Here's Kevin Smith discussing his success as an independent, and rebutting critics who say that his go-it-alone strategy for his Red State (which is, by the way, excellent) was only possible because he'd made a name for himself:
Anyone that tells you "oh he could do it because he's Kevin Smith"—tell 'em horseshit, man. That's somebody who's trying to tell you "don't try, you can't try, he did it, he can do it, you can't do it." Don't listen to that shit man. Think of life and progress as a game—I always think of it in terms of a game of hockey. When you're skating with the puck towards the net there's always a motherfucker trying to hook you from behind, just to slow you up enough, 'cause nobody wants to see anybody succeed. So don't listen to that. When you hear somebody go "well of course he could do it, he's Kevin Smith"—those same assholes, before I did it, were like "it's never gonna work, it's dumb, he crazy". And then when it worked, they didn't go like "you know what? we were wrong"—instead they say "well only he could do it because he's Kevin Smith" and I say horseshit. Kevin Smith wasn't always Kevin Smith, nor was Kevin Smith the little kid that pulled the fucking sword from the stone.
Now am I going to say like, this is the only way it should ever be done forever? No but you're always looking for alternatives, because the old method doesn't so much work anymore. You can't just put a commercial on TV and expect a bunch of people to show up and see it at the movie theatres. They have too many choices. They can just stay home and surf porn on the internet. Why would you want to go see The Avengers when you can watch like three people having sex from the privacy of your own home? You're competing for attention, and in a world where you're competing for attention, you have to figure out ways to make it more interesting for the audience to come out. It's no longer enough to be like "here's the movie, come see it".
Techdirt's Leigh Beadon relates this to Masnick's Law: "in any conversation about musicians doing something different to achieve fame and/or fortune someone will inevitably attempt to make the argument that 'it only worked for them because they are big/small and it will never work for someone who is the opposite,' no matter how much evidence to the contrary might be readily available."
I write books. My latest is a YA science fiction novel called Homeland (it's the sequel to Little Brother). More books: Rapture of the Nerds (a novel, with Charlie Stross); With a Little Help (short stories); and The Great Big Beautiful Tomorrow (novella and nonfic). I speak all over the place and I tweet and tumble, too.