August 5th 2024.
Meet Lloyd S. Jones III and Natosha F. Jones, a dynamic husband-and-wife team who are the co-owners of Midnight Comics. Their company is a Black-owned business that focuses on representing marginalized characters of color from diverse backgrounds. As the first and largest Black, family-owned indie comic and manga company in Atlanta, they are making waves in the industry.
BLACK ENTERPRISE had the pleasure of sitting down with the Joneses to discuss the business of comic books and manga publishing. Both Lloyd and Natosha are self-proclaimed "Blerds," who were introduced to comics, anime, manga, and poetry at a young age. Lloyd's love for the popular anime Dragon Ball-Z led him to create his own manga in high school, while Natosha's interest in writing blossomed during her young adult years. Their shared passion for creativity and storytelling brought them together and laid the foundation for their publishing empire. They shared their journey and the challenges they faced in finding their way from artists to successful fundraisers and business owners.
When asked about their initial steps in publishing comic books and manga, Lloyd explained that they wanted to find a way to create as much content as possible without breaking the bank. That's when they came up with the idea for their anthology series, Tales From Midnight, where they introduced four of their titles at once. This approach allowed them to gauge their audience's interest and determine which stories to pursue further.
Their experience in the business side of publishing was gained through a recent business cohort, which taught them about overhead costs, budgeting, employees, grants, and loans. Natosha shared that as creatives, they initially focused solely on the creative aspects of their work, but the cohort opened their eyes to the importance of understanding the business side of things.
When it comes to financing their projects, the Joneses rely on crowdfunding through platforms like Kickstarter. They have found success with this approach, with their loyal fan base eagerly supporting each new project. Their most successful Kickstarter campaign was for their titles The Grey and Admani, which garnered over 100 backers. They also take into consideration the price points of their products, comparing them to those of mainstream companies like Marvel and DC. Natosha pointed out that, despite being an indie company, they still consider these giants as direct competition and price their products accordingly.
In addition to their online store, MidnightComics.org, the Joneses also sell their products on platforms like Nova Tunes and Global Comics. They have also partnered with a Nubian Bookstore in Morrow, Georgia, to offer their comics and manga to a wider audience.
When it comes to marketing their niche products, which feature Black and woman-centered characters, Natosha believes that their success is a testament to how well their stories are written. She explained that their best-selling title, Seoul, is a prime example of this, with its strong female lead. However, they have also faced unexpected hurdles along the way, such as working with artists who did not meet their expectations. This experience taught them to be more selective in their hiring process and to choose artists who are not only skilled but also invested and knowledgeable in their stories.
The Joneses recently took part in a massive collaboration called Epiphany Engine, which brought together over 40 comic book publishers. This groundbreaking project raised over $52,000 and is set to raise even more by the time it concludes. When asked about their advice to aspiring entrepreneurs, Lloyd encouraged them to take the leap and pursue their dreams. He emphasized the importance of being open to both closed doors and open doors, as there will be just as many opportunities as challenges along the way.
As we celebrate Black Business Month, the Joneses are a shining example of Black excellence and the power of perseverance. Their passion and dedication have allowed them to carve out a space for themselves in the competitive world of comic book publishing, and their success is an inspiration to us all.
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