The rise of “microcelebrities” and the proliferation of online content means that connections become deeper. We feel new levels of affinity for digitally-native stars—we feel that we grew up with them and that we’re privy to the most intimate parts of their lives.

With the advent of blogs, social media, YouTube channels, and other distribution platforms, you no longer had to rely on gatekeepers to attract people to your curiosities. Your uniqueness became an asset, not a liability. And as more creator-friendly tools were introduced into the landscape, it expanded your ability to make money doing something yo... See more

The same Internet that allows Netflix to help a small number of cinephiles discover an obscure documentary might also allow that filmmaker to be in touch with these same people directly, perhaps converting what Kelly termed “Lesser Fans” into “True Fans,” defined as those “who will purchase anything and everything you produce,” who “will drive 200 ... See more