In the past year, the term crowdsourcing and what it represents seems to have been completely bastardized. While experts, people on the inside, and protectionists argue about what it all means on panels, at Tongal we think the answer is simple.
The purpose is to create a fair playing field in which talent can choose or opt into the work they think they are qualified to execute. Our belief is that this can occur in a collaborative nature and that at the end of the day, the work will be high quality or "professional." It isn't dismissive of existing talent, companies, or the notion of the auteur. There are plenty of scenarios in which no platform or process could do what one extremely talented individual could ever achieve. There are also situations in which creative companies come up with campaigns that are mind-blowing and they deserve every ounce of validation and money they get. In too many scenarios today though, especially within bloated, bureaucratic institutions, that opportunity never presents itself.
In true crowdsourcing, there are no mandates, requirements or situations in which a member cannot choose to say yes or no . . . i.e., change the channel. If the platform or contest is exploitative, non-transparent, or asks too much of the community for too little, it will either have to adapt to the communities' needs or it will fail. The advantage to the creator is that they are in full control. There is no non-compete clause, no boss, and no institution trying to force the member into a situation. In fact, we hope and encourage our members to pursue their goals and hope that the work they do on Tongal, the work in which they choose to participate, can help them and support them in their journey to get to wherever they want to be.
The black and white arguments remind us of why this movement came to be. Those on the inside who have made it whether based on talent, connections or favors talking about what will eventually happen vs. aspiring individuals trying to break through the numerous barriers within the creative industries. One can sit on the sidelines and wait to see who wins this battle or they can come to Tongal and choose to work.
