The Creative Apocalypse That Wasn’t
The Creative Apocalypse That Wasn’t http://www.nytimes.com/2015/08/23/magazine/the-creative-apocalypse-that-wasnt.html "The Napsterization of culture…less of a threat…than it initially appeared."
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“This would be even more troubling if independent bookstores — traditional champions of the literary novel and thoughtful nonfiction — were on life support. But contrary to all expectations, these stores have been thriving. After hitting a low in 2007, decimated not only by the Internet but also by the rise of big-box chains like Borders and Barnes & Noble, indie bookstores have been growing at a steady clip, with their number up 35 percent (from 1,651 in 2009 to 2,227 in 2015); by many reports, 2014 was their most financially successful year in recent memory.
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How do we explain the evolutionary niche that indie bookstores seem to have found in recent years? It may be as simple as the tactile appeal of books and bookstores themselves. After several years of huge growth, e-book sales have plateaued over the past two years at 25 to 30 percent of the market, telegraphing that a healthy consumer appetite for print remains. To many of us, buying music in physical form is now simply an inconvenience: schlepping those CDs home and burning them and downloading the tracks to our mobile devices. But many of the most ardent Kindle converts — and I count myself among them — still enjoy browsing shelves of physical books, picking them up and sitting back on the couch with them.
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If you believe the data, then one question remains. Why have the more pessimistic predictions not come to pass? One incontrovertible reason is that — contrary to the justifiable fears of a decade ago — people will still pay for creative works. The Napsterization of culture turned out to be less of a threat to prices than it initially appeared. Consumers spend less for recorded music, but more for live. Most American households pay for television content, a revenue stream that for all practical purposes didn’t exist 40 years ago. Average movie-ticket prices continue to rise. For interesting reasons, book piracy hasn’t taken off the way it did with music.
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The biggest change of all, perhaps, is the ease with which art can be made and distributed. The cost of consuming culture may have declined, though not as much as we feared. But the cost of producing it has dropped far more drastically. Authors are writing and publishing novels to a global audience without ever requiring the service of a printing press or an international distributor. For indie filmmakers, a helicopter aerial shot that could cost tens of thousands of dollars a few years ago can now be filmed with a GoPro and a drone for under $1,000; some directors are shooting entire HD-quality films on their iPhones. Apple’s editing software, Final Cut Pro X, costs $299 and has been used to edit Oscar-winning films. A musician running software from Native Instruments can recreate, with astonishing fidelity, the sound of a Steinway grand piano played in a Vienna concert hall, or hundreds of different guitar-amplifier sounds, or the Mellotron proto-synthesizer that the Beatles used on ‘‘Strawberry Fields Forever.’’ These sounds could have cost millions to assemble 15 years ago; today, you can have all of them for a few thousand dollars.”
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