A sea change is coming. It has to.
The distributors of media are in the middle of it. Book publishers, music producers, film and television makers. Even Seth Godin, international marketing guru who has made a tremendous amount of money through publishing a whackload of books, has decided he’s never going back to traditional publishing. There was a time that a creative person could only share their stories with a handful of people on their own. They needed a distributor/broadcaster/record label to share their art with the world. That’s no longer the case. Artists can reach their audience directly online. Even if they don’t want to.
Especially if they don’t want to. Because people are getting their content for free. Even if the artist is not distributing it for free. It’s a digital world, baby, and as soon as something exists digitally, there is a way to get your hands on it without paying. The thing is, no one can be blamed for this. It’s human nature. It comes down to the old maxim:
“Why buy the cow, when you can get the milk for free?”
