Louder Than 11 adheres to the principle of publishing videos for free, which some people don’t understand. Some speculate that they’re rich kids who don’t need the money. Others worry about whether LT11 can keep producing high-quality climbing videos without a steady income. Recently, LT11 responded to these concerns and explained their operational model.
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We released our latest video “Park Life” just over a week ago. In just a few days, the attention and praise it has received have surpassed anything we’ve ever published before. Every bit of support means the world to us. Without everyone’s encouragement, we wouldn’t be where we are today. What moved us especially was when one die-hard fan insisted on paying for our video. You’ve given us so many suggestions—paid subscriptions, accepting donations, adopting a “pay what you want” model, and more... Recently, we’ve explained multiple times to the public how our business model works. “How do you make money?” is a common question. Let me explain (I made a diagram, my drawing skills aren’t great, but please bear with it).
We are climbers. We go outdoors to make climbing films. Occasionally, we have sponsors, but most of them see it as an investment in us. We publish our films for free. We do this because distributing videos incurs no extra cost, and we also want as many people as possible to see our work. “Free” removes the financial barrier for our audience to enjoy these videos and to share them with others. As our skills improve and our audience grows, our visibility within the climbing community and industry also increases. The relationships we build with viewers become the foundation of our reputation and the quality of our work. This allows us to market ourselves to commercial clients and helps potential customers find us to meet their multimedia needs. That’s how we ultimately earn income—through commercial projects. A portion of the earnings goes to the company, giving us the budget to produce the next climbing film. We can buy a new camera or computer. Push your creativity to the next level.
Get it? We publish videos for free, and you want to pay—we’re touched. It means you genuinely love our work. It means the world to us—thank you so much. But what we really hope you’ll do is—if you like one of our pieces—please share it with someone you think might love it too. Tell them about us, LT11. Take them climbing.
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