Recently, I read a blog post asking if online video is dead. There was back and forth about how online video content creators weren’t seeing any money for their creations, whether or not they would, or if it was already too late for that based on traditional media pushing more and more “professional” studio content into the online space.
A quick note/legend before I move forward any further on how I’m going to define things for this post:
-New Media = Online video, ongoing original content produced by those who aren’t considered professional, i.e. have deals with major studios (this knocks the Ask a Ninja folks out of the running, based on their current deal to direct a remake of … Attack of the Killer Tomatoes … sigh. Really?). I include any original content produced by amateurs and hell, even by “prosumers” in the New Media category.
-Traditional Media = Movies, TV, commercials, or web videos that were movies, tv, or commercials. This is content produced with studio support. I’m F***ing Matt Damon isn’t new media, it just got popular via the online space. Tragically, I have to include The Lonely Island guys (SNL Digital Shorts) in here too, because Lorne Michaels is funding all of their fun stuff now.
So, is New Media already dead? Well, it depends on who you are and your expectations. It’s either dead, or we’re just getting started, in my opinion. If you recognize that the online space is a new haven for content, and that as we move forward, more and more original quality entertainment will be produced strictly for the online space - then yes, we have a pulse. It’s growing inside the cocoon of the internet. If you think that as a creator, you can simply jump in and start monetizing your content, that you’re going to become a celebrity or a “rock star” and be fabulously wealthy or even be able to make a living off of your New Media - close the casket. It’s dead. The first window has passed, because the online world moves astoundingly quickly, there wasn’t much money to be made, and you missed it.
Now, that’s a bit of a blanket statement. But the important take away from that is that as a content creator, you have to manage your expectations and shift your thinking in a very extreme way. I see a lot of creators approach the New Media space like they would Traditional Media - the only difference is that they do this AFTER they’ve produced their content. Which isn’t really all that different than your typical indie filmmaker nowadays. But there are a lot of creators that talk a great game about how different the New Media space is from Traditional Media, and then once they get a little popularity behind them, they hire an agent, try to make studio deals, etc. etc. The very first thing they do is apply Traditional Media thinking to their New Media product and nothing comes of it. They make that deal, and they’re directing…an Attack of the Killer Tomatoes remake. If that’s the pinnacle so far of what New Media creators can accomplish (or the cover of Wired, or a tiny spot on CSI) then I’m not entirely sure I’m sad about New Media being dead.
What I really feel though, is that New Media is only just starting. Yes, the space is already flooded with content - yes, it’s incredibly hard just to get an audience for your work - yes, you’re most likely not going to make money for it. Again, this is just like the Traditional Media space. This is where the quality of the work separates the big audiences from the small audiences. But we’re also starting to see folks being smart about it and making it work for them. People who are thinking differently about how to distribute content, how to monetize content, and how to build audiences that will support you and your content long after Hollywood would have spit you out, had they even given you a shot at all.
You want to keep New Media alive? Walk the walk and figure out how to succeed and tell your story in a way that you don’t need investors, or studios, or the Traditional Media trappings. Or, just figure out a different distribution pathway that works for you and your definition of success. Be smarter than Traditional Media, celebrate and embrace the differences. It’s a whole new world for creators. Make your own success.
Matthew