Why is James Blakes Rant So Relevant to Food Creators?

October 25, 2024
Ben Russell
Founder

James Blake, incredibly famous for his musical exploits, like the incredible hit ‘Retrograde’ and his countless productions of huge hits across genres, previously wasn’t necessarily known for his business acumen.

But that all changed recently. After finally getting fed up with years of the same problems may creators face - not owning their fans data - he decided to speak out. Full BBC news rant and all. And it's incredibly relevant. You can see his spot on BBC on his instagram here.

Effectively, Blake communicates the ridiculousness of his current situation. Having had a long stellar music career, building huge audiences on social platforms and having sold millions of his tickets around the world. He now finds himself not being able to contact those people when he wants to. He doesn't have their names, their emails, their numbers. The centralised platforms and monopolies get all those juicy details for themselves to keep selling to and monetising from. Riding on the back of creators work. His only way to try to reach them is to post on social media and hope a fraction of his fans see it.

This is not just about musicians. This is about creators of all kinds, with huge reliances on centralised platforms, where they do not actually have control over their customers and how they communicate with them.

For many food creators, this is the social media platforms, book publishers and more who hoard your fans data, and use it for their own benefit. When it comes to you wanting to contact your customers to announce something, launch a new product or sell something different, you might get a little stuck. Blake has decided he's had enough of being a digital tenant, and now he wants to be a digital homeowner. You as a food creator should probably be thinking about doing the same.

Your reliance on algorithms is great when everythings going good, but can easily kick you right where it hurts. That’s because algorithms rule the day. And, like James Blake, you don’t control them.

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Take Back Control—Here’s Why It Matters

Just as Blake has pointed out, platforms love keeping you at arm's length from your audience. They own the data—email addresses, phone numbers, and all the juicy bits that allow them to market to people. Meanwhile, you get caught in the algorithm game, praying the powers-that-be decide to show your latest creation to more than a handful of your followers.

The solution? Own your audience. Yes, just like a sourdough starter, you need to cultivate it, feed it, and keep it alive. Here's how you can do that without breaking a sweat:

  1. Build an Email List: Blake’s frustration started when he realized that he couldn’t even contact people who had attended his concerts. If you can’t contact your fans, how are you supposed to sell them your latest cookbook or get them excited about your new recipe video? Start an email list, even if it’s small. It’s like having a direct hotline to your biggest fans.
  2. Make Your Own Space: Sure, social media is great for discovery, but it’s not your home. Blake is now using a platform that allows him to gather his own fan data, and you should think similarly. Clubb is a great way to do that.
  3. Offer Exclusive Content: Your hardcore fans want more than just what they see on Instagram. If you’ve got an email list or platform of your own, you can offer exclusive recipes, sneak peeks, or even behind-the-scenes content. Think of it as your VIP section, minus the velvet rope. The term creator economy has been around for a while, but it’s never been more true that the ‘1000 true fans’ model can really ring true. Just a small portion of your followers becoming paying supporters can become a significant revenue stream.
  4. Get Out of the Algorithm Trap: Blake has over 700k followers, but only a fraction see his updates thanks to social media algorithms. If you're relying solely on those platforms, your audience could be missing out on your latest masterpiece. Direct contact through emails or notifications means no algorithm will hide your updates from those who actually care.

The Long Game

Much like James Blake's new approach to concerts, food creators should start thinking long-term. Building an audience that you actually own will take time, but once you've done it, no one can take it away from you—not even a mysterious new algorithm update

If you start building your audience and even a paying subscriber base now, you could quickly end up with a significant revenue stream. No more worrying about the next brand deal or answering to people you don’t want to. Truly your own business.

After all, it's your kitchen. Why let someone else own the recipe?

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