For all the Creators reading this - I think this is an unnecessarily cynical POV and also generally the wrong advice for anyone looking to make money from content.
Making a living as an Artist / Creator has literally NEVER been EASY - see the old trope about every waiter in LA being a failed actor - but it’s also literally NEVER been EASIER - see the 13 million full-time Creators last counted in the US.
It’s true artists should make as much content as possible. That’s always been true. What’s different is that artists also need to spend time and energy thinking about and executing on things like audience growth, community development, and general business management - including marketing, sales, and ops. Otherwise they will starve.
Lastly - the new paradigm isn’t 1000 true fans, it’s Li Jin’s 100 true fans. Lots of creators are getting $1000 a year from people who find real value in their work…so don’t aim low. Think about how to deliver $1000 worth of value!
Hi Avi, thanks for reading and sharing this perspective. You make a lot of the same points as me - I say that it's never been easier to have a direct connection with your audience and therefore generate revenue for your art. I spend more on newsletter subscriptions than I do on charity these days. And all the marketing can be done creatively too. I didn't go into Derek Sivers' Your Music and People stuff about considerate fame, but I go back to it regularly and try to stick to its principles. The only slightly different POV I'm giving is that you shouldn't focus on what people will think of your art while making it. I wouldn't call that pessimistic at all.
Hmm that’s fair, though I did feel the premise and vibe of the article were negative.
I still think not caring about the audience’s opinion is bad advice. All artists who achieve greatness during their lives cared about what their audience - or, at least, their patrons and commissioners - thought.
If your goal is to make a living from art, you have no choice. Making art for yourself is how you have a fulfilling hobby. Making art for others is how you build a fulfilling career.
Absolutely agree with that. Be considerate. Publish and take notes and see what works well and where you bring value to an audience.
But when you're in the act of creation, be true to the art itself. Easier said than done of course!
A lot of this was advice to myself. I really struggle with all this and wanted to write it out to figure out if it really is a paradox or the two things can both be true.
I think the other difficult paradox to overcome (both mentally and commercially) is the network effect whereby "many of the Superfans will follow the biggest stars". But, of course, the biggest stars were also once the smallest.
So I manage to keep myself sane with the assumption that talent is only one part of a random, multi-factorial lottery which cannot be influenced and taking any n=1 approach to the long-tail is doomed.
That sounds logical. Of course, it's totally reasonable to think and hope that one day you will inspire the admiration of superfans, but if that's your main focus, you might not be producing your best work. That's my point - hope it comes across that way...
I don't agree with the wording that superfans are a minority and are already following Stephen King or Rhianna.
Ie people don't think "I'm going to be a superfan, who should I follow"
Superfans are ordinary people who have been attracted to, or converted to, the work/creative endeavours of the person in question.
It is not your (or my) role to convert other peoples superfans to our own. It is our role to cultivate our own superfans.
Because superfans are ordinary people, there is a seemingly over abundance of people who could potentially become superfans. There is no limited supply or worry that Stephen King has snatched the last of them.
Our only issue is being clear on what our message/creation is, and getting it in front of as many people as possible. The superfans will grow from there.
If only 15% of people are superfans (and I’m only ever an avid fan, not actually a super fan of anyone myself) then it’s possible that these 15% will never be interested in what a specific creator has. No matter what. Because it doesn’t punch the right 15% of buttons. So I feel like you’re onto something. Also, aren’t people allowed variety in life? I’m totally fine with people subscribing and unsubscribing as they like. Free will and such. I don’t need super-mental-slaves who are forced to follow me around like doped up fools, buying all my silly stuff.
I also agree. Write for yourself first. People will either like it or they won't. But if you get these 1000 fans by compromising yourself then it's ultimately worthless.
I guess one has to simply trust that there are 1000 (or whatever number) of people who will love what you do. The real trick is finding those people. Because they won't come to you just through sheer luck.
That's the self-promotion problem - and I'm shit at it.
For all the Creators reading this - I think this is an unnecessarily cynical POV and also generally the wrong advice for anyone looking to make money from content.
Making a living as an Artist / Creator has literally NEVER been EASY - see the old trope about every waiter in LA being a failed actor - but it’s also literally NEVER been EASIER - see the 13 million full-time Creators last counted in the US.
It’s true artists should make as much content as possible. That’s always been true. What’s different is that artists also need to spend time and energy thinking about and executing on things like audience growth, community development, and general business management - including marketing, sales, and ops. Otherwise they will starve.
Lastly - the new paradigm isn’t 1000 true fans, it’s Li Jin’s 100 true fans. Lots of creators are getting $1000 a year from people who find real value in their work…so don’t aim low. Think about how to deliver $1000 worth of value!
Hi Avi, thanks for reading and sharing this perspective. You make a lot of the same points as me - I say that it's never been easier to have a direct connection with your audience and therefore generate revenue for your art. I spend more on newsletter subscriptions than I do on charity these days. And all the marketing can be done creatively too. I didn't go into Derek Sivers' Your Music and People stuff about considerate fame, but I go back to it regularly and try to stick to its principles. The only slightly different POV I'm giving is that you shouldn't focus on what people will think of your art while making it. I wouldn't call that pessimistic at all.
Hmm that’s fair, though I did feel the premise and vibe of the article were negative.
I still think not caring about the audience’s opinion is bad advice. All artists who achieve greatness during their lives cared about what their audience - or, at least, their patrons and commissioners - thought.
If your goal is to make a living from art, you have no choice. Making art for yourself is how you have a fulfilling hobby. Making art for others is how you build a fulfilling career.
Absolutely agree with that. Be considerate. Publish and take notes and see what works well and where you bring value to an audience.
But when you're in the act of creation, be true to the art itself. Easier said than done of course!
A lot of this was advice to myself. I really struggle with all this and wanted to write it out to figure out if it really is a paradox or the two things can both be true.
I think the other difficult paradox to overcome (both mentally and commercially) is the network effect whereby "many of the Superfans will follow the biggest stars". But, of course, the biggest stars were also once the smallest.
So I manage to keep myself sane with the assumption that talent is only one part of a random, multi-factorial lottery which cannot be influenced and taking any n=1 approach to the long-tail is doomed.
That sounds logical. Of course, it's totally reasonable to think and hope that one day you will inspire the admiration of superfans, but if that's your main focus, you might not be producing your best work. That's my point - hope it comes across that way...
I hope to never face a horde of superfans and will follow your preventative advice to write my best work. 😛
I agree, Shoni.
Thanks for reading (and agreeing)!!
I don't agree with the wording that superfans are a minority and are already following Stephen King or Rhianna.
Ie people don't think "I'm going to be a superfan, who should I follow"
Superfans are ordinary people who have been attracted to, or converted to, the work/creative endeavours of the person in question.
It is not your (or my) role to convert other peoples superfans to our own. It is our role to cultivate our own superfans.
Because superfans are ordinary people, there is a seemingly over abundance of people who could potentially become superfans. There is no limited supply or worry that Stephen King has snatched the last of them.
Our only issue is being clear on what our message/creation is, and getting it in front of as many people as possible. The superfans will grow from there.
Focus on the work, exactly! Thanks for your thoughtful comment.
If only 15% of people are superfans (and I’m only ever an avid fan, not actually a super fan of anyone myself) then it’s possible that these 15% will never be interested in what a specific creator has. No matter what. Because it doesn’t punch the right 15% of buttons. So I feel like you’re onto something. Also, aren’t people allowed variety in life? I’m totally fine with people subscribing and unsubscribing as they like. Free will and such. I don’t need super-mental-slaves who are forced to follow me around like doped up fools, buying all my silly stuff.
I think that's why the Substack model is so good. There is hope for smaller artists to connect directly with regular fans!
I also agree. Write for yourself first. People will either like it or they won't. But if you get these 1000 fans by compromising yourself then it's ultimately worthless.
I guess one has to simply trust that there are 1000 (or whatever number) of people who will love what you do. The real trick is finding those people. Because they won't come to you just through sheer luck.
That's the self-promotion problem - and I'm shit at it.
Yeah it's a tricky balance hey? You want to write for yourself but also learn and grow from how others receive it, right?
Yep!