This got a little long when I was writing it as a comment to Chuck Wendig’s blog post over at Terribleminds. So, if you want a little foundation,read here first.
I recently purchased the new NOFX album. They were selling the CD for $8 on their website. I was at the mall, Hot Topic had it for $8.99. I got it there. It was convenient and cheap. I had a talk with my wife on the way home, so I didn’t listen to it. I checked, the FYE was asking $8.99.
I got home, and I downloaded the whole thing. My car stereo, my biggest source of music, has a USB port. Carrying an 8gb USB flash drive is far easier than carrying the hundred plus CDs it can store.
Why didn’t I just download the album legally? I thought about it. I went to Amazon. Amazon wanted $9.99. iTunes wanted $9.99, and I was afraid Apple might raid my house or sue me. I’m not paying $10 for the digital version of something I just bought legitimately for $8. That would be stupid.
NOFX has declared that their albums are going to be sold in the $8 range for the foreseeable future. Why? Because they feel it’s fair. A CD only costs a dollar or two to manufacture. The albums cost about $40,000~ to record and produce. After all that’s said and done, they make a good living selling their work at that range, and they don’t feel they need more to keep making great music. In short, they’re not pissing on us and telling us they need the money to stay afloat.
In contrast, if I look for something from even similarly-sized indie labels, FYE is asking $14.99-$19.99. Those labels use the same distribution. Often, these labels share producers. They share sound engineers. You ask them, “Why so expensive?” They’ll give convoluted, abstract answers about how piracy hurts their sales, why it’s so expensive to market CDs, why blah, blah, blah.
- First off, don’t punish me, the consumer, for piracy. I’m trying to give you money. Slapping me in the face because someone downloads your shit, that’s just terrible.
- Second off, bullshit.
Greedy people need to make money off of creative people. With major releases, a number of people have to become wealthy from them, or they don’t happen. When Lady Gaga releases an album, executives that don’t even know one of her songs have to make millions on their investments, or they won’t back another album. Maybe piracy’s hurting art. Maybe. However, as far as I’m concerned, greed is hurting art. I’m not paying twice the amount for something, just because a bunch of businesspeople want to get rich off it.
I’m a creative professional. If you know me, you know I’m releasing a game called Maschine Zeit in the very near future. In preorders, I’ve exceeded my budget. I’m still going strong with them. Why? A few reasons. One: I’m offering a product that people think is cool. People think it’s cool because I think it’s cool, and because I stand by it. Two: I’m giving additional value that can’t be offered in a PDF. I’m allowing participants to be personally involved in the process. I’m giving them ways to become invested in the company and the work.
I want money. I really do. I’m making it. I feel that if I’m passionate and hardworking, I will continue to make it. I am aware of the fact thatsome people will download my game. Are they thieves? Fuck no. They’re potentially devoted fans at best. Somewhere in between, they might buy a product, or they might post a review. Awesome! At worst, they’re not really costing me anything. I am not losing a copy of the book. If they weren’t going to buy it, that download isn’t going to change anything. If they thought about buying it, but only had $5 in their budget, and the game was $10, I’m still not losing anything. That downloader is still a person. They still deserve a modicum of respect, particularly since they haven’t cost me anything. I’m not going to burn bridges with a hateful attitude. I’m not going to send cease and desist letters. Because down the line, that person might buy something from the guy that wasn’t a total dick to them.
I’ll let you in on a little secret. Back in 1995, a friend of mine had this really cool book called “Vampire the Masquerade.” He loaned me a copy. I couldn’t find it anywhere, this was before the advent of the internet and I was 13 and not quite as resourceful as I am now. The book wasn’t readily available to me, so I took a few dollars to the local library and I photocopied damned near the entire thing. I was an evil pirate, and I destroyed publishing. Now, those Vampire the Masquerade guys delivered quality stuff. I loved it. So, when I had the chance, I started buying their shit. That didn’t stop. I did a little mental math. Since 1995, I’ve purchased over 300 products by White Wolf. I’ve been a member of their paid fan club for eight years. This is numerous thousands of dollars in product. Had White Wolf talked shit on me for copying that book when I did, I wouldn’t have done that.
On the NOFX kick, I’ve purchased over 20 of their CDs. I’ve paid to go to numerous live shows. When I was younger, my friends and I taped their stuff and distributed it amongst each other. We ripped our CDs and copied them to CDRs when that technology became available. If they called me a thief, I would have called them assholes. I wouldn’t buy their product.
In summation: Charge a reasonable amount for your product. Create good shit. Connect with people. Be passionate about what you’re doing. If you’re doing those things, you probably don’t have a lot of time to whine and moan about people stealing your stuff. However, if you’re one of the many people that a) doesn’t create, b) doesn’t connect with people, c) have a passion for the product, and d) understand reasonable pricing, you probably have plenty of time to decry theft. If you’re not doing those things, maybe you should reassess your career in creative endeavors, because you’re an artifact of a time we’re leaving behind. I won’t miss you.





