winning in the niches

The ‘90s version of not selling out meant refusing to play certain spaces or not letting your song be in a beer commercial. The ‘20s version of selling out means making things in limited quantities to play against mass culture. Though different, the responses come from a similar place. They’re both sensing a culture where, to quote Claire L. Evans ... See more

Yeah, we don’t believe in a 30-person crew. We don’t believe you should emulate the look of a major Hollywood film. I like the indie game philosophy, where two guys make a whole game with pixel art and pick an aesthetic and a style that matches the scope of their budget and team. We believe in small and slow. Four people over 12 weeks can make a mo... See more

The mass market is dying. There is no longer one best song or one best kind of coffee. Now there are a million micromarkets, but each micromarket still has a best.

Something else happens in a world of superabundance, and an attention economy. Because you can’t find what you want, you start to dig yourself into very specific niches, and join sub-groups. Everyone atomizes into millions of groups connected by very specific interests. In more benign ways, it can be great – you find your fellow travelers, and I ca... See more