{"resolved":true,"match_type":"uuid","source_type":"original_book","book_id":"171eb612-d523-4536-900d-5453dce83960","title":"Cultural Crowdfunding Platform Capitalism, Labour And Globalization","author":null,"edition":null,"publisher":null,"year":null,"isbn":null,"requested_by":"printed_page","book":{"source_type":"original_book","book_id":"171eb612-d523-4536-900d-5453dce83960","id":"171eb612-d523-4536-900d-5453dce83960","uuid":"171eb612-d523-4536-900d-5453dce83960","title":"Cultural Crowdfunding Platform Capitalism, Labour And Globalization","normalized_title":"culturalcrowdfundingplatformcapitalismlabourandglobalization","author":null,"edition":null,"publisher":null,"year":null,"isbn":null,"isbns":[],"parsed":true,"ai_readable":true,"document_type":"book","page_count":128,"navigation_url":"https://workshop.closeclaw.top/ai/book/171eb612-d523-4536-900d-5453dce83960","title_url":"https://workshop.closeclaw.top/ai/title/Cultural%20Crowdfunding%20Platform%20Capitalism%2C%20Labour%20And%20Globalization","fixed_page_url_template":"https://workshop.closeclaw.top/ai/book/171eb612-d523-4536-900d-5453dce83960/page/{printed_page}","path_api_url_template":"https://workshop.closeclaw.top/api/ai/book/171eb612-d523-4536-900d-5453dce83960/page/{printed_page}","read_url":"https://workshop.closeclaw.top/api/ai/read/171eb612-d523-4536-900d-5453dce83960","page_url":"https://workshop.closeclaw.top/api/ai/books/171eb612-d523-4536-900d-5453dce83960/page","search_url":"https://workshop.closeclaw.top/api/ai/books/171eb612-d523-4536-900d-5453dce83960/search"},"page":{"printed_page":65,"pdf_page":73,"physical_index":73,"physical_index_base":0,"printed_page_status":"recognized","page_sha256":"1de85f234c19eb1aa81388b84009fc79b3d7776b6300a45ad129115c54d254d7"},"chapter":"Cultural Crowdfunding: Platform Capitalism, Labour and Globalization","content":"What is characteristic of these ‘recommendations’ is that they blur the lines between command and suggestion. The tasks to be accomplished are carried out in a devolved, outsourced way that may at first sight seem free of any injunction from above. But by making these ‘recommendations’ to project creators, platforms drive a normalization of ‘how things are done’ and what strategies should be adopted, and so develop a form of control over the whole experience, in the sense in which Deleuze (1995) understands the term ‘control’. Our qualitative and quantitative studies confirm that, depending on the project’s profile, the amount of labour spent on it varies greatly (from less than five hours per week to over twenty). But we can show a net correlation between the number of hours spent on a campaign and its likelihood of success: a 21% success rate against a 2% failure rate when more than twenty hours per week are spent on the project. In all other cases, the failure rate is greater than the success rate.\n\nWhat emerges is an obligation to dedicate at least twenty hours of labour per week to developing and promoting one’s crowdfunding campaign, including during its preparation, when specific tasks must be carried out, including in particular the design and distribution of ‘rewards’. As we can see from the responses of project creators, this work calls for multiple skills, including communication and marketing (cited by 63% of respondents), project management (55%), IT and/or graphic design (48%), and video editing (31%). These skills are often quite diferent from those the artistic project itself is based on, and are generally self-taught and/or supplied by appeals for help to members of the ‘community’. Most project leaders we interviewed confirmed that such work causes significant stress (which, incidentally, undermines the supposedly ‘ludic nature of the process). Furthermore, none of this is any guarantee of success. In our study, 57% of project creators said that their campaign had been a failure, as opposed to 43% who reported success. The failures were most often attributed either to having requested too high an amount, or to problems reaching people beyond their immediate or extended family (family and friends of friends). In our interviews, respondents often ‘owned up’ to their responsibility for the campaign’s failure, recognizing mistakes made in the development or implementation of their marketing strategy, and regretted not having better followed and/or understood the advice provided in the guidelines.\n\nParticipatory Cultural Platforms and Labour\n\n65","previous_page":64,"next_page":66}