The Success of D.I.Y or DIE: How To Survive As An Independent Artist

In 2002, director Michael W. Dean released a documentary with several indie artists who were interviewed about their passion for the arts and why they do it even though there isn’t a steady paycheck in it. The film became a huge success because of its inventive use of viral marketing. Here’s what happened.

1.   Give up your rights. When the film was released, the cover read “DIY or DIE: Burn This DVD (The non-copy-protected DVD of D.I.Y or Die: How to Survive as an Independent Artist).”  Who in their right mind would give up their copyrights and encourage people to burn a DVD? Well, apparently Michael W. Dean did something right because everyone was doing just that, burning the DVD. Therefore, if people were burning the DVD it must have been good enough to create the desire to do so. Right? I’m impressed.

2.   Put it up for sale.  So now that people know enough about the DVD-that-has-given-everyone-permission-to-burn-it without-retribution, it generates buyers. Yes, people actually wanted to pay money for a “free” DVD. That’s what happens when demand is higher than supply.

3.   Put it up on the internet for free. Just when you thought that things couldn’t get better, it did. In October of 2007, Michael W. Dean put the entire film on YouTube and Zune Marketplace. “Why would anyone put a whole documentary online for free?” you ask. Here’s the answer.

Would you ever try something this risky with your art?

P.S. D.I.Y stands for Do It Yourself.