Give it away give it away give it away now
Give it away give it away give it away now
Give it away give it away give it away now
Ooh... Ooh yeah
Give it away give it away give it away now
Give it away give it away give it away now
Give it away give it away give it away now
I can't tell if I'm a king pin or a pauper
That’s
my advice. Give it away, give it away, give it away now. I’m talking to
you web entrepreneurs. Music industry, publishing industry,
entertainment industry, you gotta listen. Give it away, give it away,
give it away now.
Start with the early web. A needed tool
to explore this early phenomenon was indexes. No-one paid for the search
engine, it was given away free.
In the web's early days,
the first indexes to this uncharted territory were written by students
and given away. The indexes helped humans focus their attention on a few
sites out of thousands and helped draw attention to the sites, so
webmasters aided the indexers' efforts. By being available free, indexes
became ubiquitous. Their ubiquity quickly led to explosive stock values
for the indexers and enabled other Web services to flourish. Let me say
one word: Google!
Now consider Facebook, Twitter,
Wikipedia, YouTube. Give it away, give it away, give it away now. (And
end up driving a Ferrari.)
Think of it in terms of
attention. The only factor becoming scarce in a world of abundance is
human attention. Each human has an absolute limit of only 24 hours per
day to provide attention to the millions of innovations and
opportunities thrown up by the economy. Giving stuff away garners human
attention, or mind share, which then leads to market share.
Wealth
feeds off ubiquity, and ubiquity usually mandates some level of
sharing. The early internet and early web sported amazingly robust gift
economies; goods and services were swapped, shared generously, or
donated outright — actually, this was the sole way to acquire things
online. Idealistic as this attitude was, it was the only sane way to
launch a commercial economy in the emerging space. The flaw that science
fiction ace William Gibson found in the web — its capacity to waste
tremendous amounts of time — was in fact, as Gibson further noted, its
saving grace. In a web economy, innovations must first be seeded into
the inefficiencies of the gift economy to later sprout in the commercial
economy's efficiencies.
Consider “freeware,” free apps, open source operating systems.
Freedom
Freedom
Sometimes I feel
Like I'm almost gone, yeah
A long, long, long
Way
Way from my home, yeah
Yeah
Clap your hands
Clap your hands
It's
a rare (and foolish) software outfit these days that does not introduce
its wares into the free economy as a beta version in some fashion.
Fifty years ago, the notion of releasing a product unfinished — with
the intention that the public would help complete it — would have been
considered either cowardly, cheap, or inept. But in the new regime, this
pre-commercial stage is brave, prudent, and vital.
Let
the customer try before they buy. Build up a following. Garner good
reviews. It is all there in the give it away, give it away, give it away
now mantra.
That leads us to the music business. No other
modern, and “hip” industry has had such a tough time understanding the
freedom concept. Copyrights and bootlegs have always been part of the
business since the first tape recorders were sold — and don’t think the
music publishers didn’t try from the get-go to make it impossible for
tape recorders to record off the radio — they did try.
And
who can blame them? People were stealing their merchandise. Right? It's
a reasonable assumption that theft equals loss of income. After all, if
somebody has stolen the thing you're selling, why would they turn
around a buy it? But there's an increasingly contentious debate on that
assumption, and its impact on physical products, digital content, and
intellectual property.
Recent studies on Japanese anime
DVDs, academic publishing, and even designer handbags have shown little
impact on sales, and sometimes an increase in sales, where piracy
occurs. The logic is that when something is accessible, people can find
it and sample it more easily. Then they are more likely to want more, or
better. In the case of the designer handbags, the knock-offs seemed to
serve as gateways to the real thing.
One researcher
immersed herself in the counterfeit "purse parties" of
upper-middle-class women. She found that her subjects formed attachments
to their phony Vuittons and came to crave the real thing when,
inevitably, they found the stitches falling apart on their cheap
knockoffs. Within a couple of years, more than half of the women — many
of whom had never fancied themselves consumers of $1,300 purses —
abandoned their counterfeits for authentic items.
As arts
and culture and all forms of creative expression struggle with copyright
protection and theft, it will be a rather essential issue to understand
the implications with some nuance. Some artists have already changed
their minds about rigidly defending their copyright. Others are
wondering how much effort the battle is worth. Book publishers don’t
want to talk to Amazon or to Apple. Is their nose lying on the floor to
get even with their face? How do you monitize a free novel? There is
more to think about here, but start from the premise you will give it
away, give it away, give it away now.
The younger
generation would wholeheartedly agree. In fact, giving away the music
for free via download (but still selling CD's and related "merchandise,"
while drawing crowds for performances) is the entire business model of a
whole new wave of musicians.
I sometimes think that once
these folks have babies or need root canals, they'll have more monetary
demands, but meanwhile, building a reputation by spreading the
information and the product around will definitely create demand for
whatever you want to sell. Think of all the "one-hit-wonder" bands out
there still making a living off the air play on oldies stations and
nostalgia concerts.
And think how easy it is to bypass the
music publisher entirely. Post a tease on YouTube, then sell it on
iTunes. You can make a comfortable living. No agent, no percentage to
corporation, just cool checks each month. You can turn that fifteen
minutes of fame into a business, a career, a fortune.
The
logic is that when something is accessible, people can find it and
sample it more easily. Then they are more likely to want more... think
of the record labels and bands that allow you to stream a full album
before purchasing. Think of free music Tuesday on iTunes. By directly
offering consumers some of the benefits of acquiring an illegal copy,
artists are back in the drivers' seat and actually deterring piracy.
With new music especially, I am significantly more likely to buy an
album if I can listen to it first. They make it exceptionally easy to do
that.
So take the advice of the Red Hot Chili Peppers and
“give it away, give it away, give it away now.” We need Richie’s
“Freedom, freedom ...
Hey, yeah, yeah, yeah
Yeah-yeah, yeah yeah yeah yeah yea
Originally written July 13, 2011.
Sunday, September 16, 2012
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