The following is an open letter from artist and music entrepreneur Evan Lowenstein. He’s the 'Evan' in Evan & Jaron and founder of StageIt (stageit.com, @backstageit), a company that allows artists to monetize interactive, live experiences online. Most recently, they’ve attracted participation from Jimmy Buffett.
"Over the past ten years, technology has enabled our fans to enjoy our music for free. If you're an unknown artist looking to get discovered, this has been a real boon for you. On the flip side, if you're already established, you might argue that it hasn’t been so great. But regardless of where you stand on the issue of FREE music in exchange for promotion, I believe there is certainty regarding the damage of performing LIVE for free — or better put: giving away yourself for free.
Putting the law aside for a moment (which actually isn't so novel these days), the internet has taught us that it's very difficult to monetize what you cannot 'exclusivitize'. Any content that can be fixed in digital media (music, video, article, photo, software, etc.) is easily replicated and swapped and is therefore difficult to monetize. If Range Rovers could be cut & pasted or dragged & dropped they too would lose their value.
What isn't replicable and what our fans do value is our time. And theirs. Our fans are schoolteachers, bank tellers and doctors. They fold t-shirts at the GAP, bag groceries and drive tractors. They make $8/hr, $20/hr, $500/hr and beyond. To them, time is money.
The notion of doing something once and then cutting and pasting it (like a record) isn't easily analogized by our fans. They can't fold one shirt or fill one bag of groceries and then cut and paste it. They can't do one spinal surgery and cut and paste it. Every task requires them to be present in the moment and each has its own inherent risks. Our fans recognize the value of our time and appreciate our individual efforts.
Technology is finally presenting us with a whole new opportunity to bridge the gap between social media and the ability to make money. Live online streaming. Sure it's been around for over a decade but with the increase in bandwidth of the internet and the advancements in web broadcasting, we can now be present in the moment and perform directly from our laptops while allowing our fans to tune in from all over the world.
Yet this presents us with a potential dilemma. Many of us have fully embraced giving away our fixed content as a way to promote our real revenue generating events: touring and appearances. But what happens when we're given the ability to literally tour the world from our laptops? Should our 'shows' be free because it's the internet?
My message is that it should not and cannot be free. If you utilize an online broadcasting website that doesn't offer you the ability to get paid, you will be effectively devaluing the only asset we have left. The only asset that is not replicable and cannot be saved to a hard drive: yourself.
Your fans know that time is money. And they are EAGER to pay you. They don't work for free and don't expect you to either. Even a guy busking on the street knows that you don’t play without a tip jar present.
My team and I have spent the last two years working on a platform that will help the artist community address the paradigm shift that has taken place between artists and their fans. The product of our efforts – StageIt - is a website that will allow you to make money without the icky feeling of 'charging your friends.' I hope you’ll work with us, and start profiting from your incredibly valuable live performances.
- Evan
Comments Closed
nmh Tuesday, March 29, 2011
was this worth publishing? it's kinda "duh." and exclusivitize? ok george w bush, thanks for the new word.
JacksonL Wednesday, March 30, 2011
nmh:
I wish someone like you would let this GROW, and see the possibilities before stepping on the seeds like that! Let another man SHINE for once, because there's more than enough room underneath the sun. You'll see that.
CathyK Tuesday, March 29, 2011
I recently discovered StageIt.com in the past few months and I really enjoy it. You have an artist playing great music right in front of you as if they were in the same room sitting right next to you. You can watch it comfortably from home (which means being comfortable yourself while watching the show) and on top of all that, the artist interacts with you. He/she sees your comments and often comments back to what you have typed. I would highly recommend checking out StageIt…you will not be sorry. I think I have seen about 20 shows so far and looking forward to seeing more.
JC Tuesday, March 29, 2011
Well put Evan! What you are doing with StageIt is a great idea and a great way for new artists to get their name out there and not have to worry about charging too much and no one shows or charging to little and making nothing out of your valuable time. People who want to have that close experience with the artist will show up and pay as little or as much is needed! I think this is a great way to ensure that artists are able to perform and still make money no matter where they are! Way to go!
@Alphamoongirl Tuesday, March 29, 2011
Leah Salt
If making music is your game pls read!
Kristi Tuesday, March 29, 2011
Great article, Evan! I am one of MANY people who are very much thankful for StageIt. It gives us the opportunity to see our favorites from the comfort of our homes, not having to find sitters and yes, we are MORE than willing to pay!
@nedwardsedlak Tuesday, March 29, 2011
nedwardsedlak
re: touring on the internet...
MisterSoftee Tuesday, March 29, 2011
Artists sometimes fall into the trap of giving EVERY digital thing away for free but it's not wise. MP3s, yes, videos, yes, ... actually most assets yes. I agree with this, to say that non-duplicatable assets like performances whether virtual or physical need to be exploited for money and charged for.
Celeste Tuesday, March 29, 2011
First the snark: nmh, you clearly have no sense of irony. I offer your "was this worth publishing?" as a question for self-reflection. One person's "duh" is another's "Oh, I never thought of it that way. Thanks!"
In all seriousness: I think the "icky feeling of charging your friends" has been a huge obstacle to artists actually making a living with their talents. We have a hard time with the concept of transforming something created out of the ether into a tangible product worthy of exchange for money. It's sometimes difficult to ask to get paid for doing what you love. That's a societal problem. If it doesn't suck and leave us miserable at the end of the day...it wasn't "work." Phooey.
Everyone understands time is money. Yes. That is why StageIt works and why live performance is the current currency. It is not replicable and that is easily understood and therefore, it is not difficult to place a value on it. People will always pay for what they value. It just takes a small shift in perspective to get there.
Well said, Evan.
Neri Tuesday, March 29, 2011
Great article Evan! I love StageIt! I love that I can watch StageIt from my very own home or wherever I am at and I can be in my pajamas watching the show! Awesome!
Kristine Tuesday, March 29, 2011
Didnt see this article but wanna say I am proud of Evan and stageit.Evan has dont such an awesome job.I have to say stageit is addicting and love stageit and thank Evan for his hard work he puts into it.Stageit and Evan Rocks)
katie B. Tuesday, March 29, 2011
What a great article! So very true and well stated!
Michelle Tuesday, March 29, 2011
Well said Evan. It has been an honor and a pleasure to get to experience such an innovative idea such as StageIt. As a fan, being able to watch and interact with the artists from the comfort of my own home is an ideal exerience. It is also a great way for new artists to get their name out there, gain a fan base all over, and earn money in the process. Keep up the good work Evan!
plonde Tuesday, March 29, 2011
We pay for apps, pay tips at the frozen yogurt store, paying is a given - we're in a capitalist society. And we like it that way! Music samples are free and that's as it should be - just a taste. Want more? Then pay for it. This is a great business model and an excellent article: well thought-out and articulated. Stage It is excellent for fans too young to go out, those just the right age but not in the right place, and too old to go clubbing anymore but still love live music. It's Goldilocks in reverse!
DonnaBK Tuesday, March 29, 2011
StageIt is brillant. I have watched 65 live shows on StageIt since September. Enjoyed everyone and met some great new and old artists, without having to dress up or travel. I have only had the chance to 'go' to 1 show in that time.
It is great, from shows on the back of a tour bus, to artists living rooms and not only do they sing, they also talk to you. I have met their dogs and friends. It is an exciting time you never know what will happen!!!
Try it!
Alxanderdagreat Wednesday, March 30, 2011
im curious to know how this would work for an indie artist or a DJ with a somewhat large following. What is the criteria in order to be boadcast on a Stageit.com platform? is anybody familiar enough with it to explain it to me. Follow me on twitter @Alxanderdagreat
@ophiona Wednesday, March 30, 2011
phiona okumu
interesting proposition for alternative income streams in music.
JBH@HOTLUNCHRECORDS.COM Wednesday, March 30, 2011
This article should be titled, "Stop Giving Away Your Most Valuable Asset...Let Us Get A Piece Of It!" Come five years, for 98% of musicians, recorded music will be viewed as a promotional tool. The era of lucrative income streams from consumers purchasing music is long over, as we all know, but seemingly, not all of us accept this truth.
DMN must stop allowing its newsletter to be an infommerical for music startups. Inform your readers of great new products/innovative services, but don't just let it be a platform for some company to hock their product, under the pretense that it is an "article."
PartlyCloudy Wednesday, March 30, 2011
SO, no free hot lunch for companies?
Evan Lowenstein Wednesday, March 30, 2011
JBH,
You're nearly correct about your suggested title. Had Paul let me, I would have written something similar.
But now, I actually encourage you to READ the article instead of just sifting it because you will find that we actually agree.
My post suggests that artists should be making money off themselves, not their music per se.
Good day.
-Evan
@civiac Wednesday, March 30, 2011
Civia Caroline
Something every artist should be paying attention to!
@UnregulatedMD Wednesday, March 30, 2011
Ruth Who
use Creative Commons to forge the future!
cnbyrd Wednesday, March 30, 2011
I find the concept intriguing, but as with many burgeoning internet possibilities, I am unable to get the site to work properly. There are no instructions as to what the currency represents and when I attempt to 'buy currency' I get a message that says 'soffy, the show is unavailable, though selecting a show is the following step. It seems the four easy steps are not so easy, or perhaps the many thousands of hours I have spent online are not enough to figure out this site.
One T Wednesday, March 30, 2011
I agree, why not just work on real currency?
evanlowenstein Wednesday, March 30, 2011
cnbyrd,
my apologies for any confusion. it is clearly not our intent to confuse you or any visitors to our site.
While we are incredibly pleased about the service we offer, perhaps we don't do a good enough job of educating a first time user about how things work and I'd be very open to your input.
Please also feel free to reach out to me (evan@stageit.com or support@stageit.com) and I'll get you with someone on our team to help you out. We make up for lack of education with great customer service!
I'm not sure why you experienced an error buying Notes, but again, we're here to help.
Fyi, our currency is called Notes (1 Note = 10¢).
Thank you for taking the time to post.
-Evan
evan@stageit.com
brentalicious Wednesday, March 30, 2011
This model has real value. The tide has turned enough and the technology has matured to where consumers will start opt in. Liveset, a similar company in the space, is early to market and gaining traction. The more these companies build relationships with artists, mgt and venues I think we'll see this model grow to great success.
Brent McCrossen
CEO - Audiosocket
http://audiosocket.com
twitter.com/audiosocket
@claireyfairy1 Wednesday, March 30, 2011
Claire Dikecoglu
I like the sound of StageIt a lot!!
TamRoth Wednesday, March 30, 2011
Terrific article and on point - the more ways we can give fans and music consumers the opportunity to purchase new music experiences outside of commodotized channels, the less value will be lost to the music industry. There is value to be unlocked through a more direct relationship between fans and artists.
Esther BY Wednesday, March 30, 2011
Great and important article Evan.
Steve Lockwood Wednesday, March 30, 2011
I am in Australia and have been working with a client of mine on a site called www.moshcam.com.
Check it out, it is a similar concept, live shows, the artists get paid when you watch.
Josh McClure Wednesday, March 30, 2011
Evan really has something here and I know from one-on-one experience with him at SXSW -- that his heart is in the right place (with the artist). Anything we can do to help, Evan, just let us know!
Josh
CTO & Cofounder
FanTrail
www.fantrail.com
Roxanne Wednesday, March 30, 2011
I am really enjoying this platform... not only it is in the comfort of your own home,... but it gives us fans enjoyment, who are waiting to have good music come to their towns. :)
I have been an active viewer to StageIt for some time now, and seen 58 shows of as of this post. And, will continue to. What's not to love... the interaction between the Artist and the Fan are priceless, it is undescribable, well, addicting is another word for it! As, I know that I am. :)
I really hope that StageIt stays around for a VERY long time, as this truly is an awesome joyride.
It is not surprising that Evan (who is the CEO of StageIt), his show was my first one to see. And, he knows how to entertain... not only with his music, but his humor.
Roxanne Wednesday, March 30, 2011
However, I should add too, that this is a great article Evan. Well said. :)
@digisingle Thursday, March 31, 2011
Digisingle
Should you be monetising your live footage?
@jblogg Friday, April 01, 2011
Jeremy Welt
Evan great article on giving it away!
Hawkins Friday, April 01, 2011
I can't emphasize more that this a great comment. I applaud the writer and courage . Keep in mind anything free will always be treated with less value. When you have to pay for it you'll appreciate it more.
@JAG1Prod Saturday, April 02, 2011
Jonathan
Roger that...
read this ;)
impulsive lust Saturday, April 02, 2011
oh yes! important point ... as music becomes free ... it's great to think of things that will never be free ...
or as you say 'shouln't be free'
concerts, merchandise, public appearances, ads in our video, commercials.... it's great to think of these, as the music industry truely shifts!
.Cheers!
impulsive lust . a New style REGGAE . impulsivelust.com
Stever Sunday, April 03, 2011
Quality live performance video cant't scale.
Sondra Harkins Wednesday, April 13, 2011
StageIt may have been created by artists for artists, but it was created with fans in mind too. The shows are all live performances and are never archived. This way the artist is always paid for every performance and for their time. Every experience is unique – both for the artist and for the fans. StageIt provides one of those “you had to be there” experiences you can’t get from watching a rerun video of the experience. And if you want to tell your friends about it, you get to.
I agree the artist should be paid for their time and their performance. As a fan, I’m happy to do it. I’ve paid for shows over 100 times now on StageIt since last Fall. I listen to the music and when I enjoy it, I tip. And I intend to keep coming back to StageIt to do it! Thanks Evan for giving us all a front row seat!
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