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<channel>
<title>Techdirt. Stories filed under &quot;human&quot;</title>
<description>Easily digestible tech news...</description>
<link>http://www.techdirt.com/</link>
<language>en-us</language>
<image><title>Techdirt. Stories filed under &quot;human&quot;</title><url>http://www.techdirt.com/images/td-88x31.gif</url><link>http://www.techdirt.com/</link></image>
<item>
<pubDate>Wed, 13 Feb 2013 14:45:34 PST</pubDate>
<title>Game Developer Connects With Pirates, Sees Massive Support &#038; Deletion Of Torrents</title>
<dc:creator>Timothy Geigner</dc:creator>
<link>http://www.techdirt.com/articles/20130212/10325521952/game-developer-connects-with-pirates-sees-massive-support-deletion-torrents.shtml</link>
<guid>http://www.techdirt.com/articles/20130212/10325521952/game-developer-connects-with-pirates-sees-massive-support-deletion-torrents.shtml</guid>
<description><![CDATA[ One of the long-running themes here at Techdirt has been our insistence that the best way to combat any negative effects of piracy is for content creators to connect with fans, buyers, and pirates alike. If you treat people in a congenial, <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml">awesome way</a>, the goodwill you garner will not only make up for any piracy negatives, but can actually propel your work to further success. Unfortunately, too few people seem to avoid the understandable but unproductive emotional response that comes with having your work show up on sites like The Pirate Bay. The vast majority of responses are vitriolic. Nevermind that some creators, such as when Hotline Miami's developers decided to <a href="http://www.techdirt.com/blog/casestudies/articles/20121026/19311320861/making-sure-players-get-best-experience-is-more-important-than-worrying-about-how-they-got-game.shtml">embrace pirates</a>, have experienced the boon of goodwill and sales as a result. No, anger and threats of legal action tend to rule the day.
<br /><br />
That's why it's so important to offer up every example available that shows how mistaken this methodology is. With that in mind, witness how the developers of an indie RPG called Anodyne <a href="http://torrentfreak.com/indie-game-devs-delight-pirate-bay-and-reddit-with-disappearing-torrent-130211/">embraced the uploader of their game and used the exposure to propel themselves</a> into the internet limelight. It all started, as these stories so often do, when a Pirate Bay user offered up a torrent for the game. Instead of losing their minds, the game's developers decided to be the second commenter on the torrent's page, reaching out to anyone interested in downloading the game and instead offering a better way to do so. The text of that comment follows:
<blockquote>
<i>Hi, I'm Sean! I'm one of the two guys who made Anodyne. It's neat that Anodyne's ehre and I'm glad that means more people can play it, though of course we'd love it if you bought the game! We're tryin' to get Greenlit on Steam so we'd really appreciate it if you and your friends gave us an upvote over at <a href="http://steamcommunity.com/sharedfiles/filedetails/?id=92921739">http://steamcommunity.com/sharedfiles/filedetails/?id=92921739</a>.</i>
<br /><br />
<i>Most importantly let us know what you think of the game and if you like it or if it fills you with burning rage! - we're on Twitter at @seagaia2 and @jonathankittaka.</i>
</blockquote>
Then they decided to go over the top in generosity by offering up free download codes for Anodyne and pointing readers to Desura.com to redeem them. They saw their game out there for free, reacted awesomely, and offered up their own way to download it for free. This response hits every major way I would have advised them to react to the torrent. They left all threats in their pockets, embraced those wanting to play the game (even for free), used it as a promotional tool as well as a way to crowdsource market and product data, and even threw in a bit of humor to boot. I don't know that I could have crafted the response better myself.
<br /><br />
The response to their actions has been as swift as it has been universally positive. A Reddit discussion broke out almost immediately and Sean Hogan, the developer above, immediately jumped in to prove that his forward-thinking Pirate Bay comment wasn't some one-off bit of clarity.
<blockquote>
<i>"Yeah, piracy is inevitable so it's better to embrace it &ndash; plus, it gives lots of people who couldn't normally afford the game the opportunity to play it &ndash; and I think when you're a small group of developers (only my friend Jon and I made Anodyne), it's better to have lots of people able to experience your game," he wrote.</i>
</blockquote>
The publicity is of course a wonderful thing. Anodyne can only benefit from the positive reaction this story is creating, potentially leading to placement within Steam. But the story doesn't stop there. Because if you go searching for that original Anodyne listing on the Pirate Bay, you'll find it doesn't exist any longer. The site is notorious for refusing to remove such links, so the overwhelming likelihood is that it was taken down by the uploader. If so, this case no longer only serves as evidence that treating pirates well can be lucrative, but also that treating them well can cause them to second guess their decision to offer the content in the first place. Which, of course, throws the entire mantra that pirates are evil kids who just want everything for free into a logical tailspin. In any case, this is a textbook example of how to react to piracy.<br /><br /><a href="http://www.techdirt.com/articles/20130212/10325521952/game-developer-connects-with-pirates-sees-massive-support-deletion-torrents.shtml">Permalink</a> | <a href="http://www.techdirt.com/articles/20130212/10325521952/game-developer-connects-with-pirates-sees-massive-support-deletion-torrents.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/articles/20130212/10325521952/game-developer-connects-with-pirates-sees-massive-support-deletion-torrents.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>how-it's-done</slash:department>
<wfw:commentRss>http://www.techdirt.com/comment_rss.php?sid=20130212/10325521952</wfw:commentRss>
</item>
<item>
<pubDate>Tue, 6 Nov 2012 17:00:00 PST</pubDate>
<title>DailyDirt: Looking At The Human Genome</title>
<dc:creator>Michael Ho</dc:creator>
<link>http://www.techdirt.com/articles/20100412/0031318958/dailydirt-looking-human-genome.shtml</link>
<guid>http://www.techdirt.com/articles/20100412/0031318958/dailydirt-looking-human-genome.shtml</guid>
<description><![CDATA[ The human genome contains an incredible amount of information that we are only starting to parse. Sequencing large amounts of DNA is getting cheaper and faster, so it's only a matter of time before we'll be able to collect a vast amount of genetic information and connect it with practical medical diagnoses and treatments. Here are just a few projects working on decoding our genetic blueprints.

<ul>
 
<li> <a title="http://blogs.discovermagazine.com/notrocketscience/2012/09/05/encode-the-rough-guide-to-the-human-genome/" href="http://bit.ly/RBYwsu">The international ENCODE project has been looking at the human genome to try to figure out what all the nucleotides do.</a> Less than 2% of the genome is used for making proteins, and we're just beginning to discover that about 80% of the genome is biologically active and isn't just "junk" DNA. [<a href="http://blogs.discovermagazine.com/notrocketscience/2012/09/05/encode-the-rough-guide-to-the-human-genome/">url</a>]</li>

<li> <a title="https://genographic.nationalgeographic.com/about/" href="http://bit.ly/TqICNQ">The Genographic Project is asking the general public to participate in a genome analysis experiment to gather a broad sampling of DNA data.</a> The results will be anonymous (but they'll have your DNA...?) and dedicated to the public domain. [<a href="https://genographic.nationalgeographic.com/about/">url</a>]</li>

<li> <a title="http://www.nih.gov/news/health/oct2012/nhgri-31.htm" href="http://1.usa.gov/Pz8j2I">The 1000 Genomes Project currently claims to have the world's largest, most detailed catalog of human genetic variation.</a> The database includes sequenced genomes from over 1,092 people and should help medical researchers develop tests for genetic diseases. [<a href="http://www.nih.gov/news/health/oct2012/nhgri-31.htm">url</a>]</li>
</ul>


If you'd like to read more awesome and interesting stuff, check out this unrelated (but not entirely random!) <a title="http://www.stumbleupon.com/to/stumble/stumblethru:www.techdirt.com" href="http://bit.ly/fagV8c">Techdirt post</a>.<br /><br /><a href="http://www.techdirt.com/articles/20100412/0031318958/dailydirt-looking-human-genome.shtml">Permalink</a> | <a href="http://www.techdirt.com/articles/20100412/0031318958/dailydirt-looking-human-genome.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/articles/20100412/0031318958/dailydirt-looking-human-genome.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>urls-we-dig-up</slash:department>
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<item>
<pubDate>Thu, 16 Aug 2012 15:43:00 PDT</pubDate>
<title>Part Of Being More Open And Human Is Actually Holding Conversations With Fans</title>
<dc:creator>Zachary Knight</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20120811/09415119996/part-being-more-open-human-is-actually-holding-conversations-with-fans.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20120811/09415119996/part-being-more-open-human-is-actually-holding-conversations-with-fans.shtml</guid>
<description><![CDATA[ There is a lot that can be said about being open and honest with your fans. Sure those fans can be pushy and complain a lot, but amongst all that, there is a real opportunity to connect with your fans and help them build up greater love and respect for you and your brand. We have seen many cases in which doing so has helped build a stronger following and bring in a lot more revenue in the process.<br />
<br />
Despite this strong evidence for the power of being open and honest, there are still some companies that feel the need to avoid talking to the public. Any time a fan asks a question about anything, most often the responses are either silence or some form of "No Comment." When fans hit that kind of brick wall, they feel as if the company doesn&#39;t care about them and are less likely to be engaged in the future. Such responses can also lead to further complaints from the community as well as lost sales.<br />
<br />
When the complaints reach a certain threshold, then it reaches the ears of those who have a platform in which to speak and reach a large group of listeners. So when a site like Kotaku gets on its soap box to complain about <a href="http://kotaku.com/5928663/gamings-biggest-problem-is-that-nobody-wants-to-talk" target="_blank">game publishers who will not engage with the community</a>, then you know a lot of people are listening. The whole article is worth the read but I want to highlight a couple of the suggestions that Kotaku gives at the end.
<blockquote>
<ul>
<li>
<i>Answer questions. As many as you can. Questions are not your enemy. We&#39;re all here because we all love video games.</i></li>
<li>
<i>Don&#39;t be afraid to tease games that are coming in the far future. We love teases. And we won&#39;t even mind if those games get cancelled, as long as you don&#39;t lie or pretend they&#39;re not.</i></li>
<li>
<i>Just talk to us. Explain the logic behind your decisions. Help us understand you. Help us relate. Help us empathize.</i></li>
</ul>
</blockquote>
They have a couple others that are a bit more specific, but these three cut to the heart. Answer questions, don&#39;t be afraid to tease, and just talk. All these things are important to fans and potential customers. These are all part of that process in getting people to not just like what you do produce, but <a href="http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml">like you</a> as a person or a company. How can they like you if you don&#39;t engage with them? It is this engagement that <a href="http://www.techdirt.com/blog/casestudies/articles/20111013/10365216336/is-greater-transparency-reason-to-buy.shtml">promotes the transparency</a> needed to increase sales, too.<br />
<br />
On the other hand, by ignoring your fans you lose the power to control the conversation as well. We highlighted a story last year in which Nintendo made a <a href="http://www.techdirt.com/articles/20111022/08231916467/nintendo-fans-hijack-twitter-hash-tag-meant-nintendo-america-ceo-are-promptly-ignored.shtml">very weak gesture</a> at engaging with fans. Unfortunately, there was no such engagement and the fans took control of the conversation. Since Nintendo failed to control the conversation by being engaged, the fans began to complain about policy decisions they felt were not ideal. By not engaging, Nintendo lost a lot of good will that day. Had Nintendo actually taken the time to answer and ask questions as Kotaku recommends, they would have had a far better promotion at the time.<br />
<br />
As more and more companies learn how to be properly engaged with their respective communities, we should see a lot more successes like those we highlight on a regular basis, such as <a href="http://www.techdirt.com/blog/casestudies/articles/20120704/02451119578/louis-cks-direct-tour-sales-over-6-million-1-week-scalping-drops-25-to-below-1.shtml">Louis CK</a>, <a href="http://www.techdirt.com/blog/casestudies/articles/20120601/01173819160/amanda-palmer-raises-12-million-kickstarter-crowd-goes-wild.shtml">Amanda Palmer</a> and <a href="http://www.techdirt.com/blog/casestudies/articles/20120208/23505717705/people-rushing-to-give-hundreds-thousands-dollars-just-hours-brand-new-adventure-game.shtml">Double Fine</a>. These people have taken the time to really build a relationship with their fans. A relationship that leads to those fans parting with their money to see more art created. Isn&#39;t that what is important?<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20120811/09415119996/part-being-more-open-human-is-actually-holding-conversations-with-fans.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120811/09415119996/part-being-more-open-human-is-actually-holding-conversations-with-fans.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120811/09415119996/part-being-more-open-human-is-actually-holding-conversations-with-fans.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>we're-all-connected</slash:department>
<wfw:commentRss>http://www.techdirt.com/comment_rss.php?sid=20120811/09415119996</wfw:commentRss>
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<item>
<pubDate>Fri, 23 Mar 2012 18:48:41 PDT</pubDate>
<title>Finding Success In A Wasteland By Being Open, Human And Awesome</title>
<dc:creator>Zachary Knight</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20120322/06320918199/finding-success-wasteland-being-open-human-awesome.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20120322/06320918199/finding-success-wasteland-being-open-human-awesome.shtml</guid>
<description><![CDATA[ If there is one sure way to succeed in the modern age, it is by <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml">being open, human and awesome</a>. This is something that we are learning over and over again in the entertainment world, and it is especially true for those running successful Kickstarter campaigns. What started with the success of Double Fine's <a href="http://www.techdirt.com/blog/casestudies/articles/20120208/23505717705/people-rushing-to-give-hundreds-thousands-dollars-just-hours-brand-new-adventure-game.shtml">adventure game</a> campaign has lead to the success of a number of other games. One of those games is inXile's Wasteland 2 project. This project is on track to raise over $1.5 million and as Brian Fargo has learned, this is all because the <a href="http://www.kickstarter.com/projects/inxile/wasteland-2/posts/193810" target="_blank">people behind the project have been open, human and awesome with their fans</a>. <br /><br /> In the opening statement of the latest project update, Brian expresses his gratitude for the outpouring of support the project has received.
<blockquote>
<i>I continue to be overwhelmed by the positive feedback and enthusiasm from the support I have gotten from Kickstarter. The groundswell of people cheering us on and the evangelism - people spreading the word - is unlike anything I have experienced. In fact, I would say the last week was the high water mark of my career.</i>
</blockquote>
This is one of the best statements of gratitude I have ever read from an artist. Brian recognizes that this success is due completely to those who have shown support by donating and sharing the project with others. Without those two actions, there would be no Wasteland 2. As Brian further notes, all this came from being open and human. He shares the story of two people in particular that show the power of that philosophy.
<blockquote>
<i>On the next day I get a short tweet from an individual that confesses he pirated Wasteland as a kid and was donating to help make up for it. I of course forgave not knowing he had donated $10,000 dollars. An incredible gesture... now if we could get every pirate of Wasteland 1 to donate we could really beat the Kickstarter all time record.</i>
</blockquote>
This is the true power of openness and humanity. The power to turn a pirate into a paying customer. While not all pirates will turn around and pay $10,000, many will turn around and pay full price for later content made by an <a href="http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml">artist they love</a> as well. <br /><br />
In the next story, Brian notes just how long lasting this openness and humanity lasts in the hearts and minds of fans.
<blockquote>
<i>And just today I got an email along with a donation from a kid who lived down the street from me when he was a teenager. His note was as follows: <br /><br /> "This message is intended for Brian Fargo. Brian, I was your next door neighbor when you used to live in Laguna. I was a pesky 15 or 16 year old kid that would come around and ask you about games. You would sit down and take time to talk to me about games, and the industry, and I just wanted you to know how cool it was that you didn't blow me off. It meant a lot to me. Recently, I found out about your Kickstarter movement for Wasteland 2, and I contributed to it because I believe in you and your ability to resurrect the glory of the franchise. I wish you the best of luck in your endeavors, and thank you again for creating some memorable memories for me during my teenage years. Take care!" <br /><br /> <b>It shows that being nice creates goodwill 20 years later.</b></i>
</blockquote>
If that kind of attitude toward his fans created a lasting effect of 20 years, just imagine how much more goodwill he has built up during that time and what he will now build up. This is not some get rich quick scheme but a way to find lasting success. Success that will last 20 years and beyond. 
<br /><br />
All of this success has led Brian to further express his humanity and gratitude. Rather than hold to this success and keep it all for himself, he has decided to help fund future Kickstarter projects. In a plan he calls "Kick It Forward", he will donate 5% of the profits made from Wasteland 2 toward other Kickstarter projects and asks that all other successful projects do the same. While the money he pledges won't come until after the completion of Wasteland 2, there are many other Kickstarter projects already making money that can really get this campaign rolling. What a wonderful way for artists to further express their humanity and awesomeness.<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20120322/06320918199/finding-success-wasteland-being-open-human-awesome.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120322/06320918199/finding-success-wasteland-being-open-human-awesome.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120322/06320918199/finding-success-wasteland-being-open-human-awesome.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>kick-it-forward</slash:department>
<wfw:commentRss>http://www.techdirt.com/comment_rss.php?sid=20120322/06320918199</wfw:commentRss>
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<item>
<pubDate>Tue, 20 Mar 2012 19:57:22 PDT</pubDate>
<title>More Comedians Following Louis CK's Path... But They Don't Need To Copy It Exactly</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20120320/17374818176/more-comedians-following-louis-cks-path-they-dont-need-to-copy-it-exactly.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20120320/17374818176/more-comedians-following-louis-cks-path-they-dont-need-to-copy-it-exactly.shtml</guid>
<description><![CDATA[ We've talked a lot about <a href="http://www.techdirt.com/blog/casestudies/articles/20111222/12435717172/louis-ck-over-1-million-sales-just-12-days-drm-free-download.shtml">Louis CK's success</a> with being <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml">open, human and awesome</a> in going direct to his fans with a DRM-free offering. It's not surprising now to see <a href="http://www.nytimes.com/2012/03/21/arts/louis-c-k-and-others-take-stand-up-to-the-web.html?_r=1&#038;pagewanted=all" target="_blank">a few other forward-looking comics follow suit</a>.  Last month a few folks passed along <a href="http://www.whosay.com/jimgaffigan/content/218011" target="_blank">Jim Gaffigan's plans</a> to do something really similar to Louis (with a hat tip to Louis for inspiring him).  The latest is that Aziz Ansari has decided to <a href="http://www.azizansari.com/support" target="_blank">do the same thing</a> (worth noting for our crowd: Ansari was also a <a href="http://www.techdirt.com/articles/20120116/20581217426/andy-samberg-neil-gaiman-trent-reznor-aziz-ansari-adam-savage-more-tell-congress-dont-pass-pipa-sopa-our-names.shtml">vocal opponent</a> of SOPA -- and he's been known to occasionally tweet Techdirt stories, not to mention the fact that he's really, really funny).
<br /><br />
In all three cases, while the "deal" is the same -- $5 paid direct off the website -- they're also are done in a very personable and human way.  They weren't announced with press releases, but direct appeals to true fans.  As I've been saying, that's a big part of the reason why Louis's offering was such a success.  It also helps, of course, that all three of these guys are well-established comics who are known for being at the top of the game, and are widely considered some of the best comics out there.
<br /><br />
The one thing that concerns me <i>a little</i> about this is the fact that the deal terms are identical.  I can understand <i>why</i> they're doing this.  It's basically "don't mess with what worked for Louis."  But I worry that the message people are getting is "$5 direct offering off a website is the secret."  I don't think that's it.  Lots of people have offered up a product for download off their website for a variety of prices.  The key to making it work is not just the pricing.  It's the way the offering is presented.  I think it would be even cooler if some of these comedians experimented a bit more with branching out creatively around this business model.  It wouldn't be hard, for example, to build on what various <a href="http://www.techdirt.com/articles/20091119/1634117011/future-music-business-models-those-who-are-already-there.shtml">musicians</a> have done, and offer up different tiers of support.  Or something else.  The real opportunity here is in how it's presented -- in a way that treats fans <i>as fans</i>, rather than assuming they're criminals or that there needs to be a big impersonal gatekeeper in-between the fans and the artist.  But, unfortunately, some are going to look at these experiments and say "the lesson" is "$5 off your website is the secret."  And when that <i>doesn't work</i> for some content creators, they're not going to understand why.
<br /><br />
Overall, however, I'm really excited to see more content creators going direct, cutting out gatekeepers, and recognizing that treating fans well is a good start to any smart business model.<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20120320/17374818176/more-comedians-following-louis-cks-path-they-dont-need-to-copy-it-exactly.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120320/17374818176/more-comedians-following-louis-cks-path-they-dont-need-to-copy-it-exactly.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120320/17374818176/more-comedians-following-louis-cks-path-they-dont-need-to-copy-it-exactly.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>branch-out-a-little,-experiment</slash:department>
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<pubDate>Mon, 27 Feb 2012 20:01:00 PST</pubDate>
<title>Author Reveals Future Book &#038; Series To Terminally Ill Fan To Fulfill His Wish</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/articles/20120225/01583817879/author-reveals-future-book-series-to-terminally-ill-fan-to-fulfill-his-wish.shtml</link>
<guid>http://www.techdirt.com/articles/20120225/01583817879/author-reveals-future-book-series-to-terminally-ill-fan-to-fulfill-his-wish.shtml</guid>
<description><![CDATA[ We've been talking about the value of content creators <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml">being awesome</a> (and human), so it's always nice to highlight a few stories of that in practice.  Late last week a story made the rounds of how a terminally ill cancer patient, Nachu Bhatnagar, was disappointed that he might not find out how his favorite book series, <a href="http://en.wikipedia.org/wiki/The_War_That_Came_Early" target="_blank"><i>The War That Came Early</i></a>, by Harry Turtledove, would turn out.  The next book in the series is expected to be released in July, but apparently Bhatnagar isn't expected to make it that far.  Bhatnagar's friend, who's known as <a href="http://www.reddit.com/user/kivakid" target="_blank">kivakid</a> on Reddit posted about the situation, wondering if he could <a href="http://www.reddit.com/r/AskReddit/comments/p7kfg/my_friend_has_terminal_cancer_and_may_die_by_june/" target="_blank">get an early copy</a> of the book.  Within hours, <a href="http://socialtimes.com/how-reddit-helped-a-terminal-cancer-patients-dream-come-true_b90170" target="_blank">he had a galley copy being sent to him</a>, and also arranged for a phone call between Bhatnagar and Turtledove, so that the plans for the rest of the series could be revealed.
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Beyond being yet another example of <a href="http://www.techdirt.com/articles/20101113/22385711859/reddit-s-altruism-compared-to-4chan-s-trollism.shtml">Reddit's famed power to do good things</a>, it's another example of a content creator going out of his or her way to help out a fan (in this case, under somewhat unfortunate circumstances).  In general, though, it's just a heartwarming story that involves a content creator going out of his way to open up to a fan.<br /><br /><a href="http://www.techdirt.com/articles/20120225/01583817879/author-reveals-future-book-series-to-terminally-ill-fan-to-fulfill-his-wish.shtml">Permalink</a> | <a href="http://www.techdirt.com/articles/20120225/01583817879/author-reveals-future-book-series-to-terminally-ill-fan-to-fulfill-his-wish.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/articles/20120225/01583817879/author-reveals-future-book-series-to-terminally-ill-fan-to-fulfill-his-wish.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>being-awesome</slash:department>
<wfw:commentRss>http://www.techdirt.com/comment_rss.php?sid=20120225/01583817879</wfw:commentRss>
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<pubDate>Wed, 15 Feb 2012 09:54:57 PST</pubDate>
<title>If People Like You And Your Work They'll Pay; If They Like Your Work, But Don't Like You, They'll Infringe</title>
<dc:creator>Zachary Knight</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml</guid>
<description><![CDATA[ With the massive success of <a href="http://www.techdirt.com/blog/casestudies/articles/20120208/23505717705/people-rushing-to-give-hundreds-thousands-dollars-just-hours-brand-new-adventure-game.shtml">Double Fine's Kickstarter campaign</a> (which has passed quadruple what it asked), a lot of people are commenting about just what it means to be successful in today's digital climate. Among those talking are indie game developers who are taking the time to reflect on this phenomena and how they might be able to duplicate it for themselves. One of these indie developers is Robert Boyd, the creative mind behind retro JRPGs <i>Breath of Death VII</i> and <i>Cthulhu Saves The World</i>. After a series of tweets on the topic of Double Fine's success, <a href="https://twitter.com/#!/werezompire/status/167641516565725184" target="_blank">Robert closed with this profound statement</a>:
<blockquote>
<i>If people like you and like your work, they'll buy your games. If they like your work but don't like you, they'll pirate them.</i>
</blockquote>
The first half of this statement is at the heart of the idea of connecting with your fans. Part of this ability to connect with your fans is to be more <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml">open and human with them</a>. We have seen repeatedly how artists sell more of their work and scarcities associated with their work as they become more human to their fan base. As fans come to trust you and feel that they can approach you directly, even if that is through email, Twitter or Facebook, they will be far more likely to trust you enough to part with their money. This trust is one of the keys to Double Fine's success and a key to the success of any game developer.  Similarly, it was seen in the way Louis CK <a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml">treated his fans</a>.<br /><br /> The second half of this statement is a lesson that many larger publishers, developers and others in the entertainment industry have forgotten.  Because of that, they are suffering the fallout. DRM and other methods that show how little the developer or publisher trusts its fans breeds contempt within the fan community. While those consumers may still like the product, they don't like the way they are treated. This is one of the driving factors behind piracy. To top off the problem, these creators and gatekeepers set up walls between themselves and their fans. They do everything to avoid contact with fans outside carefully orchestrated scenarios. This turns fans off and decreases the amount of trust they have for these individuals and companies.
<br /><br />
It's often said that people will just get stuff for free if they can.  But, clearly, that's not true.  We've seen so many cases of content creators being supported by their fans at tremendous levels (such as the two cases mentioned above) that there's clearly more to it.  And it seems that a key element is whether or not fans actually like <i>you</i>.  Some people suggest that the disconnect with piracy is that people value the work, but won't pay for it.  But a more accurate realization may be that people value the work... but don't value the creator <b>if the creator doesn't value them</b>.  When the two sides value each other, it seems people are more than willing to pay.<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120209/10092617711/if-people-like-you-your-work-theyll-pay-if-they-like-your-work-dont-like-you-theyll-infringe.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>cthulhu-saves-your-games</slash:department>
<wfw:commentRss>http://www.techdirt.com/comment_rss.php?sid=20120209/10092617711</wfw:commentRss>
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<pubDate>Mon, 13 Feb 2012 08:40:34 PST</pubDate>
<title>How Being More Open, Human And Awesome Can Save Anyone Worried About Making Money In Entertainment</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml</guid>
<description><![CDATA[ I've been <a href="http://www.techdirt.com/articles/20111230/16014417241/busy-january-come-see-me-speak-come-party.shtml">pretty busy</a> traveling and appearing at various conferences over the last month, including Midem, where I <a href="http://www.techdirt.com/articles/20120129/17272817580/sky-is-rising-entertainment-industry-is-large-growing-not-shrinking.shtml">released</a> our latest research report, <a href="http://www.techdirt.com/skyisrising/"><i>The Sky is Rising!</i></a>.  I did so with a quick <a href="http://www.youtube.com/watch?v=_pubVZSbaz0&#038;feature=plcp&#038;context=C324b35cUDOEgsToPDskIjRhoSMZfPeSTKFFF30ePP" target="_blank">ten-minute presentation</a> about both the state of the industry... as well as the fact that the challenges for anyone in the entertainment industry can be met by being <b>more open, more human and (most of all) more awesome</b>:
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It's basically a follow-up presentation to my 2009 presentation, which introduced the <a href="http://www.youtube.com/watch?v=Njuo1puB1lg&#038;feature=related">Connect with Fans + Reason to Buy</a> formula.  Either way, it was fun to be back on the Midem stage, and I was thrilled with the overall response to the presentation.  I heard from a lot of folks at the show about how much they liked it and how it gave them a good framework for building out their efforts as artists or as labels.  It's always fun to be at Midem and talk to people on the ground about what they're seeing in the industry as well.  Two years ago, I had thought that perhaps the industry had reached the <a href="http://www.techdirt.com/articles/20100201/0126377984.shtml">bargaining stage</a>, but I may have been wrong (or the five stages of grief aren't really applicable here).  There wasn't nearly as much talk about "evil piracy" at this year's Midem... but there was plenty of lashing out about "evil Google" and how it was to blame for everything.  If anything, it seemed to be a slip back into the "anger" stage.  As we've explained time and time again, this anger seems entirely misdirected.
<br /><br />
So it was nice to see so many people at Midem respond positively to my "totally positive" message about where some key opportunities were, by having them focus on how being more awesome to fans and treating them as human really has amazing results.
<br /><br />
Separately, while I was at Midem I also did a much more technical "Midem Academy" session that was designed to be a hands-on interactive discussion about specific strategies for <a href="http://www.youtube.com/watch?v=oy1z2uCWN3U&#038;feature=plcp&#038;context=C3668b92UDOEgsToPDskKp9u9tF4wM9-OicVtPnkHU" target="_blank">alternative business models that don't rely on copyright</a>.  That session was 50 minutes long and didn't have the same "entertainment" value, as I was told I had to use their limited Powerpoint format, rather than do my typical style (as seen above).  Still, I quite enjoyed that discussion, and ended up spending almost as much time as we spent in the session talking to people and answering questions <i>after</i> the session.  For some reason a lot of people were shy to ask questions to the whole group, but wanted to chat afterwards.
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There was also a cool "open table" session I did at "Direct2Fan Camp" at Midem, where I got to talk with a bunch of folks who were interested in new business models.  That was a lot of fun.
<br /><br />
Finally, a couple weeks before that, I was in Washington DC for the Congressional Internet Caucus' <i>State of the Net</i> event, where there was a panel discussion/debate over SOPA, which was recently <a href="http://www.youtube.com/watch?v=nlwyrZyXGg0&#038;feature=youtu.be" target="_blank">put online as well</a>.  That panel has myself and Steve Crocker (head of ICANN) talking about problems with SOPA/PIPA... and the MPAA's Paul Brigner and the US Chamber of Commerce's Steve Tepp defending SOPA.  The panel may seem out-of-date, but it actually took place the <i>day before</i> the mass internet blackouts that effectively killed the bills.  So, when this discussion happened, the bills (even in reduced form, without DNS issues) were still very much alive.  At this point, the debate might be more interesting in a historical context, rather than a present one:
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Either way the discussion was also fun (and, at times, a little heated).  I also found it kind of amusing that we were told that there were to be no "opening speeches," and then everyone gave an opening speech.  I don't know if it's a DC thing or what, but I had to create an "opening speech" on the fly, though I tried to keep it short.
<br /><br />
Either way, it was great to meet many Techdirt community members around the globe at these various events as well, and I hope to see more of you at future events.<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20120210/02273417726/how-being-more-open-human-awesome-can-save-anyone-worried-about-making-money-entertainment.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>make-it-happen</slash:department>
<wfw:commentRss>http://www.techdirt.com/comment_rss.php?sid=20120210/02273417726</wfw:commentRss>
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<pubDate>Mon, 30 Jan 2012 06:30:00 PST</pubDate>
<title>The Sky Is Rising: The Entertainment Industry Is Large &#038; Growing... Not Shrinking</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/articles/20120129/17272817580/sky-is-rising-entertainment-industry-is-large-growing-not-shrinking.shtml</link>
<guid>http://www.techdirt.com/articles/20120129/17272817580/sky-is-rising-entertainment-industry-is-large-growing-not-shrinking.shtml</guid>
<description><![CDATA[ <center>
<b>Announcing the release of our new research report, <a href="http://www.techdirt.com/skyisrising/" target="_blank"><i>The Sky Is Rising</i></a></b>
</center>
<br /><br />
Today, in Cannes, at the Midem conference, I did a presentation that was something of a follow up to the presentation I did here three years ago, about how Trent Reznor's experiments represented the <a href="http://www.techdirt.com/articles/20090201/1408273588.shtml">future of music business models</a>.  This time, the presentation coincided with the release of a new research paper that we've spent the past few months working on, sponsored by CCIA and Engine Advocacy, in which we did a thorough look at the true state of the entertainment industry.  For years, we've been hearing doom and gloom reports about how the industry is dying, how customers just want stuff for free, about analog dollars turning into digital dimes... and (all too frequently) about how new laws are needed to save these industries.
<br /><br />
Yet, what we find when looking through the research -- from a variety of sources to corroborate and back up any research we found -- is that the overall entertainment ecosystem is in a real renaissance period.  The sky truly is rising, not falling: the industry is growing both in terms of revenue and content.  We split the report up into video &#038; film, books, music and video games -- and all four segments are showing significant growth (not shrinking) over the last decade.  All of them are showing tremendous opportunity. The amount of content that they're all producing is <b>growing</b> at an astounding rate (which again, is the most important thing). But revenue, too, is growing.  Equally important is that rather than consumers just wanting to get stuff for free, they have continually spent a greater portion of their income on entertainment -- with the percentage increasing by 15% from 2000 to 2008.
<br /><br />
This all points to the fact that what is happening within the industry is <i>not</i> a challenge of a business getting smaller -- quite the opposite.  It's about the challenge of an industry getting larger, but doing so in ways that route around the existing structures.
<br /><br />
<center>
<a href="http://www.techdirt.com/skyisrising/" target="_blank"><i>The Sky Is Rising</i></a>
</center>
<br /><br />
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Some of the key points: 
<ul>
<li>Entertainment spending as a function of income went up by 15% from 2000 to 2008</li>
<li>Employment in the entertainment sector grew by 20% -- with indie artists seeing 43% growth.</li>
<li>The overall entertainment industry grew 66% from 1998 to 2010.</li>
<li>The amount of content being produced in music, movies, books and video games is growing at an incredible pace.</li>
</ul>
Of course, some of this is a challenge for many existing players, but it should be seen as an opportunity.  In fact, we conclude:
<ul>
<li>For consumers, today is <b>an age of absolute abundance in entertainment</b>. More content is available in more ways than ever before. If we simply go by the terms of the US Constitution&#8217;s clause from which copyright came, it seems clear that the "progress of science and the useful arts" is being promoted -- even as copyright is often being ignored or foregone. There is just a tremendous amount of content, a tremendous variety of content, it's more accessible to more people than ever before.</li>
<li>For content creators, it is <b>an age of amazing new opportunity</b>. Traditionally, to take part in the entertainment industry, you had no choice but to go through a gatekeeper, which served to keep the vast majority of people who wished to be content creators from ever making any money at all from content creation. Today, that is no longer true. More people are making more money from creating content than ever before -- with much of that coming via new tools that have allowed artists to use the internet to create, promote, distribute and monetize their works.</li>
<li>For the traditional middlemen, <b>the internet represents both a challenge and an opportunity</b>.  There is no doubt that the internet has eaten away at some traditional means by which these businesses made money.  But, as the data shows, there is more money going into the overall market, more content being created, and many new ways to make money. That shows that there is a business model challenge -- and a marketing challenge -- but much more opportunity in the long run. The key challenge for business is in figuring out how to capture more of the greater revenue being generated by the wider entertainment industry. Legacy players certainly face a lot more competition (and fewer reasons that artists have to do deals with them) -- which can explain some of the public complaints about the "death" of various industries -- but overall, it's clear that by embracing new opportunities, there are plenty of ways to succeed.</li>
</ul>
We're hopeful that having this kind of evidence and data will shift the debate from how to stop the sky from falling (when it's not) to one that looks at how can companies and individuals tackle the key challenge: succeeding in a much more competitive market.<br /><br /><a href="http://www.techdirt.com/articles/20120129/17272817580/sky-is-rising-entertainment-industry-is-large-growing-not-shrinking.shtml">Permalink</a> | <a href="http://www.techdirt.com/articles/20120129/17272817580/sky-is-rising-entertainment-industry-is-large-growing-not-shrinking.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/articles/20120129/17272817580/sky-is-rising-entertainment-industry-is-large-growing-not-shrinking.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>let's-dispense-with-the-doom-&#038;-gloom</slash:department>
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<pubDate>Thu, 22 Dec 2011 13:11:25 PST</pubDate>
<title>Louis CK: Over $1 Million In Sales In Just 12 Days For DRM-Free Download</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20111222/12435717172/louis-ck-over-1-million-sales-just-12-days-drm-free-download.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20111222/12435717172/louis-ck-over-1-million-sales-just-12-days-drm-free-download.shtml</guid>
<description><![CDATA[ As you probably recall, comedian Louis CK kicked off a brilliant little experiment in getting people to buy his latest comedy special, by being <a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml">polite, awesome and human</a>.  He offered up a direct-to-fan offering, with no DRM, from his own site for $5, and he did so while being totally open about the process and his thinking, which only endeared him to more people.  After four days, he had <a href="http://www.techdirt.com/blog/casestudies/articles/20111214/00162117076/louis-cks-experiment-brings-110k-sales-550k-gross-over-200k-net-four-days.shtml">brought in over $500k</a>, and twelve days in, he's <a href="https://buy.louisck.net/news" target="_blank">surpassed $1 million</a>, and he's got the screenshot from PayPal to prove it:
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Once again, his writeup shows that this has been quite a success, as he admits that he's never had a million dollars suddenly dumped on him like this.  Also, again, his writeup reinforces what worked about this in the first place, the fact that he's being polite, awesome and human:
<blockquote><i>
So it's been about 12 days since the thing started and yesterday we hit the crazy number. One million dollars. That's a lot of money. Really too much money. I've never had a million dollars all of a sudden. and since we're all sharing this experience and since it's really your money, I wanted to let you know what I'm doing with it. People are paying attention to what's going on with this thing. So I guess I want to set an example of what you can do if you all of a sudden have a million dollars that people just gave to you directly because you told jokes. 
</i></blockquote>
He then explains what he's doing with the million dollars.  $250,000 will go to pay off expenses related to the website.  Another $250,000 is going to his staff and the people who helped work on the show.  As he says "I'm giving them a big fat bonus."  Then he's taking $280,000 and giving it away to a list of charities:
<ul>
<li><a href="http://www.fistulafoundation.org/" target="_blank">The Fistula Foundation</a></li>
			<li><a href="http://pablove.org/" target="_blank">The Pablove Foundation</a></li>
			<li><a href="http://charitywater.org/" target="_blank">charity: water</a></li>
			<li><a href="http://kiva.org/" target="_blank">Kiva</a></li>
			<li><a href="http://www.greenchimneys.org/" target="_blank">Green Chimneys</a></li>
</ul>
What's interesting is he notes that he learned about some of these via recommendations people made to him via Twitter -- once again, showing that he's reaching out and connecting with fans.
<br /><br />
Finally, he's keeping the rest for himself:
<blockquote><i>
That leaves me with 220k for myself. Some of that will pay my rent and will care for my childen. The rest I will do terrible, horrible things with and none of that is any of your business. In any case, to me, 220k is enough out of a million.
<br /><br />
I never viewed money as being "my money" I always saw it as "The money" It's a resource. if it pools up around me then it needs to be flushed back out into the system. 
</i></blockquote>
He also notes that he's a little uncomfortable with all the news this is making and he plans to stay quiet for a bit.  Again, this highlights a few key points:
<ul>
<li><i>Being polite and sounding human can be incredibly powerful</i>.  It's amazing how simple this seems, but so many things are first run through so many layers of PR people and publicists and the like that it's still pretty rare to see someone famous come across as being human.  It's entirely possible that Louis is running all this through PR people and publicists before it's going live, but if so, they're doing a good job in making sure it really sounds like it's directly from Louis.  If I had to guess, I'd say that's because it actually is directly from Louis.  From everything I've seen, heard and read about him, this really does match his persona.
</li><li><i>Fans don't resent content creators for getting a ton of money</i>.  We keep hearing entertainment industry bigwigs and copyright maximalists insist that people <i>claim</i> that the reason they infringe is because content creators "have too much money already."  But as we've seen with Louis, nearly everyone who's taken part in this is <i>positively thrilled</i> with his success.  I haven't seen anyone complaining that he made too much money at all.  Do some people complain about rich stars?  Sure, but if you're polite, awesome and human, and actually connect with your fans, they <i>want</i> you to succeed. 
</li><li><i>Having a charitable component is kinda cool</i>.  Yes, in this case it's after-the-fact, but it's still cool.  We've shown in the past that pay-what-you-want <a href="http://www.techdirt.com/blog/entrepreneurs/articles/20100716/17423610253.shtml">works better with a charitable component</a>, and I'd guess it's because it fits with the reasons that people are willing to buy in the first place.
</li></ul>
This is a pretty huge success and shows what can be done by going direct-to-fan, while really connecting with those fans.  Meanwhile, over at Step2, we're discussing <a href="https://www.insightcommunity.com/step2/339/is-being-polite-awesome-and-human-the-secret">why this worked</a>, and whether or not "polite, awesome and human" are really the key three components.  Feel free to weigh in...<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20111222/12435717172/louis-ck-over-1-million-sales-just-12-days-drm-free-download.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20111222/12435717172/louis-ck-over-1-million-sales-just-12-days-drm-free-download.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20111222/12435717172/louis-ck-over-1-million-sales-just-12-days-drm-free-download.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>polite,-awesome-and-human</slash:department>
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<pubDate>Wed, 14 Dec 2011 11:28:53 PST</pubDate>
<title>Louis CK's 'Experiment' Brings In 110k Sales, $550k Gross, Over $200k Net... In Four Days</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20111214/00162117076/louis-cks-experiment-brings-110k-sales-550k-gross-over-200k-net-four-days.shtml</link>
<guid>http://www.techdirt.com/blog/casestudies/articles/20111214/00162117076/louis-cks-experiment-brings-110k-sales-550k-gross-over-200k-net-four-days.shtml</guid>
<description><![CDATA[ So that was fast.  Yesterday we wrote about comedian Louis CK's <a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml">experiment</a> in direct to fan sales, offering up his latest comedy special for a simple, convenient $5 download with no DRM (and also being human and polite in talking about it).  All we've been hearing since the sale went up on Saturday was about how everyone's buying it, and it appears plenty of people were curious how it was going.  Louis has <a href="https://buy.louisck.net/statement" target="_blank">put up a statement explaining all of the results</a> in pretty great detail.  However, before we get to the numbers, he makes a really good point at the beginning.  He points out that originally he had no plan to share the results, and that it's natural to try to hoard such information.  But somewhere along the way, he realized something really important: people aren't just interested in buying his work, they're buying because they're interested in the experiment as well:
<blockquote><i>
It's been 4 days. A lot of people are asking me how it's going. I've been hesitant to share the actual figures, because there's power in exclusive ownership of information. What I didn't expect when I started this was that people would not only take part in this experiment, they would be invested in it and it would be important to them. It's been amazing to see people in large numbers advocating this idea. So I think it's only fair that you get to know the results. Also, it's just really cool and fun and I'm dying to tell everybody. I told my Mom, I told three friends, and that wasn't nearly enough. So here it is. 
</i></blockquote>
This reminds me of <a href="http://www.techdirt.com/blog/casestudies/articles/20111013/10365216336/is-greater-transparency-reason-to-buy.shtml">Andy Richard's thoughts</a> on transparency, and how that helps connect fans even closer.  It's all something of a virtuous circle, it seems.  Do cool experiments, be awesome, be polite... and be transparent.  And people will want to support you.
<br /><br />
On to the numbers.  I love the fact that Louis didn't just reveal the topline revenue, but walked through the expenses as well:
<blockquote><i>
 First of all, this was a premium video production, shot with six cameras over two performances at the Beacon Theater, which is a high-priced elite Manhattan venue. I directed this video myself and the production of the video cost around $170,000. (This was largely paid for by the tickets bought by the audiences at both shows). The material in the video was developed over months on the road and has never been seen on my show (LOUIE) or on any other special. The risks were thus: every new generation of material I create is my income, it's like a farmer's annual crop. The time and effort on my part was far more than if I'd done it with a big company. If I'd done it with a big company, I would have a guarantee of a sizable fee, as opposed to this way, where I'm actually investing my own money.
<br /><br />
The development of the website, which needed to be a very robust, reliable and carefully constructed website, was around $32,000. We worked for a number of weeks poring over the site to make sure every detail would give buyers a simple, optimal and humane experience for buying the video. I edited the video around the clock for the weeks between the show and the launch. 
</i></blockquote>
For what it's worth, Louis is pretty famous in comedy circles for his ability to come out with an entirely new "hour" of (amazing, brilliant, hysterical) content each year -- and once he's put that into a special or a video or an album, he never performs that stuff again.  Lots of other comics will reuse old material or it takes them a lot longer to develop an hour of material, but as he explains here, he views it almost as if he's a farmer and this is his crop.  So it definitely was a <i>risk</i> to do things this way, but certainly a calculated and not a particularly crazy risk.
<br /><br />
Okay, let's jump down to the bottom line:
<blockquote><i>
The show went on sale at noon on Saturday, December 10th. 12 hours later, we had over 50,000 purchases and had earned $250,000, breaking even on the cost of production and website. As of Today, we've sold over 110,000 copies for a total of over $500,000. Minus some money for PayPal charges etc, I have a profit around $200,000 (after taxes $75.58). This is less than I would have been paid by a large company to simply perform the show and let them sell it to you, but they would have charged you about $20 for the video. They would have given you an encrypted and regionally restricted video of limited value, and they would have owned your private information for their own use. They would have withheld international availability indefinitely. This way, you only paid $5, you can use the video any way you want, and you can watch it in Dublin, whatever the city is in Belgium, or Dubai. I got paid nice, and I still own the video (as do you). You never have to join anything, and you never have to hear from us again. 
</i></blockquote>
I'd actually argue that he did much better than he explains as his net here -- because he already admitted that the cost of production was paid for by tickets sold to those shows.  So by not counting profits until he's covered the cost of production, he seems to be doubling the revenue needed to cover production.  This makes the results <i>even better than what he suggests</i>.
<br /><br />
And while he says that the $200k (which, again, I think miscalculates the actual bottom line) is "less" than he would have been paid if he'd simply sold the show, there are a few other mitigating factors, beyond what he lists above.  He focuses on how it would be worse for the fans.  But I'll take it a step further and suggest that going that path would have been worse for Louis as well.  First, this isn't done yet.  While there's definitely a huge spike in sales at the beginning, and it will only go down from there, I wouldn't be surprised to see a decently long tail of support here.  Second, and more importantly, this whole experiment -- including the transparency here -- likely has both <i>widened</i> his fan base considerably (even though it was already quite large) and, more importantly, deepened their loyalty to him.  
<br /><br />
In other words, it may not make as much <i>now</i>, but chances are this pays off even greater sums down the road.  Many of the people who found out about this and bought the download are likely now to be <i>more interested</i> in watching his TV show, seeing him live or purchasing future specials that he releases like this (or in new, even more creative, ways).  In other words, by doing this kind of experiment, by being polite, awesome and human... and then being transparent about this, it's likely that his earning power from these efforts only grows.  That's pretty cool.
<br /><br />
Two final thoughts on this, as responses to a couple of the common arguments we hear from folks who can't get their minds past the traditional business model.  First up, we always hear claims that <a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml#c352">"people won't buy stuff</a> if they can get it illegally for free."  It would seem that iTunes, Netflix and many other examples have long proven that false, but here's another example.  
<br /><br />
Second, just last week, we discussed the claim by some that people who pirate do so because they claim that <a href="http://www.techdirt.com/articles/20111206/03203316989/supporters-sopapipa-make-arguments-that-make-no-sense.shtml">"all artists are rich."</a>  I still have never heard that argument used by people who download unauthorized content, though I guess it's entirely possible that some have made such a ridiculous argument.  But I actually think Louis CK's success here (not unlike <a href="http://www.techdirt.com/articles/20090201/1408273588.shtml">Trent Reznor's success</a> with various business model experiments) shows how off-base that is.  By any imaginable standard, Louis is doing okay for himself.  But, nearly every comment I've read from folks who paid their $5 (like myself) to happily download and support Louis, is that they're all <i>freaking thrilled beyond belief</i> that he's brought in this much cash from this experiment.
<br /><br />
I'm sure there may be some resentful jerks out there, but as Louis himself noted, the people who chose to buy are invested in this experiment and want it to succeed.  No one begrudges Louis the money he's making from all of this because we all feel he's <i>earned it</i>.  And it's not that he earned it by locking it up, screaming about "pirates" and using a legal sledge hammer to attack fans -- but he's earned it by being polite, by being awesome and by being human.  It's a lesson a lot of other content creators still need to learn.<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20111214/00162117076/louis-cks-experiment-brings-110k-sales-550k-gross-over-200k-net-four-days.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20111214/00162117076/louis-cks-experiment-brings-110k-sales-550k-gross-over-200k-net-four-days.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20111214/00162117076/louis-cks-experiment-brings-110k-sales-550k-gross-over-200k-net-four-days.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>nice-work-if-you-can-get-it</slash:department>
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<pubDate>Tue, 13 Dec 2011 13:58:00 PST</pubDate>
<title>Louis CK: Connecting With Fans &#038; Giving Them A Reason To Buy By Being Polite, Awesome &#038; Human</title>
<dc:creator>Mike Masnick</dc:creator>
<link>http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml</link>
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<description><![CDATA[ A little over two years ago, we wrote about how (the absolutely incredibly brilliant) comedian Louis CK had gotten some news by <a href="http://www.techdirt.com/articles/20090420/0246494561.shtml">asking politely</a> for some fans to take down a video from a file sharing site, noting that it was new material he was working on, and he wasn't ready for it to be seen widely yet.  The request worked.  Louis himself <a href="http://www.techdirt.com/articles/20090420/0246494561.shtml#c320">stopped by our comments</a> to provide some more detail.  Throughout the entire situation, he did what he does, and what makes people like him: just be himself -- and be thankful and appreciative, while explaining his reasoning.  In that case, he noted that he wasn't against file sharing, it's just that he didn't want this work out in the world yet.  He even said that once the same work is released officially on a DVD or special, he'd be fine with the original clips going back up on file sharing sites.  He was also quite clear that he didn't demand anyone take down any content, he just asked politely.
<br /><br />
Given that attitude (and given plenty of other things he's done recently) it came as little surprise that he's released his latest "live" video directly himself <a href="https://buy.louisck.net/purchase" target="_blank">off his own website</a>, for $5 via Paypal, and is offering it with no DRM or anything like that.  There are download and streaming limits, which I assume are to avoid bandwidth issues.  There are a few ways he might have been able to deal with the bandwidth to offer more downloads or streams, but on the whole, he appears to be doing everything he can to make the process as simple and convenient as possible.  He even put up a short note about file sharing on the page:
<blockquote><i>
To those who might wish to "torrent" this video: look, I don't really get the whole "torrent" thing. I don't know enough about it to judge either way. But I'd just like you to consider this: I made this video extremely easy to use against well-informed advice. I was told that it would be easier to torrent the way I made it, but I chose to do it this way anyway, because I want it to be easy for people to watch and enjoy this video in any way they want without "corporate" restrictions.
<br /><br />
Please bear in mind that I am not a company or a corporation. I'm just some guy. I paid for the production and posting of this video with my own money. I would like to be able to post more material to the fans in this way, which makes it cheaper for the buyer and more pleasant for me. So, please help me keep this being a good idea. I can't stop you from torrenting; all I can do is politely ask you to pay your five little dollars, enjoy the video, and let other people find it in the same way.
</i></blockquote>
Once again, as he did a couple years ago, it's a polite and friendly request, not a demand or any sort of threat or anger.  On top of that he explains his reasoning.  In both cases, he comes across as <i>being human</i>, which all too often doesn't happen with stars.
<br /><br />
To market this release, he hit the perfect target audience for this thing, doing a <a href="http://www.reddit.com/r/IAmA/comments/n9tef/hi_im_louis_ck_and_this_is_a_thing/" target="_blank">Reddit IAmA discussion</a> (basically a Q&#038;A for those unfamiliar with Reddit).  Once again, throughout that discussion he was... incredibly human, and he answered a ton of questions.  Not surprisingly, it's a really fun and interesting read.
<br /><br />
Sometimes, when we talk about business models built around <a href="http://www.techdirt.com/articles/20091119/1634117011.shtml">CwF+RtB</a> (Connecting with Fans plus a Reason to Buy), people seem to falsely assume that means you absolutely have to give away all your content for free.  We've said time and time again that that's simply not the case at all.  If you can really <i>connect</i> with fans, and then make it convenient and reasonable for them to support you, they will do so (as I did).  And that's exactly what Louis has done here.
<br /><br />
I don't think anyone doubts that the film will end up being available from unauthorized sources.  It may already be available that way.  Hell, I'd bet that Louis himself expected it to show up for free pretty quickly.  But the point is that the people who still "pirate" the video really don't matter.  Those people were never going to pay anyway.  What Louis has done, this way, is give tons of people (including plenty who normally don't pay for content) a really good <i>reason to buy</i>: which is by <b>being polite, awesome and human</b>.  Compare that to so many who are rude, mediocre and programmed.
<br /><br />
He seems to recognize this directly in <a href="https://pay.reddit.com/r/IAmA/comments/n9tef/hi_im_louis_ck_and_this_is_a_thing/c37emmc" target="_blank">some of his comments</a>, where he notes that he went to The Pirate Bay for the first time the day before the release, and tried to think about what to do:
<blockquote><i>
I don't know yet if I'll do it again. It hasn't run it's course. But I AM SO HAPPY I DID IT. Just so fun and it has been massively gratifying to share the positive of it with so many people who have written and expressed their feelings.
<br /><br />
The day before I posted the video I went on pirate bay, which i had never visited and i read the guy's thign where he posts letters from media co's and artists and then his nasty and kind of hilariously chest beating responses. I thought "jesus. This guy is a piece of work. I would NEVER tangle assholes with this guy." and then I thought about it. What do I say to these people? To hope they don't make me regret putting it out there naked like this? So I wrote that little "to torrent" letter, just being a guy saying "dude. please?" it's the best I can do. If it doesn't work, well.
</i></blockquote>
I've talked a few times now about <a href="http://www.techdirt.com/articles/20100125/1631147893.shtml">reasons to buy</a>, but the more and more we see success stories, I tend to think the simple list I have above is really a key point.  Being polite, awesome and human takes you a hell of a long way towards both being able to connect... and giving people a reason to buy.<br /><br /><a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml">Permalink</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml#comments">Comments</a> | <a href="http://www.techdirt.com/blog/casestudies/articles/20111213/04081117065/louis-ck-connecting-with-fans-giving-them-reason-to-buy-being-polite-awesome-human.shtml?op=sharethis">Email This Story</a><br />
 ]]></description>
<slash:department>simple-as-that</slash:department>
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