Because your genre limits your potential audience, you’ll often make more money by doing it yourself than you would if you signed to a record company. For a record deal to make sense, the company has to generate more money for you (after they take their piece) than you would get by going it on your own. With niche artists, that’s often questionable

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Part of the reason I’m drawn to Nintendo Music as a potentially precious product is because, in many ways, it represents the future. Media companies will increasingly have to choose what to own and what to co-pilot. Not every new venture needs to exist as an O&O product, nor does it have to exist within a centralized environment. Licensing out ... See more

which pieces of your art make it to viewers. On YouTube, however, he could release his videos directly to his fans. He could line up subscribers. He could reach people directly on social media and via email. Online, he has a platform—one he owns and operates, no middlemen allowed. And you know what? It works to great effect. For over a year he put

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