MEDIA, CREATORS
AND COMMERCE.

Reference

Media businesses have attention and usually lack the machinery to convert it into goods. The failure mode is predictable: demand arrives faster than fulfillment can be built, and the first launch teaches the audience that ordering is a bad experience.

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What to know

Attention is perishable

A launch window is measured in days. Inventory that arrives after it has closed is inventory sold at a discount to nobody in particular, which is why lead times matter more here than in any other channel.

Rights have to be explicit

Who owns the design, who may use the likeness, what happens when the collaboration ends. Ambiguity that is comfortable while everyone is friendly is the entire dispute afterwards.

Several parties, one order

Creator, brand, manufacturer and agency splitting one sale is normal. Recording the split on the order and settling it in one movement is the difference between four invoices and one payment.

Wholesale outlives the moment

Direct sales spike and decay. Getting into stores converts a moment of attention into distribution that keeps selling after the post is buried.

Where to go next

IF YOU ALREADY HAVE AN AUDIENCE.

An audience is demand that already exists, which is the hardest part of commerce solved before you start.

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CREATORS, SELLING WHOLESALE.

An audience is demand that already exists — which is the hardest part of commerce, already solved.

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SHOWING THE PRODUCT MOVING.

Photographs answer what a product looks like.

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