In field of Models of commercial functioning of
cultural industries we can see their proliferation of the new,
well say quasi-model of the Crowdfunding,
and other will say,
common with Crowdfunding Models of direct purchase and
some other Models which are very close to Crowdfunding.
And, right now I will speakp about it.
The Traditional Culture Industry Model has been pointed out initially in
this course is based on the idea that the editor brings together the creativity,
and the technological experience in order to make the content consumable,
to make the content accessible to consumer et cetera.
What kind of novelty we can see
right now with a proliferation of Crowdfunding? What is crowdfunding?
Crowdfunding means that artists
use their particular platform to ask consumer for their contribution.
Mainly it's the digital platform because
this digital platform could bring together a lot of people.
That platform is just a mediatizing
their relationship between the author and the consumer.
So, it means that without digital environment,
it was quite difficult to make the Crowdfunding in will say big scale.
So, it means that Crowdfunding existed probably a lot of years ago,
a lot of centuries even but,
it was used to produce very local content, where local thinks,
so and right now with digital platforms,
crowdfunding could contribute a lot to their independent production of photos,
or as certain people think independent production of photos.
So, a consumer contribute just to the production of particular volume,
particular piece, particular for example,
music album by artists.
Of course such Crowdfunding could have few dimensions and few even models inside it.
First of all it could be a model which we
can speak that this model is based on the name of the artist.
Means that very known artists,
and a lot of them have contracts with a major big phonographic companies,
they have a names or even during
few dozen years this name was developed in Phonographic Industry,
and right now, they address the audience
directly in order to Crowdfund a new album for example,
or in order to Crowdfund a new single,
to crowdfund the film et cetera.
And, of course the people think that
the film of Scasese or I don't know the film of Cameron.
Cameron is the good name,
it's a big name, and since he's the big name,
we could or we should contribute to his new film because for sure this film will be good.
This is the idea that this particular artist can't produce their best films,
or bad music songs.
So, we will contribute to this.
Second model is based on what we call the user
generated content, or prosumerist behavior.
It's the model based on artistic contribution.
Means that users can participate because the artist
guarantee them that he will take into consideration their audience idea.
Yeah. So, it means that in this case
their audience pays for their own artistic experience.
Their audience pays not only for these film but
the audience pays for the possibility to for example,
contribute to a new plot inside this film,
or contribute to the new series,
new episodes inside the series et cetera et cetera.
So, in this case the audience pays not for the content consumption as it is,
and not for the content production as it is.
It pays for their own participation inside the creative process.
Another thought, this is the third,
this is the model of the stock exchange.
It's, we can imagine we have
a particular digital platform and different artist creates previews,
scripts, some other presentations of the idea of the product,
and make them accessible to a large amount of people viewer such kind of online platform.
And then the people vote by money and pays according to their evaluation of this idea.
So, this is the, will say user assessed content.
Yeah? And just making a kind of preview,
and then make it accessible to people,
make it accessible to potential audience,
and ask the audience what his think about it,
and the audience pays the money,
if it thinks that it's good that this product could be good,
could be interesting for them et cetera.
Another close to these changes
is the proliferation of what we call self publishing or self publication.
Is the proliferation of the platforms that makes the content of
photos directly accessible to consumers.
They don't need any publishing house.
They don't need any particular editor et cetera.
So, this is just the consequence
of the devaluation of the editor function in cultural industries.
Because their online platforms are just decreasing marketing costs,
and each author can become a content creator without any gate keeping
function of the editor because he is able to create the content,
and then put this content into a particular online,
well say online program.
The creator of these online program will obtain a little money for that,
and then this book will appear for example in their online bookstore,
or digital bookstore et cetera.
So, from this point of view, of course the ability of
contemporary author thoughts to create new content
without any particular editorial function increase.
Of course, here we can question the power of such well say,
digital platforms, or digital marketing platforms,
or digital libraries, or digital bookstores et cetera.
But, of course it's another power,
it's another world with absolutely different market power.
Another driver of such self publication
is of course the quality of their amateur accessible technology.
Right now, the quite ordinary Smart phone.
All those YouTube create quite good video with a quite good quality.
And of course, it's also drive the creation of videos by the people themselves,
and we will back to it a little bit later during
this week when we will speak about user generated content.
So, it provokes this particular model
of the self publication in the book sector or for example publication on demand,
Print on demand, when before printing the book,
the printing house and especially the publisher
ask the people to pre-buy the book, to pre-order it,
and the people are pre-ordering the book and then according to that,
the publisher is just making their circulation.
So, it allows him not to invest
huge money into the most costly or
one of the most costly process of their book production,
the process of the printing.