There’s growing evidence that the Web 2.0 ‘Long Tail’ theory is a bust for the online creative sector. Back in 2004, then Wired editor Chris Anderson theorized that blockbusters would matter less in the internet age and that everyone would sell “less of more.” But in today’s cultural world, where Marvel movies dominate and tech company algorithms all but ignore independent creators, the Long Tail theory is more like a fairy tale than a reality.
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