How artists can (finally) get paid in the digital age | Jack Conte

Prevodilac: Milenka Okuka Lektor: Mile Živković

Hi everyone.

Zdravo svima.

So, I'm going to take us back to 2007.

Dakle, vratiću nas u 2007.

I'd just spent about six months working on album

Tad sam baš proveo šest meseci radeći na albumu

that I'd poured my heart and my soul into,

u koji sam pretočio svoje srce i dušu

and it was getting about three plays per day on Myspace at the time,

i tada je imao oko tri puštanja dnevno na Majspejsu,

and I was getting more and more depressed when I started noticing these other people

i postajao sam sve više depresivan primetivši druge ljude

who were playing guitar and singing

koji su svirali gitaru i pevali

and putting videos on this new site called YouTube,

i postavljali snimke na novi sajt po imenu Jutjub,

and they were getting 300,000 views.

a imali su 300.000 pregleda.

So I decided I'm going to start making some Youtube videos.

Pa sam odlučio da ću da počnem da pravim Jutjub snimke.

And one day they featured a video of my band on the homepage,

I jednog dana sam postavio snimak mog benda na glavnu stranu,

which was amazing -- we got a bunch of new fans.

bilo je divno - dobili smo gomilu novih fanova.

We also got a bunch of people

Dobili smo i gomilu ljudi,

who, I guess, just didn't really like the music or something --

koji, valjda, prosto nisu voleli našu muziku, i tako to -

(Laughter)

(Smeh)

It's OK because people started coming to our shows,

U redu je jer su ljudi počeli da nam dolaze na svirke

and we started touring,

i krenuli smo na turneju,

and we came out with a record.

i iz toga je proizašla ploča.

And when I checked our bank account balance

A kada sam proverio naš račun u banci,

after our first monthly iTunes payout,

nakon prve mesečne isplate sa Ajtjunsa,

we had 22,000 bucks in it,

imali smo 22.000 dolara,

which was amazing because at the time I was living at my dad's house,

to je bilo sjajno jer sam tada živeo u očevoj kući,

trying to make a living as a musician by uploading videos to the internet

pokušavajući da zarađujem kao muzičar postavljajući snimke na internet

which literally zero people respected in 2009 --

što je 2009. poštovalo nula ljudi -

even the people who were uploading videos to the internet.

čak ni ljudi koji su postavljali snimke na internet.

And so for the next four years,

Pa sam u naredne četiri godine

I uploaded more and more videos to the Internet,

postavljao sve više snimaka na internet,

and they got better and better,

i postali su sve bolji,

and we made enough money through brand deals

i zaradili smo dovoljno novca kroz ugovore s bendom

and commercials and iTunes sales

i reklame i prodaje na Ajtjunsu

to buy a house.

da kupimo kuću.

And we built a recording studio.

Sagradili smo i studio.

But there was one big problem:

Međutim, imali smo veliki problem:

making money as a creative person in 2013 was super weird.

zarađivanje novca kao kreativac u 2013. je bilo izuzetno čudno.

First of all, the business models were changing all the time.

Pre svega, obrasci poslovanja su se sve vreme menjali.

So our 58,000 dollars of annual iTunes download income

Pa je naših 58.000 dolara godišnjeg prihoda sa Ajtjunsa

was about to be replaced by about 6,000 dollars of streaming income.

trebalo da zameni oko 6000 dolara prihoda od strimovanja.

Steams paid less than downloads.

Strimovi su naplaćivani manje od skidanja.

And then as more and more creators started popping up online,

A onda se sve više i više stvaralaca počelo da pojavljuje onlajn,

there was just more competition for these five-figure brand deals

prosto je bila veća konkurencija za petocifrene ugovore za bend

that had kept the band afloat for years.

koji su godinama održavali bend solventnim.

And to top it all off, our videos themselves --

A povrh svega, sami naši spotovi -

the creative stuff that we made that our fans loved and appreciated --

kreativni materijal koji smo pravili, koji su naši fanovi voleli i cenili -

that were actually contributing value to the world,

koji su zapravo doprinosili nešto vredno svetu,

those videos were generating almost zero dollars of income for us.

ti spotovi su nam donosili skoro nula dolara u prihodu.

This is an actual snapshot of my YouTube dashboard

Ovo je stvarni prikaz moje Jutjub stranice

from a 28-day period

u periodu od 28 dana,

that shows one million views

koja prikazuje milion pregleda

and 166 dollars of ad earnings for those views.

i 166 dolara zarade od reklama za te preglede.

The whole machine in 2013

Čitav mehanizam iz 2013.

that took art online and outputted money

koji je preneo umetnost na internet i proizvodio novac

was totally nonfunctional.

je bio potpuno nefunkcionalan.

It doesn't matter if you're a newspaper,

Nebitno je da li ste novina,

or an institution,

institucija

or an independent creator.

ili nezavisan stvaralac.

A monthly web comic with 20,000 monthly readers --

Mesečni veb strip sa 20.000 čitalaca mesečno -

20,000 monthly readers --

20.000 čitalaca mesečno -

gets paid a couple hundred bucks in ad revenue.

naplaćuje nekoliko stotina dolara prihoda od reklama.

This is 20,000 people.

Radi se o 20.000 ljudi.

Like, in what world is this not enough?

Mislim, u kom svetu to nije dovoljno?

I don't understand.

Ne razumem.

What systems have we built where this is insufficient

Kakav smo to sistem napravili gde ovo nije dovoljno

for a person to make a living?

da osoba zaradi za život?

So, I actually have a theory about this.

Dakle, imam teoriju o ovome.

I think it's been a weird 100 years.

Mislim da je ovo bilo čudnih 100 godina.

(Laughter)

(Smeh)

(Applause)

(Aplauz)

About 100 years ago,

Pre oko 100 godina,

humans figured out how to record sound onto a wax cylinder.

ljudi su shvatili kako da zabeleže zvuk na voštani cilindar.

That was the beginning of the phonograph.

To je bio početak fonografa.

Right around the same time,

Baš u to vreme,

we figured out how to record light onto a piece of photographic paper,

shvatili smo kako da zabeležimo svetlost na parče fotografskog papira,

celluloid -- the beginning of film and television.

celuloid - početak filma i televizije.

For the first time, you could store art on a thing,

Prvi put ste mogli da sačuvate umetnost na nečemu,

which was amazing.

to je bilo sjajno.

Art used to be completely ephemeral,

Umetnost je nekad bila skroz prolazna,

so if you missed the symphony, you just didn't get to hear the orchestra.

pa ako ste propustili simfoniju, prosto niste stigli da čujete orkestar.

But now, for the first time,

Međutim, sad, prvi put,

you could store the orchestra's performance on a physical object,

mogli ste da sačuvate orkestarsku izvedbu na predmetu

and like, listen to it later,

i da to poslušate kasnije,

which was amazing.

što je bilo sjajno.

It was so amazing in fact,

Bilo je toliko sjajno, pak,

that for the next 100 years, between 1900 and 2000,

da su u narednih 100 godina, između 1900 i 2000,

humans built just billions and billions of dollars of infrastructure

ljudi napravili milijarde i milijarde dolara vrednu infrastrukturu

to essentially help artists do two things.

kako bi pomogli umetnicima kod ove dve stvari.

First, put their art on a thing,

Prvo da stave svoju umetnost na nešto,

and second, get that thing around the world

a potom da to stigne širom sveta,

to the people who wanted the art.

do ljudi koji žele tu umetnost.

So, so much industry is devoted to these two problems.

Te je veliki deo industrije posvećen ovim dvama problemima.

Oh my gosh, there are trucking companies,

Gospode, imamo kamionske firme,

and brick-and-mortar and marketing firms, and CD jewel case manufacturers,

tradicionalne firme, marketinške firme i proizvođače kutija za CD,

all devoted to these two problems.

sve posvećeno ovim dvama problemima.

And then we all know what happened.

A znamo šta se desilo posle.

10 years ago, the internet matures

Pre deset godina, internet je sazreo

and we get Spotify and Facebook and YouTube

i dobili smo Spotifaj, Fejsbuk, Jutjub,

and iTunes and Google search,

Ajtjuns i Gugl pretragu,

and a hundred years of infrastructure

i sto godina infrastrukture

and supply chains and distribution systems

i lanaca nabavke i sistema distribucije

and monetization schemes

i monetarnih shema

are completely bypassed --

su potpuno prevaziđeni -

in a decade.

u jednoj deceniji.

After 100 years of designing these things,

Nakon sto godina dizajniranja ovoga,

it's no wonder that it's just totally broken for creative people right now.

ne čudi što je trenutno prosto skroz pokvareno za kreativce.

It's no wonder that the monetization part of the chain doesn't work

Ne čudi što monetarni deo lanca ne funkcioniše,

given this new context.

imajući u vidu novi kontekst.

But what gets me super excited to be a creator right now,

Ali nešto zbog čega sam trenutno krajnje uzbuđen što sam stvaralac,

to be alive today and be a creative person right now,

što sam živ danas i što sam danas kreativac

is realizing that we're only 10 years into figuring out this new machine --

je saznanje da smo tek 10 godina u procesu razumevanja novog mehanizma -

to figuring out the next 100 years of infrastructure for our creators.

razumevanja narednih 100 godina infrastrukture za naše stvaraoce.

And you can tell we're only 10 years in.

I jasno je da smo svega 10 godina tu.

There's a lot of trial and error, some really good ideas forming,

Mnogo pokušaja i grešaka, nekih veoma dobrih ideja koje se oblikuju,

a lot of experimentation.

mnogo eksperimentisanja.

We're figuring out what works and what doesn't.

Razumevamo šta deluje, a šta ne.

Like Twitch streamers. Who's heard of Twitch?

Poput Tvičovih strimera. Ko je čuo za Tvič?

Twitch streamers are making three to five thousand bucks a month

Tvičovi strimeri zarađuju tri do pet hiljada dolara mesečno,

streaming gaming content.

strimujući gejming sadržaj.

The big ones are making over 100,000 dollars a year.

Veliki zarađuju preko 100.000 godišnje.

There's a site called YouNow,

Postoji sajt po imenu YouNow,

it's an app.

to je aplikacija.

It allows musicians and vloggers to get paid in digital goods from fans.

Omogućuje muzičarima i vlogerima da od fanova zarađuju u digitalnim dobrima.

So, I'm also working on the problem.

Dakle, i ja radim na problemu.

Four years ago I started a company called Patreon

Pre četiri godine sam osnovao firmu Patreon

with a friend of mine.

sa mojim prijateljem.

We're 80 people now working on this problem.

Trenutno nas ima 80 koji radimo na ovom problemu.

It's basically a membership platform

To je u suštini platforma sa članarinom

that makes it really easy for creators to get paid --

koja omogućuje stvaraocima da zaista lako budu plaćeni -

every month from their fans to earn a living.

svakog meseca od fanova kako bi zaradili za život.

For a creator, it's like having a salary for being a creative person.

Za stvaraoca je to poput plate za to što je kreativac.

And this is one of our creators.

Ovo je jedan od naših stvaralaca.

They're called "Kinda Funny."

Nazivaju se "Kinda Funny".

They have about 220,000 subscribers on YouTube.

Imaju oko 220.000 pretplatnika na Jutjubu.

And when they upload a video,

A kada postave snimak,

it gets somewhere around 15,000 views to 100,000 views.

dobije negde oko 15.000 do 100.000 pregleda.

I want you to check yourselves right now.

Želim da se odmah preslušate.

I think when we hear numbers like that, when we hear "15,000 views,"

Mislim da kad čujemo slične cifre, kada čujemo "15.000 pregleda",

and we see content like this,

i vidimo sličan sadržaj,

we just snap categorize it as being not as legitimate

odmah ga ishitreno kategorišemo kao nešto što nije legitimno

as a morning show that you'd hear on the radio

koliko jutarnji program koji slušate na radiju

or a talk show that you'd see on NBC or something

ili tok šou koji gledate na TV-u i slično.

But when "Kinda Funny" launched on Patreon,

No kada je "Kinda Funny" startovao na Patreonu,

within a few weeks, they were making 31,000 dollars per month

za nekoliko nedelja su zarađivali 31.000 dolara mesečno

for this show.

za ovu emisiju.

It took off so fast that they decided to expand their programming

Toliko je brzo zaživeo da su odlučili da prošire program

and add new shows,

i dodaju nove emisije,

and now they launched a second Patreon page --

i sada su pokrenuli drugu Patreon stranicu -

they're making an additional 21,000 dollars per month.

zarađuju dodatnih 21.000 dolara mesečno.

And they're scaling what's essentially becoming a media company,

I pretvaraju se u nešto što u suštini postaje medijska firma,

financing the whole thing through membership.

finansirajući sve to preko članarina.

OK, here's another example.

U redu, evo još jednog primera.

This is Derek Bodner,

Ovo je Derek Bodner,

a sports journalist who used to write for Philadelphia Magazine

sportski novinar koji je nekad pisao za časopis "Filadelfija"

until a few months ago when the magazine cut out all sports coverage.

do pre nekoliko meseci kada je časopis izbacio sportsko izveštavanje.

Now he writes articles and publishes them on his own website --

Trenutno on piše članke i objavljuje ih na sopstvenom vebsajtu -

he's still covering sports, but for himself.

i dalje izveštava o sportu, ali za sebe.

And he's making 4,800 bucks a month from 1,700 patrons,

Zarađuje 4.800 dolara mesečno od 1.700 pokrovitelja,

financing it through membership.

sve to naplaćuje kroz članarine.

This is Crash Course --

Ovo je "Crash Course" -

free educational content for the world.

besplatan obrazovni sadržaj za svet.

This show is actually on the PBS digital network --

Ova emisija je zapravo na digitalnoj mreži PBS -

29,000 dollars per month.

29.000 dolara mesečno.

This is a duo sailing around the world,

Ovaj dvojac plovi širom sveta,

getting paid every month for documenting their travels

dokumentujući svoja putovanja, zarađuju svakog meseca

from 1,400 patrons.

od 1.400 pokrovitelja.

This is a podcast, "Chapo Trap House", making --

Ovo je podkast: "Chapo Trap House", zarađuju -

actually, since I screenshotted this,

zapravo, otkad sam ovo slikao,

they're making an additional 2,000 dollars per month,

zarađuju dodatnih 2.000 dolara mesečno,

so they're now making 56,000 dollars per month for their podcast.

dakle, trenutno zarađuju 56.000 dolara za svoj podkast.

And Patreon's not the only one working on the problem.

A ne radi samo Patreon na problemu.

Even Google's starting to work on this.

Čak i Gugl počinje da radi na ovome.

A couple years ago, they launched Fan Funding;

Pre nekoliko godina, pokrenuli su Fan Funding;

more recently, they launched Super Chat

nedavno su pokrenuli Super Chat

as a way for creators to monetize live streaming.

kao vid naplaćivanja živih strimovanja za stvaraoce.

Newspapers are starting to experiment with membership.

Novine počinju da eksperimentišu sa članarinama.

New York Times has a membership program;

"Njujork Tajms" ima program članstva;

The Guardian has over 200,000 paying subscribers

"Gardijan" ima preko 200.000 pretplatnika

to its membership program.

u svom programu članstva.

There's this bubbling soup of ideas and experiments

Imamo bujicu ideja, eksperimenata

and progress right now,

i napretka trenutno,

and it's pointing in the direction of getting creators paid.

a sve ide u smeru da stvaraoci budu plaćeni.

And it's working.

I deluje.

It's not, like, perfect yet,

Još uvek nije savršeno,

but it's really working.

ali zaista deluje.

So, Patreon has over 50,000 creators on the platform making salaries --

Dakle, Patreon ima preko 50.000 stvaralaca na platformi koji zarađuju -

getting paid every month for putting art online,

svakog meseca zarađuju za to što postavljaju umetnost onlajn,

for being a creative person.

za to što su kreativci.

The next hundred years of infrastructure is on the way

Sledećih 100 godina infrastrukture sledi

and it's going to be different this time because of this --

i biće drugačije ovaj put zbog ovoga -

because of the direct connection between the person who makes the thing

zbog direktne veze između osobe koja nešto stvara

and the person who likes the thing.

i osobe kojoj se to sviđa.

About seven or eight years ago,

Pre oko sedam ili osam godina,

I went to a cocktail party.

bio sam na koktelu.

This is when the band had hit our first machine,

To je bilo kad je bend imao svoj prvi uspeh,

so things were really cranking.

dakle, stvari su se pokretale.

We had just made about 400,000 dollars in one year

Upravo smo bili zaradili oko 400.000 dolara za godinu

through iTunes sales and brand deals and stuff like that.

preko prodaja na Ajtjunsu i ugovora s bendom i slično.

And this guy comes up to me and says,

Prišao mi je lik i upitao:

"Hey, Jack, what do you do?"

"Hej, Džek, čime se baviš?"

I said, "I'm a musician."

Rekao sam: "Ja sam muzičar."

And he just sobered up immediately,

A on se istog trena snuždio,

and he stuck out his hand,

ispružio ruku,

put a hand on my shoulder,

stavio je na moje rame,

and in a real earnest, very nice voice he was like,

i iskrenim, blagim glasom rekao:

"I hope you make it someday."

"Nadam se da ćeš uspeti jednog dana."

(Laughter)

(Smeh)

And ...

I...

I have so many moments like that logged in my memory.

Imam toliko sličnih trenutaka nagomilanih u sećanju.

I just cringe thinking of that.

Prosto se naježim kad pomislim na to.

It's so embarrassing to just not feel valued as a creative person.

Tako je sramotno kada te prosto ne cene kao kreativca.

But as a species,

Međutim, kao vrsta,

we are leaving that cocktail party behind.

napuštamo tu koktelsku zabavu.

We're leaving that culture,

Napuštamo tu kulturu,

we're out of there.

izlazimo napolje.

We're going to get so good at paying creators,

Toliko ćemo postati dobri u plaćanju stvaralaca,

within 10 years,

u deset godina,

kids graduating high school and college are going to think of being a creator

klinci koji završe srednju školu i fakultet će pomišljati da je umetnost

as just being an option --

prosto opcija -

I could be a doctor, I could be a lawyer,

mogao bih da budem doktor, advokat,

I could be a podcaster, I could have a web comic.

mogao bih da pudem podkaster, da imam veb strip.

It's just going to be something you can do.

Prosto će to da bude nešto isplativo.

We're figuring it out.

Radimo na tome.

It's going to be a viable and sustainable and respected profession.

Biće to izvodljiva, održiva i cenjena profesija.

Creators are going to come out the other end of this weird 100 years,

Stvaraoci će da izađu s drugog kraja ovih čudnih 100 godina,

this century-long journey,

ovog putovanja dugog jedan vek,

with an awesome new machine.

sa sjajnim novim mehanizmom.

And they're going to be paid, and they're going to be valued.

I biće plaćeni, i biće cenjeni.

Thanks, everybody.

Hvala vam svima.

(Applause)

(Aplauz)

I think it went pretty well.

Mislim da je prilično dobro prošlo.

I want artists who saw that to not give up --

Želim da umetnici, koji su to videli, da ne odustanu -

to know that we're getting there.

da znaju da ćemo to postići.

It's not there yet,

Nismo još uvek,

but in a couple years,

ali za nekoliko godina

there will be so many systems and tools for them

će da postoji toliko sistema i oruđa za njih

to just make a living online,

da prosto zarađuju na internetu,

and if they've got a podcast that's starting to take off,

a ako imaju podkast koji počinje da zaživljava,

but they're not able to make money on it yet,

ali još uvek nisu u stanju da na tome zarađuju,

that's happening

to se ostvaruje

and they're going to be paid.

i biće plaćeni.

It's happening.

Ostvaruje se.