Making for the micro

Making for the micro

People always made art. Now, we just make it and share it in abundance.

But all the noise makes it impossible for aspiring creators to stand out.

On the flip side, the bell curve is widening from the masses to the niches. We can build an audience around sub-genres at scale for the first time ever; the Internet helps us stay connected.

Once we shift our strategy from marketing to everyone to marketing to the micro, we set ourselves up to make deeper work that lasts.

Your weirdness is not only acceptable, it’s mainstream.

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