New incomes is about linking arts content and commerce
Arts content in digital format can be copied, shared and even repurposed. This makes it difficult to protect and monetise content, turning the traditional business model (which is based on one-off pieces and events) on its head.
Arts content in the digital era also competes in a wider, global marketplace. While audiences go to the theatre primarily because they want to see a live performance, they may turn on their television (TV), computer, mobile phone or gaming device for all sorts of reasons – information, communication, education or entertainment.
Now, more than ever, arts content needs to be easy to find and easy to access in this larger playing field.
Here are a few of the ways we can help:
We haven't quite found the 'cash cow' for arts, but since players like Obama and iTunes have proven the micro-payment model can be a success, can it really be far behind? Certainly we are exploring the first stage of just that form of ePhilanthropy model with ArtSupport, ArtRage and Gramercy Park. It is early days but we will keep you posted.
You will often hear us mention Story of the Future, but did you know they produced a free guide that could help you get your digital career off the ground already? The Writers Guide to Making a Digital Living is also Creative Commons licensed. One of the co-authors, Jennifer Wilson of The Project Factory recently released a Screen Producer's Guide to the Digital Landscape. Nick Crocker of Native Digital posts 4 Things Old Media Can Learn from the Music Industry's last Decade with equal clarity.
You might wonder why an arts blog has an image from a games company on it. Radiohead claimed a success using the 'honesty box' model of payment for their wares back in 2007. World of Goo recently offered the purchase of their game (normally retailing at $20 USD) for 'whatever you think it's worth'. Not only did they generate a vast amount of publicity, they hit sales figures that astonished them. Even better, they posted all the statistics online (generating them even more publicity).
You might not be a writer, screen producer or in the mainstream music or games industries, but many of the lessons shared there will still apply to you.
Image: "World of Goo: Pay Whatever you think it's worth" 2009
