What’s better than free? To deconstruct the concept, I’ve focussed on online video tutorials and showcased Creativelive’s tactic of making it better than free. The advent of mass-amatuerisation has made it possible for anyone to learn anything for free. Youtube has become a repository for video demonstrations and how-to guides on any topic. In this case, Youtube symbolises the Long tail effect; an aggregation of niche videos that forms 80% of the available content.
In contrast, Creativelive offers specialised workshops on a weekly schedule for free over a limited time. These are live streamed classes conducted over a 4 hour period by a creative expert. Kevin Kelly, in his article on Value Generatives, would describe this as an Authenticity model; something that a Youtube video might not present. The issue with scheduled classes is the time difference between Australia and the US – waking up at 2:00am is only sometimes worth it. Creativelive will repeat the same broadcast on repeat for the next few days, so you can access it at a better time.
Creativelive offers a free product for a limited time and then after that period classes cost on average $50. Additional materials are only accessible with the payment. You can buy full access to the class at any stage: an Immediacy value generative. This model reminds me of all the games I used to play on “Demo” mode, and after 3 levels the screen would blank and ask for money. It never worked on me because those 3 levels always had replayability. My relationship with Creativelive is buying Alex Blumberg’s class “Power Your Podcast with Storytelling”. I honour the man for his control podcasting so purchasing the class was an act of Patronage.