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This page contains all of the posts and discussion on MemeStreams referencing the following web page: William Gibson | Talk at Directors Guild, 05/17/2003. You can find discussions on MemeStreams as you surf the web, even if you aren't a MemeStreams member, using the Threads Bookmarklet.

William Gibson | Talk at Directors Guild, 05/17/2003
by Rattle at 6:11 am EDT, May 22, 2003

But I need to diverge here into another industry, one that’s already and even more fully feeling the historical impact of the digital: music. Prior to the technology of audio recording, there was relatively little one could do to make serious money with music. Musicians could perform for money, and the printing press had given rise to an industry in sheet music, but great fame, and wealth, tended to be a matter of patronage. The medium of the commercial audio recording changed that, and created industry predicated on an inherent technological monopoly of the means of production. Ordinary citizens could neither make nor manufacture audio recordings. That monopoly has now ended. Some futurists, looking at the individual musician’s role in the realm of the digital, have suggested that we are in fact heading for a new version of the previous situation, one in which patronage (likely corporate, and non-profit) will eventually become a musician’s only potential ticket to relative fame and wealth. The window, then, in which one could become the Beatles, occupy that sort of market position, is seen to have been technologically determined. And technologically finite. The means of production, reproduction and distribution of recorded music, are today entirely digital, and thus are in the hands of whoever might desire them. We get them for free, often without asking for them, as inbuilt peripherals. I bring music up, here, and the impact the digital is having on it, mainly as an example of the unpredictable nature of technologically driven change. It may well be that the digital will eventually negate the underlying business-model of popular musical stardom entirely. If this happens, it will be a change which absolutely no one intended, and few anticipated, and not the result of any one emergent technology, but of a complex interaction between several. You can see the difference if you compare the music industry’s initial outcry against “home taping” with the situation today.

Whatever changes will come for film will be as unpredictable and as ongoing, but issues of intellectual property and piracy may ultimately be the least of them. The music industry’s product is, for want of a better way to put it, a relatively simple, relatively traditional product. Audio recordings just aren’t that technology-heavy. Though there’s one aspect of the digital’s impact on music that’s absolutely central to film: sampling. Sampling music is possible because the end-consumer of the product is now in possession of technologies equal or even superior to the technologies involved in producing that product. Human capital (that is, talent) aside, all the end-consumer-slash-creator lacks today, in comparison to a music-marketing conglomerate, is the funds required to promote product. The business of popular music, today, is now, in some peculiarly new way, entirely about promotion.


 
 
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