notes on a revolution

“Publishing is a marketing strategy for the owner of a community”

Unfortunately, his words, not mine. I was lucky enough however to spend some time with Richard when I was in New York in September, and the man is every bit as lovely as he is smart.

Which let me tell you, is very, very smart.

His words were ringing in my ear last week when well known DJ and mash-up specialist Girl Talk dropped his latest mix, All Day. Anyone who was interested has no doubt already acquired it, but if you have failed to do so you should get it and can do so at little personal cost on account of the fact that it is indeed free.

This is not the first release Girl Talk has put out for free - his last one, 2008’s Feed The Animals you could pay if you wanted to, but it was entirely optional. Since that release however he has gone from a US-based club-hopping DJ to an international act spending much of his time on the road rather than in a lab in Pittsburg.

Given Girl Talk’s music is made almost entirely of samples, there is not the kind of revenue stream available to him in the form of publishing royalties which is where any act of a certain size will make the bulk of their money. What he does have though is a loyla following the world over, and sold-out shows wherever he appears.

(cue lightbulb)

In making his music, he acquired a fanbase (aka a community). His income is drawn from connecting with them via live appearances, and in the interim he gives them souvenirs (his albums) they can take and share with others. He publishes to market his community.

Deus Ex, a custom motorbike shop here in Sydney did the same, publishing a book showcasing its highly sought-after motorcycles. It also extended itself into clothing, and is soon (shh don’t tell anyone) to extend itself State-side.

Most companies start with a product then go and find an audience (including the two examples above). What I think we’re going to start seeing more of are communities where the owner moves into publishing content from that community, or for that community. The titans of the media world would have us believe the sky is falling - and for those who have no choice but to put “industry” after “publishing”, it is.

But for those who publishing is now just another tool in the business and marketing warchest thanks to the vastly diminished costs of doing so, options that were never on the table are now open to everyone.

My question is, what are we going to do with them?

Lean in

In a situation where things are awkward or not going the way you planned, the natural compulsion is to pull back under the guise of getting some distance or perspective. In a romantic relationship, it can be to go out drinking with friends, vent, and try to move past whatever it is. In business, it can be dodging that call from a client, partner or colleague or simply failing to make the call yourself.

When you lean in in these situations however, magic happens. Anxiety dissipates. Clarity is gained. And trust is built. It takes a lot to lean in, and 9 times out of 10 you won’t want to.

But give it a try next time you feel compelled to pull back; you might be surprised where it gets you.

David Gillespie (me) interviewed on the Cliqology podcast

On the back of all the madness around Digital Strangelove, Scott Hoffman got in touch and asked me to join his show to talk about some of the ideas in the presentation. Being an atrocious narcissist I of course said yes!

We talk about the presentation itself, the response it received, and how some of the ideas contained within are going to play out over the next few years. I had a great time doing it, and will be rejoining Scott in the new year to do a special look at how small businesses can apply some of the thinking to what they do.

Hope you enjoy it, and thanks again to Scott for having me!

Digital Strangelove - or How I Learned To Stop Worrying and Love The Internet

Digital Strangelove (or How I Learned To Stop Worrying And Love The Internet)

.