Death of the Follower & the Future of Creativity on the Web

Summary

The speaker reflects on the evolution of the internet and its profound impact on creators, highlighting the transformative power of the 'Subscribe' button in fostering direct connections with audiences. He shares personal experiences of building a fanbase through platforms like YouTube and Patreon, emphasizing the importance of nurturing true fans and maintaining creative freedom. The talk also addresses the challenges posed by algorithm-driven content feeds and the need for creators to focus on depth of connection rather than just reach, advocating for a future where creativity thrives on stronger community ties.

Takeaways

• 🌐 The internet has evolved from a static platform (Web 1.0) to an interactive space (Web 2.0), and now to a ranked content feed era, impacting creators' ability to reach and engage with their audiences.
• 🎵 The speaker started creating music and videos in 2007, leveraging the shift to Web 2.0 to share their work and connect with audiences in a more direct way than traditional venues allowed.
• 🔒 The 'Subscribe' button on platforms like YouTube was pivotal, allowing creators to build a following and ensuring their content was distributed to those interested in it.
• 🎭 The concept of 'following' is foundational to creativity and community on the internet, providing a framework for ongoing communication and connection between creators and fans.
• 👫 The story of 'pomus' illustrates the power of collaboration and the ability of a dedicated online following to support creators, even in unconventional ways like soap sales or custom artwork.
• 🚀 The idea of '1,000 True Fans' by Kevin Kelly resonated deeply, suggesting that creators need a dedicated core of supporters to sustain their work financially and creatively.
• 📉 The shift to algorithmic feeds and the rise of platforms like TikTok have challenged the traditional 'follow' model, making it harder for creators to maintain a consistent connection with their audience.
• 🛠️ Patreon was founded with the intention of providing a platform for creators to build a membership around their work, offering a more direct and sustainable way to monetize their content.
• 💡 The speaker believes that the 'follow' is too valuable to disappear and that the next wave of internet/media technology will focus on rebuilding stronger direct-to-fan connections.
• 🛑 The current state of internet platforms is not conducive to the needs of creators, with algorithms and ranked feeds disrupting the community and business aspects of professional creativity.
• 🏗️ Patreon is evolving to become more than a membership platform, focusing on building a comprehensive solution for creators that includes media, community, and business tools to support true fandom.

Q & A

What was the significance of the Subscribe button for creators during the Web 2.0 era?

The Subscribe button was foundational during Web 2.0 as it transformed platforms like YouTube from a tool to reach people into a way to build a following around creators' work. It allowed creators to distribute their future content directly to those who had shown interest in their work, thus facilitating ongoing communication, connection, and community.

What challenges did the speaker face as an artist before the rise of platforms like YouTube?

The speaker struggled to reach audiences, often playing in empty bars and having to resort to direct messaging bands on MySpace and sending outreach to music venues in an attempt to get booked for shows. The difficulty of connecting with an audience and building a fan base was a significant barrier to their success as an artist.

How did the transition from Web 1.0 to Web 2.0 change the landscape for creators?

The transition to Web 2.0 marked a shift where creators could actively participate in the internet by posting, tweeting, and uploading their work, rather than just being consumers. This allowed for the first time on the internet, creators to reach and engage with audiences beyond traditional distribution channels.

What was unique about the speaker's approach to creating content on YouTube in the early days?

The speaker's approach was unique because they filmed their recording process, showing all the musical elements coming together to form a song. This was done in a bedroom with basic equipment, which was a stark contrast to the polished studio recordings of the time. This authenticity resonated with viewers and helped the speaker gain traction on the platform.

How did the concept of 'true fans' impact the speaker's view on success as a creator?

The concept of 'true fans' resonated with the speaker because it suggested that creators do not need millions of fans to be successful. Instead, having a dedicated group of fans who are willing to support your work financially can provide a sustainable income. This idea reinforced the importance of building a deep connection with a core audience rather than just aiming for broad reach.

What was the impact of the 'For You' feed on the traditional concept of following creators?

The 'For You' feed, introduced by TikTok, abandoned the concept of subscriptions and instead curated content for users based on engagement algorithms. This approach prioritized maximizing user attention over fostering direct connections between creators and their fans, which fundamentally changed how content was discovered and consumed on the platform.

Why did the speaker feel that the 2020s could become the 'death of the follower'?

The speaker expressed concern that the 2020s could see the decline of the follower model due to the rise of algorithmic feeds and short-form content that prioritize engagement over creator-fan relationships. This shift could weaken creator communities and the direct distribution channels that are essential for creators to connect with their audiences.

What is Patreon's role in addressing the challenges faced by creators in the current internet landscape?

Patreon aims to be a 'true fan company' that provides a platform for creators to build deeper connections with their most dedicated fans. It offers tools for community building, commerce, and media distribution that prioritize the creator's ability to maintain control over their business and career, and to foster meaningful relationships with their audience.

What advice does the speaker give to creators for navigating the shifts in the internet?

The speaker advises creators to invest in their true fans, focusing on the depth of connection rather than just acquiring new ones. They also encourage creators to make beautiful, timeless things that light them up and resonate with their audience, and to know what they want as artists, staying true to their creative purpose despite external pressures.

How does the speaker define success as a creator?

The speaker defines success as a creator by the ability to communicate a unique human truth that resonates with others, making them feel less alone. Success is about making something that matters to the creator and that can stand the test of time, rather than chasing metrics set by others or focusing solely on maximizing views or engagement.