On “Fan Ownership”

Doing PIONEER ONE was an eye-opening experience for many, many reasons. One of the most interesting was the huge lesson we got in the dynamics of creator/viewer relations. We were thrown off the deep end when we released the pilot, receiving dozens of emails and tweets and Facebook messages daily for weeks afterward. It was an incredible feeling to know that people were watching and enjoying the work we had done, and to all of a sudden be on the other side of the fan/producer divide. We courted this engagement, as one does, but were unprepared for when it actually happened. It was a hell of an adjustment going from an idea in your head, living with it 24/7 while struggling to make it a reality, to all of a sudden being dissected and discussed by people you’ve never met.

Something that’s happened with content creators’ access to and participation in social media is that the boundaries that traditionally separated producers and fans have broken down. As a fan myself, this is a great thing. More than ever, people know what it takes to make a TV show or movie because they have regular access to those who make them. It’s great for creators too, because for the first time, they are able to get real-time, unvarnished feedback from their audience.

Well, mostly great. In some cases, this increased access creates a sense of “fan ownership” of the work. Sometimes, fans feel because they’ve been given a glimpse of the process, they’re experts on that process. Or because they’re so invested in the work, they somehow have a say in the direction that the work takes.

That can be problematic. Especially when fans get nasty. And, as anyone who’s ever read a YouTube comment or a message board can attest, people can be pretty nasty. And the nasty ones are usually the ones with the loudest voices.

I don’t think most people actually want to have a say, even those who would argue otherwise. At several points while we were making Pioneer One, there were suggestions that we open up the writing process and allow viewers to contribute to the story. I understand that impulse, especially since we had already broken ground by crowd-funding and crowd-distributing the show. But what people who had supported us, either by donating money or spreading the word, were really doing was giving us was freedom to make the show we wanted to make the way we wanted to make it. They were allowing us our creative freedom. And, at the end of the day, I think most people still want to sit down and be told a story, and have confidence that that story is coming from a specific point of view and the people telling it have a specific vision. To open up the creative process to the masses would dilute that vision.

We always encouraged fans to engage with us and we always tried to give them a glimpse “behind the curtain,” as it were, on the theory that showing the process would help them understand where we were coming from. But it was always to a point. I think there has to be a space where creators feel free to create without taking into consideration the whims of every Twitter follower or YouTube commenter. And the audience has to be willing to allow the creators to make mistakes, because having the freedom to take creative risks is how you end up with great work.

I think it’s a net-gain. It’s a good thing that people are more aware of how a show or movie is made. The price is that you sometimes have to deal with people who feel like you owe them something and are nasty about it. How you respond is a case-by-case thing. You can tell by the tenor of the comment whether or not its worth engaging that person. I’ve generally tried to stay above the fray, but sometimes, something gets under your skin and you have to weigh in. Most of the time, the person takes a step back and the hyperbole falls away. But not all the time.

It’s amazing that we’ve had this experience, and we owe it to all the fans who have followed us. It’s flattering because it means we’ve successfully engaged people enough that they are chomping at the bit for more show, and want to know every little thing that’s going on with it. If we could do it over again, I would have tried to be a little more transparent about what our plans were. But the simple fact is, back in 2010, there was little precedent for a project like ours. And, more to the point, we didn’t know exactly what it would take to make the show, how much it would cost, or how long it would take. Obviously, armed with this knowledge, we would have done things differently.

We still get the errant irate fan demanding to know what’s going on with the show and chastising us for our radio silence. I understand their frustration. We share it. But, at the end of the day, we’re just a group of dedicated people who shared a vision that was Pioneer One and did everything humanly possible to make it a reality. What are our obligations beyond that?

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