A few weeks ago, I got an email from stand-up comedian Louis CK announcing his new show Horace and Pete, available on his website for $5. Not on Netflix or FX or even YouTube but his website. I’ll let that sink in a little.
Now, why would one of the top-earning comedians whose show has a stellar cast (Alan Alda, Steve Buscemi, Edie Falco and Jessica Lange) take this route? Here’s why - Five years ago, Louis sold his Live at the Beacon Theater special direct to customers from his website and raked in a sweet $1million in just 12 days. Since then, he has continued to deal directly with his fans, eliminating the middleman and seen an upward trend in earnings. On his site, you’ll find shows and often tickets to his live shows as well, sans the much dreaded Ticketmaster fee.
There’s a lot we can learn about doing business in a digital world from Louis CK: