He's on top of the world financially because he wrote and performed great material, and he made his material work for him—over and over again.
Many on the money side of showbusiness call this "repurposing". No matter how quickly you can churn out original material, you can't just be writing all the time. If you're a performer, you have to perform it; if you write, you need time to be a person, have a life, and then come back to writing. What do you do in the meantime? How do you earn a living between gigs? You make sure your past work becomes a future annuity.
For a few examples, we will now turn to our friend Dr. Cosby. (Yup, he got a doctorate in the 1970s. His dissertation was called An Integration of the Visual Media via Fat Albert and the Cosby Kids into the Elementary School Curriculum as a Teaching Aid and Vehicle to Achieve Increased Learning. He only repurposed a little bit in his dissertation. I guess he had to be serious and analytical in a Ph.D thesis...but the thesis was based on his hit characters.
In the 1970s he wanted to reach out to kids with positive messages about getting an education, and just generally being good. He had done standup about his friend Fat Albert, and his whole gang of buddies from Philadelphia. Fat Albert and The Cosby Kids became a huge television hit. It ran for eight years, and for many years after that in reruns. There were holiday specials too. Herbie
More recently, Fat Albert became a movie, and another payday for
So that's at least five uses of Fat Albert (standup, TV show, specials, movie, Ph.D thesis). Then there was Fat Albert merchandise. Merchandising (see the Merchandising link..it's really hilarious..) isn't just for the million-sellers anymore...it's become so easy and cheap to make "stuff", that you can, and should be thinking about new ways to make money off your old work.
If Cosby had only one repurposing success to his name, he'd still have been considered a business genius as well as a comedy
In addition to the standup comedy performances, the movie, the TV show, Bill wrote several books about subjects he covered in his standup and on "
So let's assume for a moment you're not as well-known as
Here's an unusual but very creative example of repurposing: Composer Andy Brick has toured Europe conducting arrangements for symphony orchestra of music he wrote for video games. The music for video games has gotten pretty serious. The budgets reflect how serious the producers are about having the music sound great, and the game producers hire top talent to compose music for their games. Everybody wins.
Comedians don't have the same options, but they have just as many. A
BUT, spoken word performers get really wildly ripped off with respect to performance rights/performance royalties. I wrote about that a while back. This article, and the one following it pertain to any spoken word performer who cares about making money from the use of their material.
What about writers? The wonderful author and commentator Tracy Quan wrote a (fiction) column in Salon (online) magazine. The column was called Diary Of A Manhattan Call Girl. The column was a big hit, and Tracy turned it into a book. The first book was a big hit, so she wrote a sequel, and a sequel-to-the-sequel
Let's look at one last example. Jonathan Katz created a TV series—Dr. Katz, Professional Therapist—that was a triple-play of repurposing. Jonathan used pieces of his own standup comedy in the character of Dr. Katz. His patients were all other standup comedians who did THEIR respective acts while "on the couch" with their comedian-therapist, and it got used again as Dr. Katz Live when Jonathan, other actors from the animated series, as well as his standup-comedian-patients worked their material while on the couch. Everybody won there.
Jonathan's podcast Hey We're Back has a few animated segments to it. Animators had heard the podcast and picked segments they wanted to animate. Holding For Miss Kiley is a fabulous repurposing of
The practical lesson here: Every creative work has more than one (potential) commercial use.Realizing income from your creative work requires a little effort and a little imagination.
Figure out how else you can sell intellectual property you've already created. Ask your fans if they'd buy it in some proposed new form (CD/DVD? video game? TV Show?). Create, repurpose, pay your bills with the repurposing money, create some more, and so on, and so on.
If you have had, or have heard of any particularly clever methods of repurposing, please write to me and let me know. I'll publish it in a future post, thus repurposing your work. See how that works?