23 Comments

Summary:

Traditional media companies — and independent artists — can learn a lot from the success of comedian Louis CK’s self-produced standup special, which he offered for download at $5 a copy without any digital-rights management protection. The project paid for itself in less than a day.

490px-Louis_CK_Kuwait_crop

Until recently, comedian Louis CK was known mostly for a hilarious clip about how “everything is amazing but no one is happy,” which lampooned our inability to recognize our own good fortune and led to a TV show. Now, he has become the new poster boy for the idea of selling content directly to fans, after the success of a video download he offered on his website without any digital-rights protection. And that success contains lessons for traditional media companies who continue to lock down their content and otherwise fail to take advantage of the social web.

Louis CK (whose real name is Louis Szekely) announced earlier this week that he was going to both live-stream a video of his latest stand-up routine — called “Live at the Beacon Theater” — and offer a download of the show for $5 on his website, without any copyright or digital-rights management (DRM) protection. Or as he described it: “No DRM, no regional restrictions, no crap. You can download this file, play it as much as you like, burn it to a DVD, whatever.” However, the comedian asked his fans to please avoid uploading the video to BitTorrent or other file-sharing sites, saying he wanted to be able to continue such self-financed experiments in the future:

I paid for the production and posting of this video with my own money. I would like to be able to post more material to the fans in this way, which makes it cheaper for the buyer and more pleasant for me. So, please help me keep this being a good idea. I can’t stop you from torrenting; all I can do is politely ask you to pay your five little dollars, enjoy the video, and let other people find it in the same way.

Many uploaded pirated copies, but thousands paid

As my colleague Ryan Lawler noted, this plea didn’t stop people from uploading copies of the video to the usual file-sharing websites and services, and within a matter of hours, there were dozens of copies of “Live at the Beacon Theater” available for free. But the interesting thing is that this didn’t stop plenty of fans from paying for the video — in just four days, more than a hundred thousand people had downloaded and paid for it, racking up over $500,000 in revenue. According to a blog post from the comedian, the video paid for itself in less than 12 hours, and after four days he had cleared about $200,000 in profit.

Half a million dollars in revenue from a self-produced product may not compare to some of the millions that developers have made from Facebook games or iPhone apps, but for a comedian that has to be a nice windfall — and presumably that number will continue to rise. This is for a show that Louis CK filmed and edited himself (he also said during a question-and-answer session on the Reddit site that he edits his TV show on his Macbook).

The comedian now joins the alternative rock group Radiohead and DJ mashup artist Girl Talk (both of whom have released “pay what you want” downloads”) as an example of how successful a direct-to-fans approach can be. And Louis CK’s experiment shows that this approach can have the same kind of disruptive effect on television and movies as it has had in music. So what can media companies — or other would-be independents — learn from his example?

  • It pays to be human: Louis CK likely got a lot of support in part because he opened himself up to his fans, via both his blog and the Q & A he did on Reddit, one of the site’s popular “Ask Me Anything” features. His openness on the site about his financial stake in the video no doubt helped encourage that support. Media companies too often focus on their corporate brand, not the human beings who actually create the content.
  • You have to make it easy: As the comedian described, he didn’t want to give his fans something with DVD region-encoding or DRM padlocks or other gimmicks because they are irritating. Instead, he made it as simple as possible for them to get something they could use in any way they want. This is the exact opposite of the approach most media companies take, and it virtually guarantees that their content will be pirated as much as possible.
  • It’s better to be cheap: CK could probably have asked for $20 or even more for his video special — and a TV network or media conglomerate undoubtedly would have. But $5 makes it an easy choice for just about anyone who likes the comedian’s work or is even mildly interested. E-book prices have demonstrated the same thing: if you price it low enough, you can sell orders of magnitude more units than you would if you put a higher price tag on it.

Direct-to-fans is the way content works now

How could a traditional media entity take advantage of this phenomenon? By making it as easy as possible for the individual brands they have in their stable — whether it’s a comedian, a singer or a newspaper columnist — to make direct contact with their fans. Mike Masnick at Techdirt has written a lot about how connecting with fans and giving them “a reason to buy” can benefit musicians and other artists, and former Wired magazine editor Kevin Kelly has also written about how an individual content creator only needs 1,000 loyal fans to make a living.

The elements of this approach that are probably the hardest for media companies to focus on are the “making it easy and cheap” parts. Media conglomerates are used to not only over-charging for their products, but locking them down and trying to control their distribution as tightly as possible — the idea of simply offering something for sale without DRM no doubt seems like insanity. But if more artists take the Louis CK route, who will be left to provide the locked-down content for those old media companies?

Post and thumbnail photos courtesy of Flickr user Sandy Honig and Wikimedia Commons

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  2. RT @NewTeeVee: What Louis CK knows that most media companies don’t http://t.co/iR6Spjtd

  3. new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  4. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  5. Jonathan Gardner Wednesday, December 14, 2011

    ‘zactly RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/CYHHzKml

  6. Alistair J Morton Wednesday, December 14, 2011

    THE FUTURE! RT @mathewi: What Louis CK knows that most media companies don’t http://t.co/cL5cJbVy

  7. More on @LouisCK. [http://t.co/jjoFLyCt] I love how on @nprfreshair he said he wanted to do it because it’s interesting. Shaking things up.

  8. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  9. –> RT @NewTeeVee: What Louis CK knows that most media companies don’t http://t.co/ZHa7ECIq

  10. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  11. gotta love Louis CK… he got my $5! http://t.co/OktAXuMp

  12. What Louis CK knows that most media companies don’t http://t.co/WQwB5sg9

  13. RT @NewTeeVee: What Louis CK knows that most media companies don’t http://t.co/iR6Spjtd

  14. What Louis CK knows that most media companies don’t: Traditional media companies — and independent a… http://t.co/RNjFEQRG #webseries

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  16. What Louis CK knows that most media companies don’t http://t.co/8PgZIEpW

  17. Impressive. Revolutionary? What Louis CK knows that most media companies don’t http://t.co/b4tsd9nL

  18. Funny and brilliant – Louis CK offers his new stand-up routine as a $5 download, makes $500,000 in four days. http://t.co/w1Bv9xV4

  19. Want to move units? Worry about access not piracy: MT @mathewi “What Louis CK knows that most media companies don’t” http://t.co/RgzQICxP

  20. What Louis CK knows that most media companies don’t http://t.co/nn1ztX1g

  21. What Louis CK knows that most media companies don’t http://t.co/8O6f9NSd [nice piece by @mathewi]

  22. [GigaOM] What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostl… http://t.co/XV2xV53C

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  27. What Louis CK knows that most media companies don’t http://t.co/329nzDkf @amarchugg #news

  28. What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly for a h… http://t.co/m77Kta7J

  29. What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly for a h… http://t.co/8tswKTEq

  30. What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly for a h… http://t.co/qYlYtGgE

  31. What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly for a h… http://t.co/9vmJ9LR7

  32. Peter Alexandrov Wednesday, December 14, 2011

    What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly for a h… http://t.co/ZgRUrXbU

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  36. RT @ryanlawler: What Louis CK knows that most media companies don’t http://t.co/8O6f9NSd [nice piece by @mathewi]

  37. This guy is fantastic : What Louis CK knows that most media companies don’t http://t.co/Hoz8VWQv

  38. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  39. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  40. Great post by @mathewi: What Louis CK knows that most media companies don’t http://t.co/DtL3WZfS

  41. RT @johnlepp: What Louis CK knows that most media companies don’t http://t.co/51ddUR6p

  42. What Louis CK knows that most media companies don’t — Tech News and Analysis http://t.co/ktmwHrkC

  43. “Many uploaded pirated copies, but thousands paid” http://t.co/ktmwHrkC

  44. Louis C.K.’s lesson on brand and the use of new media. What big media companies fail to understand: http://t.co/nIXIaZDK

  45. This only really works for established artists.

    1. Bullshit. When you make similar example for new artist they say “Oh, but this only works for small artists”. When Radiohead or Trent Reznor do it they say “Oh, but this only works for big artists”. This – works for everyone. You need to connect with fans and give them reason to buy.

      1. Do you have an example of a small artist who had this type of success in a matter of days?

      2. It’s a false dichotomy. A small artist will only have small sales. But over time small artists who are good can become big. Justin Bieber went from small Internet artist to big mainstream one, but there is a continuum between those two extremes.

        Look at Kickstarter for examples of many small artists reaching out to their fans to finance albums.

        Comedians in particular have benefitted from giving stuff away on the Internet. Adam Carolla, Joe Rogan and Marc Maron all say their podcasts have dramatically increased the turnout at their live events.

      3. @Derek

        60% of Kickstarter campaigns fail according to Kickstarter. The ones that succeed all have finished products and usually just need that “one more thing”, so no … telling people to look at Kickstarter for success stories doesn’t prove your point at all. There are (virtually) none.

        Also, every comedian you mentioned was on TV at some point. Rogan was just on one of the top rated shows to air on NBC in months.

        I’d like you to identify a comedian who has not been on television who has met success in terms of drawing a crowd to their shows using only the Internet.

        Go ahead. I’ll wait.

    2. … Or for , if unknown, extremely talented people.

    3. @Brandon you are naive for believing that. I bet 60% of kickstarter campaigns fail because the artist/comic launch it premature (they don’t have enough loyal fans yet) and want to take the easy way out and rush the campaign without putting in the work to build their following.

      There are hundreds of comedians solely using youtube with hundreds of thousands if not millions of subscribers making an incredibly comfortable living off of their material. Most don’t go on tours, but should they decide to they will for sure sell tickets.

      The problem is you have too many comedians or content creators that really aren’t talented enough and saturate the space creating this false perception that yourself has seem to bought into that things can’t be done this way. You also have the talented content creators that just don’t know how to leverage the right tools properly to build their presence.

      If you are talented and know what you are doing you can accomplish everything you wish to solely leveraging the internet.

      And to answer your questions in regards to examples: Jenna Marble, Dom Mazzetti, Timothy DeLaGhetto, Kain carter, Kev Jumba and the list goes on and on and on….

      1. “If you are talented and know what you are doing you can accomplish everything you wish to solely leveraging the internet.”

        Seriously?

  46. What Louis CK knows that most media companies don’t. http://t.co/ys5G7JSk

  47. Ushering in a change to how we consume media. Human connections, not corporate ones. Thanks, @louisck. http://t.co/A8XRC8Hx

  48. What Louis CK knows that most media companies don’t: http://t.co/d4kuUCjk Good breakdown from @mathewi.

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  51. amazinginteriors Wednesday, December 14, 2011

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  55. Yasbella Sebastian Wednesday, December 14, 2011

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  58. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  59. brittney gilbert Wednesday, December 14, 2011

    RT @ryanlawler: What Louis CK knows that most media companies don’t http://t.co/8O6f9NSd [nice piece by @mathewi]

  60. gigaom: What Louis CK knows that most media companies don’t http://t.co/ffVps4mH

  61. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  62. ליאור צורף Wednesday, December 14, 2011

    RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/OwR0msTs

  63. louis ck and the future of online content (from @gigaom) http://t.co/peBPWH3P

  64. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  65. Whoa, Louis CK broke even in 12 hours and cleared $200k profit from his recent self produced special http://t.co/BkkDUjlQ

  66. Lawrence E. Forbes Wednesday, December 14, 2011

    “What @louisck knows that most media companies don’t” by @mathewi http://t.co/IWIPgnzX via @gigaom #content #DRM #media (Thx @jeffsonderman)

  67. Отличный эксперимент. Я, к слову, заплатил. What Louis CK knows that most media companies don’t http://t.co/AiBtwiSk

  68. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/jIYDWwKg

  69. @PJMcNealy and @CJ_Reim possible #NMI 2012 material? What @LouisCK knows that most media companies don’t http://t.co/1YL1hXpE

  70. this is absolutely the right way and the only way forward … media companies should embrace the good nature of people. They’re like the neighbor with the fence … unless you’ve got a rabid dog, just take it down. Your neighbors are nice … I promise. There will always be people who will steal, but most people if you make it easy enough and cheap enough will be happy to pay.

    I also wonder why media companies don’t focus more on disruption techniques in the file sharing world. Post crappy copies that piss people off. Fragmented copies that are missing important parts or end before the ending … this will destroy the trust of file sharing networks and push people to buy … seems pretty easy to me.

  71. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  72. A must read: What @louisck knows that most media companies don’t http://t.co/YRLMKSqB via/ @gigaom

  73. NewTeeVee: What Louis CK knows that most media companies don’t http://t.co/fvpHsg1h

  74. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  75. more evidence that tech is destroying the old media model ~ What Louis CK knows that most media companies don’t http://t.co/BibuPLfG $$

  76. On that scale, sure, only established artists can rack up 500k in a few days. But it will also work for new artists trying to break into the fray. Their production costs will be lower and so will their initial revenue but that is better than the deal they would get from old media; which is no deal.

    1. Plus they can use platforms like Kickstarter to help them finance the project.

  77. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  78. RT @simondoyle: louis ck and the future of online content (from @gigaom) http://t.co/peBPWH3P

  79. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/ZGPxTKEF

  80. Everything is amazing and Louis CK is happy. Great post from @mathewi http://t.co/SiLXsWzr

  81. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  82. RT @ryanlawler: What Louis CK knows that most media companies don’t http://t.co/8O6f9NSd [nice piece by @mathewi]

  83. [498] What Louis CK knows that most media companies don’t
    http://t.co/AYGGMfev

  84. RT @filos: What Louis CK knows that most media companies don’t http://t.co/qIoXdlCu

  85. Impressive: @louisck is changing the game. “@gigaom: What Louis CK knows that most media companies don’t http://t.co/per73BNk

  86. Nice… Let’s try and do this friends … We can all use an extra $500k … http://t.co/u2aREsFJ

  87. Comedian @LouisCK successful experiment with cheap, non-DRM, downloadable content http://t.co/je80NBjQ

  88. RT @filos: What Louis CK knows that most media companies don’t http://t.co/qIoXdlCu

  89. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  90. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  91. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  92. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  93. Incredible article from @mathewi – Louis CK clears $500K in 24 hrs with DRM-free #video: http://t.co/nCdhJOvw #media #comedy

  94. “Until recently, comedian Louis CK was known mostly for a hilarious clip about how “everything is amazing but no one is happy,” ”

    You’re joking right? Louis CK, the Emmy Award winning writer, producer, director, actor and stand up comedian who’s been active since the mid-80s? You could at least Google someone’s name before reporting on them.

  95. I think Louis CK said it best during his reddit Q&A: “…to steal from someone and not feel bad, you either have to be a sociopath or view the act differently. One way is to remove “Someone” from the equation. You’re not stealing from a person. Big companies do a lot to help people view them as less than human. I heard a speech by Noam Chomsky who said that corporations are like super humans. They cannot be hurt like a human can and they never die. They are not susceptible to scrutiny or accountability. this makes them more profitable. If companies want to enjoy these benefits to some degree they have to live with what else comes with being not human. you miss out on compassion, forgiveness, camaraderie, empathy, trust all kinds of shit.”

    1. That’s a great point, Sean, I agree — by making it a human creation process, artists like Louis CK make it harder for people to rationalize taking their content without paying.

  96. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/PJ7FdMN9

  97. What Louis CK knows that most media companies don’t http://t.co/c8fAQGPC

  98. What Louis CK knows that most media companies don’t http://t.co/fYSlhzh5 via Mathew Ingram

  99. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  100. Eduardo Pedreño Wednesday, December 14, 2011

    Aún queda sentido común en algunos sitios… What Louis CK knows that most media companies don’t http://t.co/Cdg39PCn

  101. Tom Chr Gotschalksen Wednesday, December 14, 2011

    RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/vMiTh24t

  102. RT @brundle_fly: THE FUTURE! RT @mathewi: What Louis CK knows that most media companies don’t http://t.co/cL5cJbVy

  103. What Louis CK knows that most media companies don’t http://t.co/6imGHp8q

  104. RT @lykle: What Louis CK knows that most media companies don’t http://t.co/glEN4dut

  105. What Louis CK knows that most media companies don’t. Great writeup on modern models for content dist. from @mathewi http://t.co/kgXCWKjE

  106. What Louis CK knows that most media companies don’t @mathewi http://t.co/yPKu08vF

  107. What Louis CK knows that most media companies don’t http://t.co/1mDlF7n3 (YES!!)

  108. What Louis CK knows that most media companies don’t http://t.co/4GyJc22u

  109. What Louis CK knows that most media companies don’t http://t.co/wcZWKPrx #onlinevideo #DRM

  110. Go Louis CK go!! Love it. http://t.co/zFIQflRk

  111. What can you learn from a comedian? What Louis CK knows that most media companies don’t http://t.co/gwoD57kQ

  112. littlebigGirl + co. Wednesday, December 14, 2011

    What Louis CK knows that most media companies don’t http://t.co/tH7ogwNB

  113. He was awesome on @NPRfreshair last night. RT @doylealbee: What Louis CK knows that most media companies don’t http://t.co/rLye7Znq (YES!!)

  114. RT @doylealbee: What Louis CK knows that most media companies don’t http://t.co/1mDlF7n3 (YES!!)

  115. What Louis CK knows that most media companies don’t http://t.co/zpT0ZmUI via @zite

  116. RT @ehpo: RT @lykle: What Louis CK knows that most media companies don’t http://t.co/glEN4dut

  117. What Louis CK knows that most media companies don’t — http://t.co/kRKKtwhk

  118. DRM padlocks…media companies take… virtually guarantees that their content will be pirated as much as possible. http://t.co/yRhIAQ4Y

  119. Great read. | What @louisck knows that most media companies don’t http://t.co/skCD6F5H

  120. What Louis CK knows that most media companies don’t http://t.co/wdE65E2K — I wonder how he feels about me tweeting this…

  121. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  122. This was a big step forward in the world of digital media. There are sites that do exactly what Louis is doing for the artists that don’t have the money or resources to fund a website, bandwidth, etc.

    Check out Gigstarz (http://www.gigstarz.com). They offer this ability to stream pay-for-view content to every user.

  123. What Louis CK knows that most media companies don’t http://t.co/C3OIG0fE

  124. What a great read. RT @elementaltech: What Louis CK knows that most media companies don’t http://t.co/sBtMGXf2

  125. What Louis CK knows that most media companies don’t http://t.co/2qUK2kbI

  126. RT @elementaltech: What Louis CK knows that most media companies don’t http://t.co/XjFAquIj (Hello, music industry?) via @jhmcintyre

  127. Fascinating Real Monetizing Media Distribution Experiment by Comedian Louis CK — http://t.co/Jxx8iraT

  128. Get rid of the middle-man. You should be selling directly to your fans: http://t.co/iLAVPMIy #leanpub

  129. This will work for anyone that will do the work to make it work. If you are a small artist that plays live, give fans a physical copy for a set price but also give them the business card that tells them where to go to get it digitally and let them pay what they want

    Its all about the fan networking from now on!

  130. What Louis CK knows that most media companies don’t http://t.co/Iw9PD9PX

  131. $5 #price, no DRM=success RT @Edgewise: What Louis CK knows that most media companies don’t http://t.co/oTpevlsz

  132. Alexandre Gravel Wednesday, December 14, 2011

    What Louis CK knows that most media companies don’t http://t.co/b8EjWfOt

  133. Devin Voorsanger Wednesday, December 14, 2011

    What Louis CK knows that most media companies don’t — Tech News and Analysis http://t.co/HFRI0HRP

  134. Devin Voorsanger Wednesday, December 14, 2011

    What Louis CK knows that most media companies don’t — Tech News and Analysis http://t.co/LrC4vNdU

  135. Gert Hoekstra  Wednesday, December 14, 2011

    Wat een baas die LCK!! “@lykle: What Louis CK knows that most media companies don’t http://t.co/vaTUE0hr”

  136. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  137. Great analysis of the Louis CK download – What Louis CK knows that most media companies don’t http://t.co/uGGQVJce via @zite

  138. What Louis CK knows that most media companies don’t http://t.co/8XiqJ4eI #copyright #drm

  139. Annemarie Nikolaus Wednesday, December 14, 2011

    RT @IngridGlomp: “Many uploaded pirated copies, but thousands paid” http://t.co/ktmwHrkC

  140. RT @jhmcintyre: What a great read. RT @elementaltech: What Louis CK knows that most media companies don’t http://t.co/PKcCgZHT

  141. What Louis CK knows that most media companies don’t. http://t.co/FQadtkDj

  142. RT @scott_patten: Get rid of the middle-man. You should be selling directly to your fans: http://t.co/iLAVPMIy #leanpub

  143. What Louis CK knows that most media companies don’t http://t.co/qxVe04yl

  144. What Louis CK knows that most media companies don’t http://t.co/Paf6VrSf

  145. What Louis CK knows that most media companies don’t http://t.co/ZeG9CBn7

  146. What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly for a h… http://t.co/jll92Zv4

  147. What Louis CK knows that most media companies don’t http://t.co/VKoxVGVX #tech #social

  148. Michael Dahlström Wednesday, December 14, 2011

    @jangradvall Intressant artikel om Louis CK och hans senaste “experiment”. http://t.co/ucMew8Y8

  149. What Louis CK (and IMO @30secondstomars) knows that most media companies don’t http://t.co/0vWzp4HZ via @zite

  150. RT @unsociallucas: What Louis CK knows that most media companies don’t http://t.co/Paf6VrSf

  151. Love this. Louis CK makes 500K in 4 days posting an unprotected, self created video on the interwebz! http://t.co/pluU7bsB

  152. Manuel Kiessling Wednesday, December 14, 2011

    RT @scott_patten: Get rid of the middle-man. You should be selling directly to your fans: http://t.co/iLAVPMIy #leanpub

  153. What Louis CK knows that most media companies don’t http://t.co/qQPVQO4V via @zite @louisck

  154. What Louis CK knows that most media companies don’t http://t.co/wbDKCtW5 via @zite

  155. What Louis CK knows that most media companies don’t http://t.co/8BaIwS7x via @zite

  156. What Louis CK knows that most media companies don’t http://t.co/EtdeQW2T via @zite

  157. What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  158. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  159. Adam L. Penenberg Wednesday, December 14, 2011

    RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  160. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/Oc1hFymt http://t.co/uPgWJup2

  161. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  162. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  163. Great read RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/99siGZqs http://t.co/CDw7qHN4

  164. Media conglomerates? Or from artist to fan directly? Access for content . http://t.co/ITphCKbN #media #digital

  165. This is pro-piracy propaganda. I used to come to this site for tech news, now it’s all political posturing all the time.

    Louis C.K. spent 25 years building a career, then made this no-budget thing that is modestly successful. It is MEANINGLESS, and the desperate Tech Press wants to frame him and put him on the mantle as a propaganda tool. Pathetic.

    FX pays for and distributes his show, which reaches MILLIONS MORE PEOPLE.

    So sick of the intellectual dishonesty and the outright lies…

  166. What Louis CK knows that most media companies don’t http://t.co/sfLIJpui

  167. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  168. What Louis CK knows that most media companies don’t http://t.co/ZEvzrGPE

  169. What Louis CK knows that most media companies don’t http://t.co/weY9QBkV via @zite

  170. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  171. @LouisCK knows what big-distro doesn’t; the middle-man is out. http://t.co/UAwipHXJ http://t.co/tN5A0rq5

  172. He’s easy and cheap! What @LouisCK knows that most media companies don’t. http://t.co/BkQ0H1MD

  173. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/GdUyp0WB

  174. What Louis CK knows that most media companies don’t http://t.co/RZyitZEZ via @zite

  175. Love this guy — really putting it out there in order to do it his own way. Plus, funny as crap. What Louis CK knows… http://t.co/fGlB93vz

  176. Great series of posts on this topic.

    I agree that this more streamlined approach to selling content seems like the right (only?) way to go. That said, the direct approach will have to change too, as the amount of artists using the model increases. When this approach explodes, all of the usual problems crop back up and the fundamentals of management (promotion, marketing, discovery, curation, etc.) will recover their relevance (and then some).

    It’s kind of a fascinating reboot to be witness to.

    1. That’s a good point, Jack — I agree. Thanks for the comment.

  177. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  178. RT @mediagazer: What Louis CK knows that most media companies don’t (@mathewi / GigaOM) http://t.co/y9HAQzMW http://t.co/3aFwcCPo

  179. Dishonest, disingenuous, misleading, condescending, and arrogant: One Tech blogger spins Louie CK’s success story: http://t.co/TnykaVQf

  180. What Louis CK knows that most media companies don’t http://t.co/3e9wvwNV

  181. RT @lakefieldmusic: @LouisCK knows what big-distro doesn’t; the middle-man is out. http://t.co/UAwipHXJ http://t.co/tN5A0rq5

  182. What Louis CK knows that most media companies don’t http://t.co/DMiPfkSA

  183. “What Louis CK knows that most media companies don’t” via @gigaom – http://t.co/DW0lZwMV

  184. What Louis CK knows that most media companies don’t http://t.co/wTxbZCEH

  185. What Louis CK knows that most media companies don’t http://t.co/1ofo2yyc

  186. RT @jacklail: What Louis CK knows that most media companies don’t http://t.co/1ofo2yyc

  187. What Louis CK knows that most media companies don’t http://t.co/gv65l3PH

  188. @BarryTheArtGuy I knew Louis CK was smart as a comic, but this is really smart as a business/media guy. http://t.co/vKWpwZC7

  189. What Louis CK knows that most media companies don’t:
    Until recently, comedian Louis CK was known mostly… http://t.co/jsKZh438 #gigaom

  190. What Louis CK knows that most media companies don’t http://t.co/lI8U6jaw

  191. Smart RT @trueventures: Why comedian Louis CK understands more about content distribution than most media companies http://t.co/szDoztT7

  192. Smart RT @trueventures: Why comedian Louis CK understands more about content distribution than most media companies http://t.co/szDoztT7

  193. What Louis CK knows that most media companies don’t http://t.co/oeZGfKoj Love Louis #CK! #in great blog post…

  194. What Louis CK knows that most media companies don’t http://t.co/up5P3xu1

  195. RT @jacklail: What Louis CK knows that most media companies don’t http://t.co/1ofo2yyc

  196. What Louis CK knows that most media companies don’t http://t.co/i8LKHlmg

  197. RT @jacklail: What Louis CK knows that most media companies don’t http://t.co/1ofo2yyc

  198. RT @Mimiran: $5 #price, no DRM=success RT @Edgewise: What Louis CK knows that most media companies don’t http://t.co/JHMCOCJE

  199. Diversity in Cannes Wednesday, December 14, 2011

    very interesting! http://t.co/eU1061sP

  200. @shericandler thx for sharing this encouraging, indeed INSPIRING link: http://t.co/KpVOL3yT #indie #film #webseries #music

  201. What Louis CK knows that most media companies don’t http://t.co/FpemgEkP

  202. Stephen Ray Heppell Wednesday, December 14, 2011

    RT @jmatuga: What Louis CK knows that most media companies don’t http://t.co/5q390LHt Love Louis #CK! #in great blog post…

  203. What Louis CK knows that most media companies don’t http://t.co/HGlJ8xzo via @zite

  204. RT @gigaom: What Louis CK knows that most media companies don’t http://t.co/DjUoDg7V

  205. What Louis CK knows that most media companies don’t http://t.co/12kIupkk

  206. What Louis CK knows that most media companies don’t http://t.co/gWOq8fNZ

  207. You’re not going to spend $100 million or more to make a movie and sell it for $5 in the hopes that 20 million or so people will pay for it to break even. It’s not a sustainable business plan. It might work for Louis CK but the costs involved in showing his standup is considerably lower and for him can even be rationalized as a cheap/easy way to branch out his audience and get more people to watch his show on tv, where he probably makes more money. All this hype regarding the future of digital media is overblown. While it is undeniably better/easier for consumers, the money is not there and the threat and risk of declining sales in traditional media outlets like pay tv are too great to dive headfirst into digital media.

  208. Glad Louis CK’s excellent special is such a hit http://t.co/LRyxe88P

  209. RT @trueventures: Why comedian Louis CK understands more about content distribution than most media companies http://t.co/ybDfNH93

  210. @PhillyD @kevinbrueck @Aaron__Massey @daneboe in case you guys missed it, LOUIS CK made bank: http://t.co/baJFVywt

  211. Comedian Louis CK brings in $500,000 with direct video download comedy show http://t.co/D7xWL86x

  212. For the uninitiated, this is what Louis CK pulled off http://t.co/qiyV4vGh Huge cue for methods of online marketing?

  213. RT @mathewi: new from me at GigaOM: “What Louis CK knows that most media companies don’t” http://t.co/ARSLioD5

  214. RT @jacklail: What Louis CK knows that most media companies don’t http://t.co/1ofo2yyc

  215. The studios are late to the party just like the music biz was – What Louis CK knows that most media companies don’t http://t.co/P9xHhyBJ

  216. saidWot ORM Tool Thursday, December 15, 2011

    What Louis CK knows that most media companies don’t http://t.co/EZX0VAA2

  217. ı puɐ ɟןǝsʎɯ ‘ǝɯ Thursday, December 15, 2011

    What Louis CK knows that most media companies don’t http://t.co/SKag4hek #diesnapthetduswel

  218. RT @saidwotORM What Louis CK knows that most media companies don’t http://t.co/xIyy4fQF cc @Cynicalgrinch

  219. What Louis CK knows that most media companies don’t http://t.co/qPUEVs7i

  220. What Louis CK knows that most media companies don’t http://t.co/1KPy72Am

  221. Met deze openheid wordt content dus waardevol, zelfs drm-vrij >>> What Louis CK knows that most media companies don’t http://t.co/EiHJuPnt

  222. RT @DaGood: What Louis CK knows that most media companies don’t http://t.co/1KPy72Am

  223. RT @DaGood: What Louis CK knows that most media companies don’t http://t.co/1KPy72Am

  224. Petteri Uusitalo Thursday, December 15, 2011

    RT @DaGood: What Louis CK knows that most media companies don’t http://t.co/1KPy72Am

  225. RT @DaGood: What Louis CK knows that most media companies don’t http://t.co/1KPy72Am

  226. Alex Shelkovnikov Thursday, December 15, 2011

    gr8 example how 2 crush barriers. has 2 use @dwolla 2 pay less % – What Louis CK knows that most #media companies don’t http://t.co/ZycZQ5zu

  227. What Louis CK knows that most media companies don’t (a few days after releasing his last show on the web, DRM free) http://t.co/Vl5FniRN

  228. RT @DaGood: What Louis CK knows that most media companies don’t http://t.co/1KPy72Am

  229. What Louis CK knows that most media companies don’t http://t.co/0TEqU7Gb