Lessons from the fans

A lot of discussion has circled around Kevin Kelly’s thoughts about true fans and how anyone with 1000 true fans can make a decent living out of whatever it is he or she may be doing.

It’s a very interesting discussion with a much deeper meaning than meets the eye. Because why stop at a somewhat small time artist and 1000 fans? Why not use this as the basis for rethinking distribution?

I know its complex, but think about this for a minute: What if artists, media companies - content producers as such - thought of their audience as fans and were dedicated to serving noone but the fans? I think some interesting things would happen.

Illegal copying and distribution will cease to be an issue. Because real fans buy the album, the movie or whatever anyways, and through doing that they support the original creator of the work beyond whats necessary from a pure financial view point.

Quality of product development will (hopefully) increase as no-one wants to upset a true fan. The creator of content will walk that extra mile, and the content or work will become more relevant and spur even more fans to take up a passionate liking to the original artist.

Marketing spend will decrease, because true fans spread the good vibes about the quality of the content themselves.

Original creators will become less vulnerable to changes in the economic climate, trends or other market conditions. Because real fans continue to be fans even when the going gets tough.

Finally, better content will be produced as it is simply more inspiring and fun to develop new stuff for people you know and cherish as fans than just anonymous consumers.

Is there any good reason for you not to think of yourself as someone creating content or services for true fans?

Vad NU! is a consultancy company owned by Mads Kristensen and specialized in helping clients take advantage of the business opportunities created by new media. Click to learn how I can help you and your company.