Chapters five and six of “Spreadable Media” are among my favorite readings of the program. The chapters embody the question that many of my close friends and clients have been trying to answer for the past decade.
How do you take your passion and turn it into something self-sustaining or profitable?
Each version of that question has different variables. Some people don’t want to live in cities. Some people don’t want to give their talent away for free. Some people don’t want to spend their creative energy on marketing.
Despite the variables, I think most agree that “spreadable content” is part of that answer.
(my buddies had over 1 million views in a month with this video, but it didn’t amount to much)
The commercial examples used in “Spreadable Media” are interesting for the purpose of discussing spreadability, but aren’t that relevant to the scenario I’m painting because (in my humble opinion) all cited successes had two things in common:
- examples usurped people/trends that were already famous/viral
- examples had a fair amount of financing or major corporate backing
Most people aren’t inherently wealthy or well-known (unlike this lot). Therefore, for those of us who aren’t working with big budgets, our challenge (as artists OR communication professionals) is to fine tune our communications to connect with our target audiences.
But how do we do that when we are limited by budget? What do we do when we are relatively unknown? Should we self-impose a time limit before throwing in the towel?