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

譯者: 至磊Zi Le 黃Ng 審譯者: Thomas Tam

Power is shifting.

權力正在轉移。

History has taught us that technology will take power

歷史告訴我們，

科技會奪走當權者的權力， 轉而賦予個人，

from the establishment,

and give it to individuals.

Give it to people.

賦予全人類。

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

從印刷機出現前，此話便已不假，

Long before.

那是很久以前。

But the path is not a straight line,

但這條路並非一直線，

there are always bumps and detours along the way,

沿途總有顛簸和迂迴，

and the internet is no exception.

網際網路也不例外。

The original promise of the internet

最早，網際網路保證 把權力下放到眾人手中，

was to push power down into the hands of people,

and to all of us.

賦予我們所有人，

And it has.

它確實做到了。

It has weakened yesterday's gatekeepers,

網際網路削弱了以前的守門人：

music labels, news publications, TV networks.

唱片公司、新聞刊物、電視聯播網，

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

他們都已失去許多權力和尊崇。

But at the same time,

但同時，

the internet has created a new establishment.

網際網路創造了新的當權者，

It's pushed power into the broadest of platforms,

把權力推向最廣大的平臺，

like Instagram.

例如 Instagram，

This was unexpected.

這出乎意料。

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

但我相信，在漫長的歷史中，

that this unexpected outcome,

這個意外的結果，

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

也就是權力集中於少數平臺的現象，

is not going to be a long-lasting trend.

不會是長久的趨勢。

Over the next ten years,

未來十年內，

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

我們將看見戲劇性的權力轉移，

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

從我和我的團隊負責的這種平臺

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

轉移到一群「創作者」手中。

Let's define a creator

讓我們把創作者定義成 把自身的人格當做品牌的人，

as someone whose personality is their brand,

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

以及使用像 Instagram 的平臺 用有熱忱的事物來謀生的人。

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

像布萊兒．伊瑪妮、 D-Nice 、 本尼·德拉瑪這些創作者

They generate new ideas,

會產生新點子、 突破界限、推動文化，

push boundaries, drive culture.

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

我們追蹤是為了看他們會做什麼。

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

想像如果有個世界，

創作者可以真正擁有 與閱聽人之間的關係，

with their audience --

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

不是租借，而是擁有；

and where all of us were invested in their success?

而且我們都對 創作者的成功有所投資。

A world where the platforms acted more like platforms,

那個世界的平臺更像真正的平臺，

because we can and should do more to support creators.

因為我們可以、也應該 為支持創作者做得更多。

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

網際網路可能已經誕生五十年了，

and we can all see how much it has affected

我們都能看見它對 絕大多數產業的影響有多大，

almost every industry,

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

尤其是需要吸引注意力的產業： 音樂、新聞、電視、藝術，

they've all been disrupted.

都已變得不同。

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

淘氣阿甘、法蘭克海洋、 饒舌者錢斯等音樂家

they found ways to reach an audience without a label.

發現不經唱片公司 也能接觸聽眾的方法。

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

當潔西卡·耶林還是 有線電視新聞網駐白宮首席記者時，

back in 2012,

要回到 2012 年，

that network averaged about 670,000 viewers.

有限電視新聞網 平均有 67 萬名觀看者。

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

今天，她單單在 Instagram 就有幾乎一樣多的粉絲。

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

現在的明星運動員 比他們的隊伍還重要，

which would have been unheard of 50 years ago.

這在五十年前聞所未聞。

LeBron James has more followers on Instagram

雷霸龍·詹姆士 在 Instagram 的粉絲

than the Lakers do.

比湖人隊還多；

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

據報導，基斯坦奴·朗拿度在 Instagram 賺得比在尤文圖斯俱樂部還多。

than he did from Juventus.

OK, so I and my team,

於是我和我的團隊 在創作者和閱聽人相遇的地方工作。

we work at the point where creators and audiences meet.

And platforms like Instagram have done a lot to empower creators

Instagram 等平臺在過去十年 已為替創作者賦權做了很多，

over the last ten years.

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

我的團隊著迷於 找到更多支持創作者的方法。

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

但如果我們接受 權力持續轉向創作者，

or that that's going to happen,

或這件事即將發生， 因為科技會一直改變，

because technology will continue to change,

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

那就必須重新思考一些事情。

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

因為現今創作者 太依賴少數幾個平臺，

then our role, as platforms, has to change.

我們平臺的角色必須改變。

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

我不是指平臺會消失；

New platforms will certainly rise,

新的平臺一定會出現，

old platforms will certainly fall.

舊的平臺一定會沒落。

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

但你們已經看到，所有平臺都會 理解創作者所創造的價值，

understand the value that creators create.

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

因此他們對於賦予創作者更多權力 會越來越感興趣。

Now, this might be surprising, coming from me.

這些話由我說出可能很驚人，

But I think this is actually a really good thing.

但我認為這確實是很好的事。

I think that over the long run,

我認為長期來看，

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

對創作者最好的 也會是對平臺最好的，

like the one I'm responsible for.

例如我負責的平臺。

The more art there is,

另一件有趣的事情是，

the more there's an exchange of ideas,

有越多點子的交換， 世界的創造力就會越高，

the more creativity there is in the world,

我們就可以過得更好。

the better off we all are.

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

但我們不總是這樣看待世界。

For the five years before I joined Instagram,

我加入 Instagram 前的五年，

I was the head of News Feed at Facebook.

擔任臉書動態消息部門的負責人。

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

2016 年美國總統大選時 我擔任這項職務，

I was in that role during Cambridge Analytica.

劍橋分析事件時亦然，

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

我前往全球各地 跟出版商和政策制訂者討論，

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

他們大多利用時間告訴我 我們犯下的一切錯誤。

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

我確定這裡有些人認為我和我的公司

personally accountable for all sorts of things.

應該為各種事情負責。

But I can tell you

但我可以告訴你們，

we learned an immense amount from those experiences.

我們從這些經驗學到非常多，

I know I personally did.

我知道我個人學到很多，

There were a lot of lessons.

有很多教訓。

And one of those lessons

而其中之一，

was how important stability and predictability

是對出版商而言， 穩定性和可預測性有多重要。

were to publishers.

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

沒有一家出版商能在 大幅變化的平臺經營事業，

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

任何事業都不該完全仰賴單一平臺，

The same is true for creators.

對創作者而言也一樣。

Today ...

今天……

Whoo.

噢。

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

我們站在全新網際網路的懸崖邊，

built on fundamentally different technology than the tools of yesterday.

建構網路的技術和過去全然不同。

New technology is making new ideas possible.

新科技把新點子變得可行：

Cryptocurrencies, social tokens, nonfungible tokens,

加密貨幣、社交代幣、 非同質化代幣、

decentralized autonomous organizations --

分散式自治組織——

that one really rolls off the tongue --

這個詞真的很難念——

smart contracts --

智慧型合約，

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

這些是 Web3 產業 大家知道的一些點子，

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

其中每個都建立在區塊鏈的基礎上。

The important thing to understand about blockchains

關於區塊鏈需要了解一個重點，

is that they remove the need for an intermediary.

就是它可以移除對於中間人的需求。

What do I mean by that?

什麼意思？

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

我確信你們所有人在某時某刻

has put money in a bank account.

都曾把錢存進銀行。

And when you did that,

當你那麼做，

you were actually trusting an intermediary --

其實就是相信一位中間人， 在這個例子是銀行，

in this case, a bank --

to take care of that money on your behalf.

會代替你把錢保管好。

A blockchain allows you to hold digital money --

區塊鏈可以讓你持有數位貨幣， 在這個例子是加密貨幣，

in this case, a cryptocurrency --

without the need to trust an intermediary or a bank.

卻不必相信中間人或銀行，

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

因此區塊鏈提供了權力移轉的潛能。

What's interesting is not holding digital money --

有趣的不是持有數位貨幣，

there's nothing new about that idea.

這點子一點也不新；

What is interesting is how power is shifting

有趣的是權力如何轉移，

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

從以前的掌權者轉移到無權者。

There's an opportunity here.

這就有一個機遇：

We can use this technology

我們可以利用這個科技，

to help creators establish direct financial relationships

幫助創作者與閱聽人 建立直接的金融關係，

with their audience,

independent of any platform.

不必經手任何平臺。

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

今日，對很多創作者而言，

subscriptions are an important part of their business.

訂閱是事業中重要的一部分，

And there are really great subscription platforms out there --

也存在非常好的訂閱平臺——

Patreon, Substack, YouTube memberships.

Patreon 、 Substack 、 YouTube 會員，

They provide great services.

平臺提供很好的服務。

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

對創作者而言，平臺儲存你的內容，

they distribute that content,

傳播那些內容，

they handle payments on your behalf.

替你處理付款的事宜。

What does it cost you?

你要付出什麼代價？

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

你對你所在的每個平臺負有責任，

You are playing by that platform's rules.

要遵守平臺的遊戲規則。

So what if we imagine something different?

如果有不一樣的東西會怎樣？

A subscription between a creator and a fan, still,

創作者與粉絲依然可以有訂閱關係，

but one independent of any platform,

但獨立於任一平臺，

but that works across all platforms.

橫跨所有平臺來運作。

On a five-year time view,

從五年的時間來看，

the blockchain offers the opportunity

區塊鏈提供了一個機會

for creators to directly own their relationship with their subscribers.

讓創作者直接擁有與訂閱者的關係。

Picture this.

想像這個畫面：

Lisa is a country artist from Georgia,

麗莎是喬治亞的鄉村音樂家，

and she wants to sell subscriptions.

她想販售訂閱服務。

也許她想先分享她製作的音樂，

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

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

然後才準備好對普羅大眾發行。

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

我們都很愛麗莎，希望訂閱她。

What if Lisa can sell a token --

如果麗莎可以販售一種代幣——

think of it as a membership card --

把代幣想成會員卡——

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

賣幾枚代幣給想訂閱的人會怎樣？

What if every major platform --

如果所有主流平臺——

Instagram, Twitter, YouTube, Facebook,

Instagram 、推特、 YouTube 、臉書，

they all agree to honor those membership cards.

全部同意承認那些會員卡會怎樣？

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

那麼在那個世界，

如果麗莎先在 Instagram 確立地位，

but later, she wants to branch out into Twitter,

但接下來，她想拓展到推特，

she can bring Team Lisa with her,

就可以把「麗莎社群」一起帶去，

she can bring her subscribers with her.

帶著訂閱者一起去。

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

而因為我們都愛麗莎，

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

我們只要訂閱一次， 不必在每個平臺各自訂閱。

That' a big deal.

這是很大一回事。

And even more important,

更重要的是，

if we build these membership cards on a blockchain,

如果這些會員卡是以區塊鏈來建立，

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

沒有一家企業能把麗莎的社群奪走。

Instagram could -- poof! -- disappear tomorrow

Instagram 明天可能 「噗」地就消失了，

and she would maintain her relationship with her subscribers,

但麗莎仍然可以維持 與訂閱者的關係，

and she would maintain her income.

維持她的收入。

We can take this idea further.

我們可以延伸這個點子。

As we look to the future,

當我們看向未來，

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

波動性的增加越來越明顯，

as technology changes more and more quickly.

因為科技變革越來越快。

For creators, this means new talent can succeed

對創作者來說，

這意味著新人可以 比以前更快獲得成功，

faster than ever before,

and at an incredible scale.

規模也更難以置信。

It also means that we will never again see

這也代表我們再也不會看見

the stability in careers that our grandparents saw.

祖父母輩所見的那種生涯穩定性。

There's a problem.

有一個問題。

One challenge with this future

未來的一個挑戰在於金融基礎建設，

is that our financial infrastructure,

particularly the way that we finance our ideas,

尤其是我們資助點子的方式，

largely predates the internet.

建立時間先於網際網路。

Today, the predominant way that businesses raise money,

現今企業最主要的募資方式，

and the only real option available to creators,

也是創作者唯一可行的選項，

is to borrow it as debt.

是以債務的形式借錢。

And as to any of you who have ever struggled

你們當中曾經掙扎於 房貸、學貸、車貸的人都能證明，

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

can attest to,

there’s a lot of downside to debt.

債務有很多缺點。

My first experience with debt

我第一次負債

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

是為了一輛 1986 年式的 紳寶 9000 Turbo ，

Gray car, saggy roof,

灰色車身、下垂車頂、

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

霹靂車的前燈，我愛那輛車。

But it was hard.

但還債很艱辛。

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

如果我們不是用債務，

而是用投資新創企業的方式 投資他人會怎樣？

the way we invest in start-ups?

As a creator, you should be able to use technology

身為創作者，你應該可以利用科技

to raise money to finance your ambitions.

為你的抱負募資。

If you so choose,

如果你這麼選擇，

you should be able to sell equity in your future.

未來應該可以賣出股份。

And you should be able to set the terms.

你應該也能設立條款——

For a 100,000-dollar investment,

對於新臺幣三百萬元的投資，

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

你會在未來十年內 支付賺到的 5% 。

And we can codify those terms in a smart contract.

我們可以把這些條款 編纂成智慧型合約，

We can connect the RevShare you make on YouTube,

連結你在 YouTube 的分潤、

the subscription fees you make on Patreon,

Patreon 的訂閱費、

the merchandise sales you make on Instagram,

Instagram 的商品銷量，

全部歸於一枚相信你的人 可以購買的代幣。

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

And in doing so,

如果這麼做，

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

你就會讓閱聽人有機會 一起分享你的成功、

to buy a share,

購買股份，

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

購買他們知道、喜愛、信任的 創作者的股份。

And Lisa would be able to build a community of people

麗莎會有辦法建立一個社群，

who are directly invested in her success.

其成員直接對她的成功有所投資。

And with the money she raised,

憑藉募得的資金，

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

她會擁有更多時間去探索、創作。

Meta can't build this.

Meta 和任一企業都不能 建立這樣的世界。

No single company can.

For ideas like these to happen,

要實現這個點子，

we need to come together across the industry.

我們整個產業必須通力合作。

And we need pioneers.

我們也需要先驅者，

We need established creators to prove the model at first.

需要已獲認可的創作者 先證明這個模式可行。

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

但在人人都能使用之前， 這個點子並不會有意思。

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

我有時會想，如果我有那種機會， 人生之路會是怎樣？

had that opportunity been available to me.

Instead of bartending and designing websites on the side

不必在一旁服務、 設計網頁、負擔大量學貸，

and taking out a lot of student debt,

在未來我可能販賣股份。

I might have sold equity in my future.

What might you have done?

你有可能做什麼？

Who knows?

誰知道？

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

但這點子令人振奮之處，

不在於它提供給紐約市郊的 中上階級白人孩童的機會，

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

It's the opportunity it affords Oumi Janta,

而是它提供機會給柏林的 滑輪奇才烏米·詹塔，

a roller-skating phenom in Berlin;

Terri Loewenthal, one of my favorite photographers in California.

我最喜歡的攝影師之一、 加州的特麗·洛文塔爾。

And if we build this,

如果我們建立這種世界，

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

就會幫助大家發覺 網際網路最初的承諾。

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

我們需要把權力送進眾人的手中，

to creators.

送給創作者。

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

創作者將能擁有與閱聽人的關係，

and anyone who wants to invest in creativity

任何想投資創意的人 也會有機會這麼做。

will have the opportunity to do so.

We'll have created a world

我們會創造一個世界，

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

在那裡，有誘人點子的人 都能用有熱忱的事物來謀生，

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

同時也會影響 大概是最大的權力轉移，

from institutions to individuals

史上最大規模的 從機構轉移權力到個人。

in all of history.

Thank you for listening,

感謝你們的聆聽，

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

感謝那些激勵我們其他人的創作者。

（掌聲）

(Applause)