Are Streaming Services Fair to Artists?
The debate over fairness in the age of streaming is complicated. Those arguing in favor of fairness in the current model, or even that this new paradigm represents an improvement over the old way of doing things, would point out that more platforms represent more opportunities for creators and artists to get their work in front of audiences, and that having more hours and space to fill means that more content is elevated and showcased.
The pipeline from artist to platform is a relatively narrow one, however. Most streaming services are looking for known quantities and established creators, which leaves only a small sliver of the creative community eligible to have their work elevated to be seen by a mass audience. The expanded opportunities only reach those that are already closer to the top of the pile.
Moreover, it means that our entertainment experience is controlled by a handful of individuals, and while audience demand might keep content afloat once it’s made it to the larger public, there are still gatekeepers that are determining who gets that opportunity.
The reason those decisions are made is that most platforms are focused on their own success and their bottom line, which is fair; after all, they are businesses, and have never been shy about exactly what their value proposition is to consumers. But the relationship between streaming services and customers leaves limited opportunity for smaller creators that are creating for a niche market, rather than mass appeal.
The only way for streaming to be truly fair to artists is to offer a direct connection between creators and audiences, giving both the opportunity to build a relationship and allowing consumers to have a hand in determining which artists to support. Another side effect of streaming platforms is that your $10 to $15 a month (and rising) goes to support not only the content that you enjoy but also the things that hold no interest to you. However, now with the ability to directly choose the content that you enjoy and the artists that you want to support, you can ensure that your money is going to fund more of the content that you desire.
What audiences and consumers want is control over how their money is spent, and that requires the ability to express that support through subscriptions and contributions that go directly to the artists that earn them.
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