How artists can (finally) get paid in the digital age
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0:01 - 0:02Hi everyone.
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0:03 - 0:05So, I'm going to take us back to 2007.
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0:06 - 0:08I'd just spent about six months
working on album -
0:08 - 0:10that I'd poured my heart and my soul into,
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0:10 - 0:13and it was getting about three plays
per day on Myspace at the time, -
0:14 - 0:18and I was getting more and more depressed
when I started noticing these other people -
0:18 - 0:19who were playing guitar and singing
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0:19 - 0:22and putting videos
on this new site called YouTube, -
0:22 - 0:23and they were getting 300,000 views.
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0:23 - 0:27So I decided I'm going to start
making some Youtube videos. -
0:27 - 0:30And one day they featured
a video of my band on the homepage, -
0:30 - 0:32which was amazing --
we got a bunch of new fans. -
0:32 - 0:34We also got a bunch of people
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0:34 - 0:37who, I guess, just didn't really like
the music or something -- -
0:37 - 0:38(Laughter)
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0:38 - 0:40It's OK because people
started coming to our shows, -
0:40 - 0:41and we started touring,
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0:41 - 0:43and we came out with a record.
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0:43 - 0:45And when I checked
our bank account balance -
0:45 - 0:47after our first monthly iTunes payout,
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0:47 - 0:48we had 22,000 bucks in it,
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0:48 - 0:52which was amazing because at the time
I was living at my dad's house, -
0:52 - 0:55trying to make a living as a musician
by uploading videos to the internet -
0:55 - 0:58which literally zero people
respected in 2009 -- -
0:58 - 1:01even the people who were
uploading videos to the internet. -
1:01 - 1:02And so for the next four years,
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1:02 - 1:05I uploaded more and more
videos to the Internet, -
1:05 - 1:08and they got better and better,
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1:08 - 1:11and we made enough money
through brand deals -
1:11 - 1:13and commercials and iTunes sales
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1:14 - 1:15to buy a house.
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1:15 - 1:18And we built a recording studio.
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1:18 - 1:19But there was one big problem:
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1:19 - 1:24making money as a creative person
in 2013 was super weird. -
1:24 - 1:27First of all, the business models
were changing all the time. -
1:27 - 1:31So our 58,000 dollars
of annual iTunes download income -
1:31 - 1:35was about to be replaced by about
6,000 dollars of streaming income. -
1:35 - 1:37Steams paid less than downloads.
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1:37 - 1:40And then as more and more creators
started popping up online, -
1:40 - 1:43there was just more competition
for these five-figure brand deals -
1:43 - 1:45that had kept the band afloat for years.
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1:45 - 1:47And to top it all off,
our videos themselves -- -
1:47 - 1:51the creative stuff that we made
that our fans loved and appreciated -- -
1:51 - 1:54that were actually
contributing value to the world, -
1:54 - 1:57those videos were generating
almost zero dollars of income for us. -
1:57 - 1:59This is an actual snapshot
of my YouTube dashboard -
1:59 - 2:01from a 28-day period
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2:01 - 2:02that shows one million views
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2:02 - 2:06and 166 dollars of ad earnings
for those views. -
2:07 - 2:09The whole machine in 2013
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2:09 - 2:13that took art online and outputted money
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2:13 - 2:15was totally nonfunctional.
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2:15 - 2:18It doesn't matter if you're a newspaper,
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2:18 - 2:19or an institution,
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2:19 - 2:21or an independent creator.
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2:21 - 2:25A monthly web comic
with 20,000 monthly readers -- -
2:25 - 2:2620,000 monthly readers --
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2:26 - 2:29gets paid a couple hundred
bucks in ad revenue. -
2:29 - 2:31This is 20,000 people.
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2:32 - 2:35Like, in what world is this not enough?
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2:35 - 2:37I don't understand.
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2:37 - 2:41What systems have we built
where this is insufficient -
2:41 - 2:42for a person to make a living?
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2:43 - 2:45So, I actually have a theory about this.
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2:45 - 2:47I think it's been a weird 100 years.
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2:47 - 2:48(Laughter)
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2:48 - 2:50(Applause)
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2:50 - 2:52About 100 years ago,
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2:52 - 2:55humans figured out how to record
sound onto a wax cylinder. -
2:56 - 2:57That was the beginning of the phonograph.
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2:58 - 2:59Right around the same time,
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2:59 - 3:02we figured out how to record
light onto a piece of photographic paper, -
3:02 - 3:05celluloid -- the beginning
of film and television. -
3:05 - 3:07For the first time,
you could store art on a thing, -
3:07 - 3:09which was amazing.
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3:09 - 3:10Art used to be completely ephemeral,
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3:10 - 3:14so if you missed the symphony,
you just didn't get to hear the orchestra. -
3:14 - 3:15But now, for the first time,
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3:15 - 3:20you could store the orchestra's
performance on a physical object, -
3:20 - 3:21and like, listen to it later,
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3:21 - 3:23which was amazing.
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3:23 - 3:24It was so amazing in fact,
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3:24 - 3:28that for the next 100 years,
between 1900 and 2000, -
3:28 - 3:32humans built just billions and billions
of dollars of infrastructure -
3:32 - 3:35to essentially help artists do two things.
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3:35 - 3:37First, put their art on a thing,
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3:37 - 3:39and second, get that thing
around the world -
3:39 - 3:40to the people who wanted the art.
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3:41 - 3:43So, so much industry
is devoted to these two problems. -
3:43 - 3:45Oh my gosh, there are trucking companies,
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3:45 - 3:50and brick-and-mortar and marketing firms,
and CD jewel case manufacturers, -
3:50 - 3:52all devoted to these two problems.
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3:53 - 3:55And then we all know what happened.
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3:55 - 3:5710 years ago, the internet matures
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3:57 - 3:59and we get Spotify
and Facebook and YouTube -
3:59 - 4:01and iTunes and Google search,
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4:01 - 4:04and a hundred years of infrastructure
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4:04 - 4:06and supply chains and distribution systems
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4:06 - 4:08and monetization schemes
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4:08 - 4:10are completely bypassed --
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4:10 - 4:11in a decade.
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4:12 - 4:15After 100 years of designing these things,
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4:15 - 4:19it's no wonder that it's just totally
broken for creative people right now. -
4:19 - 4:23It's no wonder that the monetization
part of the chain doesn't work -
4:23 - 4:24given this new context.
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4:26 - 4:30But what gets me super excited
to be a creator right now, -
4:30 - 4:33to be alive today and be
a creative person right now, -
4:33 - 4:39is realizing that we're only 10 years
into figuring out this new machine -- -
4:39 - 4:43to figuring out the next 100 years
of infrastructure for our creators. -
4:43 - 4:45And you can tell we're only 10 years in.
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4:45 - 4:48There's a lot of trial and error,
some really good ideas forming, -
4:48 - 4:50a lot of experimentation.
-
4:50 - 4:52We're figuring out
what works and what doesn't. -
4:52 - 4:54Like Twitch streamers.
Who's heard of Twitch? -
4:54 - 4:58Twitch streamers are making
three to five thousand bucks a month -
4:58 - 4:59streaming gaming content.
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4:59 - 5:02The big ones are making
over 100,000 dollars a year. -
5:03 - 5:05There's a site called YouNow,
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5:05 - 5:06it's an app.
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5:06 - 5:11It allows musicians and vloggers
to get paid in digital goods from fans. -
5:11 - 5:13So, I'm also working on the problem.
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5:13 - 5:15Four years ago I started
a company called Patreon -
5:15 - 5:16with a friend of mine.
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5:16 - 5:19We're 80 people now
working on this problem. -
5:19 - 5:22It's basically a membership platform
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5:22 - 5:25that makes it really easy
for creators to get paid -- -
5:25 - 5:27every month from their fans
to earn a living. -
5:27 - 5:31For a creator, it's like having a salary
for being a creative person. -
5:31 - 5:33And this is one of our creators.
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5:33 - 5:34They're called "Kinda Funny."
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5:35 - 5:38They have about 220,000
subscribers on YouTube. -
5:38 - 5:39And when they upload a video,
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5:39 - 5:42it gets somewhere around
15,000 views to 100,000 views. -
5:42 - 5:44I want you to check yourselves right now.
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5:44 - 5:47I think when we hear numbers like that,
when we hear "15,000 views," -
5:47 - 5:49and we see content like this,
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5:49 - 5:52we just snap categorize it
as being not as legitimate -
5:52 - 5:55as a morning show
that you'd hear on the radio -
5:55 - 5:57or a talk show that you'd
see on NBC or something -
5:57 - 5:59But when "Kinda Funny"
launched on Patreon, -
5:59 - 6:04within a few weeks, they were
making 31,000 dollars per month -
6:04 - 6:05for this show.
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6:05 - 6:08It took off so fast that they decided
to expand their programming -
6:08 - 6:10and add new shows,
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6:10 - 6:12and now they launched
a second Patreon page -- -
6:12 - 6:15they're making an additional
21,000 dollars per month. -
6:17 - 6:21And they're scaling what's essentially
becoming a media company, -
6:22 - 6:24financing the whole thing
through membership. -
6:24 - 6:26OK, here's another example.
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6:26 - 6:27This is Derek Bodner,
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6:28 - 6:30a sports journalist who used
to write for Philadelphia Magazine -
6:31 - 6:34until a few months ago when
the magazine cut out all sports coverage. -
6:34 - 6:37Now he writes articles
and publishes them on his own website -- -
6:37 - 6:39he's still covering sports,
but for himself. -
6:39 - 6:42And he's making 4,800 bucks
a month from 1,700 patrons, -
6:42 - 6:44financing it through membership.
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6:44 - 6:45This is Crash Course --
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6:45 - 6:47free educational content for the world.
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6:48 - 6:50This show is actually
on the PBS digital network -- -
6:50 - 6:5129,000 dollars per month.
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6:51 - 6:54This is a duo sailing around the world,
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6:54 - 6:56getting paid every month
for documenting their travels -
6:56 - 6:58from 1,400 patrons.
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6:58 - 7:00This is a podcast,
"Chapo Trap House", making -- -
7:00 - 7:02actually, since I screenshotted this,
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7:02 - 7:05they're making an additional
2,000 dollars per month, -
7:05 - 7:08so they're now making 56,000 dollars
per month for their podcast. -
7:09 - 7:12And Patreon's not the only one
working on the problem. -
7:12 - 7:14Even Google's starting to work on this.
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7:14 - 7:16A couple years ago,
they launched Fan Funding; -
7:16 - 7:18more recently, they launched Super Chat
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7:18 - 7:20as a way for creators
to monetize live streaming. -
7:20 - 7:23Newspapers are starting
to experiment with membership. -
7:23 - 7:25New York Times has a membership program;
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7:25 - 7:27The Guardian has over 200,000
paying subscribers -
7:27 - 7:28to its membership program.
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7:29 - 7:33There's this bubbling soup
of ideas and experiments -
7:33 - 7:35and progress right now,
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7:35 - 7:38and it's pointing in the direction
of getting creators paid. -
7:38 - 7:40And it's working.
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7:40 - 7:41It's not, like, perfect yet,
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7:41 - 7:43but it's really working.
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7:43 - 7:48So, Patreon has over 50,000 creators
on the platform making salaries -- -
7:48 - 7:51getting paid every month
for putting art online, -
7:51 - 7:53for being a creative person.
-
7:53 - 7:58The next hundred years
of infrastructure is on the way -
7:58 - 8:00and it's going to be different
this time because of this -- -
8:00 - 8:04because of the direct connection
between the person who makes the thing -
8:04 - 8:06and the person who likes the thing.
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8:07 - 8:10About seven or eight years ago,
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8:10 - 8:12I went to a cocktail party.
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8:13 - 8:15This is when the band
had hit our first machine, -
8:15 - 8:17so things were really cranking.
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8:17 - 8:19We had just made
about 400,000 dollars in one year -
8:19 - 8:22through iTunes sales
and brand deals and stuff like that. -
8:22 - 8:24And this guy comes up to me and says,
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8:25 - 8:26"Hey, Jack, what do you do?"
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8:26 - 8:27I said, "I'm a musician."
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8:28 - 8:31And he just sobered up immediately,
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8:31 - 8:33and he stuck out his hand,
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8:33 - 8:35put a hand on my shoulder,
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8:35 - 8:38and in a real earnest,
very nice voice he was like, -
8:38 - 8:40"I hope you make it someday."
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8:40 - 8:42(Laughter)
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8:43 - 8:44And ...
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8:45 - 8:49I have so many moments like that
logged in my memory. -
8:49 - 8:52I just cringe thinking of that.
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8:52 - 8:58It's so embarrassing to just
not feel valued as a creative person. -
8:59 - 9:01But as a species,
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9:01 - 9:03we are leaving that cocktail party behind.
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9:03 - 9:05We're leaving that culture,
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9:05 - 9:07we're out of there.
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9:07 - 9:10We're going to get so good
at paying creators, -
9:10 - 9:11within 10 years,
-
9:12 - 9:16kids graduating high school and college
are going to think of being a creator -
9:16 - 9:17as just being an option --
-
9:17 - 9:19I could be a doctor, I could be a lawyer,
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9:19 - 9:22I could be a podcaster,
I could have a web comic. -
9:22 - 9:24It's just going to be
something you can do. -
9:24 - 9:25We're figuring it out.
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9:25 - 9:29It's going to be a viable and sustainable
and respected profession. -
9:30 - 9:33Creators are going to come out
the other end of this weird 100 years, -
9:33 - 9:35this century-long journey,
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9:36 - 9:37with an awesome new machine.
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9:38 - 9:41And they're going to be paid,
and they're going to be valued. -
9:42 - 9:43Thanks, everybody.
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9:43 - 9:46(Applause)
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9:48 - 9:50I think it went pretty well.
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9:51 - 9:55I want artists who saw that
to not give up -- -
9:55 - 9:59to know that we're getting there.
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9:59 - 10:01It's not there yet,
-
10:01 - 10:03but in a couple years,
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10:03 - 10:06there will be so many systems
and tools for them -
10:06 - 10:08to just make a living online,
-
10:08 - 10:11and if they've got a podcast
that's starting to take off, -
10:11 - 10:13but they're not able
to make money on it yet, -
10:13 - 10:14that's happening
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10:14 - 10:16and they're going to be paid.
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10:16 - 10:17It's happening.
- Title:
- How artists can (finally) get paid in the digital age
- Speaker:
- Jack Conte
- Description:
-
It's been a weird 100 years for artists and creators, says musician and entrepreneur Jack Conte. The traditional ways we've turned art into money (like record sales) have been broken by the internet, leaving musicians, writers and artists wondering how to make a living. With Patreon, Conte has created a way for artists on the internet to get paid by their fans. Could payment platforms like this change what it means to be an artist in the digital age?
- Video Language:
- English
- Team:
- closed TED
- Project:
- TEDTalks
- Duration:
- 10:31
Brian Greene edited English subtitles for How artists can (finally) get paid in the digital age | ||
Brian Greene approved English subtitles for How artists can (finally) get paid in the digital age | ||
Brian Greene edited English subtitles for How artists can (finally) get paid in the digital age | ||
Joanna Pietrulewicz edited English subtitles for How artists can (finally) get paid in the digital age | ||
Joanna Pietrulewicz edited English subtitles for How artists can (finally) get paid in the digital age | ||
Leslie Gauthier edited English subtitles for How artists can (finally) get paid in the digital age | ||
Leslie Gauthier edited English subtitles for How artists can (finally) get paid in the digital age | ||
Leslie Gauthier edited English subtitles for How artists can (finally) get paid in the digital age |