Death of the Follower & the Future of Creativity on the Web with Jack Conte | SXSW 2024 Keynote

Welcome and Introduction

The speaker welcomes the audience, inquires about their background as creators, music industry professionals, or individuals in tech, and expresses excitement to discuss Patreon's role in the evolving internet landscape.

Exploring Audience Background

• The speaker engages with the audience to identify creators, music industry professionals, and individuals in tech.

Evolution of the Internet Landscape

• Reflecting on the internet's evolution over the past decades and Patreon's position within this transformation.

Early Internet Journey

The speaker shares personal experiences from 2007 when they started creating music and videos post-college, highlighting challenges faced during that period.

Starting Post-College Creative Journey

• Commencing music and video creation journey after college graduation in 2007.

Challenges Faced in Reaching Audience

• Describing efforts to promote a new record through manual editing processes due to limited online platforms at that time.

Shift to Web 2.0

Discussing the transition from Web 1.0 to Web 2.0 and its impact on creative expression online.

Transition from Web 1.0 to Web 2.0

• Differentiating between Web 1.0 as a read-only platform and Web 2.0 enabling active participation for creatives.

Empowerment of Creatives

• Emphasizing how Web 2.0 allowed creatives to engage actively by sharing content rather than passively consuming it.

Utilizing YouTube for Reach

Exploring the pivotal role of YouTube in expanding reach for artists through user-generated content.

Shifting Dynamics for Artists Online

• Highlighting the transformative moment when artists could create content beyond traditional media consumption.

Leveraging YouTube for Exposure

• Sharing personal experience of utilizing YouTube as a platform to showcase creative processes and connect with audiences.

Being a Creator and Building a Following

In this section, the speaker discusses the evolution of being a creator from just reaching people to building a following around their work. The concept of the Subscribe button is highlighted as a tool for people to sign up and see more content in the future.

Evolution of Being a Creator

• The Subscribe button transitioned from merely reaching people to building a following around one's work.

• Web 2.0 solved more than just reach and discovery; it represented the birth of followers.

• The follow feature is foundational for human creativity and organization, creating communities around creators.

The Power of Having a Following

This part emphasizes how having a following goes beyond mere reach or discovery, serving as an organizational system for creativity and communication on the internet.

Significance of Having a Following

• A following enables ongoing communication, connection, sustained relationships, and community.

• Illustrative example: Collaborating with Natalie led to creating a new YouTube channel that quickly gained thousands of subscribers.

Engaging with Followers and Creating Unique Experiences

Here, the speaker delves into engaging with followers through unique experiences like selling thumb drives loaded with music and involving fans in album artwork creation.

Engaging Followers Creatively

• Experimenting with selling music on thumb drives resulted in significant sales by offering personalized items signed by the creators.

• Involving fans in creating album artwork generated hundreds of submissions showcasing fan talent.

Music Industry Success Story

The speaker shares their experience of achieving success in the music industry by leveraging direct engagement with fans and utilizing online platforms like iTunes.

Deciding to Stay Independent

• Decided against signing with the music industry.

• Negotiated a contract with iTunes independently.

• Directly posted songs on iTunes, retaining most revenue.

Financial Success and Fan Engagement

• Sold 30,000 songs in a month, earning $222,000.

• Started playing shows, attracting increasing numbers of fans.

• Emphasized the importance of fan engagement for success.

The Power of True Fans

• Introduced to Kevin Kelly's concept of "a thousand true fans."

• Stressed the significance of cultivating a dedicated fan base over sheer numbers.

• True fans go beyond followers; they actively support artists through various means.

Importance of Patreon and Building True Fan Base

The speaker discusses the significance of Patreon in supporting creators and emphasizes the value of true fans in sustaining artistic endeavors.

Cultivating True Fans

• Highlighted the impact of true fans on an artist's career.

• True fans attend shows, purchase merchandise, and support various projects.

• Shared personal experiences of dedicated fan interactions.

Evolution of Patreon

• Introduced Patreon as a membership platform for creators.

• Described Patreon's growth over 11 years to support numerous creators globally.

Changing Landscape: Web 3.0 and Social Media Algorithms

Explores the evolving internet landscape marked by social media algorithm changes and shifts towards web 3.0 technologies.

Internet Evolution

• Transition from web 1.0 to web 2.0 to current developments in web 3.0.

• Facebook's introduction of ranking algorithms altered content visibility for users.

The Evolution of Social Media Platforms

The speaker discusses how social media platforms have evolved over the years, particularly focusing on the impact of algorithms on content creators and the shift from chronological feeds to algorithmic feeds.

Impact of Algorithms on Content Creators

• Facebook began ranking posts based on engagement, affecting content visibility for creators.

• Algorithmic changes led to a breakdown in direct connections between creators and followers.

• Creators faced challenges as their content had to align with unknown criteria set by algorithms.

Shift Towards Algorithmic Feeds

• Facebook's success with ranking posts influenced other platforms like YouTube, Twitter, and Instagram to adopt similar strategies.

• The 2010s marked a shift towards ranking feeds, altering the original promise of creator-follower relationships.

Chronological vs. Algorithmic Feeds Debate

• The speaker acknowledges issues with both chronological and algorithmic feeds but emphasizes understanding the intention behind feed organization.

• Raises questions about whether feed organization aims at building community relationships or maximizing attention and watch time.

Impact of TikTok on Social Media Ecosystem

The speaker explores TikTok's disruptive influence on social media platforms by introducing a new approach to content curation and consumption.

TikTok's Unique Approach

• TikTok prioritized an engaging feed over traditional subscriptions, revolutionizing content discovery.

• Introduced "For You" feed where posts are curated by TikTok rather than users selecting subscriptions.

Industry Response to TikTok

• TikTok's success prompted other platforms like YouTube, Instagram, and Twitter to launch similar features (shorts, reals, etc.).

• Traditional feed structures started fading as platforms shifted towards personalized curation following TikTok's model.

Challenges Faced by Content Creators

The speaker reflects on personal experiences as a creator amidst changing social media landscapes and highlights the struggles faced by creators in reaching audiences and sustaining businesses.

Personal Impact as a Creator

• Decreased visibility makes it challenging for creators to engage fans, sell products/services, and build communities effectively.

Announcement and Challenges for Creators

The speaker discusses the challenges creators face in building online communities and businesses, emphasizing the importance of understanding the evolving landscape.

Navigating Changes as a Creator

• Creators should not blame themselves if they struggle to connect with their audience due to macro-level changes on the web.

• The weakening of creator communities and distribution channels poses a significant challenge for creative individuals.

Future of Follower Dynamics

• The speaker believes that followers are crucial and will not disappear, highlighting their value for creators, publishers, and media companies.

• Anticipates new internet and media technology companies focusing on solving follower-related challenges.

Shift Towards Deeper Connections

• Emerging companies emphasize deeper connections over mere reach, focusing on cultivating true fans who drive community engagement.

• Foresees a decade where companies prioritize direct-to-fan connections and community strength alongside traditional social platforms for discovery.

Responsibility as a CEO in Shaping Internet Culture

The speaker reflects on personal responsibility as a CEO to shape internet culture positively based on past experiences as an artist navigating online platforms.

Personal Reflections

• Shares feelings of anxiety and fear experienced as an artist witnessing unfavorable internet trends.

• Expresses a sense of responsibility to contribute towards building an internet environment conducive to creativity and community.

Patreon's Vision for Enhancing Online Artistic Communities

The speaker outlines Patreon's strategic shift towards enhancing online artistic communities by offering diverse features beyond subscription payments.

Evolution of Patreon

• Patreon has expanded its offerings beyond membership subscriptions to include video, podcasting, commerce, free memberships, and live features.

Evolution of Patreon's Vision

The founder discusses the evolution of Patreon's vision, focusing on building a platform for professional creativity on the internet centered around the concept of the "true fan."

Membership Platform Foundation

• Patreon started as a membership platform to support professional creativity online.

• Introduced the concept of "True Fandom" to enhance fan-creator interactions and energize communities.

Challenges in Existing Platforms

• Existing platforms like Instagram and TikTok lead to community degradation over time, making it hard for creators to engage with their true fans.

• Difficulty in reaching and maintaining connection with genuine fans amidst audience growth.

Solutions: Community Building & Commerce

• Introduced tools for creators to build energized fandoms and sell digital products through Patreon.

• Commerce feature enables creators to connect with true fans not ready for subscription payments, fostering stronger relationships.

Acquisition of Moment - Enhancing Live Experiences

Patreon's acquisition of Moment enriches creator-fan interactions through live experiences, emphasizing community building and engagement.

Introduction of Moment Platform

• Acquired Moment platform for live experiences beyond ticketed streaming, enhancing creator-fan connections.

• Creators can sell tickets for various events like stand-up specials or movie debuts, fostering real-time community engagement.

Transition to a True Fan Company

Emphasizing Patreon's shift towards being a true fan company dedicated to empowering creators and fostering vibrant online communities.

Vision for the Future

• Transition from a membership company to a true fan company focused on supporting professional creativity online.

Understanding the Future of Creators

In this section, the speaker discusses how creators can navigate shifts in the internet landscape and prepare themselves for future changes without waiting for tech platforms to catch up.

Investing in True Fans

• Investing in true fans is emphasized over focusing solely on new views, subscribers, or watch time.

• The key lies in building a deep connection with a small portion of dedicated fans who serve as the core support system.

Building Real Connections

• Emphasizes the importance of finding and connecting with true fans rather than just increasing numbers.

• Encourages creators to build genuine relationships with their audience through various means like email lists, Discord, or Patreon.

Making Beautiful Things

• Stresses the significance of creating content that resonates personally rather than solely catering to algorithms.

• Advocates for making things that inspire passion and align with personal values to maintain authenticity and quality.

Business Metaphor: Hot Dog Stand vs. Local Restaurant

• Contrasts two business models: one focused on mass appeal and turnover (hot dog stand) versus building trust and loyalty (local restaurant).

• Highlights the value of repeat customers and depth of connection over constant acquisition of new customers.

Real Business Models in Creativity

• Showcases examples of creators who prioritize quality over quantity, producing long-form content that resonates deeply with their audience.

Matters to an Artist

In this segment, the speaker delves into the essence of creating art that holds significance and resonates with others on a profound level.

Importance of Artistic Expression

• Emphasizes the desire to create something meaningful that transcends time and connects with individuals.

• Aims to articulate personal truths eloquently, seeking to evoke a sense of shared experience and connection with the audience.

• Strives to produce timeless creations that retain their truth and relevance over decades or even centuries.

Finding Intrinsic Motivation as an Artist

This part focuses on the intrinsic motivation and personal fulfillment artists seek in their creative endeavors.

Intrinsic vs. Extrinsic Motivation

• Encourages artists to identify their own aspirations rather than seeking external validation or guidance.

• Highlights the importance of introspection in determining one's artistic goals and motivations.

Remembering Your Purpose as an Artist

The speaker concludes by underlining the significance of staying true to one's artistic vision and purpose amidst challenges.

Maintaining Artistic Integrity

• Urges artists not to lose sight of what drives them creatively and emotionally.