Internet Now Your One-Stop Promo Shop

SELLING IN CYBERSPACE
by Andy Marx

With the ever-increasing affordability of sophisticated computer equipment, the power to create product is now firmly within the grasp of anybody with the desire.

For example, only a few years ago it may have cost $500,000 and rooms full of equipment to produce a record album.

These days--with the advent of MIDI and digital technology in general--it can be done for a fraction of that cost in a small space.

And the world of film is not far behind. With digital editing now almost as prevalent on computers as desktop publishing systems, look for filmmakers with miniscule pocketbooks to have the ability to churn out films at a low cost.

But even with all this power to create, filmmakers, musicians and artists are still finding one area in which they have no control--distribution of their product.

Artists who've made a film or record in their living room and now are trying to get it distributed may soon find solace on--of all places--the Internet.

Los Angeles-based Kaleidoscope Media has launched the first multimedia system that allows artists to buy and sell over the service, showcasing the work of independent artists, musicians, writers, filmmakers, performers, CD-ROM authors and software developers.

Originally designed as a communications network for military research sites and universities, the Internet now includes more than 20 million private and commercial users and many consider it to be a prototype for the "information superhighway."

The idea for Kaleidospace--which is the name of the company's site on the Internet--was hatched by Jeannie Novak and Peter Markiewicz, who wanted to empower indie artists who have been ignored by major record labels, publishing houses and even large film companies.

"As the cost of producing works drops, it will really be commonplace for artists to independently promote their own products," said Novak, who found herself in the position of many artists when she began independently producing her own CD--with little or no interest from major distributors. "Soon, large numbers of people will be able to buy and sell in cyberspace."

Kaleidoscope creates an online electronic catalog with a graphic interface on which artists may display short excerpts from their products.

Musicians, for example, could showcase 30-second samplings from their work.

Promotional information, such as bios and interview footage, are also available. Users interested in the products can order them over the Internet.

Markiewicz estimates that close to 140,000 a month use the service.

There are 10 sections, including "Screening Room," which features clips of artists' movies; "Music Kiosk," featuring excerpts from performers' albums; "Art Studio," which contains fine art and cartoons; and "Center Stage," with film clips of live performers.

Artists on the service retain full rights to their work, although they do have to pay a monthly fee. According to Novak, Kaleidoscope is seeking work from independent artists and small companies producing graphic and fine arts, CD-ROMs, music, written works, film, performance, animation and video.

"We're going to listen to everyone," Novak said. "We want to develop a style. We're taking things sight unseen."

And because the Internet is completely uncensored, she adds, "We are exerting a certain amount of control. I doubt if we would put something as violent as 'Mortal Kombat' up on the service."