A decade ago, adult industry insiders and observers alike talked about the rapidly growing field of independent content creation platforms — cam sites, clip stores, fan pages, etc. — as almost revolutionary forces.
Coupled with increasingly affordable and accessible production tools, these platforms would allow more diverse creators to find niche communities who'd support them as they crafted innovative new content. These platforms would also cut out the middlemen — the studios that paid performers a set fee for a scene but almost never offered royalties, and the managers who lined up work and handled logistics for a 10 to 20 percent cut of their clients' paychecks — giving talent more control over their work and far more ways to profit from it.
That was the hope, at least.
In reality, a smutty gold rush of established sex workers and (especially over the last five years) starry-eyed newbies, eager to get in on this potential, quickly saturated these new platforms. "Just undressing on camera isn't enough anymore," says indie creator Kisscat. "This is a competitive market where production quality, creative concepts, and consistency win."
As Mashable recently reported, the amount of work that goes into creating a steady stream of adult content, keeping fickle fans engaged, and managing the back-end logistics of an indie adult career is astounding. Many who try to take it all on themselves burn out quickly. Instead, most successful creators now rely on a wide array of specialized gear and support services to maintain or grow their brands and profits — some of which then go right back into more gear and services.
As Angela Jones, a professor who studies camming and other forms of independent sex work, points out, this means that new creators who already have the resources to identify and invest in the right goods and services often have a leg up on the competition. This systemic privilege flies in the face of the ostensibly revolutionary, open-to-all promise of independent platforms.
But that doesn't mean novices from low-resource backgrounds can't succeed, they add. But if you want to make it as an indie creator without prior experience, expert support, or a wad of startup cash, longtime performer Cherie DeVille argues, "you have to be scrappy, creative, and incredibly determined."
It also helps to understand what your competition is investing in, how you can potentially get by without some of those tools, and whether and when you should start investing your profits in them. In that respect, Mashable can help. A dozen content creators and academics who study the indie adult content ecosystem told us about the equipment and support they need to make porn — aside from naked bodies — and how they decide when to (re)invest in it.
An (incomplete) list of the goods and services porn creators rely on
At a baseline, creating your own content means taking on the tasks and expenses that studios used to shoulder. You have to source your own props, makeup, and wardrobe, and manage any travel or bookings involved in working with other performers. You also need to be able to record and edit, which often means securing regular access to a suitable computer and software suite, as well as mics and lighting, and maybe even dedicated cameras and tripods.
Some performers, like Kisscat, whose native language is Russian, also need specialized programs to help with video subtitle generation and real-time translation. Jones notes that this baseline equipment is getting more affordable and easier to find with every passing year. But creator Penny Barber points out that cutting-edge equipment — the sort you might want if you're trying to maintain such an edge — is still pretty pricey. "My first big purchase was my Canon EOS C500 Mark II" camera, she says. "She costs as much as a car — but she combines professional quality with amateur usability."
This is not just a potentially big initial cost — equipment is a sporadic but rolling expense. Folks who want to do occasional headline-grabbing stunts like Bonnie Blue will need to drop a ton of cash to, say, vet dozens of potential scene partners and fly them all out to a third location for a scene.
Those who want to stay on par with their competitors' videos may need to invest in new production equipment on the reg. ("While we don't upgrade it every month, we always keep an eye on new tech," says Kisscat.) And just keeping things fresh for your fans involves constantly investing in new getups and props. "My lingerie bill is astronomical," says creator Kiki D'Aire.
"Once you're established, your outfits, your toys — I get my fans to buy all of that stuff for me," says performer Hime Marie. Barber sometimes raises fan funds for some tech upgrades, too. But it takes time to reach that level of fan engagement and support, and it's hard to count on it.
On top of all this, performers can face a ton of potential monthly or annual expenses, such as:
Regular STI testing, gym expenses, and other basic health and wellness costs.
The price of an extra room or a studio that you can use for shooting exclusively. You don't just need the privacy, creator Jessica Ryan explains. You ideally need a place that's not just your room — that you can alter as needed — to keep things interesting for fans.
An accountant or tax preparer, who can help you figure out what you're on the hook for and what you can write off — something that's especially hard for people dealing with the American tax system to figure out on their own. "You want someone who can guide you," argues D'Aire, "so Uncle Sam gets his share — but not too much."
A lawyer who can help you incorporate as a business in order to protect yourself from legal and financial risks — something Marie argues is especially important for everyone. Even if you only use your lawyer once, maintaining corporate status is an ongoing process.
A P.O. box, dedicated phone, suite of privacy software, and other tools that might help you maintain your anonymity in the face of nosy fans and rampant data brokers.
A content protection service that will monitor for attempts to pirate and distribute your content for free, and handle the hassle of sending out copyright takedown requests.
Marketing and public relations services, like SEO optimization, paid promotions on other performers' platforms, or even email marketing. It may seem like an odd investment for an adult performer, but as creator Lexi Luna points out, in the competitive market, "you need new eyes to find you, so the more you can do to attract new fans, the better."
Camera operators and editors. While many folks craft their own content, not everyone has the skill or inclination to do so — and some who do get too busy with the business of managing their brands to keep up. So folks like Marie depend on specialist contractors.
Creators who want to run their own site and sell clips directly also have to factor in the cost of web hosting and a suitable content management system. Card companies and banks, ever-skittish about their reputations and varied laws about taboo products around the world, don't like working with adult content directly. So running your own site also requires investing in intermediary services, which ensure payments are processed reliably — for a cut of every sale.
Most creators use platforms like OnlyFans because these sites handle basic payment logistics, ensure a level of privacy and security, and come with a built-in audience. However, as a tradeoff, OnlyFans takes a 20 percent cut off of their income — and some cam sites even take upwards of 50 percent of a performer's earnings.
A few turn to social media or general managers as well, who will take at least 10 to 20 percent of a creator's income to manage some combination of promotion, fan engagement, and strategic planning. In developing countries, especially — but not exclusively — cammers in particular often agree to exchange a cut of their income for the chance to work in a dedicated studio, which will ideally supply equipment and assist with strategy and promotion.
The exact constellation of investments creators make varies wildly, but they can be a huge shock when you're just starting out — especially if you're not mobilizing and monetizing an existing fan base. Marie, who made her name camming about a decade ago, stresses that "if I had nothing to my name and I wanted to start an OnlyFans now, regardless of how beautiful and bubbly I am, not a lot is really going to happen for me for at least the first few months — arguably even a year," as it simply takes time to establish your brand and build a following.
It takes dedication and skill to start earning even a few thousand dollars per month on a fan site. In practice, Kisscat says, "beginners often reinvest almost everything" into starter equipment and support services.
Even after that initial investment period, the performers Mashable spoke to for this story say that they often invest 20 to 50 percent of their profits into goods and services every month, depending on whether they're focused on maintaining their standing or on growing their brand.
Investing in adult content creation takes risk
It's hard, as a new creator, to know which services you need to invest in — where to allocate the resources you have. Especially when, as Gwyn Easterbrook-Smith, a researcher who studies the careers of indie adult content producers, explains, aggressive salespeople now try to convince newbies "that they need more equipment and professional services than they actually do."
Newcomers might, for example, see that established creators use content protection services and figure that's a necessary immediate investment. But their videos may not actually be at high risk of piracy early on — or the losses they do suffer to piracy may not merit the cost.
"Being a creator can cost an arm and a leg if you're not careful," stresses performer Mag Numb.
Self-proclaimed managers, consultants, and coaches also exploit performers' need for support and uncertainty about what support they need, explains Easterbrook-Smith, to sell advice and aid that might "do more harm than good." D'Aire adds that "everybody I know has a story about a brand manager who ran their account into the ground or outsourced work to the Philippines."
At the worst end of the opportunistic spectrum, recent reporting suggests way too many cam studios and fan site managers hook performers with promises of support, only to steal their profits, subject them to unsafe working conditions, or trap them into outright sex trafficking.
Being a creator can cost an arm and a leg if you're not careful.
"Be mindful of the percentage they're asking for," Ryan suggests. "If somebody is asking for over 30 percent of your profits, that should be a red flag," signaling some form of exploitative intent.
How to navigate adult content creation as a newbie
Some performers get around the expenses and risks of indie adult content creation by leaning on friends and family, who can lend them equipment or even act as altruistic support staff. But not everyone has a network of skills and resources to draw on as they journey into the porn world.
If you're trying to hack it as a creator with limited resources, then Ryan has some basic advice: "Keep it simple, stupid."
Your competition, starting out with a bespoke shooting space and fancy camera, might have an advantage, she explains. But it's possible to start out shooting on a phone in your room whenever you have some good natural light and a few moments of privacy and silence.
"Fans aren't going to pay much more for high production values," Luna adds. At least at the outset, "what's important is that the camera isn't shaky and the sound doesn't hiss."
"Some top creators still film on an iPhone with poor lighting," concurs Kisscat. "But they have 10,000s of fans because they know how to connect with people and sell their presence."
Starting small and scrappy — doing as much as you can on your own — may actually benefit you in the long-term, D'Aire argues. You can learn a lot from tutorials on YouTube or Reddit, not just about how content creation works, but about what is and isn't easy for you, and thus what goods and services you might need to invest in once you have saved a little cash. And consulting communities of creators on sites like Reddit, who're often happy to share tips and tricks, will help you find peers who will support you as you vet scams versus valid investments.
"As you get more proficient, you'll definitely want to maximize your potential" by investing in better equipment and more services," says D'Aire. But you can buy what you need as that need arises and your budget allows. You can find plenty of used equipment these days, adds Barber.
"Even with mediocre gear, a creator who knows how to do what they want will outperform someone who has excellent gear and no knowledge" of branding or clear goals, she says.
