Chris Anderson’s The Long Tail is one of those books that is going to change the way you think about the internet — and, I believe, the performing arts.
Coming out this month (published by Hyperion), Anderson builds on his October 2004 article in Wired Magazine, where he is editor-in-chief. The book details how the culture of the internet has changed our thinking and purchasing trends from mass markets to niche markets. As he writes on his blog:
The theory of the Long Tail is that our culture and economy is increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail. As the costs of production and distribution fall, especially online, there is now less need to lump products and consumers into one-size-fits-all containers. In an era without the constraints of physical shelf space and other bottlenecks of distribution, narrowly-target goods and services can be as economically attractive as mainstream fare…In other words, the potential aggregate size of the many small markets in goods that don’t individually sell well enough for traditional retail and broadcast distribution may rival that of the existing large market in goods that do cross that economic bar.
Put another way, if the twentieth century was the century of hits, the twenty-first century is going to be the century of niches. Think Amazon, Rhapsody, and KadmusArts. KadmusArts?
The perfect long tail business is KadmusArts:
- context of content rules;
- based in a multi-faceted, multi-national but clearly defined community;
- user-created content;
- specialized information;
- targeted advertising;
- digital goods available;
- and (soon) physical goods.
(All right — before you respond with outrage at our hubris or legitimately point out we are not quite there yet, let us have our little moment to see “Amazon, Rhapsody and KadmusArts” listed together as the successful tripod of companies bringing culture to the world!)
The main point is understanding the applicability of the Long Tail for the future flourishing of performing arts festivals. In a new world where niches emerge as the big new market, we become less susceptible to the dominance of mainstream hits in the arts.
Here is Anderson’s list of the dangers of “hitism” which has held us captive:
- Everyone wants to be a star;
- Everyone is in it for the money;
- If it isn’t a hit, it’s a miss;
- The only success is mass success;
- “Direct to video” = bad;
- “Self-published” = bad;
- “Independent” = “they couldn’t get a deal”;
- Amateur = amateurish;
- Low-selling = low quality;
- If it were good, it would be popular.
Do you see the possibilities? Performing arts festivals have been proving the dangers of this list for years — and our audiences know it.
Through combining easily accessible information-context-goods found via the web, the performing arts’ platform for understanding-integration-purchasing completely changes.
So let’s celebrate Chris Anderson and get ready to surf the Long Tail for many years to come. (In other words, go buy the book and see how it applies to you.)
By the way, if you invite him for a speech, his share of the proceeds goes to Creative Commons - the nonprofit organization that offers flexible copyright licenses for creative works.
Every time I flip a coin from now on, I’m calling tails.
- Bill Reichblum