“Businesses that historically would have raised venture capital, but were deciding to forgo funding and blaze their own trail independent of the pressure and expectations that come with outside investment. [...]
I think we’re entering a golden age for Indie businesses. Some will take the shape of long term durable companies, others will take the shape of projects that spin up and wind down to meet bursts of demand or to scratch a passing itch. [...]
With democratized digital distribution and the rise of crowdfunding sources of capital, many companies will be in a position to stay independent and play by their own rules. And I think that’s a very important and powerful development worthy of it’s own word.” (Full articles here and here)
A clear parallel can be made to the changes in the way artists are able to sustain themselves. There are more and more incredible indie labels out there to support and amplify artists in a sustainable and organic way. Our friends at Kickstarter have enabled film makers, craftsmen and many others to raise funds to continue creating, and market to an eagerly awaiting market of supporters.
The perspective for these indie artists is different from those artists still caught up in the MTV era. The latter wants nothing more badly than to be on The Voice as a special guest, or in US Weekly with their famous boyfriend, or be grabbed up by the mythical king-making hand of a major label that makes everything easy for them and gives them a bag of money. Some of those artists will succeed for a certain period and for that more power to them. But most artists that pursue this will fall between the cracks, because those cracks are wider than the boards they’re between.
It’s a lot harder to build your own floor, and it takes a lot longer than just hiring a big company to make it for you. The hard work is a lot less sexy than the sun glasses and the fancy parties you thought you might attend. But if you build your own floor, with the help of a dedicated small team/label that’s on the same page as you are, you can make sure the boards close tightly and you’ll never fall lower than the last level you built. Below is a beautiful short video on 9 independent businesses that are sprouting up and working hard in the city of Detroit.
- It’s Not Always The Major Label’s Fault (Or Artist’s Motivation) (read)