Indy Success Despite Piracy|盜版傷不到獨立成功

That is a great thread going in the comments of the last blog, I figured I would pick up from there and focus the question to sort of finish this "indy" trilogy blog.

Let's address the question:  Since you can't control the world and instantly stop Piracy, how can independent artists who don't want to just be poster-children for products actually make a living making music or movies?

I'm assuming that you can't fight piracy because every copy protection scheme ever mass produced has been circumvented.  If you make it so that only the elite can do it, then you're basically setting up a black market.  If you remove it altogether, you are exposing yourself to file sharing.

I'm also assuming that the net will be the main source of indie distribution.  I don't think manufacturing costs or even location come into play now.  The net is the new television with the amazing side factor that you can actually purchase through it.

First I'm going to look at something strange that happened in the software industry.  How does the worst of 3 programs became the market dominator?

There were three 3D programs.  One was made by  Alias called "Maya."  The other was made by Autodesk called "3D Studio."  One was called "Electric Image."  (For those of you who could argue with me version names and timelines, I know - I know, but bear with me keeping it simple to make the point)...   Initially Maya (and it's former versions) was hurrendously expensive and very well copy proected.  Electric Image was also expensive and very well copyprotected.  3DStudio was not as expensive and not as well copyprotected.  3DS was the worst of these.   So, how is it that Electric Image all but became obsolete, and the company that made 3DS eventually purchased Maya which was struggling?

3Ds of the bunch was the most pirated.

So, what happened was that everyone was learning this program.  Suddenly third party developers started making plug-ins to support this application.  Eventually studios who make money of their games and entertainment started hiring kids who had learned 3DS on kracked copies.  But the studios started buying legitimate copies - so did the smaller groups of people using this for profit.  So, in my view, piracy allowed a not great application to thrive.  The fact that it was priced less (for a long period of time) probably didn't hurt either.  [by the way if people are looking at 3D apps today, I still do not recommend 3DS, I would look at modo, lightwave, xsi, or maya.]

This was pointed out to underscore the idea of "getting your product out there."  In the advertising world, they have a fantastic phrase for this:  Induce Trial.  How can "we" get people to sample our goods so they come back for more.

Unfortunately while musicians can use this technique which has worked very well for crack dealers across the globe, movies will have a harder time in the current paradigm.  The idea of a trailer is as close as movies can get - which isn't really the same thing because you're not giving somene a sample of the real experience.  But being longer, larger entities, is it possible to do this?  Will movies change to a format of 2 minutes clips or 10 hours of 20 minute episodes?  Would that help?  that way you could give the first one for free.

But if they can just get the rest from friends - why would they pay?

What do people pay for?

I have a theory on this (big surprise).... The only things which make people spend money are:  Vanity, Insecurity, Fear, and Experience.

Vanity are things which make you feel you belong, or you have a high status.   Blingy things are vanity.  The fact that you bought the 50,000 car verses the 20,000 car because it makes you feel more successful.  The fact that you paid 1.99 for a ringtone that has the song of a band you want to identify with - vanity.

Insecurity - you're not pretty, thin, or rich enough - basically all the things which schemers will try to get you for in their advertising.

Fear - anything that potentially affects your health or survival.

Experience - Sex, Being "There" (travel), concerts.

You can pretty much put anything you can think of into one of these categories.

The catch is - if you can get it for free, then none of these will work.  Ringtones are a great example.  People don't know how to get things onto their phones - so while they may have a shared version of the song - they went ahead and paid for the ringtone. 

I'm not including "convenience" as something people pay for because that is a requisite to pay as my recent example just displayed.

So - how does an independent artist appeal to one of the four purchase categories so that people will actualy pay for this stuff?

An analyst said something interesting about the itunes store - it became "cool" to buy music there.  Vanity.  Vanity is a great motivator for entertainment because I believe that people do want to be identified with an artist.

Perhaps the missing link is how do you let your audience wear their purchase like a badge?  Allow for the identification? 

Next - How do you provide an experience?  Concerts are still working for bands.  In fact, in the states, this is where the money is made lately.   Somethng has happened with movies - audiences are dropping.  Has the experience wayned or are the movies just not as good?

There was a traveling movie that is a fantastic example of a movie creating an experience - www.ashesandsnow.com

Going to this traveling art show was not just seeing a movie - it was the experience of the art.  The experience of being in this fantastic museum.  It gave people something to do as well, somewhere to be, somewhere to experience time with others.  Could that be the future of movies?  Will they become "events" to bring in audience and the non-events will remain downloads on the net?

Hopefully some of these ideas which beget further ideas from the discussion in the comments.  I look forward to hearing what people have to say.

從上個部落格的評論中，我得到了很好的啟發。現在繼續討論，結束這有關“獨立”的部落格三部曲。 讓我們想想：既然你無法控制這個世界，讓它立即停止盜版，那麼那些不想只做產品代言人的獨立藝術家們，又如何靠銷售音樂或電影謀生？

我敢說，你不跟盜版鬥，是因為一直大量製造的拷貝保護計劃都被攻破了。如果你做了只有精英分子能做到的，那你基本上就是在做黑市交易。如果你全部刪掉，就暴露了自己也有份分享這些文件。

我還敢說，網絡將是”獨立”傳播的主要途徑。我不認為生產成本甚至地點會造成影響。網絡是有驚人的傳播效果的新「電視」，你可以通過它真正實現購買。

先讓我們看看軟件業界發生的奇怪事情：三個程序中最差的一個如何成為市場的統治者？

有三個3D程序。一個是Alias出品的”Maya”，另一個是Autodesk的"3D Studio"，還有一個叫做"Electric Image"。（有些人要和我爭論這些版本的名字和時間了，我知道-我知道，只是為了簡單化把事情說清楚）…最初Maya（和它更早的版本）非常昂貴，受到嚴密的保護。Electric Image也很貴，版權也保護得很好。3D Studio則不貴而且沒甚麼保護版權。3DS是其中最差的一個…那麼為什麼Electric Image現在已被荒廢，3DS反而買下了Maya？

3DS是被盜版最多的。

是因為每個人都在學習3DS。突然第三方開始製造插件程序以支持這個應用，靠遊戲和娛樂起家的工作室也開始招聘學過盜版3DS的孩子。工作室開始買正版軟件-令小型團體的人因此得利。所以，我的看法是，盜版只助長了小部份應用發展成長。事實上，它令花費減少（在很長一段時間裏），更可能沒有傷害。[順便提一句，即便你們現在要用3D應用程序，我依舊不推薦3DS，我會用modo, lightwave, xsi或maya]。

這強調了”把你的產品放出來”的想法。在廣告的世界裏，他們對這個有很好的詞：「試用」。”我們”如何讓人們「試用」了產品之後回來買更多。

不幸的是，一旦音樂人這麼用了，全世界高明的經銷商都這麼做，電影就要面臨艱難時期。試看意味着可以看到電影 -這不可能是一回事，因為你不可能給別人真實的體驗。那更長的影片有可能嗎？電影是否要變成一個2分鐘的剪輯或每段20分鐘共10小時的系列劇？有幫助嗎？如果這麼做的話，2分鐘的剪輯可以免費看。

但如果他們可以從朋友處得到其餘部分 –他們為什麼付錢？

人們為什麼花錢？

我對此有個理論（很驚訝）…人們只為這些花錢：空虛，不安全，恐懼和體驗。

空虛是讓你有歸屬感或感覺有身份的東西。璀璨的東西填補空虛。5萬元的車你說2萬買的，因為這樣讓你感覺更成功。花1.99元買了一首樂隊「鈴聲」，你覺得自己很有個性-這就是空虛。

不安全感-你不漂亮、苗條、或不夠富有-所有的宣傳廣告都是陰謀，讓你買他們的產品。

恐懼-所有可能潛在影響你健康或生存的東西。

體驗-性，在”那裏”（旅遊），音樂會。

你可以把所有想得到的東西都歸到以上幾類。

我們發現-如果你可以免費得到，那麼沒有一項能起作用。鈴聲是很好的例證。人們不知道怎樣把鈴聲放到手機裏-一旦得到免費音樂-他們立即下載，並為轉換成鈴聲付錢。

我沒有包含”方便”在內，就像剛才例子說明的，人們為必需品付費。

所以 -一個獨立藝術家如何在以上四個購買要素中佔一樣，讓人們為他的作品付錢呢？

一個分析家說itunes這店很有趣-到那兒買音樂變成很”酷”的事。空虛。空虛是激發娛樂最好的東西，我相信是因為人們想通過一個藝術家彰顯自己的品位。

也許我們要做的是如何讓你的聽眾戴著他們買來的東西像戴勳章？一視同仁﹖

下一個-你如何提供一種體驗？樂隊可以開演唱會。實際上，近來這是賺錢的好辦法。電影正面臨問題-觀眾在減少。是體驗不夠好了還是電影不如以前棒？

有一部旅行電影是電影製造體驗的絕好例子 -www.ashesandsnow.com

去看這種移動的藝術演出並不止於看場電影 -而是藝術的體驗。在這個絕好的博物館裏的體驗。它同時告訴人們去做什麼，去什麼地方，和別人去哪裏體驗時光。這可能是今後的電影方向嗎？他們將帶給觀眾「事項」還是「非事項」，僅供網絡下載？

希望這些想法中有些能引起你們更深的評論和思考，我很想聽聽你們要說的話。

从上个Blog的评论中，我得到了很好的启发。现在继续讨论，结束这有关“独立”的Blog三部曲。

让我们想想：既然你无法控制这个世界，让它立即停止盗版，那么那些不想只做产品代言人的独立艺术家们，又如何靠销售音乐或电影谋生？

我敢说，你不跟盗版斗，是因为一直大量制造的拷贝保护计划都被攻破了。如果你做了只有精英分子能做到的，那你基本上就是在做黑市交易。如果你全部删掉，就暴露了自己也有份分享这些文件。

我还敢说，网络将是”独立”传播的主要途径。我不认为生产成本甚至地点会造成影响。网络是有惊人的传播效果的新「电视」，你可以通过它真正实现购买。

先让我们看看软件业界发生的奇怪事情：三个程序中最差的一个如何成为市场的统治者？

有三个3D程序。一个是Alias出品的”Maya”，另一个是Autodesk的"3D Studio"，还有一个叫做"Electric Image"。（有些人要和我争论这些版本的名字和时间了，我知道-我知道，只是为了简单化把事情说清楚）…最初Maya（和它更早的版本）非常昂贵，受到严密的保护。Electric Image也很贵，版权也保护得很好。3D Studio则不贵而且没怎么保护版权。3DS是其中最差的一个…那么为什么Electric Image现在已被荒废，3DS反而买下了Maya？

3DS是被盗版最多的。

是因为每个人都在学习3DS。突然第三方开始制造插件程序以支持这个应用，靠游戏和娱乐发家的工作室也开始招聘学过盗版3DS的孩子。工作室开始买正版软件-令小型团体的人因此得利。所以，我的看法是，盗版只助長了小部份应用发展成长。事实上，它令花费减少（在很长一段时间里），更可能没有伤害。[顺便提一句，即便你们现在要用3D应用程序，我依旧不推荐3DS，我会用modo, lightwave, xsi或maya]。

这强调了”把你的产品放出来”的想法。在广告的世界里，他们对这个有很好的词：「试用」。”我们”如何让人们「试用」了产品之后回来买更多。

不幸的是，一旦音乐人这么用了，全世界高明的经销商都这么做，电影就要面临艰难时期。试看意味着可以看到电影 -这不可能是一回事，因为你不可能给别人真实的体验。那更长的影片有可能吗？电影是否要变成一个2分钟的剪辑或每段20分钟共10小时的系列剧？有帮助吗？如果这么做的话，2分钟的剪辑可以免费看。

但如果他们可以从朋友处得到其余部分 –他们为什么付钱？

人们为什么花钱？

我对此有个理论（很惊讶）…人们只为这些花钱：空虚，不安全，恐惧和体验。

空虚是让你有归属感或感觉有身份的东西。璀璨的东西填补空虚。5万元的车你说2万买的，因为这样让你感觉更成功。花1.99元买了一首乐队「铃声」，你觉得自己很有个性-这就是空虚。

不安全感-你不漂亮、苗条、或不够富有-所有的宣传广告都是阴谋，让你买他们的产品。

恐惧-所有可能潜在影响你健康或生存的东西。

体验-性，在”那里”（旅游），音乐会。

你可以把所有想得到的东西都归到以上几类。

我们发现-如果你可以免费得到，那么没有一项能起作用。铃音是很好的例证。人们不知道怎样把铃音放到手机里-一旦得到免费音乐-他们立即下载，并为转换成铃声付钱。

我没有包含”方便”在内，就象刚才例子说明的，人们为必需品付费。

所以 -一个独立艺术家如何在以上四个购买要素中占一样，让人们为他的作品付钱呢？

一个分析家说itunes这店很有趣-到那儿买音乐变成很”酷”的事。空虚。空虚是激发娱乐最好的东西，我相信是因为人们想通过一个艺术家彰显自己的品位。 也许我们要做的是如何让你的听众戴着他们买来的东西象戴勋章？一视同仁？

下一个-你如何提供一种体验？乐队可以开演唱会。实际上，近来这是赚钱的好办法。电影正面临问题-观众在减少。是体验不够好了还是电影不如以前棒？

有一部旅行电影是电影制造体验的绝好例子 -www.ashesandsnow.com

去看这种移动的艺术演出并不止于看场电影 -而是艺术的体验。在这个绝好的博物馆里的体验。它同时告诉人们去做什么，去什么地方，和别人去哪里体验时光。这可能是今后的电影方向吗？他们将带给观众「事件」还是「非事件」，仅供网络下载？

希望这些想法中有些能引起你们更深的评论和思考，我很想听听你们要说的话。