Impact Theory was a venture in the comics medium unlike few others. While there are a few comics that feature musicians (even create them), Tom Bilyeu and company adapted their styles. After a couple of setbacks, they’re still in the game by reapplying themselves to a bigger audience. Because why keep going in the shrinking physical comic market when everyone’s on a phone?
What Is Impact Theory?
This is not just another studio shooting for the moon! Tom and Lisa Bilyeu’s company is about personal growth. Not just with comics, but podcasts, courses, video games, and…
Okay this is sounding too much like self-help confidence schemes.
Especially since this started off as a side project to Bilyeu’s other enterprise Quest Nutrition. You know, those protein products you find in grocery stores. Anyway, after that company got sold off to bigger companies, Bilyeu broke off from his business partners. He and his wife would put more time into putting their brand in everyone’s face.
Get (Started) Physical
My first exposure to Impact Theory was the comic Neon Future with Steve Aoki’s likeness. Who’s Steve Aoki? Go on his YouTube channel!
Neon Future was a big hit with its spectacle, pace, and story of a divided cyberpunk world.
But we’ll come back to that later.
This as well as Hexagon featuring Don Diablo would be the first comics to grace readers. Whether that’s comic stores or pre-Amazon assimilated Comixology. To say nothing of the marketing Bilyeu put in and the talent behind it. Michael Moreci is a name I really have to get more into…
Impact Theory On Music’s Effect
Both titles aren’t just using electronic musicians for marketing. They tell the story about the effects of expression through technology. The leads are people looking for direction but are held back from expressing themselves. They and a few side characters have a few parental issues that holds them back in identity.
But when they get into the rhythm of events and stop playing to everyone’s expectations, they find inner strength.
In a way this is practically a reflection of the how the DJs use their music.
Aoki is all about high-energy performances and community connection. Hence why Neon Future is an action-packed cyberpunk series about a divide where everybody focuses on one way or another. So the Aoki stand-in is hoping to inspire a new way to live. Strangely the events were set up by a malicious AI to get the power of the Aoki stand-in. This is years before AI generation!
As for Don Diablo, he focuses on emotional melodies with energetic beats. Often to explore personal struggles, introspection, and innovation. Hence why Hexagon‘s lead is a younger version of himself who can tap into a power everyone wants. And why Don Diablo has to hype his younger self up to be the hero he knows he can be. Otherwise a producer will steal that power for himself.
Digital Is Forever
But while Neon Future has a second “season” everything grinded to a halt in 2020. I’m sure some of you know where this is going. The Covid-19 pandemic had set a few plans Bilyeu had back. With everything up in the air, Bilyeu had to reformat the comics on Webtoon. Both to stay accessible and to buy time as Tom and Lisa refocus Impact Theory as a company.
Fortunately, after a few years and services they get back into the comics game with Moreci. Thanks to Tapas and All Systems Go!. This time, with no DJs. Instead, they focus on storytelling to deliver powerful ideas to push for growth. All in the name of being the best version of yourself.
Other Lessons of Impact Theory
If there’s a few other things to take away from everything, it’s not about celebrity endorsement. It’s about finding the best people. Sometimes that’s an author you’ll look everywhere for. Other times, it’s reflections of yourself to bring out the best you. Often those are in the form of where you came from and where you want to go.
Just remember Impact Theory during the pandemic. Things were looking bad after so much was put into marketing these comics at convention audiences. So the Bilyeu’s had to go where more general audiences were, on their phones! But to stand out, they had to let go of their celebrity cameos and focus on their core philosophy.
It’s why Impact Theory Studios is now supported by the companies main products. Not just podcasts, motivational speaking, self-help books, and a few courses, but…NFTs.
Think of that what you will, but the best investors are the audience that you cultivate. And you have to stay in the public to do that, not hide behind convenience barriers.
The Impact Theory
It sounds like Impact Theory is a lot of flash and waving money around. Building confidence just so people can waste their time and money. But there’s a difference in just getting a bunch of stuff and applying yourself after the fact. To make the best impact in your life, you gotta find the push to start.
There are times when you’re going up against a wall. But it’s what you do after you hit that wall that matters. Same with the comics; are you just reading all of this to pass the time? Do you feel immersed or have a connection with the characters or settings? Will what happen in them stay with you as you make an important decision in your life?
If so, then this impact is no theory. Being your best self is a lot of work, so is trying to convince people that it’s worth it. You’ve gotta get their attention, convince them to stay. Not by drugging them with high returns of dopamine, but connecting with them on a fundamental level. All it takes is keeping up with the public with a reputation to show your real character.
The ink’s not dry yet, so stay tuned for more developments.