Kevin Kelly has an interesting idea about a way for independent creators to achieve success without trying to create a “blockbuster hit”. Given the difficulty involved in achieving blockbuster hit status, I was immediately intrigued. Kevin argues that independent creators can harness the idea of the “long tail”, and achieve success by trying to find 1,000 True Fans.
In case you haven’t heard the term before, the “long tail” is the idea that there are a nearly infinite number of niches, and that by leveraging a site like Lulu, independent creators whose work fills one of these niches can find a market for their book, CD, video, etc. which might not have a place in a more traditional setting. This benefits the company as well, since a large number of creators selling small numbers of niche titles can be profitable to the company.