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May 12, 2005

Xeni Jardin: Joi Ito blogs about an exchange he had with his sister Mimi regarding an anime fan-scene in Japan. The activity resulting from "illicit" Naruto derivations created by fans amounts to a convincing case study for the notion that filesharing can generate new fans and consumers.
If you go to the site that lists the BitTorrent files of Naruto, you will see that fans have subtitled the episodes into a variety of languages like Hebrew, Portuguese, French... When new episodes of Naruto come out, the fans get together on IRC and other fora and collaborate and create subtitled versions and put them online. If you search for Naruto on Amazon.com, you find a page where the fans are voting for the DVD release and the notice says that they will notify the publisher of the voting. (It would be interesting to find out if the publisher or the fans initiated this.) It also appears that when a local DVD is released, the fans take down their subtitled episodes for that region. By allowing the fans to create demand, the publishers are using these file sharing networks and illegal derivative works as an extremely efficient form of marketing. Thanks to the network of Internet anime fans, Naruto is still niche, but popular globally.

This kind of publisher approved "piracy" is not a new thing. Dojinshi, are comics created by fans of Japanese comics. They are illegal derivative works. They make their own stories using famous comics as the base. They have huge conventions and it's an amazing community. The publishers of most of these comics encouraged this dojinshi culture because they realized that this increases the demand for the originals. These derivative works and sharing creates "fans" not "lost customers".

blog post
Originally posted by Xeni Jardin from Eyebeam reBlog, remediated by yatta on May 12, 2005 at 02:13 PM