The pair recently launched a hugely successful Kickstarter campaign for their Occupy Comics initiative, and have teamed up with Epitaph Records boss Brett Gurewitz to form Black Mask Studios, a comics publisher seeking to combine the expertise of the three into a new outlet for interesting creators.
Andy Waterfield sat down with Steve and Matt to talk about Occupy, the birth of Black Mask, practical applications of the DIY ethic and why the comics industry needs some fresh thinking.
How did Occupy Comics come about, and how did that lead to the creation of Black Mask Studios?
Matt: It was right after the protesters had moved into Zuccotti Park, and it wasnít getting a lot of press attention. I had the idea that we should do something at New York Comic Con that would draw attention to what was happening, and maybe inspire some people to go down there, and check it out or participate. Steve was one of the first people I reached out to because he also has a background in activism, and in the punk scene.
The original, core team was maybe half a dozen comics pros, and the idea was that we were gonna do a really quick comic zine, to get out at NYCC, to spread the word about what was happening. In the interim, the police started pepper spraying the girls, there was the Anthony Bologna thing and it became a media firestorm. There was no longer a need for exposure; it became more about, well, how do we constructively support whatís happening, but also try and cut through the haze of the media representation?
The idea became to do it as a fundraiser, because with winter coming there was a real concern about the protesters and how they were going to stay there. We were trying to raise money for space heaters, sleeping bags, honey wagons and stuff like that. That was the core, immediate goal of it, and the longer term goal was to create a time capsule of what was occurring, through the lens of the different artists, because art had so much to do with rallying people in the first place. If you look at what drove the initial round of protesters there, it was a lot of posters, paintings, and different artistic works. What was driving them there wasnít so much an intellectual manifesto, so we thought it should also be recorded by artists, and then the time capsule thing became really important.
The whole thing snowballed from there, but by the time we had finished the Kickstarter the parks had been cleared. Again, we needed to pivot a little, look at the resources we had, and [figure out] how we could be helpful, so we decided we were going to do more broad distribution of the book. The way itís structured is that each of the creators has the right to assign where their share of the money goes, so itís a coalition. Itís not something where I, Steve or anybody else decides. Everyone can pool their money together, but they all control their own share of it, so I canít say specifically where the money will ultimately go, but I know thereís a lot of interest in the initiatives that are happening now, like Strike Debt, Rolling Jubilee, and the different rescue projects. Because it became less about sleeping bags, and more about supporting larger initiatives, we felt like we needed a pipeline to get the book out more broadly, and [from that] we had the idea to form Black Mask Studios.
Brett Gurewitz, from Epitaph Records and Bad Religion, had backed the Kickstarter for Occupy Comics, and he was really engaged in it during the whole process. When we were looking around for deals, we talked to every single comics publisher. The deals they offer for a Kickstarted project are pretty draconian, so we were really disappointed in the offers we were getting. It wasnít like we were a little Kickstarter, and the deals we were getting were really terrible, so I canít even imagine what it must be like if you have a personal project you put out on Kickstarter.
We were really frustrated by that, so Brett had suggested building an infrastructure on the back of some of the infrastructure he already has in place with Epitaph. That became the kernel of the idea behind Black Mask, because we figured if we were gonna build the pipeline for Occupy Comics, then we might as well build it to last, and use it to support other creators.
Steve: I think the fact that it didnít work out with the other publishers was actually a blessing in disguise. We'd always been talking about trying to find new readers. Working with Epitaph and Brett is much riskier, but itís much more what we need, trying to find new readers to read comics. Not just trying to convince people from the outside to read superhero comics, but showing people that thereís more you can do with words and pictures than just guys in their pajamas beating each other up. Thereís a lot more that can be done.
I think itís really worked out much better for us. Itís a big experiment. Weíre gonna see if there is that outside interest in comics. Iím actually kind of happy we didnít get any of those deals, because that would have been the same way Iíve done comics for almost thirty years now, under that model. Iím really excited about Black Mask and working with Epitaph, because weíre gonna have that chance to get different books in front of new readers. Thatís the most exciting part for me.
Matt: Steve and I met on a horror panel at San Diego Comic-Con...
Steve: You were making fun of vampires, I think.
Matt: I did make fun of vampires, Steve came at me, and I was like, ďNo, dude! I like your vampires!Ē [Laughs.]
But, one of the things we got to talking about early on, the obvious example is 30 Days of Night; various of Steve's books have crossed over outside of the ĎDirect Marketí core comics fan, and so some have sold in the hundreds of thousands of copies. Iím sort of an outsider to the comics world, and I did this project called Godkiller, which was a comic but it was also transmedia. Itís such an annoying marketing buzzword, but when I say Ďtransmediaí I just mean storytelling across multiple platforms.
So, Godkiller was this multi-platform fantasy story that tapped into other audiences, and also reached people well into the hundreds of thousands. And weíre on this panel where everyoneís talking about how an independent comic these days is selling, at best, 5,000 to 25,000. The Walking Dead peaks at around 35,000, unless itís an event issue with a hundred different variants or whatever. Steve and I were having this conversation when we know that there is an audience there. We love the comics fans and the comic shops, and we donít wanna cut them out, but you canít limit it to that; and you really have to do outreach to get to the people who are ready and willing to support really interesting, different stuff, and theyíre just not being reached. Steve and I both knew the audience was there, ready for it, so we wanted to work together to reach them.
Steve: Are you familiar with how the comic market works and the distribution as opposed to, like, music distribution?
With Diamond (Diamond Comic Distributors Inc.) basically having a monopoly?
Steve: Exactly! Imagine if you could only get music through licensed dealers. Youíve basically got 2,000 stores, and of those stores, under the Diamond system, only 90 tend to buy independents, so indie artists in comics are forced to try to make a living off of 90 retailers, essentially.
Which is just... yíknow... I canít believe Iím still alive, to tell you the truth.
Matt: Marvel gets their own book, but in the front of the Previews catalogue, where everyone orders their books from, you have DC, Dark Horse, Image and IDW. Thatís the front of the book; it looks really nice, and they have full pages; and then thereís the back of the book, and it looks like the classified section of a newspaper, or an old phone book or something. Thatís the listings for everybody else. Itís really hard to get any traction if youíre not at the front of the book, to the point where, now, those front of the book publishers, theyíre letting people pay to publish in their section of the book. So, youíre basically paying, as an independent creator, to one of those premier publishers, a fee so you can be in the front of the book, when youíre still paying for all of your own production. In a lot of cases they wind up owing them money.
So, itís this crazy thing where you can self-publish in the back of the book, or you can pay extra to self-publish in the front of the book. Weíre gonna be the punk rock company, weíre gonna be in the back of the book.
And none of thatís a guarantee that the shops are gonna get enough pre-orders that theyíll order the book in the first place.
Steve: Exactly, and thatís the challenge. Nothing against Diamond, nothing against retailers. I donít envy what retailers are up against every month. Theyíve got a certain budget, theyíve got DC and Marvel flooding the market with not just books, but variant covers on the same books, so theyíre actually trying to get people to buy the same book twenty times, and itís working. So, once they get through DC, Marvel, Image, IDW and Dark Horse, with whatever energy and money they have left, they have to pick from the back of the book. Itís a really tough market right now, and that system just makes it a little harder.
Matt: Steve knows this better than I do, but I was working at St. Markís Comics in New York, right before Diamond became the monopoly, when there were three different distributors, and at the time it was structured differently. You had everybody alphabetised, and thatís when you had this really amazing resurgence of the really cool early Ď90s comics, where there were the underground comics and the outlaw comics, and the black & white explosion. Image came on the scene at that time.
Itís interesting how many more books were being sold, different types of books, and it wasnít just superheroes and reboots. People were really being experimental, and it really had that punk spirit, and the DIY spirit to it, where people were self-publishing their own stuff, and finding a lot of success.
I think what Steve and I are both hoping is that, through using different technology, and social outreach; engaging with the comic book stores, but also finding new ways to reach the audiences; we can try and rekindle some of that spirit.
Steve: For me, the big change for comic distribution was when the direct market started. I grew up in the Ď70s, when there was still newsstand distribution. You could go anywhere, and there would be a spinner rack. Essentially, what wound up happening was the direct market turned into only comic stores carrying comics, and one by one they gobbled each other up. Weíve had decades watching this happening, and nobodyís tried to do anything different.
Matt: Itís interesting, Steveís point about the spinner racks. When I was a kid, I discovered my first comic book when my dad was buying a newspaper. They were set up on the floor, or at kid level, so I was like three years old and picked up a copy of Defenders, and that gets you into it! Now you get comics by going into a comic book store, so you need to already be a fan.
Steve: Plus, it has to be a premeditated move, as opposed to when we were kids. For me, I was being dragged around by my mom and sisters, always shopping and stuff, so seeing those spinner racks was kind of my savior.
And now, itís strange because theyíre using the merchandise and trying to backwards market. ďWell, if they go and see the Avengers movie, maybe theyíll buy the comic?Ē Theyíre not buying the comic; itís not translating.
Matt: The readership is mostly guys in their 30s, 40s and 50s, who grew up with spinner racks. Itís maintained that same audience, itís just not bringing in new readers, so thereís this really weird attrition rate to it, and everyoneís stunned that their circulation is dropping.
I had this funny experience, because the way that Godkiller came out, its core audience is high school and college-aged girls which is obviously the antithesis of who is generally reading comics. So, whenever I look at Facebook stats and Google Analytics, the demographic split is really broad for all my Godkiller stuff, and Iíll see certain spikes, like [from] kids who go to art school.
Then, when we did the press release about the company, about Black Mask, a couple weeks ago, it got picked up in all the comics press, and I was looking at the demographics coming in after that, and it skewed completely into males in their late 30s and 40s! Itís amazing how much comics are speaking to a very, very, very specific audience. I mean, Iím in that demographic; itís not like I donít want to tell stories for that audience, but itís just so specific, and it just doesnít break out of there at all, so thatís one of the goals that we have, to reach more broadly.
Steve: No other medium suffers like this. Imagine if CDs only sold 5,000... top 100,000. Are you telling me people donít like music? Weíre trying to convince people that we even exist, let alone trying to sell them some books.
How do you feel your roots in punk and hardcore, and the various independent media project that youíve been involved with, inform what youíre doing with Black Mask?
Steve: I grew up in the DC scene, with the Dischord guys and all that. We folded our own posters, put together our own shows, booked our own tours, put out our own albums, did everything ourselves, so it just makes sense to do it this way.
How to say this without trashing people... [Laughs.] I just believe that you can do business without stepping on the next guy. I really think you can get ahead without screwing other people over. To me, thatís the main punk rock ethic I grew up with, and thatís the kind of business model I wanna try.
I watched Dischord become millionaires, $5 at a time, despite themselves. It was kind of funny watching that happen, because nobody really wanted the money, so they just wound up turning it around and putting it back into other projects, which is what Iím interested in.
That whole DIY, not-fucking-over-the-next-guy ethic is a big part of the way I like to do business. Iím trying to bring that with me, and also... just mixing it up, not being afraid of change, and doing something different. Itís amazing to me how frightened people are of trying anything new, and Iím kind of excited by the idea. I have no idea if any of this stuff is gonna stick, but I love the challenge. Itís not like when we were sitting around playing in bands we were worried we were gonna get picked up by record labels! That was the last thing on our minds. We enjoyed what we were doing, and in turn other people enjoyed it. Iím just trying to apply that same sort of ethic to comic books.
Matt: The term Ďpunkí gets tossed around a lot, but I think for both of us itís really the ĎDIYí aspect of the punk scene that informs a lot of what weíre doing. Itís different, because everybody else is trying to figure out how to get their books into Walmart, and we donít come from there; we come from figuring out how to reach an audience thatís gonna be really excited about it, champion it and do it from the grassroots up. To me, itís more about finding new places to reach out to people. We want to support the comic book shops, but we also want to work with record stores, info shops, anarchist bookstores and stuff like that; the kinds of places where people go and look for new ideas.
If you look at our slate, the stuff that weíre doing is really unique, and thereís a certain amount of activism. Two of the projects that weíre starting with are fundraising for activist goals; Liberator has 30% of the money going to dog rescues, and with Occupy all the profits are being donated.
When youíre coming from something with a DIY ethos, the passion to do all that extra work comes from it being something that you believe is important, on another level than just basic entertainment. I think weíre comfortable with a broader range of topics than most comic publishers are going to be interested in doing.
The other thing thatís really funny; I used to say to people that being from the hardcore scene is a little bit like either being a freemason, or in a frat. You always hear from people, ďI had this meeting, and it turned out the guy was a fraternity brother, and as a result I got hooked up,Ē and Iím like, "Really? God, that sucks." But then, Iíve always found that Iíll go into a meeting, thinking, ďI donít know why Iím even meeting with this store chain. Theyíre in a mall, theyíre not gonna get it.Ē And Iíll walk into the meeting, and the guy running the meeting is from the scene; a tattooed guy who knows all the same stuff, has the same background, and the same sensibility. Itís crazy how that happens.
Steve, youíve been extremely vocal in your support for creatorís rights over the years. How have those ideals shaped the way Black Mask works with its creators?
Steve: Well, I think itís really important that creators maintain their rights, but more than anythingóand I think this is where people get a little crazy about IP, and wind up holding on too tightlyóI donít want to hear any more stories like Jack Kirby or the Shusters, or... Unfortunately, I could go on and on, with both DC and Marvel creators over the years, who didnít know what rights were, and as a result wound up losing everything. The fact that the Shusters donít see a dime from anything Superman is just a sin. Jack Kirby... Every movie weíre seeing coming out is because of that man, and I think the fact his family doesnít see anything is really terrible.
More than anything, what I try and advocate most is, just be aware of what your rights are. For myself, Iím perfectly aware that when I go to DC, and I write a Batman story or a Spectre story, anything I create is theirs. I signed a work for hire contract, so itís theirs, but I know that going in. A lot of creators just donít know what their rights are.
For someone like me, as an independent creator, those auxiliary rights; selling stuff for movies or TV or what have you have been one way I can actually make some money off of this stuff. Again, itís not just about huddling in the corner, protecting yourself and never doing anything with it. Educate yourself, know what youíre getting into and understand the realities of it, because unfortunately comics has a 70+ year history of basically ripping off every creator whoís ever walked in the door. Most of that is just because people didnít know.
I donít even know if people realise, but before Neal Adams fought, no artist got their art returned to them, so whatever page rate they got, that was it! They drew it, they sent it in, and then the publishers would often times make quite a bit of money off that original art. Neal Adams stood up and said, ďWait a second! You are paying us for the right to print, not the right to own that original piece of art,Ē and that little fight alone shifting the way artists function in this industry. A lot of artists, their main income is not doing the comic for the crappy little page rate; itís being able to sell the artwork after the fact.
What it is really comes down to is, be aware of what your rights are but donít be crazy, and hopefully we can avoid more of these sad stories. And also, donít feel like you always have to sit and wait for somebody to accept your story. Go do it yourself! If youíve spent ten years pitching Marvel, and theyíre not taking your stories, thatís ten wasted years you could have been doing something else.
Matt: One of the other things Steve, Brett and I are doing with the creators, is to be there to help them navigate some of the process of taking their intellectual property outside the comics space. You have a situation now where, in order for comics to reach the larger audiences that they need to, most of the heavy lifting on the marketing is being done by Hollywood companies. The Walking Dead wasnít selling those numbers until AMC started marketing it.
Because there has been this bubble, and this real push for comics to get turned into everything else, creators actually have a need to have that occur on some level, but itís really hard to do it. In some cases, publishers are saying ďCome to us. Weíre not going to give you any money, but youíll get to keep all your rights.Ē Itís used as this carrot where it seems like this amazing deal, but youíre also not getting any help. What happens is, either they donít do anything with the rights, or they get taken advantage of because they donít have anyone who can help them navigate that side of things, because itís a whole other business! Weíre there to support the creators however they need help. If they donít need help with that side of it, then they donít need us there, but we are there when they do.
Youíve talked before about offering an outlet for stories other publishers might shy away from. Could you talk a little bit about that?
Steve: Well, that just goes back to what we were saying earlier. Honestly, with the big two, they just want to work with their characters. Your chances of pitching a creator-owned romance or western there are pretty much zero. Itís also getting a little slim pickings out there for other publishers. Dark Horse and IDW are having trouble with creator-owned right now, and part of that is because Image is just doing great.
Image comes as close to what weíre talking about as anybody. There should be every type of comic out there that there are for books, and for movies. The fact that weíve only figured out how to do superheroes, horror, and kind of day-in-the-life kind of political stuff... Thereís so much more that can be done, and thatís something Iím really interested in.
Itís been fascinating watching those Darwyn Cooke Parker books come out. Theyíre coming out as hardcovers, and theyíre selling in the comic stores a little bit, but those are primarily selling to book readers. Like I said, Iíd like to see every single genre represented in film and books represented in comics. Weíre gonna try to do it.
My project, that we havenít announced yet, will be a science fiction, horror story, but Iím really pushing for straight science fiction. I donít understand why thereís not more sci-fi in comics; it makes no sense. When you bring up ďwhy isnít there more sci-fi in comics?Ē the defence is usually ďwell, superheroes are technically science fiction,Ē but Iím talking about ditching the leotards, stories in space, kind of sci-fi.
Thereís always been horror in comics, but it was Morbius, or Tomb of Dracula. It was still done under the superhero umbrella. Somebodyónot me, but somebodyóshould figure out how to do pure romance comics. Anything that sells in books, especially serialised books, I think has just as much of a chance of doing great in comics.
Matt: Comics are an amazing storytelling format, and yet everyone thinks that means superheroes. Itís not like anyone thinks that a movie means itís a horror movie, [like] it has to be a horror movie or else itís not a movie! [Laughs.]
Steve: It really is an American thing. Everybody here thinks comics are primarily either Spider-man or Snoopy, and thatís it, thereís nothing else and itís all for kids. For me, itís been almost a lifetime battle, because I do very little stuff for children, so I always get pretty pissed off when the medium I work in is referred to as kidsí stuff.
Youíre also offering a number of different buying options to your audience. Could you tell our readers about those, and how they differ from the dominant models of comics distribution?
Matt: Part of our outreach is to provide more options for people to get our stories. One thing thatís always amazed me is how weak comic publishersí e-commerce is. Itís stunning to me, because direct-to-fan is where all of the growth is for any kind of creator, especially if youíre doing something which is reaching specific audiences, who are maybe outsider or subculture audiences. Thatís where youíre seeing bands and filmmakers thrive, by selling their work to their audience, and comics has completely failed to do that.
Itís partly because of a systemic thing, where everybody is trying to keep the comic book stores afloat, but to us theyíre completely different. We can support and participate in the direct market, while also reaching new audiences. What weíve seen in the States is that Kickstarter has sort of filled that void; itís the only real way where e-commerce has come into comic books, and itís a flawed system, to be the entire e-commerce engine for comics. Itís taken off, because thereís been this vacuum out there for people, who want to be able to buy comics without driving miles to find a comic shop, that in a lot of cases isnít even going to carry the book that they want, because their core clientele want Spider-man.
One of the main things that weíre doing is being very aggressive in opening up a direct-to-fan infrastructure. Working with Epitaph, Brett has spent years doing the hard work of building pipelines so creators can reach their audiences directly. As a result, weíre offering various bundles for pre-order online now and some higher end bundles that include merchandising, t-shirts, stuff like that, and some lower end ones that are all digital. Theyíre available worldwide.
The part of Epitaph that runs it is called Kingís Road, and itís their merchandising company. They have warehouses and fulfillment in Europe, and I think theyíre opening one up in Asia also, so the footprint for our books is going to be so much broader. Most comics are available in the US and the UK through Diamond, and outside of that they have to be licensed to local publishers. We are able to make all of our product available worldwide, day and date, at reasonable prices, especially because the warehouse in Europe cuts down on the import costs for European fans. It brings everything down to a realistic level but with a massive reach, which is critically important.
Because we control it, we can be really experimental with the way we take these things out. We devised a system where you can buy a digital subscription (available here) that includes the trade, so you get the issues delivered to you digitally each month, and then when the arc is done you get the collected book sent to you. So, youíre essentially pre-ordering the book, but also getting the digital issues ongoing.
The other thing is, digital comics right now, for the most part, unless theyíre free web comics, are inside apps. Theyíre inside the Comixology app, were inside Graphicly, or they have their own standalone apps, but that walled garden approach is kind of antithetical to what weíre trying to do. The way we did it is we used DRM-free pdfs and cbrs, and we provided it that way with no DRM, and it was really successful at reaching broader audiences. That experiment weíve brought over the Black Mask, and thatís one of the ways weíre doing our releases online, is that you can order the book and get the digital issues as they come out.
Things like that are really exciting because, since we control our own pipeline, but weíre also participating in other pipelines, weíre able to experiment.
As youíve said, your digital comics are DRM-free. Was this a conscious response to the more, shall we say, restrictive digital comics platforms?
Matt: To a certain extent itís an ethical stance. Most DVDs in the US start with an FBI warning, so as soon as you put a DVD in the player the first thing you see is a threat. Theoretically, you just bought the DVD, so itís really insulting, and nobody falls for it. Halo 8 never put FBI warnings on our DVDs, and we never encrypted our DVDs.
Steve, I know youíve got to shoot off. Is there anything youíd like to say before you go?
Steve: Iíve just been dealing with this shrinking market for so long, Iím really on the edge of my seat trying to see - this sounds so odd - but how will the outside world respond to what weíre working on? Itís a very exciting opportunity, so Iím just hoping, yíknow?
Iíve made my career in comics, but at the same time Iíve always felt like kind of an outsider. Iím curious to find my people outside, and find some more readers, because what I do is pretty unusual even in the comic market, so Iím curious to see just what itís like out there.
Is there anything else you wanted to ask?
Punk and comics both have a history of popular malignment. Do you feel this shared underdog status makes punk and comics natural bedfellows?
I think thatís part of it. Youíll definitely notice, when you go to a punk show or a comic con itís not the same outsiders, but it all looks like the island of misfit toys. Itís definitely a refuge for people. Punk rock saved me when I was a teenager, comics saved me when I was a little kid. It was a place I could go and people I could talk to, that seemed to understand the way I think. I do think thereís that outsider, underdog thing that runs through comics and punk rock, definitely.
(At this point Steve left the conversation.)
Between Occupy Comics and your animal rights vigilante book, Liberator, your spring release slate has a strong political element. Could you talk a little about how you, as an individual, and as part of this publishing outlet, view the relationship between art and politics?
Matt: One of the things that really inspired me about the Occupy movement was that it was a movement that was driven by an idea, rather than an ideology, and I think thatís where the art comes into the whole thing. It wasnít a manifesto that was driving people there, it was different forms of art, and that was resonating with people in a way that was transcending ideology.
It started off being seen as hippies, but the themes started resonating with more and more people, until Occupy actually had a majority favorability rating in the country, a higher favorability rating than any politician. The media wanted to come out and be like ďWell, they donít have a list of demands, so itís unfocused!Ē It wasnít that it was unfocused; it was about this shared sense of dread, and a shared sense of injustice. Once everyone got past, ďWho are these people out there?Ē they started recognising that they could really relate to what was driving it. I feel like that component of the whole thing comes from the fact that it was a movement inspired through the arts, as opposed to through talking heads, or talk radio.
If you look at, for example, the Occupy Comics Kickstarter, the video we used was really just compiling these different pieces of art that helped drive the movement. There was the US Day of Rage art, and the stuff coming out of Ad-Busters, and I think that was so critical in making Occupy this unique chorus of voices. It wasnít one specific type of person, and it wasnít one specific grievance.
I think comics have a very similar thing, where theyíre such a personal art form. You read them by yourself, you donít watch it in a theatre. Thereís such a personal relationship with the reader that I think you can get into politics in a way that is less preachy, less about ideology, and more about poking around with different ideas, and experimenting.
Itís the same with music. Bad Religion are able to take on really confrontational subject matter, but because theyíre doing it through a song, it affects people in a different way. I know that Brett sees comics as very similar in that way; you can tackle social issues without necessarily having a solution, so much as going after a problem. Thatís one of the things Iím really excited about.
Note: Covers by Mike Allred, Tim Seeley, Darick Robertson, and Christopher Mitten respectively. Black Mask's complete Spring slate is available for pre-order from their webstore.