Kevin Kelly, the founding editor of Wired magazine, wrote “1000 true fans” in 2008. In this article he asked, “Other than aim for a blockbuster hit, what can an artist do to escape the long tail?”, which he argued was a “decidedly mixed blessing for creators. Individual artists, producers, inventors and makers are overlooked in the equation. The long tail does not raise the sales of creators much, but it does add massive competition and endless downward pressure on prices.”
What was the solution proposed by Kelly? 1,000 True Fans!
“One solution is to find 1,000 True Fans. While some artists have discovered this path without calling it that, I think it is worth trying to formalize. The gist of 1,000 True Fans can be stated simply: A creator, such as an artist, musician, photographer, craftsperson, performer, animator, designer, videomaker, or author – in other words, anyone producing works of art – needs to acquire only 1,000 True Fans to make a living.”
The idea is that if each of the 1,000 fans bought $100 worth of product every year, you’d have an income of $100,000, which, even minus expenses, can still represent a reasonable living for most artists.
According to Kevin Kelly, “A True Fan” is defined as “someone who will purchase anything and everything you produce. They will drive 200 miles to see you sing. They will buy the super deluxe re-issued hi-res box set of your stuff even though they have the low-res version. They have a Google Alert set for your name. They bookmark the eBay page where your out-of-print editions show up. They come to your openings. They have you sign their copies. They buy the t-shirt, and the mug, and the hat. They can’t wait till you issue your next work. They are true fans.”
True fans differ from casual admirers or one-time buyers – they are the people who will follow your journey over time, and they are usually the ones who are the most vocal about their support, promoting your work to their friends and followers. While it’s helpful to have a large audience, it’s even more critical to have an engaged and supportive community of true fans. These are the people who will help you grow your business.
The key takeaway from “1,000 True Fans” is that sustainable success for creators comes from building genuine relationships with, and consistently delivering valuable content to, a niche audience rather than chasing viral fame.
Where authenticity and connection are highly valued, such as in the world of Web3, “1,000 True Fans” suggests open communication, personal stories, and shared experiences in order to cultivate a sense of community around creator works. This connection goes beyond transactional relationships and reinforces a mutual appreciation between creators and their fans, but also necessitates a relatively small community.
Thanks for reading!