More Evidence That Obscurity Is A Bigger Threat To Content Creators Than Piracy
from the gotta-get-yourself-out-there dept
One implication that isn't discussed in the article is that this actually supports the idea that giving away content for promotional purposes is a very important strategy in developing a brand. The results of the study suggest that obscurity is a major force in killing the prospects of just about any creative work -- and the real trick is to promote the hell out of content until it starts to catch on. So, if you're trying to grab attention, why not give away the content to build up the name and make it easier for the content to gain the necessary popularity to hit that tipping point where popularity snowballs? At that point, plenty of new business models are apparent, because now, as the creator of a "hit" you're in demand, and there's only so much of you to go around (basically, access to the hitmaker is a scarce resource, while the content the hitmaker makes is not).