What Does ‘Indie’ Mean Today?
Indie authors are so much more than just authors. If you’ve been in the indie publishing industry for any length of time, you have had to adapt by necessity.
In the early days, indie authors faced challenges stretching far beyond writing—questions such as how to publish, how to distribute their work, and how to build a readership in a marketplace that viewed them with skepticism. Technology, of course, changed everything, bringing greater freedom for authors who wanted to build their own publishing businesses, new distribution options, and broader acceptance for self-published works within the industry. Those who pioneered the independent publishing route smashed down barriers that had stood for generations, but new challenges arose—more authors, more books, and more voices to rise above. Opportunity and competition arrived hand in hand.
Now, indie publishing has become an industry in its own right. What was once considered a fringe alternative is now a thriving, legitimate path with its own communities and success stories. With constant change, it’s sometimes good to hit the “pause” button and take stock—not only to look back at how far the industry has come but also to recognize the momentum carrying it forward. Indie authors today stand at a point of possibility, giving them the freedom to shape their own careers and how they connect with readers, as well as to help define the future of publishing.
Where Indie Publishing Started
In the early 2000s, the rise of print-on-demand opened the door to publishing without the need for warehouse space and shipping. Yet self-publishing was still being branded as vanity publishing, a separate publishing model that still exists today in which authors pay a company to publish their work. It wasn’t until the Kindle boom that indie authors shook off that tired perception, proving that $0.99 ebooks and rapid-release series could capture a global readership. Indie authors could skip the traditional publishing slush pile, retaining control and achieving speed to market over traditionally published peers.
Consider Amanda Hocking, an indie author often cited as one of the first major indie success stories. In 2010, she uploaded her Paranormal novels to Kindle, and by 2011, she had sold almost half a million books. Her success challenged industry perceptions and led to traditional publishing contracts for her work. She proved that self-publishing could be viable, even lucrative, if paired with persistence, speed, and adaptability.
Hocking’s story is emblematic of the early indie movement—authors proving that the stigma of self-publishing was outdated. Her trajectory also showed traditional publishers there was a thriving audience for books discovered online, influencing how the industry viewed digital-first authors.
How Indie Authorship Looks Today
If the early years were about breaking down barriers within the industry, the current moment is about building sustainable businesses on the foundations of those breakthroughs. Authors today aren’t simply releasing books; they are running publishing houses of one. A modern indie career often extends beyond books into podcasts, videos, serialized online stories, audiobooks, and more. What was once a sidestep around barriers has evolved into a dynamic, multi-platform endeavor.
Indie authors today operate with a business-first mindset. Success is no longer measured by getting a book into print but by building a sustainable publishing system around one’s work. Many authors sell directly to readers through platforms like Patreon, Substack, or Kickstarter. Others turn to social platforms, where short-form videos introduce their work to entirely new audiences. The algorithms that once lived in online bookstores now live on social feeds, and indie authors have adapted accordingly.
Many modern indie careers are hybrid. An author may self-publish one series, sign a traditional contract for another, then experiment with other forms of writing or branch into online content creation, such as launching a YouTube channel. The endpoint, however, remains the same: autonomy. Being “indie” today is less about the method of publication and more about a mindset of independence and control.
How Indie Authors Find Success
S. R. Webster (srwebsterauthor.com), a dark fiction author of Horror, Suspense, Psychological Thrillers, and Speculative Fiction who has been publishing independently for more than fifteen years, describes today’s climate as “both a challenge and an inspiration.” The tools at hand, she explains, allow writers to “share their vision with readers worldwide without gatekeepers.” But that same accessibility creates what she calls “a tsunami of content,” where every book must struggle for visibility.
“Just because it’s as simple as pressing the ‘publish’ button doesn’t mean you should,” Webster says. “And just because you’ve published a book, it doesn’t mean anyone is going to read it. So the first thing any indie author should do to succeed is to invest in themselves. Take courses and put in the time to hone the craft and produce quality products.
“Word of mouth promotion still goes a long way, so spend some time in your community with book clubs, festivals, libraries, and bookstores,” she adds. “It’s the fastest way to make a name for yourself.”
— Indie Author S. R. Webster
That sense of community, online or off, has become one of the defining elements of indie authorship today. Where early pioneers often worked in isolation, today’s authors thrive on interaction. They build newsletters, host Discord groups, run serialized fiction communities, and foster networks of superfans. Authors are connecting with each other as much as with readers—Webster mentions engaging with other writers “through social media, conferences, and writing groups.” Crowdfunding campaigns not only generate funds but also transform readers into stakeholders who champion a project long before its release. In this way, publishing is no longer a solitary act but a collaborative relationship.
Professionalization is another marker of how far the industry has come. Readers expect indie books to look and feel indistinguishable from those published by the big publishers. “Never skimp out on hiring a good editor and cover designer,” Webster says. Covers are expected to be polished, editing to be professionally done, and branding to be consistent. The bar has risen, and serious authors meet it not only because they must but because they respect their work enough to do so. This rising professionalism has had ripple effects, pushing traditional publishers to recognize the quality and staying power of indie-produced books.
Driving Further Change
Today, indie publishing is tied closely to the broader creator economy. Books are still at the center, but they are rarely the only product an indie author sells. A novel might be accompanied by a spin-off short story or serialized fiction on a subscription platform, behind-the-scenes content for patrons, conference appearances, or viral marketing clips that reach thousands of potential readers overnight. The indie author is now part of a larger creative ecosystem, building audience relationships across multiple channels and inviting readers to engage at varying depths.
Technology accelerates this reality. Algorithms can elevate an unknown author to viral success. Crowdfunding tools make it possible to launch a book with an audience already invested. Distribution platforms extend reach across borders, and advances in audio and digital tools put once-expensive formats within reach of the solo creator. Where access was once the primary challenge, now the challenge is visibility, strategy, and endurance.
Together, the creator economy and these technologies are dissolving the old lines between indie and traditional publishing, and broadening the boundaries of the publishing industry. Success is less about which path an author chooses and more about how they connect with readers, diversify income, and maintain control of their creative vision. To be indie now is to embrace entrepreneurship, adaptability, and experimentation.
The next decade may bring even more change. As technology continues to evolve—through artificial intelligence, new distribution platforms, or immersive storytelling formats—indie authors will do as they have always done: forge a new path. The drive to create, to innovate, and to connect with readers wherever they are will ensure that indie authorship remains not just relevant but essential to the future of publishing.
Desiree Smith-Daughety (D. Lara Smith)
