ben.

My internet service provider is, essentially, a radio station that's refusing to provide royalties to the content providers.

They may claim they're selling me a 10 MBPS connection to the information superhighway, but that's just polite fiction. What they're really selling me is access to information created by others.

If a royalty scheme just like in radio were imposed, then authors, musicians, etc. could be paid for their work. Lowers the bar to entry in almost any creative field too...
09:26 AM on 12/17/2011
Actually, the internet is an excellent vehicle for an artist to do business without the yoke of traditional labels or publishers (who have a great record of claiming rights and revenue that would otherwise be the artists)

Yes, it makes no sense to trade one victimizer for another so, pick your sales channel and approach to generating revenue well

Yes, it makes sense to have multiple revenue streams (not just packaged content)

Yes, there are many more competitors out there (and, while some are not much threat, many are great)

Flooding the market with art is an interesting thought... is that possible? ....is it actually undesirable?

YouTube provides an addressable market of nearly half a billion and you see that as a bad thing?

There are lots of artists thriving on the internet. For example, Musicians getting gigs, callbacks, fan bases, sponsorships, selling merch and even some 'product'.
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Ben Johnson
09:58 AM on 12/17/2011
Thanks for your comments, Mike. I still don't see that simply being able to address half a billion people is in and of itself a valuable reward. Sure, it's great that artists have an avenue to share their gifts, but artists need to keep in mind that what they create is a valuable commodity. It's hard enough for artists to get paid for their passions, sharing their "product" en masse for free only makes it even more difficult.
11:10 AM on 12/17/2011
hmmmm.... well, consider what an advertiser would pay for 1/2 billion impressions. People don't pay for ads, but ads *do* drive revenue.

The internet is not just an avenue to 'share their gifts' but it is a place where people create a fan base and generate revenue streams through wise use of media including (but not limited to) sharing it.

Consider, just a couple of examples:
- http://www.lessonswithtroy.com/ He makes a fair income by productizing lessons around what are essentially performances. If he does gigs, but this would surely be a way for booking agents to discover or evaluate him. He certainly uses YouTube effectively.

- http://www.zoekeating.com/ is another artist who has used the internet (youtube, social outreach, and websites) very effectively.

So, the advice to 'hate the internet' risks causing folk to turn their back on a great opportunity. That does them a disservice. Advise on how to use it effectively would be much more beneficial. (*and* how not to, some of which you've covered)

Just a few (of a vast array of) notions:
- social network marketing and outreach
- QR codes driving mobile internet (or webpage) engagement
- direct artist > consumer e-commerce solutions

Not only for the little / indie folk... consider this page:
http://www.carlysimon.com/order/index.html
Her heirloom box is a great idea - notice that you can hear quie a few of her songs here. Do you think that is a mistake?