selfdistribution

Self-distribution is the practice of distributing a product directly by the creator rather than through traditional distributors. In media, it commonly refers to films, music, books, or software released by the creator or a creator-owned company, with control over rights, licensing, pricing, and release strategy.

In film, self-distribution involves securing rights, choosing release platforms, negotiating with exhibitors or digital platforms, and handling marketing, packaging, and revenue collection. Releases can be theatrical, digital, video-on-demand, streaming, or a combination, potentially spanning multiple territories. In music and publishing, self-distribution covers releasing content on streaming services, digital stores, and print or ebook channels, often through aggregators or direct storefronts. In software and video games, developers publish on marketplaces such as Steam, mobile app stores, or independent storefronts, sometimes with self-hosted sales.

Key steps typically include rights assessment and licensing, selecting a distribution model (exclusive vs. non-exclusive, upfront fees vs. revenue share), asset preparation (trailer, artwork, metadata), pricing and release planning, marketing, and post-release analytics. Revenue models range from direct sales and licensing to subscriptions and ad-supported streams. Tools and approaches include distribution platforms, crowdfunding, and direct-to-consumer channels.

Advantages of self-distribution include greater creative and financial control, higher profit per unit, faster market access, and a direct relationship with audiences. Challenges involve upfront costs, the need for effective marketing, potentially limited reach without existing networks, platform requirements, and administrative burdens such as rights management and accounting.

Best practices emphasize building an audience before release, leveraging data-driven marketing, professional presentation of assets and metadata, and planning phased releases. Some creators pursue hybrid strategies, retaining control while partnering selectively to broaden distribution. See also: distribution, independent film, self-publishing, direct-to-consumer, digital distribution.