I live in “Music City,” aka Nashville. For many of my friends who work in music it’s also known as Ground Zero. Over the past few years they’ve had a front row seat to the greatest distribution shift of our time. It was a little thing called the mp3. Thanks to the advent of digital files, and the industry’s unwillingness to deal with change, my friends have watched record label after record label disappear, iconic empires crumble, and the entire landscape of the music business leveled and reshaped. We now live in a world that they couldn’t even conceive of twenty years ago.
When I talk with my friends, usually after they’ve told me about how so-so label went under yesterday after 40 years, they look at me and say, “I hope you publishing guys learn from our mistakes because, well, you’re next. So good luck with that.”
I think they’re right. Mostly. The publishing industry is next in line because a distribution shift is coming to our business, too. We’ve been talking about it since the Sony e-reader and Amazon Kindle hit the market. Our mp3 just has a different name: ebooks. The difference this time is the industry, I believe, is trying to innovate and stay ahead of the wave. But will it be enough? Will the majority of publishers go the way of the record labels? Will tomorrow’s authors even need publishers? (Note: a great read on that question is a recent post by literary agent Nathan Bransford.).
Here’s what I think, for what it’s worth, and what you should be doing now as an author if you want to thrive in the coming shift: [READ MORE]
1. First off, don’t panic.
This is a shift that depends on a key tipping point–whether or not people will shift to ebooks. Right now the answer is “no” for most of today’s book buyers. Reading devices like the Kindle are still expensive and clunky. Plus, lots of today’s book buyers still say they love the smell of paper and will never buy ebooks. That’s today’s book buyers. But if you stop there you’re only looking at half the picture. This is really a demographic question. My parents (Baby Boomers) may not buy ebooks, but I firmly believe my 5-year daughter will not be lugging a backpack of books around by the time she goes to college. Her generation is already getting used to engaging digital content as the norm. Innovation takes root from the bottom up. It’s not a matter of if, but when.
2. Look at this as an opportunity.
This is an exciting time to be an artist or business owner of any kind, because the internet has lowered the barriers of entry. Can’t find a publisher? Do it yourself. Can’t get your publisher to spend more on marketing? Don’t let that be an excuse. Take some lessons from the music industry. Look at Taylor Swift. She built a large fan base online before she had a record deal. In fact, record labels won’t take artists now unless they have a built in platform that they have cultivated themselves. Sound familiar? Authors are beginning to do that now. It can be done. It is being done. It might as well be you. Why not?
3. Take responsibility.
We hear a lot about social media and building communities of influence. Pay attention to this, because your future as an artist depends on it. It is your responsibility to build influence with your audience, both current and potential. It’s not the publisher’s job. They’re not as good at building community with your fans as you are, and they shouldn’t be. Music lovers connect with songs and artists, not the labels that release the albums. Readers connect with stories and the authors that write them, not the publisher that put it on the shelf. Most of them can’t tell you who published their favorite book. You are the brand. The sooner you realize that and own it, the better.
4. Learn how to build a tribe.
Again, with this thing called social media. I believe the most important thing you can do as an artist is to begin building your brand. Right now. The tools are already available, so you don’t have to wait on anyone but yourself to make it happen. Now this will take some work on your part and probably a bit of creative finagling, especially if you aren’t web savvy. But it’s doable. Learn about social media. Some of the best articles can be found on websites like Mashable.com (I particularly like Dan Schawbel’s section), Dailyblogtips.com, and How to Change the World, You also might want to consider picking books like Trust Agents, The Social Media Bible, and Tribes, and begin reading blogs on the subject. Two of my favorites are chrisbrogan.com and sethgodin.com. Over the coming weeks I’m going to be blogging about how you can build your brand and audience.
The jury’s still out, but the fact is our industry is beginning to change. No one knows how quickly or slowly things will progress. I do think the majority of publishers won’t figure it out and will go the way of record labels. I think we’ll see more consolidation in the industry in the coming decade. I also think the majority of authors won’t figure it out either, leaving an opportunity gap for those who know how to step in and take advantage of the shift. That person could be you. Why not?