I made a Kickstarter page to help create buzz for my upcoming Rosalind Franklin comic book and album, and now it's looking pretty likely that it will fail, having reached only 25% of my stated goal of $2000. I didn't ask my friends and family for pledges beyond sending just a casual email, for the same reasons I hate badgering them to come to my shows. This ultimately hurt me, I think, not just by denying me visible momentum, but because earnest self-promotion is probably the kind of thing that Kickstarter's crew looks for before considering a project worthy of further endorsement. I bring none of this up out of resentment or disappointment. Rather, I've been thinking lately about top-down versus bottom-up models for music distribution and exposure, and what it all means for artistic inventors. My thoughts on Kickstarter happen to tie in rather nicely with this subject.
At any given time, there are eight projects being promoted on the Kickstarter main page, and twelve for each individual region and category. Click to see more, however, and the results immediately grow too numerous for any one person to reasonably sift through. And since each search is based on only one criterion, it's not really possible to narrow the choices down any further. I don't think this is an accident. There are too many truly amazing projects out there, and not enough donor money to fund them all. If each of us was able to find the one project out of hundreds that speaks to us the most, our money would be spread too thin, and few projects would meet their goals. The present layout is probably the optimal way for the highest number of projects to be successfully funded.
Don't get me wrong, I'm confident that Kickstarter does its best to shine a spotlight on the most interesting and unique projects out there. But as more and more projects pour in, this role of curator becomes increasingly difficult, forcing them to step further aside and let things run their natural course. This seems to give the advantage to three categories of projects: inventions that serve an immediately useful purpose, works by professionals and established artists, and those by amateurs with enough friends and family who support their efforts. Not coincidentally, all three hold a natural advantage in the real world as well. So the more projects there are, the more Kickstarter becomes an impartial forum for conducting transactions between creators and consumers. Like CDBaby a decade earlier, its early adopters might remember it as a true game-changer, but for most of us from here on out, its reputation will be that of a trusted facilitator.
My aim isn't to criticise either of these fine resources for artists and creators. They just serve to illustrate my point that every top-down system ultimately settles into a bottom-up one, regardless of original intent. Now, I'm naturally predisposed towards top-down models myself, given my own artistically inventive tendencies. My music just isn't accessible enough on the surface to build grassroots momentum from the bottom up; it needs to be validated first from the top down by music writers and distribution agreements. So I recognise that my perspective on this matter might be biased. Even so, I believe this argument is perfectly reasonable: we all have to concede that history is the final judge, and history is very much a top-down affair. Historians ultimately have the final say over who gets remembered and which works are deemed relevant, with or without the consent of the general public.
So why is it so difficult to preserve top-down institutions, given their greater accordance with history? I think there are four reasons. First, as evinced by the Kickstarter example, bottom-up is really just the default situation in the absence of any input from a curator. The top-down mindset seeks to impose a value system, but extracting order from entropy requires constant effort; at some point it slips or gives up, and then everything returns to the default manner of ranking. Second, we all want to belong to the elite, yet none of us wants to be an elitist. (The English language, incidentally, is a beautiful example of bottom-up design!) So it isn't rare to see some of the biggest beneficiaries of top-down thinking in bygone years turn around to become its loudest critics today. (One word: Radiohead.)
The third reason is that one person's top-down might be another's bottom-up, and vice versa, so it's easy for one to be given the other's credit or blame. For example, which one aptly describes the major labels? If I understand today's indie rock scene correctly, the accepted narrative is that the corporate bigwigs shoving their generic music down our throats represent the top-down model, while those bands working hard to win over one new fan at a time represent the bottom-up. But for me as a college student in the 90s, it was the opposite: the music of the masses was what you heard on the radio. Meanwhile, I wanted to be like the snooty record store clerks who told me I had to check out Tortoise and Mogwai, just because. Good music wasn't determined by vote back then; it was decreed by a mysterious league of enlightened insiders. And I wasn't alone in feeling this awe.
The more I think about it, though, the more I realise that neither of these viewpoints captures the bigger picture, which is that both major labels and indie labels began as top-down systems, and both eventually subsided into bottom-up ones, just like Kickstarter. And there is no parity between top-down and bottom-up: the former turns into the latter, and never the other way around. So regardless of which approach anyone favours, I think one point is indisputable: top-down systems are much more rare, and may even be extinguished long before new ones arrive to take up their mantle. This is worth pondering because each privileges a slightly different subset of the creative population. I mentioned earlier that certain projects hold a natural advantage in the real world. Technological invention makes our lives easier, for example, and we all crave artistic beauty, so we're inclined to reward creative pursuits in either of these directions. This is where top-down and bottom-up thinkers are in complete agreement.
Artistic invention, however, doesn't solve any problems; on the contrary, it makes things more complicated. And rather than work with familiar notions of beauty, it strives to create exotic and alien ones. So no one needs it, and understandably, most don't want it. History does reserve a high seat on its totem pole for artistic inventors, though, and top-down thinkers are more likely to consider the bigger picture of how the present fits into history. So they'll readily champion the tendency towards artistic invention, even if, like everyone else, they're not always enthusiastic about the results. This is the one issue, and perhaps the only issue, on which top-down and bottom-up thinkers disagree. But it's big enough to give us the fourth reason for why top-down models are so difficult to sustain: top-down thinking will always reserve the right to give the world what it neither needs nor wants. And that, to nearly everyone's sensibilities, is just plain crazy.
So what is there for artistic inventors to do? I don't know, but as we walk the earth in search of unspoiled top-down pastures, I think it's important to remember that we did sign up for this. Even if we never did read the fine print, this was always part of the agreement. Beyond that, I'm afraid there's probably not much else to do but sit back, keep trying out our half-baked ideas, write some long blog posts, and wait for history to give us our big break.
Update, August 10, 2011: The Kickstarter campaign failed. Again, I want to make it clear that I didn't write this post in bitterness or frustration. I just care deeply about the future of music, so I'm always contemplating how this business model or that social ideal will shape its progress. Up until now, I've been treating this blog as more of a repository for talking points. It's not that I've intentionally kept mum about it; rather, I've just been lackadaisical about making it public, the same attitude I harbour towards anything not directly related to creating music. However, this carries the disadvantage and danger of keeping my thoughts locked inside an echo chamber. So, in the next few days I'm going to be more proactive about promoting this blog. Feel free to leave comments, especially if you think any of my ideas might warrant a rebuttal.
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