The Paradox of Distribution Access: Standing out in a World of Noise

The internet once promised easy access to distribution, bypassing the need for traditional gatekeepers like record labels, book publishers, and newspapers. All you needed was a connection. However, this democratization of distribution has led to a new problem: standing out in a sea of noise. With countless pieces of content published every day, it’s never been easier to publish but never harder to be noticed. This paradox of distribution access presents unique challenges for independent creators and brands alike.

The Internet’s Promise: Access to Distribution

The rise of the internet brought with it the promise of democratized distribution. No longer did aspiring musicians need a record label to reach listeners; no longer did writers need a book publisher to share their stories. The barriers to entry were reduced to having an internet connection and a bit of technical know-how.

The New Gatekeepers

However, this newfound freedom came with an unintended consequence: over-saturation. As everyone gained access to the global stage, the volume of content exploded. Platforms like YouTube, Spotify, and Medium became the new gatekeepers, not by restricting entry, but by virtue of the sheer amount of content they hosted.