We need to find a way to sustain cultural production without the requirement of massive commercial success. The internet has given us a means to create small niches of kindred spirits. This offered the potential of small self-sustaining subcultures. But so far, as soon as finances are involved, economic principles of the old, large, mainstream, broadcast model are applied.
There is an obvious logic to the issue, nonetheless. But it hasn’t been applied successfully as far as I know. It’s simple: products that appeal to large groups of people can be sold for a low price to make their money back. Price multiplied by number of sales should equal or exceed production budget. By the same logic, products that appeal to only a small group of people should be sold for a higher price. But that is not happening.
On the contrary, even: independent games are often sold for a lower price than AAA games, even if they target a much more specialized and infinitely smaller group. I believe we should find a way to sustain smaller subcultures. We owe it to society. Without diversity, culture withers and dies, and civilization with it. I can see the symptoms of this everywhere.
Without glorifying the past (because I do feel the present offers opportunities that are potentially preferable), before we all fell prey to market logic, a certain cultural hierarchy protected smaller subcultures. Some kinds of art were considered more valuable than others, even if they did not have the same wide appeal. Classical music, opera, theater, art film and fine art have all survived thanks to this. But the pressure on these subcultures to become mass entertainment or die is very high today.
A problem with this custom, is that it only really protects traditional forms of culture. A well know illustration of this is the inability of media art to find a place at the same cultural table, for instance, despite of its widespread recognition among art circles and some undesirable compromises by artists to make their technology-based work more compatible with conventional exhibition or performance practices.
Scarcity has been one of the aspects of art that has been used successfully to justify a higher price. But the most relevant thing to do for an artist today is to use technologies that allow digital distribution. This annihilates the very notion of scarcity. And thus drops these works into an economic system where they don’t belong, and where society cannot sustain them.
The results are disastrous. Sincere talented artists are avoiding technological media (thus reducing the artistic quality of even popular entertainment), and the ones who use them are encouraged to give up on their artistic vision -so valuable for our civilization- and produce work that appeals to the masses (simply in order to sustain themselves). That work may not necessarily be bad. But it’s far from an ideal situation.
We need to find a way to support and encourage small scale contemporary cultural production. With Tale of Tales we have managed to do this more or less by combining arts funding with income generated by sales. But we know we have been very lucky. We were at the right time in the right place with the right sort of background. Yet the budgets we have access to are extremely limited. And arts funding cannot really be used for in-depth continued research and expanding on ideas (since it leans towards a degree of novelty).
Ultimately, I’d prefer a sustainable situation for many creators without needing to rely on regional governments. The idea that working with an international medium requires such localized support is rather strange. Especially given the potential reach we all have through the internet. Can we not figure out a way to solve this problem among ourselves?