As I said previously, the excellent Long Tail theory implies how major media companies will continue to co-exist with the long tail of prosumers, but doesn’t justify their continued existence.

That posed me with enough of a problem to email the author (and Wired Editor-in-Chief) Chris Anderson, who inspired me to continue with a thoughtful response. And to discuss the concept further with fellow blogger Dave Cushman from Faster Future.

Although I see major media companies forced to adapt to become agents for content creators, rather than creators themselves, there are some good reasons why we need these big players to continue, rather than fading away, or choosing to plug-in unpaid user generated content rather than backing artists with significant funding.

One major reason is Context. As much as we want increasingly more personal relevance from our niche entertainment, we still want to be indentifiable to larger groups. Tagging yourself with your favourite films on a site like Facebook is an art in itself, as you move between common signposts (Star Wars, Titanic, etc), and more obscure arthouse or indie movies. As much as the watercooler discussions about the latest hits have diminished, they’ve migrated to online debates on forums and message boards, and the cult of celebrity is as strong as ever.

Much of the current crop of user generated content is also based upon these reference points, whether it’s a mash-up of famous films (my favourite, here), a parody, or fan fiction based upon these titles. It can be much easier to gain popularity for an unknown prosumer by referencing these common cultural signposts than to begin with totally original material. How many film fans wouldn’t recognise the sound of a lightsaber being drawn in Star Wars?

Another main reason is Inspiration. Whilst the likes of Speilberg, Lucas, Cameron or Kubrick made interesting student films and could doubtless do wonders with the technology available to home users at the moment, there are still differences in what becomes available when you have several million or more to spend. And while OK Go can inspire a certain time of fan film for Youtube, there are doubtless many amateur filmmakers who aspire to making Schindlers List, or 2001.

The final of the trio of reasons in Financial Aspiration, often sidestepped in studies which proclaim prosumers just do it for the love of it and the recognition.
Many people do co-create and share to exchange knowledge and ideas, and to simply get their voice out there. Any audience they receive is valued and appreciated, and they fit their creative sides around their day jobs.

But that isn’t the total picture. Many amateur musicians, film makers and writers would give various body parts to ‘make it’ in ever bigger arenas. Partly for financial reward, and partly because, if you strive to do something better, it takes more time and effort. And the demands of a 9-5 job might not stop you from achieving your dream, but they complicate it immensely. Lauded indie directors such as Kevin Smith and Richard Linklater made their names with tiny budgets but certainly didn’t hide from major studios when they got the chance. Partly the old methods of film distribution made it a neccessity, but partly it meant they could get paid, use studio lots, and get access to a whole world of professional film casts and employees.

Writing, making music, or making movies isn’t easy. There are those who are naturally talented, and there are more resources than ever online to help guide aspiring talent. But in order to reach a reasonable level of quality takes time and practice, especially to hit that level consistently. If hopeful artists can’t aspire to paid employment then there is no opportunity for university, for example, which gives many people the time and space to find their voice, or for any further training, without indulgent and wealthy parents.

Artistic endeavour has always been interlinked with financial reward, since the first wandering minstrel received a meal and a pint of ale for producing entertainment.

I’d be very interested to hear how these ideas stand up, especially as I fully intend to use them the next time I hear the cry that big companies are now dead, or that we can cull all our paid staff because users will just churn out endless reams of content without any input. So as ever I welcome all comments and feedback, good or bad. Whatever happens, it’s an interesting time, especially for someone who works for a major media company 9-5.30pm at www.motorcyclenews.com, runs a publication which aspires to make money at www.disposablemedia.co.uk, and blogs purely to have a voice. Three sides of the same coin…