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JackConte_2017-_艺术家怎样在数字时代赚钱_
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| Hi everyone. |
大家好 |
| So, I'm going to take us back to 2007. |
现在我要带大家回到2007年 |
| I'd just spent about six months working on album that I'd poured my heart and my soul into, and it was getting about three plays per day on Myspace at the time, |
我刚刚花费六个月的 时间在一张专辑上 一张让我倾尽心力的专辑 这张专辑在聚友网(Myspace)上 每天大概会被播放三次 |
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poured:v.使(液体)连续流出;倾倒;倒出;喷发;(pour的过去分词和过去式) Myspace:"我的空间",美国在线社交网站名称;
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| and I was getting more and more depressed when I started noticing these other people who were playing guitar and singing and putting videos on this new site called YouTube, and they were getting 300,000 views. |
当我看到其他用吉他自弹自唱的人 将他们的视频放到 一个叫YouTube的新兴网站上 并且得到了30万的浏览量 我开始变得越来越沮丧 |
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depressed:adj.沮丧的; v.使抑郁; (depress的过去式和过去分词) site:n.地点;位置;场所;v.设置;为…选址;
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| So I decided I'm going to start making some Youtube videos. |
所以我决定也开始 做一些YouTube视频 |
| And one day they featured a video of my band on the homepage , which was amazing -- we got a bunch of new fans. |
有一天 YouTube在它们的主页上 放了一个我们乐队的视频 那个视频非常精彩 我们因此得到了一大票新粉丝 |
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band:n.带;波段;频带;箍;v.加彩条(或嵌条等);(将价格、收入等)划分档次; homepage:n.主页; a bunch of:一群;一束;一堆;
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| We also got a bunch of people who, I guess, just didn't really like the music or something -- |
还有和一大帮人 我猜他们并不喜欢我们的音乐之类的 |
| (Laughter) |
（笑声） |
| It's OK because people started coming to our shows, and we started touring, and we came out with a record. |
不过没关系 因为人们 开始来看我们的表演了 我们也开始进行巡演 我们创造了一个记录 |
| And when I checked our bank account balance after our first monthly iTunes payout , we had 22,000 bucks in it, which was amazing because at the time I was living at my dad's house, |
当我查看银行账户余额的时候 iTunes第一个月收入结算显示 我们有了2万2千美元的进账 太不可思议了 因为那会儿 我还住在我爸的房子里呢 |
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bank account:n.银行账户; monthly:n.月刊:adv.每个月:每月一次:adj.每月的: iTunes:n.苹果公司最热门音乐软件(苹果公司开发的与iPod搭配的在电脑上使用的音乐播放器和音乐管理器); payout:n.支出;花费; bucks:n.元;雄鹿;(buck的复数)
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| trying to make a living as a musician by uploading videos to the internet which literally zero people respected in 2009 -- even the people who were uploading videos to the internet. |
上传视频到网上去 试图以艺术家的身份谋生 在2009年的时候没多少人买账 甚至自己上传视频 到网上的人对此也并不乐观 |
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make a living as:以…谋生; uploading:v.上载;上传;(upload的现在分词) literally:adv.按字面:字面上:确实地:
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| And so for the next four years, |
接下来的四年 |
| I uploaded more and more videos to the Internet, and they got better and better, and we made enough money through brand deals and commercials and iTunes sales to buy a house. |
我上传了越来越多的视频到互联网上 这些视频也越来越好 通过品牌交易广告和iTunes的销量 我们赚了足够的钱 买下了一所房子 |
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uploaded:vt.上传; brand:v.铭刻于,铭记;打烙印于;印…商标于;n.商标,牌子;烙印; commercials:n.商业广告;宣传;商业股票;(commercial的复数)
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| And we built a recording studio . |
我们还建了一个录音室 |
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studio:n.工作室;[广播][电视]演播室;画室;电影制片厂;
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| But there was one big problem: making money as a creative person in 2013 was super weird . |
但还有一个大问题 作为一个创作人去赚大钱 在2013年是非常古怪的 |
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creative:adj.创造性的; weird:adj.奇怪的;奇异的;离奇的;n.命运;宿命;命运女神;
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| First of all , the business models were changing all the time. |
首先 商业模式在一直变化 |
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First of all:adv.首先;
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| So our 58,000 dollars of annual iTunes download income was about to be replaced by about 6,000 dollars of streaming income. |
所以我们每年5万8千美元的 iTunes下载收入 将会被6千美元的在线播放收入所取代 |
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annual:n.年报;年鉴;年刊;adj.每年的;年度的;一年的; was about to:眼看就要;即将;正要;行将;
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| Steams paid less than downloads. |
在线播放比下载付钱更少 |
| And then as more and more creators started popping up online, there was just more competition for these five-figure brand deals that had kept the band afloat for years. |
随着越来越多的创作者在网上涌现 五位数的品牌交易 有了越来越多的竞争 而这正是我们乐队 一直赖以生存的基础 |
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competition:n.竞争;比赛,竞赛; afloat:adj.在海上的;飘浮的;浸满水的;在传播的;adv.在海上;飘浮著;浸满水;
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| And to top it all off, our videos themselves -- the creative stuff that we made that our fans loved and appreciated -- that were actually contributing value to the world, those videos were generating almost zero dollars of income for us. |
而最重要的是 我们的视频本身 我们创作的被粉丝所喜爱欣赏的 有创作力的作品 也是我们为这个世界带来的贡献 那些视频却几乎没有 为我们带来任何收入 |
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stuff:n.东西:物品:基本特征:v.填满:装满:标本: appreciated:v.欣赏;感激;理解;(appreciate的过去分词和过去式) contributing:v.捐献,捐赠(尤指款或物);捐助;增加;增进;(contribute的现在分词) generating:v.产生;引起;(generate的现在分词)
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| This is an actual snapshot of my YouTube dashboard from a 28-day period that shows one million views and 166 dollars of ad earnings for those views. |
这是我YouTube面板的真实截图 在28天中 100万的观看量 以及从这些观看中获得的 166美元广告收入 |
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snapshot:n.快照,快相;急射,速射;简单印象;vt.给…拍快照;vi.拍快照; dashboard:n.汽车等的仪表板;马车等前部的挡泥板; earnings:n.收益;收入;利润;赢利;
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| The whole machine in 2013 that took art online and outputted money was totally nonfunctional . |
在2013年 这一整个机制 将艺术放到网上来赚钱 完全没有用 |
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outputted:n.产量;产品;[电]发电力;供给量; nonfunctional:无功能的;
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| It doesn't matter if you're a newspaper, or an institution , or an independent creator. |
无论你是经营报纸 或者一个机构 还是一个独立的创作者 |
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institution:n.制度;建立;(社会或宗教等)公共机构;习俗; independent:adj.独立的; n.无党派议员(或候选人等);
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| A monthly web comic with 20,000 monthly readers -- 20,000 monthly readers -- gets paid a couple hundred bucks in ad revenue . |
一个有两万名读者的 每月更新的网络漫画 两万个读者 只会得到几百美元的广告收入 |
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revenue:n.收益;营业额;税务署;
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| This is 20,000 people. |
这是两万人的访问量啊 |
| Like, in what world is this not enough? |
在什么样的世界里 这个数字还不够（赚大钱） |
| I don't understand. |
我完全不理解 |
| What systems have we built where this is insufficient for a person to make a living? |
我们创造了个什么样的体系 让这还不足以 独立支撑一个人的生存 |
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insufficient:adj.不足的,不充足的;n.不足;
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| So, I actually have a theory about this. |
事实上我对这一点有一套理论 |
| I think it's been a weird 100 years. |
我认为这100年来都很怪异 |
| (Laughter) |
（笑声） |
| (Applause) |
（掌声） |
| About 100 years ago, humans figured out how to record sound onto a wax cylinder . |
大约一百年前 人类研究出了怎样在蜡桶上记录声音 |
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wax:n.蜡; v.给…打蜡; adj.蜡制的; cylinder:n.圆筒;汽缸;[数]柱面;圆柱状物;
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| That was the beginning of the phonograph . |
这是留声机的起源 |
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phonograph:n.留声机;[电子]电唱机;vt.用留声机灌音;用留声机放音;
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| Right around the same time, we figured out how to record light onto a piece of photographic paper, celluloid -- the beginning of film and television. |
大约在同一时间 我们发现了怎样将光记录 在一张相纸上 赛璐珞（电影胶片） 标志着电影和电视时代的开始 |
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photographic:adj.摄影的;逼真的;(尤指记忆)详细准确的; celluloid:n.赛璐珞;(美俚)电影(胶片);
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| For the first time, you could store art on a thing, which was amazing. |
我们第一次可以将艺术 储存在一个事物上 这是非常不可思议的 |
| Art used to be completely ephemeral , so if you missed the symphony , you just didn't get to hear the orchestra . |
艺术过去常常是转瞬即逝的 如果你错过了交响乐音乐会 你就听不到乐团的演出了 |
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ephemeral:adj.短暂的;朝生暮死的;n.只生存一天的事物; symphony:n.交响乐;谐声,和声; orchestra:n.管弦乐队;乐队演奏处;
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| But now, for the first time, you could store the orchestra's performance on a physical object, and like, listen to it later, which was amazing. |
而现在 前所未有的 你可以将乐队的演出储存在 一个实物上了 并且可以以后再听 非常不可思议 |
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performance:n.性能;表现;业绩;表演; physical:adj.[物]物理的;身体的;物质的;符合自然法则的;n.体格检查;
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| It was so amazing in fact, that for the next 100 years, between 1900 and 2000, humans built just billions and billions of dollars of infrastructure to essentially help artists do two things. |
事实上简直太不可思议了 所以接下来的100年 从1900到2000年 人们在基础设施建设上 花了数以亿计的钱 基本上是在帮助艺术家做两件事 |
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infrastructure:n.基础设施;公共建设;下部构造; essentially:adv.本质上;本来;
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| First, put their art on a thing, and second, get that thing around the world to the people who wanted the art. |
第一件 将艺术放在一件物体上 第二件 让这件物体传遍全世界 去给那些想要艺术的人 |
| So, so much industry is devoted to these two problems. |
太多太多的产业 都专注于这两件事了 |
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devoted:adj.专心致志; v.献身; (devote的过去分词和过去式)
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| Oh my gosh, there are trucking companies, and brick-and-mortar and marketing firms, and CD jewel case manufacturers , all devoted to these two problems. |
我的天 还包括货物运输公司 实体和营销公司 还有CD盒制造公司 全都致力于这两件事 |
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brick-and-mortar:adj.(有)实体的;砖瓦加水泥(常用来比喻传统企业); jewel case:n.(塑料)光盘盒; manufacturers:n.生产者;制造者;生产商;(manufacturer的复数)
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| And then we all know what happened. |
接下来我们都知道发生了什么 |
| 10 years ago, the internet matures and we get Spotify and Facebook and YouTube and iTunes and Google search, and a hundred years of infrastructure and supply chains and distribution systems and monetization schemes are completely bypassed -- in a decade. |
10年前 因特网变得成熟 我们有了Spotify Facebook YouTube iTunes和谷歌搜索 百年的基础设施 供应链和分配系统 货币化方案 在十年中 在设计出这些事物的100年后 |
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matures:成熟; Spotify:音乐播放器;音乐服务网站; Google:谷歌;谷歌搜索引擎; distribution:n.分布;分配;分发;分销; monetization:n.[金融]货币化;定为货币;货币铸造; schemes:n.方案,计划;阴谋(scheme的复数);v.计划,设计;谋划(scheme的三单形式); bypassed:v.绕道,忽视(bypass的过去分词);
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| After 100 years of designing these things, it's no wonder that it's just totally broken for creative people right now. |
就这样被完全地被绕过了 难怪对创作者来说它完全失效了 |
| It's no wonder that the monetization part of the chain doesn't work given this new context . |
难怪产业链中的货币化部分 在这种新的背景下 失去了作用 |
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context:n.环境;上下文;来龙去脉;
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| But what gets me super excited to be a creator right now, to be alive today and be a creative person right now, is realizing that we're only 10 years into figuring out this new machine -- to figuring out the next 100 years of infrastructure for our creators. |
而作为一名当今的创作者 现在使我感到非常兴奋的是 是意识到我们才刚刚花费了十年 去探寻这个新的机制 为我们的创作者 搭建未来100年的基础设施 |
| And you can tell we're only 10 years in. |
你可以看出我们才仅仅开始十年 |
| There's a lot of trial and error, some really good ideas forming, a lot of experimentation . |
有很多的尝试和错误 也有一些非常好的观点逐渐形成 进行了许多实验 |
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experimentation:n.实验;试验;
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| We're figuring out what works and what doesn't. |
我们正在搞清什么有用 什么没有用 |
| Like Twitch streamers . Who's heard of Twitch? |
就像Twitch流平台 谁听过Twitch |
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Twitch:n.抽搐;抽动;痉挛;阵痛;vi.抽搐;抽动;阵痛;vt.使抽动;攫取;猛拉; streamers:n.装饰彩纸条;条幅;横幅;(streamer的复数)
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| Twitch streamers are making three to five thousand bucks a month streaming gaming content . |
Twitch用户每个月能得到 3千到5千美元 通过上传游戏视频 |
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content:n.内容,目录;满足;容量;adj.满意的;vt.使满足;
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| The big ones are making over 100,000 dollars a year. |
厉害的人每年能赚超过10万美元 |
| There's a site called YouNow, it's an app. |
有一个网站叫YouNow 它是一个应用程序 |
| It allows musicians and vloggers to get paid in digital goods from fans. |
它让音乐家和视频博主 通过虚拟道具从粉丝那里赚钱 |
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vloggers:用法,发音,音标,搭配,同义词,反义词和例句等在线英语服务。; digital:adj.数字的;手指的;n.数字;键;
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| So, I'm also working on the problem. |
所以我也在研究这个问题 |
| Four years ago I started a company called Patreon with a friend of mine. |
四年前我和我的一个朋友 开了一家叫Patreon的公司 |
| We're 80 people now working on this problem. |
我们现在有80个人在研究这个问题 |
| It's basically a membership platform that makes it really easy for creators to get paid -- every month from their fans to earn a living . |
它本质上是一个会员平台 一个让创作者非常容易 得到报酬的平台 他们每月从粉丝那里赚钱来维持生活 |
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basically:adv.主要地,基本上; membership:n.成员资格;(统称)会员;会员人数; platform:n.平台; v.把…放在台上[放在高处; earn a living:谋生;活命;
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| For a creator, it's like having a salary for being a creative person. |
对于创作者来说就像 拿着薪水去成为一个有创造力的人 |
| And this is one of our creators. |
这是我们的创作者之一 |
| They're called "Kinda Funny." |
他们叫做 有点搞笑 |
| They have about 220,000 subscribers on YouTube. |
他们在YouTube上 有大约22万的订阅者 |
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subscribers:n.订阅者,[金融]认股人;捐款人(subscriber复数形式);
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| And when they upload a video, it gets somewhere around 15,000 views to 100,000 views. |
当他们上传一个视频时 大约会得到1万5到10万的浏览量 |
| I want you to check yourselves right now. |
我想请大家现在想想 |
| I think when we hear numbers like that, when we hear "15,000 views," |
当我们听到那样的数字 听到 1万5的浏览量 |
| and we see content like this, we just snap categorize it as being not as legitimate as a morning show that you'd hear on the radio or a talk show that you'd see on NBC or something |
并且看到了这样的内容 我们会立刻认为这不合理 就像你在收音机听到的晨间节目 或者是你在NBC之类听到的脱口秀 |
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categorize:vt.分类; legitimate:adj.合法的;正当的;合理的;正统的;v.使合法;认为正当(等于legitimize); talk show:n.脱口秀;
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| But when "Kinda Funny" launched on Patreon, within a few weeks, they were making 31,000 dollars per month for this show. |
但是当 有点搞笑 在Patreon上推出 在几周之内他们就能够 平均每月赚到3万1千美元 就靠这个节目 |
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launched:v.发射;发起;开展;开始;(launch的过去式和过去分词)
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| It took off so fast that they decided to expand their programming and add new shows, and now they launched a second Patreon page -- they're making an additional 21,000 dollars per month. |
它发展得太快了以致于 他们决定扩展节目规划 并且增添新的节目 然后现在他们有了第二个Patreon主页 每个月他们可以额外赚到2万1千美元 |
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expand:v.扩张;使膨胀;详述;发展;张开,展开; additional:adj.附加的,额外的;
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| And they're scaling what's essentially becoming a media company, financing the whole thing through membership. |
他们已经扩张到差不多 成为一家媒体公司了 所有的资金都来自于会员制度 |
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scaling:n.缩放比例; v.剥落; media:n.媒体;媒质(medium的复数);血管中层;浊塞音;中脉;
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| OK, here's another example. |
这是另一个例子 |
| This is Derek Bodner, a sports journalist who used to write for Philadelphia Magazine until a few months ago when the magazine cut out all sports coverage . |
这是Derek Bodner 一个曾为费城杂志撰稿的体育记者 几个月之前这家杂志 删掉了所有的体育新闻报道 |
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journalist:n.新闻工作者;报人;记日志者; Philadelphia:n.费城(美国宾夕法尼亚州东南部港市); coverage:n.覆盖,覆盖范围;
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| Now he writes articles and publishes them on his own website -- he's still covering sports, but for himself. |
现在他在自己的网站上 创作并且发布文章 他仍然报道体育 但是是为了他自己 |
| financing it through membership. |
通过会员制度赚钱 |
| This is Crash Course -- free educational content for the world. |
这是速成班 提供免费的教育内容给全世界 |
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Crash Course:速成课(等于cramcourse); educational:adj.教育的;有关教育的;有教育意义的
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| This show is actually on the PBS digital network -- 29,000 dollars per month. |
这个节目在PBS数字网络上播出 每月2万9千美元收入 |
| This is a duo sailing around the world, getting paid every month for documenting their travels |
而这两人航行全世界 通过记录他们的旅行获得收益 |
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duo:n.二重奏;二重唱;二人组;
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| This is a podcast , "Chapo Trap House", making -- actually, since I screenshotted this, they're making an additional 2,000 dollars per month, so they're now making 56,000 dollars per month for their podcast. |
这个播客 城市陷阱屋 能赚到 实际上自从我截了这个图 他们每个月能多赚2千美元 所以他们现在通过博客 每月能赚取5万6千美元 |
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podcast:n.播客; Trap:v.使陷入困境;卡住;夹住;收集;吸收;n.陷阱;圈套;捕捉器;诡计;
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| And Patreon's not the only one working on the problem. |
Patreon不是唯一一个 研究这个问题的平台 |
| Even Google's starting to work on this. |
甚至谷歌也在研究它 |
| A couple years ago, they launched Fan Funding; more recently , they launched Super Chat as a way for creators to monetize live streaming. |
几年前他们推出了 粉丝众筹 最后又推出了 超级聊天 作为一种能将创作者的 直播流变现的途径 |
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recently:adv.最近;新近; monetize:vt.定为货币,使成为合法货币;铸造成货币;
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| Newspapers are starting to experiment with membership. |
报纸也开始尝试会员制 |
| New York Times has a membership program; |
纽约时报有一个会员项目 |
| The Guardian has over 200,000 paying subscribers to its membership program. |
卫报有超过20万的付费订阅者 在它的会员项目中 |
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Guardian:n.[法]监护人,保护人;守护者;adj.守护的;
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| There's this bubbling soup of ideas and experiments and progress right now, and it's pointing in the direction of getting creators paid. |
现在想法 实验 进步就像 滚汤中上涌的气泡 并且它指出了能让创作者赚钱的方向 |
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bubbling:v.起泡;冒泡;洋溢着(某种感情);(bubble的现在分词)
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| And it's working. |
并且效果很不错 |
| It's not, like, perfect yet, but it's really working. |
虽然它现在还不完美 但效果很明显 |
| So, Patreon has over 50,000 creators on the platform making salaries -- getting paid every month for putting art online, for being a creative person. |
现在Patreon上有超过5万个创作者 在这个平台上赚取薪水 通过将艺术放到网上 来得到每月收入 去成为一个创作者 |
| The next hundred years of infrastructure is on the way and it's going to be different this time because of this -- because of the direct connection between the person who makes the thing and the person who likes the thing. |
未来一百年的基础建设正在进行中 并且这次它将变得不同 因为这个 这个在创作者和追随者之间 建立的直接联系 |
| About seven or eight years ago, |
大概七八年前 |
| I went to a cocktail party . |
我去参加一个鸡尾酒派对 |
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cocktail party:n.鸡尾酒会;
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| This is when the band had hit our first machine, so things were really cranking . |
那时乐队第一次使用这种机制 万事开头难 |
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cranking:v.用曲柄转动(或启动);(crank的现在分词)
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| We had just made about 400,000 dollars in one year through iTunes sales and brand deals and stuff like that. |
我们刚刚在一年之内赚到40万美元 通过iTunes销量和品牌交易等途径 |
| And this guy comes up to me and says, "Hey, Jack, what do you do?" |
这家伙来到我面前说 你好 杰克 你是做什么的 |
| I said, "I'm a musician." |
我说 我是一个音乐家 |
| And he just sobered up immediately, and he stuck out his hand, put a hand on my shoulder, and in a real earnest , very nice voice he was like, "I hope you make it someday." |
他立刻变得严肃起来 然后他伸出一只手 另一只手搭在我的肩膀上 用非常认真,友好的语气说 我希望你某一天会成功 |
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sobered:v.(使)变得持重,变得冷静;(sober的过去分词和过去式) earnest:adj.认真的,热心的;重要的;n.认真;定金;诚挚;
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| (Laughter) |
（笑声） |
| And ... |
还有 |
| I have so many moments like that logged in my memory. |
我记忆里有太多相似的时刻了 |
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logged:v.把…载入正式记录;记录;行驶;采伐;(log的过去分词和过去式)
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| I just cringe thinking of that. |
我一想到这些就会有些怯懦 |
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cringe:vi.畏缩;奉承;阿谀;n.畏缩;奉承;
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| It's so embarrassing to just not feel valued as a creative person. |
作为一个创作者却不被认为有价值 这实在是太尴尬了 |
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embarrassing:adj.令人尴尬的; v.使尴尬; (embarrass的现在分词)
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| But as a species , we are leaving that cocktail party behind. |
但是作为一个物种 我们正在将那个鸡尾酒派对抛到脑后 |
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species:n.[生物]物种;种类;
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| We're leaving that culture, we're out of there. |
我们正在远离那种文化 离开那个圈子 |
| We're going to get so good at paying creators, within 10 years, kids graduating high school and college are going to think of being a creator as just being an option -- |
在10年之内 我们会越来越擅长 为创作者支付报酬 孩子们从中学和大学毕业后 也会将成为一名创作者 当作一个选项 |
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option:n.选择;可选择的东西;
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| I could be a doctor, I could be a lawyer, |
我可以成为一个医生 我可以成为一个律师 |
| I could be a podcaster, I could have a web comic. |
我可以成为一个播主 我可以开一个网络漫画 |
| It's just going to be something you can do. |
它将是一件你可以去做的事 |
| We're figuring it out. |
我们正在努力 |
| It's going to be a viable and sustainable and respected profession . |
它会成为一个可行的 可持续的 并受到尊敬的职业 |
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viable:adj.可行的;能养活的;能生育的; sustainable:adj.可以忍受的;足可支撑的;养得起的;可持续的; profession:n.行业,职业;业内人士;同行;
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| Creators are going to come out the other end of this weird 100 years, this century-long journey , with an awesome new machine. |
创作者将从这奇怪的百年 这个世纪之旅的 另一端走出来 伴随着一个绝妙的新机制 |
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journey:n.旅行;行程;vi.旅行; awesome:adj.令人敬畏的;使人畏惧的;可怕的;极好的;
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| And they're going to be paid, and they're going to be valued. |
他们将会获得报酬 他们将会受到重视 |
| Thanks, everybody. |
谢谢大家 |
| (Applause) |
（掌声） |
| I think it went pretty well. |
我认为讲得非常不错 |
| I want artists who saw that to not give up -- to know that we're getting there. |
我想让看到它的艺术家们不要放弃 让他们知道我们正在改变现状 |
| It's not there yet, but in a couple years, there will be so many systems and tools for them to just make a living online, and if they've got a podcast that's starting to take off, but they're not able to make money on it yet, that's happening and they're going to be paid. |
现在还没有完全实现 但在未来的几年内 会有更多的体系和工具出现 使他们可以在网络上谋生 如果他们已经有了一个播客 开始跃跃欲试 但目前还不能够通过这个赚钱 这很正常 但他们以后会赚到钱的 |
| It's happening. |
指日可待 |