What's Happening?
In 2025, Logan Potter and Allen McRae from Authentic Talent & Literary Management are emphasizing the importance of Reddit as a platform for comedians to connect with niche online communities. They argue that Reddit offers a unique opportunity for comics
to grow their audience by engaging with users across various subreddits, ranging from golf to gaming. This approach is seen as a way to build a following that can support live shows, even before gaining attention from Hollywood executives. The managers highlight the shift in the entertainment industry, where traditional paths for comics have diminished, necessitating more creative and entrepreneurial strategies to succeed.
Why It's Important?
The advice from Potter and McRae reflects broader changes in the entertainment industry, where traditional avenues for talent discovery and development have been reduced. With studios and streamers cutting back on programming and talent incubation, comedians are increasingly turning to digital platforms to sustain their careers. Reddit, along with other social media platforms like Instagram, TikTok, and YouTube, provides a space for comics to reach audiences directly, bypassing traditional gatekeepers. This shift has implications for how comedians build their careers, potentially leading to more diverse and innovative content as they explore new ways to engage with fans.
What's Next?
Comedians who adopt these strategies may find new opportunities for monetization through branded content, YouTube series, and collaborations with digital-first companies like Dropout and Smosh. As more comics leverage online platforms, the industry may see a rise in digital-first talent gaining prominence, challenging traditional stand-up norms. Managers like Potter and McRae will continue to play a crucial role in guiding artists through this evolving landscape, helping them navigate the complexities of digital engagement and audience building.
Beyond the Headlines
The shift towards digital platforms raises questions about the future of traditional comedy venues and the role of managers in an increasingly online-focused industry. As comedians embrace digital strategies, there may be tensions between digital-first talent and traditional stand-ups, with concerns about competition for audience attention and performance opportunities. This evolution could lead to a redefinition of what it means to be a successful comedian, with digital presence becoming as important as live performances.
