Crowdsourcing has come to represent everything unethical about working with creative people. It is almost always synonymous with spec-work, or contests where everyone is making work for free hoping to be named the winner and receive the fabulous prize. Sadly, by design, 99 percent of the entrants will be labeled losers and the contest organizer will get to chose from a big pool of work that they didn’t have to pay for.
But it doesn’t have to be this way. It is possible to ethically work with a big, group of creative people. I’d like to talk about how and why to do this.