ThePeach recently made a video on TheBreakfastclub about her thoughts on Patreon. The basic point she made is that people are
asking for money for free when they use Patreon ask to get paid for making
videos. This is tantamount to e-begging in her view.
While she acknowledged the fact that she is a part of the
YouTube partnership program, she sees that as fundamentally different. With ad
revenue from partnership, she is taking part of the money that a corporation is
making off her videos. On the other hand, in her view, asking for money
directly from the viewers is like asking for money for something they would
otherwise do for free.
In my view, this discussion goes to the heart of what it
means to be a content creator of any sort in the current moment. A couple of
facts; first, we are in a time in which virtually all media is available
(legally or otherwise) for free. Second, there is unprecedented market
saturation for content. All sorts of content is available and competing for
attention at any given moment. Third, a flood of amateur content is what makes
up a substantial proportion of this market saturation.
From this saturated media environment, in which an entire
generation has been raised not knowing what it is like to have to pay for their
media, a sense of entitlement has developed. It would be one thing if this
attitude was contained to content created by corporate entities with deep
pockets, but it spills over to independent content creators as well. Awhile
back, I made a video talking about a novel I am working on. Someone suggested I
make my book available for free. Now, I am not foolish enough to believe that
if people want to get it for free that I could stop them from doing so. To an
extent, the very fact that people would read it at all would be a great thing
for an obscure first time novelist. On the other hand, I would challenge that
person to write their own novel, and once they are 30,000 words into it, ask
themselves if they still want to give it away for free. It’s possible they
might, but at a minimum, they would have experienced the effort required and
realized that it is work. Never confuse the fact that something can be taken
for free with it requiring no effort to make.
I do not expect to become rich off of writing a novel, and
part of the reason I write is for the joys and challenges of it, as well as to
express my thoughts and ideas. Nonetheless, writing to me represents more than
a hobby I do casually. It is in no small part my aspiration to succeed as a
writer that constitutes a significant portion of my motivation. I want to write
well, and someday I would like to be successful enough to write for a living.
Simply put, if I had all of my time and energy free to focus on writing, not
only would the quality and quantity of my work improve, but I would be doing
something with my life I find fulfilling. Do not delude yourself with the myth
of the starving artist. Just about anyone serious and passionate about their
art wishes they could do it for a living. Not everyone has what it takes to
make it happen, but I have yet to meet anyone that would rather be working a
menial job to pay the bills than working on their art. Selling my work, rather
than giving it way is all a part of the process of taking what I do seriously
and aiming for success. The attitude of entitlement sabotages artists at all
levels, and in all fields of art, not just the major media conglomerates.
Returning specifically to the issue of YouTube and Patreon, I
certainly see the different between making a vlog and writing a novel. I have
firsthand experience at both. I would be lying if I said that I have never
given any thought to using Patreon. My reasons for not having done so thus far
are manifold: the stigma against it; my own doubts about doing it similar to
ThePeach’s; the usual lack of production quality of my videos; and so on. But
there are times when it seems like a sensible idea.
Most of my videos involve me speaking extemporaneously,
having put in no prior effort other than kicking the ideas around in my head
for a while. Such efforts hardly seem to be worthy of anyone’s cash. On the
other hand, my FeministFrequency series would be a perfect example of a time
when I put in so much effort that I am almost embarrassed to admit it, because
it makes the fact that I did it for free seem absurd. I wrote 20,000 words worth
of script, watched hours worth of video, spent many more hours editing video,
gathered and created images, recorded reading the scripts, did video inserts,
created the graphics, and the music and a host of other things. At minimum
wage, the effort would have totaled hundreds of dollars easily. The one part
that stands out most to me was a ten second joke about “Rage Against Capitalism”.
I recorded the voiceover, made the graphics, dug out my guitar petal to do the
wah-wah sound from Bulls on Parade, edited the audio and put it all together.
By the time I had finished, I realized that an hour had past. If everything I
did required and hour of work per ten seconds of result, I wouldn’t ask for
money, I would demand it. I have gotten paid real money for music videos that
required less work than that series of videos. Video production is a
profession. The odd thing about YouTube is that the videos that took countless
hours to create and ones that took barely any effort at all occupy the same
site.
A great many people criticized FeministFrequency for asking
for $6,000 to make her Tropes Vs Women in Video Games series. There were
countless cries of “I make my videos for free, so why can’t you!”. This shows
the disconnect people have over how difficult and time consuming researching
and making a video of good production quality can be. People’s time and effort
are taken for granted and expected for free because of a massive sense of
entitlement people have about media nowadays. Were this attitude to prevail in all
cases, little of quality would ever get produced. Passion is inconsistent and
can only take people so far.
TheAngryVideoGameNerd has a video about the process of making one of his videos. It is a great example
of how time consuming and involved video production can be. I am not sure how
long it takes DarkMatter2525 to make his videos, but I know enough about
animation to know that even with all the advantages of animation software, it
is still a time consuming process. And yet it all seems so effortless to the
viewer. It all seems like magic till you have done it yourself. Production quality is a factor in considering
asking the audience for money. Everyone can do it for free, but not everyone’s
efforts are equally worthy of reward.
I am a Youtube partner, and I will say that amount I get
from ad revenue isn’t even enough to support my coffee habit. A reason I have
flirted with the idea of joining Patreon is that vloggers are being fooled into
believing that what we do has no real value. Even if I got as little as $10 a
video, I would have a lot more incentive to make them more consistently. And on
the whole, it takes around an hour to shoot, edit, render and upload even a
simple video, to say nothing of my occasional efforts of greater ambition and
effort. So $10 would be slightly above minimum wage for doing an hours work. Ad
revenue can be extremely hit or miss (mostly miss) but there is a more
important point to be made. When I first became a Partner, I had a certain
amount reservation about of making money off ad revenue. I have since come to
understand that, Partner or not, it is the users and the content creators that
make the wheel turn. My only problem with it now is that not all content
creators are cut in on the deal. It is the content the users create that makes
social media companies worth anything. The content draws the viewers, which
bring in the advertising revenue. This is as true for YouTube as it is for Facebook
and Instigram.
Social media works on the same model as television, but with
a twist. In the TV model, networks would create or license products to be
broadcast in the hopes of drawing large numbers of viewers. Those viewers would
in turn be leveraged to get advertisers to pay large sums of money for that
audience’s attention. The internet and TiVo have of course dealt a serious blow
to this model. By contrast, social media is basically an empty shell and a
means of distribution. They provide server space for people’s videos, photos or
what have you and an interface to facilitate the exchange of that information.
It is easy to feel in awe of a site like YouTube and the incredible technical
achievement it represents. And it is understandable to feel a certain sense of
gratitude for allowing you to distribute content for free. I first discovered
the site 8 years ago when I had some Lego videos I wanted to be able to show
friends and family. My story is a fairly typical one in that regard, and at the
time, free video hosting was a rare thing. At first, it felt like I owed them
something, even if it was only a sense of gratitude. But I have had 8 years to
watch the site evolve and come to understand how social media works.
Unlike television, social media is not investing money to
create content (with rare exceptions). While they do pay for the technical infrastructure
that makes it all possible, that is not what draws in the users. People do not
log on to Facebook to marvel at a system that can manage millions of pictures
being uploaded every minute. They come to Facebook to see the photos and status
updates of their friends and family, and other material being aggregated from
elsewhere on the web. Without content creators, no one would bother coming to
social media sites, and thus they would be worthless. There would be no
attention to sell to the advertisers. (Side note: unlike television, social
media also sells information it collects about you, not unlike a for profit spy
network)
The simple fact is that making a video for YouTube is
creating a product for a business making a profit off it. This brings us to
another key difference between TV and social media. TV aims for a large
audience. Shows that fail to draw a large audience are canceled. An individual
show represents an investment meant to fill a limited timeslot in a linear
medium. If it fails to perform, it must be cut. The internet does not suffer
from the same technological limitations as TV. Thus, the audience can be much
more dispersed. By television standards, almost every YouTube channel would be
canceled. Even the most popular vloggers are only pulling basic cable numbers.
For YouTube, it is the aggregate of traffic that matters. To quote their own statistics page “According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network”
The problem for most content creators is that their
individual contribution is worth very little in the scheme of things. This is
why the vast majority do not qualify for the Partnership program. There is a
certain threshold of views that must be achieved before their content is
considered worthy. Some people put in little effort into making their videos
and have little interest in creating a large audience. But for mid-level
vloggers, the sort I see most frequently resorting to Patreon, they are in a
different situation. They have established a foothold audience, but are not
very far up the mountain. When you reach that point (as I can personally
attest) being on YouTube becomes about more than just making videos. It becomes
about self-branding and managing a social media presence. You have to engage
the audience, manage several social media platforms, read comments, respond to
emails, worry about things like graphics and video thumbnails, and numerous
other tasks and chores. The effort required begins to rise substantially. For
mid-level vlogger’s their audience is not large enough see a reasonable return
on investment by way of ad revenue alone. It is not surprising then that so
many of them are turning to Patreon.
Now that we have established that it does require effort and
that it is essentially creating product, it starts to seem more like HBO that
e-begging. In fact, you have to start to wonder about the psychology of someone
that is only performing half measures. I often include myself in that camp. I
have reached the point where I am getting over the fact that my success on
YouTube seemed almost accidental and trying to figure out where to take it from
here. On the way up, a few surprise hit videos, promotion by TheAmazingAtheist,
some networking and sheer persistence helped this articulate and opinionated
person reach a substantial audience. I have had an interest in film making and
other media production since before YouTube existed, and so I own equipment and
have a skill set that has proven to be beneficial to my YouTube career without
it having been the goal. For a while I stumbled through with the idea that I
was just doing it for fun. That was most likely the luxury of being in college.
Struggling as I am for purchase in the bleak economic landscape on the path to
some sort of career, I view YouTube through a different lens now. It wasn’t all
an accident, and I would be a fool not to take it more seriously and view it as
a step on the path towards something bigger: a place to prove my talents.
That is not to say that I expect to become the next big
YouTube star. ThePeach also recently did a video called “10 Ways To Be Successful At YouTube”.
It is a sarcastic take on what actually succeeds on YouTube. I am not really
cut out for that sort of thing. My talents lay elsewhere, but unless you
already have connections, you need to be noticed to get anywhere. YouTube can
be a good proving ground. While it may be social media that is profiting from
the free labor of countless users, traditional media is more than happy to look
at sites like YouTube as a talent pool. For an aspiring artist of any sort, it
is also vital to have an audience of people interested in what they do and what
they have to say.
I disclose all of this as an example that even if people
aren’t asking for money on Patreon or pandering to a large audience for ad
revenue (or both) then they likely have some other motivation for their
efforts. Constantly making videos of any quality and maintaining a social media
presence can become an exhausting job. I have seen vastly more vloggers quit
then I have seen continue. The people that are making it big on the site are in
all likelihood working it like a full time job while making it seem effortless.
More than a few mid-level people are also working hard without as much reward.
People with no real agenda don’t bother. They are the sort to turn on their
substandard web cam and record themselves rambling for a few minutes and call
it a day. People want some sort of payoff for their effort. It could be money,
it could be a path to something better, and it could be pure ego gratification.
This is not only true of YouTube, but of life in general. Most people take the
path of least resistance unless they think their efforts will pay off somehow.
What they are looking for depends on the person. VenomFangX is an example of a
person that seems to do it for his ego. He has always struck me as the sort of
person that enjoys the attention, even if it is negative. His constantly smug
expression and the fact that the only comments he allows are sycophantic praise
would seem to validate this suspicion.
Patreon exists because it fills a need. It helps create a ‘middle
class’ between the people that barely try and those that have become huge
successes. It is a lifeline that gives some people the incentive to continue
and compensation for their efforts. Let’s face it; most of what is on YouTube
is shit. Viewers that appreciate the efforts of certain channels are happy to
support what they like because it keeps everything from falling into the
morass. What entitled people who think everyone should make content for free
need to realize is that quality requires effort. If it is not properly
supported, then the people making it will eventually ask themselves “why
bother” and quit, or at least not try as hard. And importantly for discussing
Patreon, not everything of quality will be responded to by the masses. I find
it irresistible to make a comparison to PBS at this point. While they do get
grants and donations from wealthy benefactors and non-profits, they are “viewer
supported”. People give PBS their money because they believe in the content,
even if it is not the sort of thing that would draw prime time numbers on network
television.
It should also be pointed out that there is a sacrifice to
mass success as well. If you think the answer is “get more viewers and make
more ad revenue if you want money for making YouTube videos” then I advise you
to study some successful YouTubers and take note. Most of them are people who
have learned to polish the lowest common denominator, or pander to the
audience. Without disparaging TheAmazingAtheist, I have watched his career on
YouTube with interest, because he is the only person I have seen remotely like
myself that has succeeded in gaining a large audience. He has over ten times
more subscribers now than when I firsts started watching him. I tried to
examine what factors differentiate his level of success from my own in a
broader attempt to understand YouTube success. In some regards, we are alike.
We are around the same age, have similar taste in entertainment, are both
atheists and make YouTube videos. At certain times, I have felt that we
generally share very similar views. It is true that he is tall, fat and
apparently has a small penis, while I am average height, skinny and ignoring my
calling as a porn star. But those are not the important differences that seem
to make a difference in success.
TAA is a performer at heart. He has said before that he
studies the performances the stand-up comedians he admires and tries to learn
from their performances. He is also filling a role. He gives voice to the loud,
angry and opinionated person living inside many of us. He has made a confrontational
style and speaking ‘unpopular’ and ‘edgy’ opinions his brand. The secret is
that such opinions are not as unpopular as one might think, as his own
popularity attests. I on the other hand am not a performer, beyond my talent
for delivering extemporaneous monologs. Moreover, my personality is not suited
to filling the sort of role that TAA does. It is hard to be nuanced and
consider multiple sides of the equation and shout out a rant at the same time. Furthermore,
the harder you try to court an audience, the more the audience becomes the tail
that wags the dog.
One of the unspoken tricks of being popular on YouTube is to
ambulance chase the viral attention surrounding the news story or topic of the
moment. This places you constantly in reaction mode, pontificating about the
latest hot button issue. In doing so, you abandon the initiative and become
subject to the whims of the moment. This is why the news is generally so
abysmal and utterly lacking in insight, instead returning again and again to default
talking points. If a shooting happens, the media always circles back to gun
control vs blaming some sort of scapegoat like video games. Nothing is learned,
individually or collectively, because people simply argue their sides till the
next issue comes along to argue about. Rarely do they look into the event
further than their own assumptions. When a similar incident happens again, it
is like the movie Groundhog’s Day. When Youtubers emulate this pattern, they
fall into the same trap as the news.
Again, the secret to stating an unpopular opinion is those
opinions are actually shared by a substantial audience. This is how Fox News
can cater almost exclusively to one side of the political spectrum, while MSNBC
and cater to the other. TAA is an avid fan of Marilyn Manson, as am I. To
paraphrase Manson’s autobiography, he said in regards to Anton LeyVey that the
philosophies we find most valid are the ones that tell us what we already
believe. This is how the unpopular can be popular if not mainstream. But the
other edge to this sword is that you have to keep the audience agreeing with
what you say. This takes a combination of mirroring the audience’s beliefs,
going with the crowd and drawing in impressionable fans.
I have seen the fickleness of the audience first hand. I
have had people unsubscribe the moment I state any point of view they do not
agree with. I also remember as a teenager seeing Marilyn Manson fans turn on
him because he changed his look and sound on the album Mechanical Animals. Consistently
challenging the audience’s beliefs is not a good path to success. But
constantly pandering to them makes you tired and predicable and becomes a kind
of prison. The audience’s expectations start dictating to you what you can and
cannot be and think.
It takes someone skilled at pandering to sense the
disposition of the audience and respond accordingly. Case in Point: Feminism. At
the moment, an easy way to score points with an audience is to trash feminism.
Feminist bashing also has the advantage of seeming rebellious. This is part of
the reason so many popular YouTubers are taking out their sticks to whack
feminism with. More people will cheer them on than abandon them, so that is the
opinion they end up championing. The fact that they are resorting to Straw man
tactics and ignoring the complexities of the issue is irrelevant. Give the
people what they want! That is the basis of politics in a democracy. It is how
someone like Mitt Romney can oppose the Affordable Care Act while running for
president, because the majority of republican voters are against it, in spite
of the fact that it is based on a law that he himself signed as a governor. It
is why nearly every serious presidential candidate moves towards the center
during their election campaign. Pandering causes people to trade their own
opinions to echo popular sentiment. It is the intellectual lowest common
denominator.
In the realm of YouTube, people who go chasing a mass
audience also seem to embark down this path. Even if they started out with
something to offer or than the typical vapid fluff, they end up becoming the
intellectual equivalent. They stop having something unique and insightful to
say and instead become more like barometers of a certain flavor of opinion. It becomes
tiresome and uninteresting. It is like when a band tones down their sound and
starts making more radio friendly music. They lose much of what make them
interesting to begin with. To continue with the music analogy while returning
to the subject of mid-level YouTubers, without support, the band you like might
quit or start making radio friendly music to try and get greater success. The
same goes for YouTubers.
While not everyone wants or needs money to keep them making
YouTube videos, there isn’t much point in begrudging those that do. If viewer
support keeps them from pandering to the masses, then all the better. It is up
to the audience to decide what is worth their money. The current system of ad
revenue is of substantial benefit to only a small few. Even most of those with
access to it are getting little from it. It is up to us as content creators to
recognize the fact that what we do has value, even if it can be accessed for
free. It is making social media companies’ money. It requires our time and
energy to make it. The audience hopefully values it more than the rest of the
ocean of shit that is on YouTube. A bit of money would likely incentivize
people to do a better job, and hopefully up their game. Entitled people want us
to believe that we don’t deserve anything for what we do. Social media
companies would rather we focus on the fact that they are letting us share our
content for free rather than the fact that our content is integral to how they
make their money. People that resent the talent and success of others will try
to drag them down anyway they can. Not all of us are YouTube star material
because we are not vapid enough, or will not pander hard enough. It is just not
in keeping with our personalities. All of this is the foundation of believing
that people are wrong for accepting money through Patreon, or having a donate
on PayPal button or using KickStarter. They audience is smart enough to know if
what they are choosing to pay for is worth it. If they aren’t, then there is
the saying “a fool and his money are soon parted”. Even in cases of outright
e-begging, “the fool and his money are soon parted”. I suspect that there
aren’t many viewers that are going to give money to Youtubers that put little
effort into their videos. Things will sort themselves out naturally.
The point of Patreon is that people know what they are
paying for: videos. They are not being asked to give money towards someone
buying a new camera so viewers can see the same old stuff “NOW IN AMAZING HD!”
or fund their travel or fund projects that may or may not come to fruition, or
any of the other frivolities e-begging is associated with.
In case you think this is all a big build up to me
announcing that I am now on Patreon, the truth is that I am still on the fence.
I am not sure if it is right for me personally, but I can understand why
certain people would do it and why they might be justified.