Heavy Metal Fundraisers: Entrepreneurial Recording Artists in Platform Capitalism
Abstract
Abstract
How do cultural producers square customary understandings of what it means to be authentic and autonomous creators in new contexts characterized by digital-era entrepreneurial pressures and online platform-mediated financial opportunities? This study examines how heavy metal recording artists experience these pressures; how some of them engage in platform-based crowdfunding, argue over its legitimacy, and rationalize varying degrees of acceptance and dependence. First, my analysis centers on a case study which follows the experiences of a progressive metal band as they navigate a new financial relation in conjunction first with the fundraising platform Pozible and then the patronage-based crowdfunding platform Patreon. Second, I undertake a political-economic analysis of the Patreon platform, interpreting it as a rent-seeking technology company situated in the broader context of platform capitalism. I suggest that Patreon perpetuates long-standing power disparities in the culture industries by concentrating the risks and duties of production, marketing and retailing more squarely upon its fundraisers. Third, I examine recording artists’ interpretations of the neo-patronage relation based on data culled from interviews with Patreon users. The results indicate that online crowdfunding remains an ideologically contested practice among cultural producers stamped with late twentieth-century masculinist “rock values.” The cultural weight of the older “recording contract”-based institutional model poses a problem for heavy metal recording artists who struggle to validate their participation in more entrepreneurial, platform-mediated work.