Comedian Made $1 Million In 12 Days Selling $5 Video Online
About 2 weeks ago we reported that popular comedian Louis CK, was about to embark on something radical by offering his latest performance on DVD for a measly $5. What was radical about the move was the fact that CK decided to do the marketing completely on his own, with only PayPal as a payment processor—no distribution deal, do DRM, no Madison Avenue marketing. Did it work?
You bet it did, and to the tune of $1 million in just over 12 days. It took the DVD just 4 days to earn its first $200,000; with the next $800,000 coming in over the following 8 days. CK released a statement after the video smashed the 200K barrier explaining why he had done what he did. According to CK, “The experiment was: If I put out a brand new standup special at a drastically low price ($5) and make it as easy as possible to buy, download and enjoy, free of any restrictions, will everyone just go and steal it? Will they pay for it? And how much money can be made by an individual in this manner?”
Well, the experiment certainly worked, and shows that with the right approach, piracy can be curtailed and people will spend money if the content is good.
Did you buy CK’s comedy special through PayPal? Share your thoughts on his unique approach in the comments below.