The "democratization" of the internet caused by, among other things, the explosion of Twitter and other social media marketing tools has provided many boons: the free and unhindered access to information, the ability to reach and connect with before-elusive clients, and hilarious viral cat videos. But this change has also broken down the structured avenues the traditional system provided for new products to reach potential consumers.

So what's a struggling, young, forward-thinking business/film/brand to do? Look no further, because this week's Humpday Highlight will explain all. Fans, Friends & Followers: Creating Your Own Cult (of the Non-Apocalyptic Variety) helps you find your audience and pump you up to get you and your product where you want to go. Scott Kirsner, editor of CinemaTech and the author of the book Fans, Friends & Followers: Building an Audience and a Creative Career in the Digital Age, together with filmmaker Gary Hustwit (who just announced the third film in his design trilogy, which includes SXSW alumni Helvetica and Objectified) explain how they have capitalized on their opportunities and exploited the system to drive themselves to success.

In short, Kirsner and Hustwit want to teach you, in this shifting digital age, how to build audiences that will support what you do and give you money. Check out the video above, and listen to the full podcast here.

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