It appears to have started with authors self-publishing books and selling directly to readers. Then social media helped other artists - such as musicians - further build up their fan-base. Ultimately, the ability to sell direct to fans is just getting started.

The concept makes complete sense - of course. Why would you need intermediaries - or middlemen - to take a percentage of profits and sell for you IF you can do it yourself. That's a big IF - as some people's marketing talents are more accute than others.

But authors who know their reader audience - and musicians who know their listeners - perhaps know best how to reach them and what makes them respond. The money saved on middlemen can go to better pricing for the fans.

Now if sports teams will only get this concept, perhaps they won't be playing games to half-empty stadiums.

Direct to Fan Marketing
http://watchingthewatchers.org/indepth/1356709/direct-fan-marketing

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