A Creator-Led Internet, Built on Blockchain | Adam Mosserri | TED

翻译人员: Yip Yan Yeung 校对人员: Grace Man

Power is shifting.

权力正在转移。

History has taught us that technology will take power

历史已告诉我们，

科技会从诞生起掌握权力，

from the establishment,

and give it to individuals.

再把权力交给个人。

Give it to people.

交给人们。

This has been true since before the advent of the printing press.

在印刷机出现前就是如此。

Long before.

那是很久以前。

But the path is not a straight line,

但是这个过程不是线性的，

there are always bumps and detours along the way,

一路上总会有 磕磕绊绊、迂回曲折，

and the internet is no exception.

互联网也不是例外。

The original promise of the internet

互联网最初的愿景是

was to push power down into the hands of people,

把权力下放到人们的手中，

and to all of us.

到我们每个人的手中。

And it has.

它确实做到了。

It has weakened yesterday's gatekeepers,

它弱化了从前的管理员、

music labels, news publications, TV networks.

音乐唱片、新闻出版、电视网络。

They've all lost much of their power and prestige.

这些人都失去了很多权力和声望。

But at the same time,

但是与此同时，

the internet has created a new establishment.

互联网开辟了新天地。

It's pushed power into the broadest of platforms,

它把权力推向了 一些受众最广泛的平台，

like Instagram.

比如Instagram（照片墙）。

This was unexpected.

这是出人意料的。

But I believe that, over the broad arc of history,

但是我相信，在历史的长河中，

that this unexpected outcome,

这个令人意外的结果——

this concentration of power in the hands of a handful of platforms,

小部分平台集中掌握权力——

is not going to be a long-lasting trend.

不会是一个长久的趋势。

Over the next ten years,

在接下来的十年里，

we're going to see a dramatic shift in power,

我们会见证权力的剧变，

away from platforms like the one that my team and I are responsible for,

从类似我和我的团队 负责的平台转移到

and to a group of people I like to describe as "creators."

一些我称为“创作者”的人手中。

Let's define a creator

我们可以把“创作者”定义为

as someone whose personality is their brand,

把个性当作个人品牌的人，

and who uses platforms like Instagram to turn their passion into a living.

他们利用像Instagram这样的平台， 以他们的兴趣为生。

Creators like Blair Imani, D-Nice and Benny Drama.

像布莱尔·伊玛尼（Blair Imani），

D-Nice和贝尼托·斯金纳 （网名Benny Drama）这样的创作者。

They generate new ideas,

他们生产新想法，

push boundaries, drive culture.

无拘无束，引领潮流。

We follow them just to see what they'll do next.

我们关注他们， 好奇他们接下来要做些什么。

What if we imagine a world where creators actually own their relationship

想象一下，如果有一个 创作者真正拥有

with their audience --

与观众的关系的世界，

they didn't rent it, they owned it --

他们不是暂时拥有， 而是完全拥有这样的关系，

and where all of us were invested in their success?

在这个世界里，我们所有人 都是他们成功的一部分。

A world where the platforms acted more like platforms,

在这个世界里， 平台只作为平台本身运作，

because we can and should do more to support creators.

因为我们可以， 也应该更多地支持创作者。

It's been maybe 50 years since the birth of the internet,

互联网诞生至今大约 50 年，

and we can all see how much it has affected

我们可以看到它对几乎所有行业

almost every industry,

都产生了多么巨大的影响，

particularly the attention-based industries: music, news, TV, art --

尤其是那些基于注意力的行业—— 音乐、新闻、电视、艺术，

they've all been disrupted.

这些行业都遭到了颠覆。

Musicians like Childish Gambino, Frank Ocean and Chance the Rapper,

像幼稚冈比诺（Childish Gambino）、 弗兰克·奥申（Frank Ocean）

和Chance the Rapper 这样的音乐人，

they found ways to reach an audience without a label.

他们找到了无需唱片 就可吸引听众的方式。

When Jessica Yellin was the chief White House correspondent for CNN,

杰西卡·耶琳（Jessica Yellin） 在 2012 年担任CNN

back in 2012,

（美国有线电视新闻网） 驻白宫首席记者时，

that network averaged about 670,000 viewers.

网络上大约有 67 万名观众。

Today, she reaches nearly that many people on Instagram alone.

现在，单单在Instagram上 她都有数量相当的粉丝。

Star athletes are more relevant than the teams that they play for,

明星运动员比所在的队伍 更有价值，

which would have been unheard of 50 years ago.

这在 50 年前 简直是闻所未闻的。

LeBron James has more followers on Instagram

勒布朗·詹姆斯 在Instagram上的粉丝

than the Lakers do.

比湖人队更多。

Cristiano Ronaldo makes more on Instagram, it's been reported,

据报道，C罗 通过Instagram赚的钱

than he did from Juventus.

比在尤文图斯俱乐部赚得更多。

OK, so I and my team,

好的，我和我的团队

we work at the point where creators and audiences meet.

研发的内容是 创作者和观众的交汇处。

And platforms like Instagram have done a lot to empower creators

像Instagram这样的平台， 在过去十年里，

over the last ten years.

一直致力于助力创作者。

My team is obsessed with finding more ways to support creators.

我的团队一直在探索如何可以 为创作者提供更多的支持。

But if we accept that as power continues to shift toward creators,

但是如果我们接受了权力正在向 创作者转移的事实，

or that that's going to happen,

或者由于科技一直在变化，

because technology will continue to change,

这将会是迟早发生的事，

then we're going to have to rethink some things,

那么我们就需要重新看待这件事，

because today, creators are too dependent on too few platforms,

因为现在创作者们都 太过依赖于有限的几个平台，

then our role, as platforms, has to change.

那我们作为平台的作用 就会发生改变。

Now, I'm not saying that platforms are going to go away.

我现在要说的 不是平台要退出舞台了。

New platforms will certainly rise,

肯定会有新的平台涌现，

old platforms will certainly fall.

旧的平台肯定会消失。

But all platforms will -- and you're already seeing this happen --

但是所有的平台都会 发现创作者创造的价值，

understand the value that creators create.

而你已经见证了它的发生。

And so they'll be increasingly interested in handing more power over to creators.

这样平台就会更有兴趣 把权力交给创作者。

Now, this might be surprising, coming from me.

我所说的可能现在看来 比较令人意外。

But I think this is actually a really good thing.

但是我觉得这真是一件很好的事。

I think that over the long run,

我认为长远来看，

what's best for creators is going to be best for platforms

对创作者好的事，

也是对我负责的这种平台好的事。

like the one I'm responsible for.

The more art there is,

越多的艺术，

the more there's an exchange of ideas,

会带来更多想法的交流，

the more creativity there is in the world,

世界上就会有更多的创意，

the better off we all are.

我们也都会变得更好。

But we haven't always seen the world this way.

但是我们不是一直 以这种方式看待世界。

For the five years before I joined Instagram,

在我加入Intagram前的五年里，

I was the head of News Feed at Facebook.

我是Facebook（脸谱网）的 News Feed（信息流）负责人。

I was in that role during the US presidential election in 2016.

我在 2016 年美国总统大选 期间担任此职。

I was in that role during Cambridge Analytica.

我在剑桥分析（Cambridge Analytica） 丑闻事件期间担任此职。

I traveled around the world, talking to publishers and policymakers,

我走遍世界， 与出版商和政策制定者交流，

most of whom took the time to tell me everything that we were doing wrong.

他们中的很多人告诉我， 我们现在做的所有事都是错的。

I'm sure some of you hold my company and me

我相信你们有些人觉得

personally accountable for all sorts of things.

我个人和我公司 得对所有事负责。

But I can tell you

但是我可以告诉你，

we learned an immense amount from those experiences.

我们从这些经历中受益匪浅。

I know I personally did.

我自己是这样的。

There were a lot of lessons.

学到了很多。

And one of those lessons

学到的其中一点是

was how important stability and predictability

稳定性和可预见性 对出版商而言

were to publishers.

有多么重要。

No publisher can build a business on a platform that's too volatile,

没有出版商可以在 一个不稳定的平台上开展业务，

and no business should be entirely reliant on any one platform.

也没有任何业务 应该完全依赖于一个平台。

The same is true for creators.

对创作者来说也是一样。

Today ...

如今……

Whoo.

嗯。

We’re on the precipice of an entirely new internet,

我们眼前就是一个崭新的互联网，

built on fundamentally different technology than the tools of yesterday.

基于与以前使用的工具 截然不同的新科技。

New technology is making new ideas possible.

新科技为新想法带来了新可能。

Cryptocurrencies, social tokens, nonfungible tokens,

加密货币、社交代币、 非同质化代币（NFT）、

decentralized autonomous organizations --

去中心化自治组织（DAO），

that one really rolls off the tongue --

和让人脱口而出的

smart contracts --

智能合约，

these are a group of ideas known in the industry as web3.

这些都是被称为“Web3” 行业的一些想法。

And each and every one is built on a foundation called the blockchain.

其中的每一个都是基于一种 被称为“区块链”的基础技术。

The important thing to understand about blockchains

关于区块链的重要的一点是

is that they remove the need for an intermediary.

它不再需要一个中间人。

What do I mean by that?

这么说是什么意思？

Well, each and every one of you, I am sure, at some point,

我相信你们每一个人

has put money in a bank account.

都在银行账户里存过钱。

And when you did that,

你在存钱的时候，

you were actually trusting an intermediary --

其实你信任了一个中间人——

in this case, a bank --

在这个例子里是银行，

to take care of that money on your behalf.

银行会代表你管好你的钱。

A blockchain allows you to hold digital money --

区块链让你可以持有数字货币，

in this case, a cryptocurrency --

也就是加密货币，

without the need to trust an intermediary or a bank.

而不需要信任一个中间人或银行。

And so a blockchain offers the potential for a transfer of power.

于是区块链就提供了 权力转移的可能性。

What's interesting is not holding digital money --

有趣的并不是持有数字货币，

there's nothing new about that idea.

这个想法没什么新奇的。

What is interesting is how power is shifting

有趣的是权力是如何

from those who historically held it to those who have not.

从以前的掌权者的手中 转移到无权者的手中的。

There's an opportunity here.

这里有一个好机会。

We can use this technology

我们可以利用这个技术

to help creators establish direct financial relationships

帮助创作者与观众建立

with their audience,

直接的财务关系，

independent of any platform.

独立于任何平台。

Today, for many creators -- not all, but many --

现在对于很多的创作者， 不是全部但是有很多，

subscriptions are an important part of their business.

订阅是他们收入的重要来源。

And there are really great subscription platforms out there --

市面上有很多很不错的订阅平台，

Patreon, Substack, YouTube memberships.

比如Patreon、Substack、 YouTube会员。

They provide great services.

它们可以提供很好的服务。

For you, as a creator, they host your content,

对你来说，作为一个创作者， 它们会承载你创作的内容、

they distribute that content,

发布传播内容、

they handle payments on your behalf.

代理你处理收付款。

What does it cost you?

你要付出什么呢？

You're beholden to each platform where you show up.

你对你登台露面的平台心存感激。

You are playing by that platform's rules.

你按照它们的规则行事。

So what if we imagine something different?

想象一下 如果有这样的变化会怎样？

A subscription between a creator and a fan, still,

依旧是创作者和粉丝之间的订阅，

but one independent of any platform,

但是独立于任何平台，

but that works across all platforms.

又适用于所有平台。

On a five-year time view,

以五年的时间来看，

the blockchain offers the opportunity

区块链为创作者

for creators to directly own their relationship with their subscribers.

直接拥有与订阅者的关系 提供了机会。

Picture this.

想象一下这个场景。

Lisa is a country artist from Georgia,

丽萨是来自佐治亚州的 一个乡村艺术家，

and she wants to sell subscriptions.

她想出售订阅服务。

Maybe she wants to share songs that she's working on

也许她想在准备好 向大众发布前

before she's ready to release them to the general public.

分享一些她正在创作的歌曲。

And we all love Lisa, and we want to subscribe to Lisa.

我们都很喜欢丽萨， 我们想订阅丽萨的歌曲。

What if Lisa can sell a token --

如果丽萨可以发售一个代币，

think of it as a membership card --

可以想象成一张会员卡，

for a few bucks, to anyone who wants to subscribe.

标价几十美元， 出售给想订阅的人。

What if every major platform --

如果每个主流平台——

Instagram, Twitter, YouTube, Facebook,

Instagram、推特(Twitter)、 YouTube、Facebook，

they all agree to honor those membership cards.

它们全都同意接受这些会员卡。

Then, in that world, if Lisa first establishes herself on Instagram,

那么在这个世界里，如果丽萨 先在Instagram有了一席之地，

but later, she wants to branch out into Twitter,

但是之后她又想拓展到推特，

she can bring Team Lisa with her,

她就可以带着丽萨团队，

she can bring her subscribers with her.

带着所有订阅者。

And all of us, because I’m sure we love Lisa,

我们所有人， 因为我相信我们都喜欢丽萨，

we only need to subscribe once, not once per platform.

只需要订阅一次， 而不是在每个平台都要订阅一次。

That' a big deal.

这可是件大事。

And even more important,

更重要的是，

if we build these membership cards on a blockchain,

如果我们是基于区块链 设计了这些会员卡，

no company can ever take Lisa's community away from her.

就没有公司可以剥夺丽萨的社群。

Instagram could -- poof! -- disappear tomorrow

也许明天Instagram烟消云散了，

and she would maintain her relationship with her subscribers,

但是她依旧可以保留 与订阅者的关系，

and she would maintain her income.

她也可以维持收入。

We can take this idea further.

我们可以更进一步。

As we look to the future,

我们展望未来的时候，

it's increasingly clear that it's going to bring more and more volatility,

可以清楚地发现随着科技 发展得越来越快，

as technology changes more and more quickly.

肯定会带来更多的不稳定性。

For creators, this means new talent can succeed

对创作者而言， 这意味着新锐可以

faster than ever before,

以前所未有的速度、

and at an incredible scale.

惊人的规模成功。

It also means that we will never again see

这也意味着我们不会再见到

the stability in careers that our grandparents saw.

我们祖辈所见的工作稳定性。

There's a problem.

这里有个问题。

One challenge with this future

这样的未来有一个挑战，

is that our financial infrastructure,

就是我们的金融基础设施，

particularly the way that we finance our ideas,

尤其是我们资助想法的方式，

largely predates the internet.

这个问题比互联网出现得更早。

Today, the predominant way that businesses raise money,

现在公司集资的主要方式和

and the only real option available to creators,

创作者可以真正选择的唯一方式

is to borrow it as debt.

是以贷款的形式。

And as to any of you who have ever struggled

如果你们有人有过

with a mortgage payment or a student loan or a car payment

苦于还按揭、 学生贷款或者车贷的经历，

can attest to,

你们可以证实

there’s a lot of downside to debt.

贷款有很多缺陷。

My first experience with debt

我第一次贷款的经历是

was a 13-year old '86 SAAB 9000 Turbo.

购买一台车龄 13 年的 86 款萨博 9000 涡轮轿车。

Gray car, saggy roof,

灰色的车，松垮的车顶，

the Knight Rider lights in the front -- I love that car.

霹雳游侠式的前车灯， 我太爱这辆车了。

But it was hard.

但是太难了。

So what if, instead of debt, we invested in people,

所以如果我们用 投资初创企业的方式向人投资，

the way we invest in start-ups?

而不是向贷款投资，会怎么样？

As a creator, you should be able to use technology

作为一个创作者， 你可以利用科技

to raise money to finance your ambitions.

募款、资助你的梦想。

If you so choose,

如果你如此选择，

you should be able to sell equity in your future.

你就可以出售你的未来股权。

And you should be able to set the terms.

你也可以定下条款。

For a 100,000-dollar investment,

投资十万美元，

you’ll pay out five percent of what you make for the next 10 years.

你会支付给投资人 接下来十年收入的 5% 。

And we can codify those terms in a smart contract.

我们可以用智能合约的形式 将条款记录在案。

We can connect the RevShare you make on YouTube,

我们可以把你在YouTube上 赚的分成（RevShare）、

the subscription fees you make on Patreon,

在Patreon上赚的订阅费、

the merchandise sales you make on Instagram,

在Instagram上赚的商品销售额

all to one token that anyone who believes in you could buy.

全部联结放入一个代币， 供信任你的人购买。

And in doing so,

在这么做的过程中，

you'd be giving your audience the opportunity to share in your success,

你会给你的观众一个机会 分享你的成功，

to buy a share,

购入股份，

to build equity in the creator they know, love and trust.

为他们知晓、喜爱、信赖的 创作者投资。

And Lisa would be able to build a community of people

丽萨也可以聚拢一群人，

who are directly invested in her success.

这些人直接为她的成功投资。

And with the money she raised,

丽萨募集到了这么多钱，

she'd have more time to explore, more time to create.

就会有更多的时间去探索、创造。

Meta can't build this.

Meta做不到这件事。

No single company can.

没有一个公司 可以独自做到这件事。

For ideas like these to happen,

要让这些想法成真，

we need to come together across the industry.

我们需要跨公司、 全行业地合作。

And we need pioneers.

我们需要先行者。

We need established creators to prove the model at first.

我们需要知名创作者们 先去证明这个模式。

But the idea isn't interesting until it's available to everyone.

但是如果这个想法无法触及大众， 它就不会变得有趣。

I sometimes think about what my path might have looked like,

我有时候在想， 要是我曾经有这个机会，

had that opportunity been available to me.

我的道路会是怎么样。

Instead of bartending and designing websites on the side

我不会兼职做调酒师、设计网页、

and taking out a lot of student debt,

借一大笔学生贷款，

I might have sold equity in my future.

而是可能已经在 为我的未来出售股权。

What might you have done?

你会做些什么？

Who knows?

谁知道呢？

But what's exciting about this idea is not the opportunity it affords

但是这个想法值得兴奋的点 不在于它是一个

an upper-middle-class white kid from the suburbs of New York City.

纽约郊区的中上层白人小孩 可以拥有的机会。

It's the opportunity it affords Oumi Janta,

它是来自柏林的旱冰网络红人

a roller-skating phenom in Berlin;

乌米·詹塔（Oumi Janta） 可以获得的一个机会。

Terri Loewenthal, one of my favorite photographers in California.

它是来自加州的 我最喜爱的摄影师之一，

特里·勒文塔尔（Terri Loewenthal） 可以获得的一个机会。

And if we build this,

如果我们建成了它，

we'll have helped to realize the original promise of the internet.

我们就帮助实现了 互联网最初的愿景。

We'll have to push power into the hands of people ...

我们把权力交到了人们的手中，

to creators.

交给了创作者。

Creators will be able to own their relationship with their audience,

创作者可以拥有与观众的关系，

and anyone who wants to invest in creativity

每一个想要投资创意的人

will have the opportunity to do so.

都有机会这么做。

We'll have created a world

我们会创造一个世界，

where anyone with a compelling idea can turn their passion into a living,

每一个有奇思妙想的人都可以 以他们的兴趣为生，

which, at the same time, effects possibly the greatest transfer of power

与此同时，会带来

或许是从古至今 最大规模的权力转移，

from institutions to individuals

将权力从机构转移给了个人。

in all of history.

Thank you for listening,

感谢聆听，

and thank you to you creators out there for inspiring the rest of us.

感谢激励我们每一个人的创作者。

(Applause)

（掌声）