I am fascinated and deeply impressed by this new branch of knowledge called "Indienomics".

Created by IFC/Sundance Channel and developed as a reaction to conventional marketing and the chaos of a changing media landscape, it is new research into reaching consumers.

Now, at the end of this video below it says to 'invest in IFC and Sundance Channel' - because it is basically a marketing video to advertise across their networks, but I think its good information overall, for local advertisers to begin branding their goods across new and exciting lines.
They are on to something.

Here are the basic tenets:

1 - Everyone is a network - The opportunity is to reach them where they program to themselves, regardless of platform.

2 - Independence leads to prosperity - Uber-Influencers have more money to spend.

3 - Not all consumers are created equal - Reaching one uber-influencer is worth reaching 1,000 influencers.

4 - Advertising is content - Customize your message and think outside the pod.

5 - Trust is King - An influential audience trusts the right brand in the right place.

Chaos Theory states that random or unrelated events MAY be part of a new, underlying organizing principle.