“Creativity is contagious. Pass it on…”
– Albert Einstein
Create – Share – Connect
The tuka Story.
Creative industries have been totally disrupted by digital formats, yielding some good, some bad. Prices have collapsed due to the decrease in production and distribution costs and the explosion of new supply. Global demand has responded strongly. This should be great for consumers and creators, except it can also mean collapsing artist royalties and incomes, as well as an insurmountable challenge to connect audiences with content.
The Obvious Problem:
The Vanishing Incomes of Creators and the Challenges of digital rights management and copyright.
Did you know that almost half of the music and video we consume is streamed and it takes almost 15 million streams on YouTube to earn the equivalent of the average monthly minimum wage of $1260? Did you also know the median annual income of Authors Guild members is $17,500 for full-time authors and $4,500 for part-time authors? Not to mention the costless duplication and distribution of digital content that promotes piracy.
But here’s the Real Problem:
Exploding supply makes it impossibly difficult and costly to connect artists with audiences or vice-versa.
You see, the true challenge of the digital world is Too Much Information. When we have too much of something, the price must fall. We also end up not being able to find what we want amid all the noise – as artists, fans, or consumers. These are not just problems for writers, musicians, and other artists, but for all of us as consumers of digital media. (Thinking about the digital oligopoly: Google, Apple, Facebook, and Amazon? Don’t worry, we’ll get to that.)
But we can fix this. With technology.
By creating a sustainable new online ecosystem that empowers not only creators and consumers, but rewards curators of desired content, we help innovative creators thrive, and reward all of us who like to create and share content just for fun. By saving creative industries, we inspire the creative impulse in all of us.
Our mission: Empower artists – reward fans – remove the middleman.