Illustrations by Garret Beard. His elaborate, multi-layered covers of pop songs had won him a dedicated following, but none of that translated to financial success. Then, Hollens got three rapid-fire messages from fans, asking him to join a new platform called Patreon. Patreon was similar to crowdfunding sites like Kickstarter and Indiegogo, but instead of pledging toward a one-time campaign, supporters could offer to pay a few dollars every time Hollens released a music video, with Patreon taking a 5 percent cut.
Though not everyone is so effusive about Patreon, both at Vidcon and in the larger creative community, the service inspires praise that would be almost unfathomable for most web platforms. That includes traditional arts and entertainment, but also YouTube celebrities, cultural figures, or even political actions β some inspiring, some troubling. The Patreon model encourages people to see themselves not as consumers, but as members of a private club, free from the constraints of mainstream gatekeepers or mass-market appeal.
And what if people also agreed to support his future videos β and any other artist could do the same thing? Conte mentioned the idea to entrepreneur Sam Yam, an old college roommate and founder of mobile advertising company AdWhirl. Yam loved it, and after two months of development, they launched an early version of Patreon in May From niche creators to small media empires.
Conte had expected that people might pledge a dollar or two per video. The videos were still freely available on YouTube, but patrons got access to an exclusive feed of updates, first dibs on live concert tickets, and other small perks. Early adopters like Hollens began joining the platform, and today, Patreon boasts 50, active creators and over a million active patrons.
But Patreon makes it easy for anyone to set up and manage their own version of this system, and unlike a generic online tip jar, it offers a trusted platform with brand-name appeal. Initially known as a haven for niche creators, Patreon is increasingly funding small media empires. Patreon even introduced a new, more buttoned-down design in June, emphasizing its role as a platform for businesses, not just digital buskers.
