Going Independent. In This Economy?

In recent years, we've seen a seismic shift in the creative landscape. The traditional gatekeepers - the publishers, the studios, the record labels - are no longer the only path to success. Thanks to the proliferation of digital tools, it's now possible for anyone to create, distribute, and monetize their work independently.

The definition of a creator is so expansive and can be applied to so many areas. Your plumber could be a creator. DIY videos for how to fix your toilet or any number of household appliances are huge on YouTube and can bring in as much income if not more than their primary jobs. One of the biggest plumbing YouTube channels is by Roger Wakefield with over 600k subscribers.

When it comes to tech and business creators, most recently, Taylor Lorenz and Jon Erlichman made the jump, while people like Casey Newton and Eric Newcomer have been doing this for years.

But while the barriers to entry may be lower than ever, the path to success as an independent creator is far from easy. It takes a unique blend of skills, traits, and strategies to stand out in an increasingly crowded field.

What does it really take to thrive as an independent creator in today's world?

Here are a few key ingredients:

Distinct voice and vision

There are countless examples of individuals who have built successful careers by leveraging their unique voices and styles. From YouTubers like Casey Neistat with his energetic vlogs and Hannah Hart with her quirky cooking comedy, to Instagram influencers like Mari Andrew with her introspective illustrations and Murad and Nataly Osmann with their wanderlust-inspiring travel photos, to bloggers and writers like Mark Manson with his no-nonsense advice and Luvvie Ajayi Jones with her wit and social commentary, to TikTok sensations like Tabitha Brown with her soothing presence and Khaby Lame with his wordless humor, these creators have cultivated distinct personalities that resonate with their audiences. Their authenticity, creativity, and consistency have earned them loyal followings and thriving careers in the digital space.

Independent creators don't have the luxury of broad, mass-market appeal. To thrive, you need to cultivate a deep, genuine connection with a specific niche or community. This means understanding your audience's needs, desires, and pain points intimately, and creating work that resonates with them on a profound level.

Tying to appeal to everyone is a surefire path to appealing to no one. Without the backing of a major studio, publisher, or label, independent creators simply don't have the resources or reach to capture a broad, mass-market audience. And that's okay – in fact, it can be a major advantage.

The key to success as an independent creator is to focus on depth over breadth. Rather than trying to create something that everyone will like a little, you need to create something that a specific group of people will love a lot. This means diving deep into a particular niche or community, and creating work that speaks directly to their unique needs, desires, and pain points.

Your goal is not to be a small fish in a big pond, but a big fish in a small pond. By focusing on a specific niche, you can establish yourself as a go-to authority and thought leader in that space. You can build a loyal, engaged audience who sees you not just as a creator, but as someone who truly understands and cares about their interests and concerns.

But cultivating this kind of deep, genuine connection with your audience requires more than just creating content in their general area of interest. It means really taking the time to understand who they are, what they care about, and what challenges they face. It means engaging with them directly, listening to their feedback and insights, and incorporating that knowledge into your creative process.

One way to hone your distinct voice is to consume a wide range of work in your field, paying attention to what resonates with you and what doesn't. What themes, styles, or approaches do you find yourself consistently drawn to? What do you admire about your favorite creators' work, and how can you incorporate those elements into your own practice in a way that feels authentic to you?

Having a distinct creative voice is having a clear sense of purpose behind your work. What is the driving force behind what you create? What message or emotion do you hope to convey to your audience? Having a strong why can help guide your creative decisions and ensure that your work is infused with meaning and intention.

It's also important to recognize that your creative voice will likely evolve over time, as you grow and change as a person and as an artist. Embrace this evolution, and don't be afraid to let your voice and vision shift and mature.

Resilience and grit

The life of an independent creator is not for the faint of heart. You're putting your work and yourself out there for the world to see and judge. Not everyone will appreciate or understand your vision, and you'll inevitably face your fair share of naysayers and critics. It can be a brutal and emotionally draining experience, especially when you've poured your heart and soul into a project.

Rejection and criticism are an inevitable part of the creative process. The key is to not let them define or deter you. Instead, you need to develop a thick skin and learn to view these experiences as opportunities for growth and improvement. Use feedback, even the negative kind, as fuel to refine your craft and push yourself to be better.

Unlike traditional creative roles, where you might have the support of a larger organization or team, being an independent creator means taking on a multitude of responsibilities and facing a unique set of challenges. You're not just responsible for the creative work itself, but also for marketing, promotion, financial management, client relations, and a host of other tasks.

Self-employment means navigating how you handle your own health care costs out of pocket, depending on where you live. It means that your life and work begin to blur and finding ways to draw a clear line becomes more difficult. Many creators experience burnout after a short period of time because of the constant need to be developing new content.

This can be overwhelming, especially if you're working with limited resources and support. It's easy to get bogged down in the day-to-day minutiae and lose sight of the bigger picture. It's crucial, therefore, to be highly organized, efficient, and adaptable. You need to be able to prioritize tasks, manage your time effectively, and be willing to learn new skills on the fly.

Succeeding as an independent creator requires a level of resilience and persistence that goes beyond the norm. You need to be able to weather the ups and downs, the dry spells and the creative blocks, the financial instability and the self-doubt. You need to be able to pick yourself up after every setback and keep pushing forward, even when the path ahead seems unclear or insurmountable.

Entrepreneurial savvy

As an independent creator, you're not just an artist - you're a business owner. You need to be strategic about how you package, price, and promote your work. You need to be constantly experimenting with new revenue streams and distribution channels. And you need to be adept at networking, collaboration, and relationship-building.

As an independent creator, your role extends far beyond simply creating art or content. You are, in essence, the founder and CEO of your own creative enterprise. This means that in addition to honing your craft, you must also develop a keen business acumen and a strategic approach to managing your career.

When you’re starting out you’re unlikely to have staff to help bring in sponsorships or sell products. You’ll need to spend a portion of your time not creating but getting your work funded. It’s a balancing act of growing an audience large enough for a brand to want to be associated with your content to reach your audience and reaching out to the brands you want to sponsor you. You’ll need to use services like fourthwall to sell products yourself. In terms of sponsors, you could reach out to them directly, or use an agency like Later or Grin.

Many creators make their living on TikTok, YouTube, and Instagram, but having a home base is crucial. Your livelihood is beholden to the algorithms of social media, so it’s important that you own your audience somewhere. This means having a home base in the form of your personal blog or website.

Choosing the right blog platform is crucial. With a plethora of options available, such as Wordpress, Gumroad, Substack, Ghost, Beehiiv, and Patreon, it can be overwhelming to decide which one best suits your needs. Here are some factors to consider when selecting a platform:

Type of content: Different platforms cater to different types of content. For example, Substack is primarily designed for writers and newsletters, while Patreon is popular among video creators, artists, and podcasters. Consider the type of content you create and choose a platform that aligns with your medium.

Monetization options: Each platform offers various monetization methods, such as one-time purchases, subscriptions, memberships, or pay-what-you-want models. Evaluate which monetization strategy works best for your audience and content. For instance, Gumroad is ideal for selling digital products, while Ghost and Beehiiv offer robust membership and subscription features.

When it comes to sponsorships, how much you can make depends on the size of your audience, content type and social media platform.

Audience engagement: Building a loyal and engaged audience is key to your success as an independent creator. Look for platforms that provide tools to foster meaningful interactions with your audience, such as commenting systems, community forums, or direct messaging. Patreon and Ghost excel in this area, offering built-in community features that encourage audience engagement.

Customization and branding: Your platform should allow you to showcase your unique brand and voice. Consider the level of customization each platform offers, such as the ability to use your own domain name, design your page layout, or integrate with other tools you use. Ghost and Beehiiv provide extensive customization options, allowing you to create a fully branded experience for your audience.

Fees and payment processing: Pay attention to the fees each platform charges and their payment processing options. Some platforms, like Substack, take a percentage of your earnings, while others, like Ghost, charge a flat monthly fee. Additionally, consider the payout methods and frequencies available, as well as the supported currencies and countries.

Growth potential: As your audience and business grow, your platform should be able to scale with you. Look for platforms that offer features to accommodate growth, such as email list management, analytics, or integrations with other tools. Substack and Beehiiv have strong email marketing capabilities, while Patreon and Gumroad provide robust analytics to help you track your growth and make data-driven decisions.

Ultimately, the best platform for you will depend on your unique needs, content type, and audience preferences. It's essential to research and compare the features, pricing, and user experiences of different platforms before making a decision. Don't be afraid to experiment and try out multiple platforms to find the one that works best for you and your audience.

Remember, your platform choice is not set in stone. As your needs evolve, you can always migrate to a different platform or use multiple platforms in parallel. The key is to stay flexible, adaptable, and focused on providing value to your audience while building a sustainable career as an independent creator.

Constant adaption and lifelong learning

The creative landscape is changing at a breakneck pace, and independent creators need to be agile enough to change with it. This means being perpetually curious, constantly acquiring new skills and knowledge, and being open to new ideas and approaches. The most successful independent creators are those who never stop growing and evolving.

Of course, this is just the tip of the iceberg. Every independent creator's journey is unique, and there's no one-size-fits-all formula for success. But if there's one overarching theme, it's this: thriving as an independent creator requires a combination of passion, persistence, and adaptability.

It's not an easy path, but for those who are willing to put in the work, the rewards can be immense. You have the freedom to create on your own terms, to build genuine connections with your audience, and to craft a life and career that aligns with your deepest values and passions.