Balancing Act: The Role of Digital Platforms in Shaping the Conditions of Creative Work

The platformization of the creative industry has fundamentally transformed the landscape of creative work. This working paper examines the impact of digital platforms on creative workers, focusing on the dichotomy between platform control and worker autonomy. It examines both conventional artistic occupations like musicians and photographers as well as “new” professions like bloggers and podcasters. Social media and streaming platforms have democratized access to global audiences, fostered unprecedented creativity, offered flexible working arrangements and enhanced opportunities for self-promotion and networking. However, platform-based work can be unstable, characterized by irregular income, lack of job security, and the concentration of power in a few dominant platforms, or gatekeepers. This paper calls into question the performative nature of platform algorithms and governance structures to actively shape and influence the behaviour of creative workers, social norms and market dynamics. The paper advocates for comprehensive policies and strategies to harness the benefits of creative platforms while mitigating their downsides, ensuring fair compensation, protecting intellectual property rights, and promoting a sustainable and inclusive digital creative economy. Future research should explore definitions and measurements of creative workers on platforms, the long-term impact of platformization, and the transformative potential of artificial intelligence.