Swizz Beatz: How to support and celebrate living artists | TED

譯者: Lilian Chiu 審譯者: Helen Chang

Swizz Beatz: I got it.

史威茲畢茲：我知道了。 我說話時你們會靜音

So are you guys going to mute when I talk

so nothing interrupts it?

避免打斷吧？

Voice: Uhh, yes.

聲音：是的。

SB: Because once I'm in the flow, I like to stay in the flow.

史：因為當我講順了， 我會想一直順下去。

Having some type of support

當你在發揮創意時

is very necessary when you are creative.

有某種支持是很重要的。

You know, there has to be something that's fueling that creativity,

創意也是需要有助力，

that's fueling that fire that you have inside.

供應你心中那把火所需要的燃料。

My love for music and creativity starts way back, way back.

我對音樂的熱愛和創意 始於很久很久以前。

Back in the South Bronx where I grew up,

可追溯到我長大的地方，

building 700, apartment 2E.

南布朗克斯的 700 號公寓 2E。

I would go outside and all I would hear is music.

我走到室外，總是會聽到音樂。

You go around to the back park, the DJs are playing,

走到後方的公園， 會有 DJ 在播放音樂，

there's a basketball game going on,

有人正在進行籃球比賽，

but then you would look at the handball court,

但你會看向手球場，

and that handball court would have an amazing graffiti mural,

手球場的牆上有絕妙的塗鴉，

I don't know if it's from Keith Haring or Fab 5 Freddy.

我不確定那是凱斯哈林 或妙手佛迪的創作。

I was instantly attracted to the creative.

那創意馬上吸引了我。

Music has been my therapy since day one.

打從第一天起，音樂就是我的療方。

Anytime I get stressed out,

每當我焦慮不安時，

I go to the arts, I go to creativity, I go to music.

我就會轉向藝術、 轉向創意、轉向音樂。

Music makes people feel hugged, people feel loved.

音樂能讓人感到被擁抱、被愛。

And then I remember one of my uncles saying,

接著我會想起我叔叔對我說過：

"You should get into producing," I'm like, "What's producing?"

「你該投身製作。」 我說：「什麼是製作？」

一開始是個家族事業， 拉夫萊達斯是我家人創立的。

You know, it started as a family-owned business,

because Ruff Ryders was created by my family.

旗下藝人有 DMX、Eve、

It gave you DMX, it gave you Eve,

it gave you Drag-On, it gave you The LOX.

Drag-On、LOX。

I've gotten every accolade in music that one can get.

在音樂方面我得到數不盡的盛讚。

It just came to the point where it's like, "You know what?

後來就到了這樣的 程度：「你知道嗎？

I'm no longer going to have fun with this unless I'm able to give back."

我已經無法再從中找到樂趣， 除非我有辦法回報。」

You know, The Dean Collection started for me to create a museum for my family

Dean Collection 讓我為家人

以我們的名字建立一座博物館。

and our name.

Something that my kids would have to be responsible

我的孩子將來得要負責將它

to pass through generations.

一代一代傳下去。

I said, "Wait a minute,

我說：「等等，

The Dean Collection is not just for The Dean Collection,

Dean Collection 不只 是 Dean Collection 的，

The Dean Collection is for everyone."

Dean Collection 是大家的。」

There are some galleries now and places you walk in,

現在你走進某些畫廊，某些地方，

if you don't have 50,000, there's nothing to talk about.

如果你沒有五萬美金， 就沒什麼可以談的。

And I felt that a lot of people were using that as an excuse

我覺得很多人用這個當藉口

to exit art.

來脫離藝術。

They feel that art is only for rich people.

他們覺得藝術是屬於有錢人的。

Whoa.

哇。我們得阻止這種現象， 我們得改變它。

We've got to stop this, we've got to fix this.

And that's what made me and my wife say,

因此，我和我太太說，

you know, we have to create an entry point to the younger generation

我們得為不了解 藝術世界的年輕一代

that didn't understand the art world,

創造一個入口，

didn't have their seat at the table,

不然他們都無法參與。

and then we started "No Commissions."

接著，我們創辦了「不收佣金」。

It's a big event,

它是個大活動，一個晚上 邀請函回覆多達三萬多。

you got 30-something-thousand RSVPs a night.

The drinks are free, the food is free,

飲料免費，食物免費，

the concert's free.

音樂會免費。

The education is free,

教育免費，

and I feel that education should be free.

我認為教育應該要免費。

We went to Shanghai, we went to London,

我們去了上海，我們去了倫敦，

we went to Berlin,

我們去了柏林，

we did it right in my backyard in the South Bronx.

我們在南布朗克斯 我自家後院也辦了這個活動。

You can come in to "No Commissions"

你可以來「不收佣金」，

and get something for a couple of bucks,

你可以買到只要幾塊美金的東西，

or a couple hundred thousand.

也有幾十萬美金的東西。

There's a tier for every person that has love for art.

只要是熱愛藝術的人都能進來。

And what we're doing is something totally different from a gallery.

我們所做的和畫廊完全不同。

The artists keep 100 percent of the sales.

銷售額 100% 屬於藝術家。

But what about after "No Commissions,"

但「沒有佣金」之後呢？

how can you sustain, how can you move forward

你要如何在不出賣靈魂的情況下

without having to be trapped to sell your soul?

繼續維生、繼續走下去？

I was a part of the sale with my brother Sean "Diddy" Combs,

我和我兄弟尚恩庫姆斯 參與了一個交易，

the 21-million-dollar purchase,

成交金額是兩千一百萬美金，

which made Kerry James Marshall

讓凱瑞詹姆斯馬歇爾

the highest-selling African American living artist to today.

成為現今還活著的非裔美國 藝術家中，出售價格最高的。

I'm like, "Man, you just broke the record,"

我說：「天，你剛打破了記錄。」

and the artist was like,

那位藝術家說：

"Yeah, I don't know whether to be happy or to be sad."

「是啊，我不知道 該開心還是傷心。」

He first sold that work, it was under 100,000.

他初次賣出那件作品時， 價格不到十萬美金。

So imagine a work that you made for under 100,000

想像一下，你創作了一件 不到十萬美金的作品，

is now being sold for 21 million,

現在以兩千一百萬美金賣出，

and you had to sit home and watch this.

而你得坐在家中看著這一切發生。

And you couldn't even participate five percent.

你得到的甚至不到這金額的 5%。

When you look at it,

想想看，

I'm a producer, I'm a songwriter,

我是製作人，我是歌曲作者，

every time it's played on the radio,

每當我的作品在廣播節目播出，

I get paid.

我就會拿到錢。

Every time it's played in a movie,

每當有電影用到我的作品，

I get paid.

我就會拿到錢。

Every time it plays, period,

只要有播，就這樣，

I get paid.

我就會拿到錢。

Visual artists, they only get paid once.

視覺藝術家，他們只拿一次錢。

How, when paintings are sold and traded multiple times?

那麼，畫作被多次出售、 交易時會如何？

And that's that artist's lifetime work,

那是那位藝術家一生的心血之作，

that other people are making 10, 15,

其他人靠它賺的錢 卻比創作它的藝術家

sometimes 100 times more than the artist that created it.

多出十倍、十五倍， 有時甚至一百倍。

So I created something called the Dean's Choice,

所以我創辦了「迪恩的選擇」，

where if you're a seller,

如果你是賣家

or a collector,

或收藏家，

and you bring in your work into, let's say, Sotheby's,

你把你手上的作品帶到 比如蘇富比（拍賣行），

there's a paper that's there that says, "Hey, guys, you know,

那裡有張紙寫著： 「嘿，各位，要知道，

this artist is still living.

這位藝術家還活著。

You've made 300 percent on your investment

你和這位藝術家合作，

讓你的投資賺了 300%。

by working with this artist.

You can choose to give the artist whatever you want of the sale."

這個交易，你可以選擇 要給這位藝術家多少。」

I think that even if five people did it,

我想，就算有五個人這麼做，

it'll start to change everything in the arts.

也會開始改變藝術圈的一切。

And this is happening in Europe already.

在歐洲已經發生了。

It happens in the music industry,

在音樂產業也發生了，

it's called publishing.

叫做出版。

And artists are able to survive,

藝術家能夠生存下去，

musicians are able to survive,

音樂家能夠生存下去，

years after years,

年復一年，因為他們能 得到出版的剩餘收益。

off of the residual income of their publishing.

So how can we take something that brings creatives together,

我們要如何將創意集結在一起，

and celebrate each other?

並頌揚彼此？

Myself and Timbaland have been working on this idea

我自己和提姆巴蘭就想了個辦法，

called Verzuz for about three years now.

叫做 Verzuz， 到現在已經有三年了。

Then this trying time came,

嘗試的時機到了，

and everybody started going to social media

大家都開始使用 社群媒體來表達自我。

to express themselves.

So what we did was I played my top songs,

我們的做法是，

我播放我的名曲，

he played his top songs,

他播放他的名曲，

and we went on Instagram Live.

我們到 IG 上直播。

(Video) (Laughter)

（影片）（笑聲）

Timbaland: You having fun?

提姆巴蘭：你們開心嗎？ 這對文化非常好。

This is so good for the culture.

SB: A lot of people like to say "battle,"

史：很多人說是「對戰」，

we pulled back off of that word "battle,"

我們不用這個詞， 因為現今世界上已經太多對戰了。

because we're battling enough in the world today.

我們把它叫做教育盛典。

We call it educational celebration.

I think we're on our ninth or tenth one.

我想現在已經是第九或第十屆了。

Me and Timbaland started out with 20,000 people.

我和提姆巴蘭一開始時 只有兩萬人參與。

As of yesterday, 750,000 people in one room.

截至昨天為止，

有七十五萬人齊聚一堂。

So, we have this thing called the "Verzuz Effect."

所以我們有所謂的「Verzuz 效應」。

And the "Verzuz Effect" is what happens to the artist

當藝術家對 Verzuz 做出貢獻之後

after they contribute to Verzuz.

他們就會發生「Verzuz 效應」。

We can go to the Babyface and Teddy Riley.

比如娃娃臉和泰迪萊利。

They both went up millions of views.

他們的點閱率都衝到了數百萬。

Both of their songs reentered the charts.

他們的歌曲都重新進入排行榜。

And then we look at the first ladies Verzuz,

接著，我們可以看看 最早參與 Verzuz 的女性，

and both Erykah Badu and Jill Scott

艾莉卡芭朵和吉兒史考特

have seven positions in the top 20 charts.

包辦了排行榜前二十名當中的七名。

This is the Verzuz Effect.

這就是 Verzuz 效應。

You know, billions and billions and billions of impressions.

數十億數十億數十億的印象。

This is something I've never seen before.

那是我以前從來沒有見過的。

And I felt that these artists are getting their flowers today,

我覺得，

這些藝術家今天能聞到花朵的香味

which is a great thing, while they can smell them.

是很棒的事。

This was personal for me,

這對我有很個人的意義，因為，

because many a times I've been counted out,

我經常被排除，

I've been hot and cold 100 times.

我起起落落了一百次。

You still have to understand the business as an artist,

你得要了解身為藝術家這個事業，

to elevate to your level that you deserve to be.

要提升到你應得的層級。

Because most creatives, we're very emotional,

因為我們大部分的 創作者都很情緒化，

we're very "let somebody else handle that, I want to stick to this."

我們非常會「那個讓別人 去做，我要堅持這個。」

But not only creativity is key, education is key,

但關鍵不只有創意， 教育也是關鍵，

which is the reason why I went back to school

這就是為什麼我在三十五歲左右

to sharpen my pencil in my mid-30s.

還回到學校讀書的原因。

We have to know our business.

我們必須要了解我們的事業。

But it's going to take us digging in a little deeper

但那會需要我們更深入一些，

and pulling out the knowledge that we need to prepare ourselves

這個世界在等著佔創意的便宜，

我們得要把必要的知識 搬出來讓自己做好準備。

for this world that's waiting to take advantage of the creatives.

這樣我們才能做更好的選擇，

Then we can make better choices,

then we can end that conversation of artists dying poor.

接著才能終止藝術家 到死都很窮的情況。

If we're not protecting the arts,

如果我們不保護藝術， 就無法護我們的未來，

we're not protecting our future,

we're not protecting this world.

就無法保護這個世界。

Creativity heals us.

創意能療癒我們。

What's these shades closing for?

為什麼要拉上這些窗簾？

Time out.

暫停。

(Scoffs)

（嗤笑）

Voice: I kind of like that. That was cool.

聲音：我蠻喜歡那樣的。挺酷的。

SB: (Laughs)

史威茲畢茲：（笑）