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Jay L Gischer's avatar

Nothing you say here is wrong. I agree with it all.

AND, I have some observations. If an artist or creator, of any kind, can find 10,000 people to pay them $10/year directly, they will have a nice living. I can think of examples of this off the top of my head, but few of them are musicians.

Large businesses are not going to try to address this, as a rule. Here is an exception: Computer games - not so much consoles, but games on actual desktop computers, that still exist. There is a computer game platform called Steam, run by a company called Turbine. It is a lot like Substack for games. Steam has the really big ticket AAA games, such as Skyrim or Elden Ring or Grand Theft Auto on it.

But Steam also has lots of indy games. Many of these are even "Early Access" (Not a thing that would work in music I think). These are very small companies that can find their 10,000, or 50,000 users via the Steam platform. One reason they can do that is that the candidate pool is worldwide. Another reason is that discovery mechanisms are pretty darn good on Steam. Steam has a stake in making games of all kinds popular, and its cut is its cut, which is probably a lot more profitable than those obscure Amazon inventory items. Do you think Amazon has a 20% margin on everything in its stock?

I don't know if this can work for music but it suggests that having a platform that serves the interest of selling more music, and promoting more music is critical. It also suggests that good discovery mechanisms - forms of The Algorithm that are tuned not to herding but to selling more music to people who love it - could also be valuable.

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Jimbob's avatar

Great piece.

There's always a market for excellence in any endeavor but that market grows smaller as mediocrity becomes the norm.

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