You know, in the post two down from this one, I’m arguing that what is needed to have success (specifically in music, though by extension in any artistic medium) is both a viable product and a viable means of distribution. To put it another way: you need to have both something people want and a way for them to get it.
Thus, the failure of an individual effort cannot be automatically chalked up to the business model you follow, no matter how unconventional, as it’s possible you might have failed in another, proven model.
This is an important point to me, as every negative experience somebody has with self-published material (whether it’s as a consumer or producer of said material) seems to be followed by a discussion of why the model failed, which leads to a discussion of the model’s crippling flaws, which it must have, if the model itself failed. This often leads to the lack of “filters” in self-publishing being dredged up and labeled the most cripplingest of crippling flaws.
The “thinking” (such as it is) goes like this: when a work of art is put out by a major corporation such as a publishing house or a record label or a major film studio, this means it has been vetted at several stages by Some People Who Know What’s Best. It essentially has a seal of approval on it saying that it’s not crap.
Curiously, people whose livelihood comes from publishing houses, record labels, and major film studios are the most likely to believe this theory. The further removed that livelihood is from the actual production of artistic works, the more strongly they will believe this approval process is essential, but the artists who’ve spent years and made all the necessary sacrificices to get that seal on their work are also likely to believe in its value.
People outside the various entertainment industries, on the other hand, are likely to regard the output of such ad hoc vetting agencies (meaning the record labels, the major movie studios, and the publishing houses) as being hit-or-miss at best, and only continue to consume their output because it’s there and because there’s a chance it won’t be crap.
So now it’s occuring to me that the filters are actually weaker within The Industry (whichever industry we’re talking about at the moment) than within The Free/Independent Scene (whichever one we’re talking about.) How so?
Well, by the time you realize that the blockbuster movie, bestselling novel, or album you’re watching, reading, or listening to is largely comprised of unadulterated shit, you have already paid for it. Now, your first response might be to point to the existence of radio, music videos, and the like, which is where hit songs become popular and drive sales. Except, the music industry depends on those sales being of albums which contain two or three hits and approximately seven to ten songs they didn’t think would make it on the radio. It depends on this to such an extent that the overwhelming success of online music sales where consumers buy only the songs they want a la carte (or perhaps a la “cart”) is regarded by the industry as a terrible blow. They can’t sell you shit any more! And they’re losing money as a result.
The music industry produces stuff that nobody wants to buy, and when left to their own devices, nobody buys it. So, where’s the true filter, then? It’s with the consumers. Though, with the ubiquitousness of the aptly-named mass media, movies, books, and music that few people would ever buy if left to their own devices can be “positioned” in order to be made more likely to succeed. In simple language, shit can be wrapped up in a shiny enough package that enough people will buy it to allow more shit to be produced.
So, filters? Not so much.
On the other hand, an independent work that becomes a big enough hit for your likelihood of stumbling across it to approach 100% has to be some form of good. Oh, you can find some crappy independent webcomic, garage band, etc. without trying very hard. But any particular one is not particularly likely to intersect with your path through life, unlike the pre-positioned Summer Blockbuster or the Hot New Author with the national marketing blitz.
You can go to Comic Genesis or Fan Fiction Dot Net (not linkng to them because I don’t recommend anybody actually go to either of those places) and find oodles of artists and authors who aren’t really going anywhere, though some of them may have their own followings within their own communities. Old Media diehards will point to sites like this as proof of the lack of filters in the indy scene, and the need for filters in media in general. The thing is, though: independent art is its own “slush pile”. It is its own approval process. Stuff that is good, stuff that does connect with people, will connect with people, so long as the opportunity to connect is present. It gains a following. It is filtered out from and placed above the rest by a process akin to natural selection.
Stuff that doesn’t connect? Doesn’t connect, and remains in obscurity. Unlike, say, attempted blockbuster movies, which remain in the public consciousness even if they bomb, simply because of the marketing presence behind them.