I don't have a photo to go with this one but I do have a king sized rant. Recently on Twitter a local photographer, who loves the idea of being an social networking guru, posted a link that pumps 99 Designs, a company that "crowdsources" design, logos and a lot of different graphic design work. I think it's wrong to advocate "crowdsourcing" because it damages the fee base by which most designers earn a decent living. It's a price grab that really only benefits 99 Designs. The designers lose out on their normal income and security while the clients lose out on well thought out, custom designs from the real pros (who wouldn't touch this crap with a thousand foot pool).
So, what is this flavor of "crowdsourcing"? The company mentioned invites you to throw a "design contest" (which they host and profit from) and suggests that hundreds or thousands of designers around the world will slave away working on a design just for you. Hey, logos start at $249!!!! It's disingenuous to call this a contest. It's speculative work. It's a tiny carrot. On a hundred sticks.
So thousands and thousands of man hours (and women hours) get thrown into creating a logo. And you get to be the final arbiter. And the capper is, if you don't like any of the hundreds of designs you get your money back!!! How exciting. The problem with all this is two fold: First, it pushes people to work for free in a slow economy with the hope that something will pan out. And second, since the "design contest" initiator sets the price, even if you win it will be for a price that isn't enough to sustain a decent standard of living. That means fewer dollars into the local school taxes, the city taxes and the state taxes. More people marginalized.
But it also sends a message to every potential client who explores the market that there is some sort of fixed price for design and art. That the creative process has become a commodity. Sound familiar?
Oh yeah, stock photography! Which led to "dollar stock" which led to the decline of the an industry. Now the only people making money in stock photography are the stock photo companies themselves. And even they are now victims of their every shrinking price/value bullshit. They initiated a race to the bottom and now seem surprised that most of the value has been sucked from their companies.
So, it takes a good, committed designer many hours to create a truly creative and valuable logo that provides ongoing value for a client. Technology doesn't make the process of creative design any quicker than it was ten years ago and there's certainly no way an artist who licenses intellectual property can industrialize their process and earn additional revenues by increasing throughput. There are no efficiencies of scale in real custom art. All this new process is able to do is to deteriorate the perceived value of art in order to debase the pricing. And the value of debased pricing works in only one direction.
This is a win/lose proposition. It hurts even more when people who are ostensibly related to the art process side with the aggregators to push an idea that harms an entire industry.
Some will say that this process separates the wheat from the chaff but what it really does is separate highly trained, insightful and hard working people from their income stream. It's a cold, callous and calculating business model that Goldman Sachs would love. As long as they are on the other side of the equation from the artists.
The sad thing about self appointed experts with big microphones pointed back at the web is that they have an audience they didn't earn and their sole intention is to monetize their bully pulpit. Sad days for real artists. Thankfully, lots of clients can see thru this kind of horse shit and still hire professionals to design, create and help them market successfully.
I guess in a pure market driven economy the thought is that naked cannibalism is good and ordained by some god somewhere. At least some of the population will get fed.... When did the actual value of art exit the market? When did it get replaced by a bunch of Ayn Rand clones bent on destroying all markets by reducing them to the equivalent of pork bellies?
This is not a question of being unable to compete on talent. It is a moral question of who should benefit from true value. There is an intrinsic value in all we do. There used to be an understanding in marketplaces that you would sustain your providers and they would sustain you. Now is it just every man or every business for themselves?
Thank goodness that this drivel on the web hasn't penetrated into the general public consciousness, yet. Not all of us nor all of our clients have walked up to Jim Jone's table and drunk the Koolaide. Not every author has given away their books to drive their corporate speaking engagements. Not every photographer has walked away from their copyright to embrace a royalty free existence (and impoverishment).
If someone offered you a contest instead of a job would you take it? If you were a freelance electrical engineer and someone came to you and said, "Design the next great cellphone for us on spec (with 1,000 other engineers) and if we decide to build the one you design we will pay you a wildly reduced fee?" If you were a chef and someone came into your restaurant and said, "Make us your best entree. We'll sample yours and those of all your competitors and then we'll pay the check at the restaurant whose food we liked best. What a great opportunity for you to connect with diners!" I hope you would have the gumption to throw them out of your restaurant or tell them to stick their cellphone contest someplace where only trained proctologists could recover it. Because what they are basically saying is, "Let me exploit you." And we're supposed to pretend this is the new economy.....?
