Creepy crawly aliens using humans as hosts to hatch in. Victims going crazy and/or mutilating themselves, in order to get rid of these parasites. Also, football-playing aliens (well, not proper football – only the American version). That is the world of author Scott Sigler. It is a world in which he calls his fans ‘Junkies’ and in which his fans lovingly call him ‘Future Dark Overlord’. And it is a world in which he found and built his fan base by taking his novels, recording his own audiobooks and putting them on the web for free as weekly, serialised podcasts. The question is: Can the Scott Sigler approach to publishing be replicated?