The Core Concept of 1,000 True Fans By Kevin Kelly
The "1,000 True Fans" theory poses the idea that creators do not require massive fame or wealth to sustain their careers; a dedicated base of a thousand true fans can provide a stable income.
I was listening to this podcast “An Eye-Opening Conversation with Podcast Legend Tim Ferriss” on the Colin and Samir Podcast- can’t recommend enough, by the way! Linked below;
Legend Tim Ferris goes through a few topics, and the essay article by Kevin Kelly itched my ears the most.
I loved how cross platform and industry it could be adapted, and it captures an important pillar of content creation- Community.
For example; A musician focusing on indie music might not aim for chart-topping hits but rather for building a small, loyal fanbase. These fans are not just casual listeners; they make effort to attend every concert, buy every album, and take action to engage with the musician's content regularly.
This idea leads us to delve into what exactly constitutes a 'true fan' and how they contribute to a creator's success.
We can also take a moment to acknowledge that the word “fan” is pretty icky. It puts a weird spin on things and can also feel pretty dehumanising.
What is a “fan” for lack of a better word? Someone who is truly engaged and invested in your community or vision. They are like minded individuals who you appeal to, and sometimes even cater your content for, depending on the industry.
A true fan is someone deeply committed to a creator's work, willing to spend significantly (time, research, money) each year to support them.
Take, for example, a graphic novelist whose true fans not only purchase every book released but also buy related merchandise, attend book signings, and support crowdfunding campaigns for new projects. Understanding the nature of true fans brings us to the financial implications of this model. Note that this is very different industry to industry.
The financial aspect of the model is straightforward: if each true fan contributes a certain amount (like $100) annually, a creator can earn a substantial income.
Consider an app developer who creates specialised productivity tools; they can achieve a stable income by cultivating a fanbase that subscribes to premium features or exclusive content.
This financial model underscores the importance of the direct relationship required between creators and their fans.
A crucial element of this model is the direct connection between creators and fans, bypassing intermediaries or steps to access, to maximise revenue.
An independent author, for instance, selling books directly through their website instead of traditional publishing, retains a larger share of each sale.
This direct relationship highlights the role of technology in enabling creators to reach, engage and monetise their fanbase.
Thankfully, this is also appealing to true fans.
The idea of people not invested in the creators vision “taking a cut” is off putting. The most successful way of engaging passionate people is honestly.
This year, I’ve personally embarked on a few ways to engage the “1000 True Fans” of a creator I’m representing in the talent space. Part of this project is providing value and honesty to what’s happening. This includes getting feedback from the audience, making something they enjoy (in this case, personalised stickers) and being upfront to where the funds are going- ie; to the editing and research team, which a generous chunk to a charity we all love.
Modern technology, particularly the internet, is pivotal in connecting creators with potential true fans worldwide.
Social media platforms, content sharing sites, and online payment systems have simplified the process for creators like vloggers to reach a global audience and monetise their content through platforms like Patreon, YouTube or Twitch.
It’s not all sunshine and rainbows…
Recognising the technological aspect also brings to light the challenges and limitations within this model. While the model is appealing, it may not suit every creator, and the journey to building this fanbase can be demanding. Start small and adapt.
For example, an artist who excels in their craft but struggles with marketing and social media might find this approach challenging. We see this often in marketing. People with amazing products, amazing zest, but a near inability to market themselves. This scenario underscores the need for additional skills or support.
The good news?
With the resources available, everyone can reach some level of competence. Take self audits regularly, look at competition and see how you scratch up.
A few articles I’ve written on the topic
Quality over quantity
The concept of "1,000 True Fans" offers a viable alternative to traditional success paths in creative fields. It does emphasises quality over quantity in audience building and encourages a direct, meaningful connection between creators and fans. Despite its challenges, its adaptability across various creative domains makes it a compelling model for creators seeking sustainable careers.
Better yet, you can adapt this concept to a smaller, more achievable goal. Much smaller, actually. I personally go out of my way to build community aggressively. I directly engage with 20 women who I adore, and feel provide me value and insight I simply can’t get anywhere else.
I see our conversations as not only wonderful, because they are wonderful (truly), I see it as a huge investment into my own personal growth and brand. Every opportunity possible, I try and give back.
It’s little things. The things we are mutually passionate about. I make sure to follow back engaged and likeminded people, to open the conversation.
If I see a woman leave a relationship? A gift is on their way.
A new mum? Can’t wait to send them something cute.
If I have extra product or anything lightly used, I completely prioritise the people who are engaged in my comment section and better yet, helping others.
I hope this concept is encouraging and it’s something you can consider immediately, even if it’s just starting with “1 True Fan”