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In 2008, the Wired editor Kevin Kelly famously wrote that a creator needs to find only “1,000 true fans” to fund their work and allow them to make a living—one thousand people who might pay them $100 a year. It’s an entirely different model from the larger digital platforms, where audiences have to be as big as possible. “A thousand customers is a whole lot more feasible to aim for than a million fans,” Kelly wrote. Yet all of these smaller platforms face the temptation of becoming more algorithmic as they try to grow and serve the maximum number of users, creators and consumers alike.
