Arts patronage in the digital economy
Posted in General Musings on April 13th, 2011 by Big Ed – Be the first to commentOne of the challenges the arts, be they visual, performing, musical, or literary, regularly face is “how the heck to we pay for it?” Good art requires time to develop talent, time to produce, and time to perform or otherwise get in front of an audience.
Now I don’t know much about the history of art, but I suspect that over most of human history, “paying for it” was done by patrons. The poor were too busy scrambling for survival. The rich, on the other hand, could afford to spend money on aesthetic pleasures. Similarly, ruling bodies such as governments and churches could commission work to glorify their chosen objectives, using the wealth extracted from their citizens.
I also suspect “paying for it” became easier with the rise of the middle class. Instead of one patron paying for the entire cost, it could be spread among multiple individuals. Obviously, this is less true for some art forms, such as sculpture, where it’s hard for multiple individuals to share a single work of art. However, a good theater run spreads the cost of a play among many non-rich individuals. So does a long concert series. A musician can make a living if enough people pay to see them every night and they don’t have to be the same people every night.
It also became easier for those art forms that worked well with commerce. Notably, anything that could be copied and distributed to “the masses” could have the entire “paying for it” cost spread out among the entire audience. If it cost X to make a record album, and it could be sold at Y, then obviously X/Y determined the number of copies that had to be sold. True, there was often a cash flow issue still since the cost had to be paid before the sales were complete. But there was little need for a true patron.
Enter the digital age. It’s become much harder to predict how many copies of a digital art form could sell. Most of this is simply the newness of the process. There are substantial debates on how much ebooks should cost. The only answer seems to be “less than print books.” Well, that leaves a wide range.
We’ve already seen this impact of uncertainty in the recording, movie, and publishing industries. The big industry giants are largely chasing the blockbusters these days and letting the midlist and minor talent wither. I believe the major reason is simple–they can predict the blockbuster payoffs better. Is another James Patterson novel going to sell? Yep. Is this unknown author writing a fantasy young adult series going to sell? That’s a gamble (which they’ve lost more than once).
However, we shouldn’t entirely discount the problems of digital transmission. The artist can’t control what happens with copies of their work or how many copies get made by others. The copies are de facto free.
Which means that the cost for these art forms is more reflective of the cost of sculpture and much of history. The true costs all reside in the first production. How does that get funded?
I can’t help wondering if we’re headed to a realm with more traditional patrons. I’ve recently participated in a Kickstarter campaign (for Nobilis Reed, here) and I may end up going that route for Deep Dish, if I can’t get a publisher interested.
I also wouldn’t be surprised at more ‘garage shop’ operations where artists bootstrap their way into sustainability. It’s a harder, longer road, but it might end up being just as valid.
No answers–just musings.
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