Over the years, there has been a tendency to avoid the big budget productions of numerous fields and focus on independent producers. This has helped us find some really innovative creators out there in numerous areas, including film, writing, software development and music. But part of the problem has always been twofold: First, an independent producer has very little money to draw upon, limiting the outcome of the product being produced, and second, because the production has little marketability due to a lack of a budget to handle that, almost no one knows the production is happening in the first place.
But several little productions have managed to go big time regardless of the obstacles placed in their way. Although we know that the big studios make the big bucks, every now and then a little guy creates something so good with almost no budget that that person becomes one of the big guys almost overnight. We saw that with Kevin Smith and Clerks. With music, it’s happening every day with overnight sensations showing up and overwhelming the studio produced big names. What’s so cool about it is that it happens so fast that the big guys can’t do anything about it, and it’s always nice when the underdog wins big time.
But this isn’t about underdogs becoming big. There’s enough of that in every Slumdog Millionaire story out there. What I do want to talk abut is how we’ve sort of forgotten that a lot of these big studios that control everything really were nobodies a short time ago, yet because they managed to rise to the top, they want to control pretty much everything else in their realm of creativity. Let’s talk about a few of them.
Apple and Microsoft. Go back twenty years, and they were both essentially operations created in someone’s garage. While they may or may not have made their mark stealing technology from other people, discounting that as significant, what is important to point out is that they are now the big boys on the block, and they are doing everything physically possible to control the marketshare when it comes to their corners of the software and hardware universes. Think about it for a moment. These guys started from nothing and are huge colossus behemoths now. Why can’t someone else come along and replace them? Well, aside from patent control by these entities, there’s really nothing stopping anyone else from rising up just as well.
The big book companies appear to have been around forever, but they haven’t been. They rose up not that long ago, and they’ve been trying to control the market ever since. Amazon is probably the biggest book seller in the world right now, and it came along after Apple and Microsoft, and is competing against them. I still remember Amazon’s first ads where they tried to play like they were this really, really big bookstore and were looking to lease space to hold all of their books. It was a cute joke, but they have become nothing but massive since those days. But why can’t someone else show up and do it again?
Game software development is probably the one area I know the most about because I was in this business from the beginning, and surprisingly a second generation is now on the scene that doesn’t remember how things actually took place. In the 1980s, software developers were creating games on floppy disks, copying them, and then selling them in little plastic sandwich bags. I’m not kidding. That’s how the gaming software industry was created. Some of the largest companies of today were doing that sort of thing, including Electronic Arts and a whole group of others that have risen and fallen (and quite a few have been bought by EA). But what’s interesting is that as more and more of these software behemoths keep announcing that PC gaming is dead. what I don’t think they realize is that as they do more and more to piss off their customers (which they are doing a lot of these days), the more likely they are going to make it that people are going to go back to the beginning and start creating their own games and distributing them much like we used to do before (although probably through easier online distribution). Look at Zynga. This is a company that came out of nowhere, and now is one of the big boys.
The point of this post is that I don’t think the big guys realize how vulnerable they still are, even as they try to completely control the market they currently dominate. A friend of mine recently made a full length movie for about $20,000. I was watching a special on independent movies, and some small studio guy said that it was impossible to make a movie for less than a few million these days. Even the guy who made the $20,000 movie keeps saying almost the same thing. But people are doing it. And I think that’s what’s going to completely change the industry because what we’re seeing is a lot of studio people who don’t know anything different. They’ve been taught that you have to have millions to make a movie, or it can’t be done. But then someone comes along and makes one for thousands, and everyone just shakes their heads and says, “wow, never saw that happening.” That’s what happens with revolutionary change. No one ever sees it happening.
And I suspect that this is going to be happening a lot more soon. Book companies are about to be hit big time by e-readers, and innovative people with little money are going to see a way to get rid of the producer middlemen and make the industries brand new again. But no one will see it coming because they’ll be so focused on RIAA lawsuits and maintaining control over their little fiefdoms, that they’ll never realize how insignificant they’ve become.
So keep your eyes open, or start producing independently, because it’s going to happen. Unfortunately, everyone is so tied into the current paradigm that they’ll never believe it until they’ve become completely replaced and discarded.