This is the first contribution I've made to a fascinating group of thinkers and activists called the Institute for Distributed Creativity (iDC), whose organiser Trebor Scholz is organising a conference in New York in November on 'Digital Labor: the internet as factory and playground', which I hope to attend. It's a fertile space, generating much thought and insight, so I'm going to share my postings here. (Apologies in advance - it's an academic space, so Specialized Jargon Will Be Deployed Occasionally).
THE TRAVAILS OF FAN LABOR*
In terms of a debate about whether users' interactivity with net platforms is a form of exploitation of labor (in the Marxist sense), I'm aware that I might be living a somewhat schizophrenic life. In one domain, I'm a working musician who is part of a UK "legacy" act from the 80's, Hue And Cry. Since our relaunch in late 2008, our strategy has been to use the enthusiasm of online fandom to reanimate our "brand", by using flexible and media-rich social networks (particularly Ning) to capture the passions raised both by our new music, our live performance, and other traditional outlets of media exposure (radio, TV, press).
In these sites – particularly the Music Club- we actively encourage and facilitate all kinds of 'fan labor' (cultural note: our biggest hit was called "Labour of Love" in 1987, more inspired by Gramsci than Bateson). This can include: cam-phone audio-visual recording from gigs; giving fans the opportunity to suggest and vote on songs they'd like us to perform and record; allowing fans to upload their own covers of our songs.
But this doesn't include a lot of emergent, spontaneous activity that comes from the users' own ability to generate sub-networks and forums of their own, within the Hue And Cry Music Club site. We don't charge subscription fees to the site (like many other bands), and we have a programme of regular updates of audio-visual content produced by my musical partner and I – again, freely streamed.
There's much to say about this experience – which I hope to share at the NY conference in November. But in terms of kicking off this debate, the core point might be that our presumption has been that we're dealing with a radically counter-commercial audience and environment – one in which digital networked distribution of music has driven its price point to effectively zero, and in which that music has almost become a kind of 'community currency'. By that I mean a system of exchange whose value accumulation is fan enthusiasm and commitment, rather than straightforward monetary rent from IP-identified saleable objects. (Although as Spotify, Last.fm and other outfits show, a licensing system may be a possible recommodifier of music consuming habits, though with the pressure of 'free' keeping overall revenue much lower than the heydays of CD sales).
So in terms of making a living, we have fallen upon the maxim "use what is ubiquitous to drive people to what is scarce" – ie use the ubiquity and tending-towards-free circulation of digital content to raise awareness about those real-world moments of spatio-temporal enclosure (the gig, the meet'n'greet, the music workshop) whose boundaries can be controlled, and thus commodified. (Our refinement on that is to create our own 'ubiquitous' commons of Hue And Cry music within the Music Club – 'reterritorialising', to no doubt misuse Deleuze, the deterritorialised flows of digital culture).
It's not that we don't try to sell recordings anymore – we do, and we are doing so, though the objects these recordings are attached to are way beyond the old CD, and are more lifestyle/luxury products with music inserted, an extension of our "brand" across non-musical physical objects. But our working presumption is that recorded music, because of digitisation, networks and their innovations, is always under a huge gravitational force dragging it towards free usage.
And just to be clear, I come at the question of what value is being realised by commercial platform owners by the free labor of users from a small-business perspective – as artists seeking some kind of income from our endeavours and enterprises. We are rights-holders in our own small company, who seek to use non-commercial, part-commercial (the usual social platforms) and fully-commercial (ie larger distributors and syndicators) networks to promote our music, both recorded and performed.
Commercially, I should be agnostic-ironic about what networks are best for that purpose. But civically, I'm a supporter of the 'innovation commons' of the Net a la Lessig, and would resist any attempt to tamper with the basic end-to-end architecture of the Web (ie, to create tiers of net access with protocols restricted, for whatever reason).
I guess I have to stake out my petit-bourgeois, mixed-economy, social-democrat traders' identity at the beginning. And what I'm looking for from a conference/discussion on 'the internet and playground and factory' is a new political economy of the Net that can find a place for creative and sustainable cultural enterprise, within this complex landscape (as Yochai Benkler says in the Wealth of Networks) of market, state and 'sharing' economies.
I feel that the answers may lie as much in welfare and social policy. That is, what kind of social provisions and support can be made for a 'general intellect' now active throughout society, as the Italian Marxists say? Does a four day week or a citizens' income more effectively answer our anxieties about our affective and cognitive 'lives' pouring into these networks, than a discourse about how our free labor benefits Google's bottom line?
*with concessions to the American linguistic imperium
