Before I dig in to this post, I must leave (yet another) a reminder that IB is moving to a new site starting March 5. We will no longer be posting here at our WordPress.com blog. If you want to stay subscribed and keep receiving content from our blog, please hop over to the new site (which is already up!) and subscribe in the sidebar or update your RSS feeds! Thank you!
Publisher: Red Lemonade
Location: Brooklyn, NY
Founded: 2011 by Richard Nash of Soft Skull Press
Distributor: Publishers Group West
Notable Authors/Works: Zazen by Vanessa Veselka; Lynne Tillman; Follow Me Down by Kio Stark
Open Submissions: Absolutely, sort of. More about this when you read on.
Kindle/e-reader available: Yes
Publishes Periodicals/Quarterlies: No
General Information: Today’s Know Your Publisher edition includes an interview. This is the first interview I have conducted for IB, and I don’t think I could have picked a better first interview topic than Red Lemonade, a press that some have called the future of publishing.
Red Lemonade is the product of Cursor, which is the brainchild of Richard Nash. Cursor provides a platform that approaches publishing in a new way–what has come to be known as crowdsourcing, a user-driven application where large groups of people are called to participate in achieving an end result. Red Lemonade does not just have a website where you go and buy the books they have to offer; the website hosts a writing community, where writers and readers alike participate in creation. A writer uploads a work, and other community members comment on the work, offering praise and criticism both; the works that get the most positive buzz over time have the best potential to be tapped for publication. The idea behind Cursor seems to be to create different presses with differently-themed communities, all powered by one platform; Red Lemonade leans toward “edgier, adult literary fiction”, but another Cursor-powered press may deal with science fiction, or even more specific topics.
I interviewed Brian McFarland, the community manager at Red Lemonade.
Susie: Some people perceive writers as being a bit . . . sensitive . . . about their work. How has the experience been with exchanging feedback between readers and writers?
Brian: It is an ongoing point of discussion, a fascinating type of writing workshop, a new way to experience literature and a bit of a conundrum (in a riddle, in an enigma) all in one. Feedback and suggestions are often perceptive and the writer can respond, make changes, or explanations. Works that get more comments ‘bubble up’, so to speak, and it’s great that there is a focused community that is part of the review process. On the Red Lemonade site, you can select a specific line or word, highlight it and then comment on specific parts of the text, which is really cool and interesting to follow.
Susie: I noticed when I went to look at Zazen that the online copy had a ton of annotations. I think I could have spent the whole day reading them if I’d had time.
Brian: Indeed. The work we are publishing in April, Matthew Battles’ Sovereignties of Invention, generated many responses as well.
Susie: Do the books remain available to read online after they’re tapped for publication?
Brian: Yes, you can read both books online for free at this very moment. And yet, people are tweeting, commenting, adding to reading list the Zazen physical book.
Susie: There’s an ebook controversy raging right now (what’s new, right?). What are your thoughts on ebooks?
Brian: There is so much focus on the means of delivery, and not enough on what is being delivered–the rough and tumble heartfelt and intellectual surprises that readers experience and writers love to create. That feeling you get when you talk to your best friend about your favorite authors, or someone suggests a new book to you, or you find a good author who loves another author and you follow that reading trail to worlds and words you never knew of before.
Susie: Does most of the editing happen organically through the community, or is there a separate, more thorough process that the work undergoes once you decide to publish it?
Brian: It’s a workshop not solely designed to be just a part of the selection process; it’s opening up the whole culture of the book. It’s Penn and Teller creating a plexiglass Chinese Box; the magic is still there but everyone is part of it, no need to climb the skyscrapers, so to speak. But yes, an editorial sense, vision, awareness of context and history with a certain approach to writing, that is part of the whole shebang, too. Readers contribute, writers talk to writers, the interns lend a hand, the editor has their say. The Hybrid Beasts submissions are this process going on right now and it’s exciting to see.
Molly Gaudry of the LitPub is our editor [for Hybrid Beasts]; it is her vision which helps define what works we are looking for and will contribute to the final selections and styles of the works.
Red Lemonade has a keen appreciation of language, words, the act of translations, other languages, dolphin speak. The whole culture of the word. Another aspect, and Zazen really touches on this, is a strong cultural awareness, battle reports from the field received long before they are received by sailing ship.
Susie: I don’t want to take up all of your time today ^_^ but I’d like to get any other information that you wanted to share before I go. Any events coming up?
Brian: Richard Melo–whose novel Happy Talk will be published this summer–is going to hold an online class [tentatively in early summer], working as a writing facilitator/coach about approaches to writing a novel. The class will be five sessions of exploring writing approaches and methodologies. Another aspect of publishing that we see as part of our community.
//
Thank to Brian for having a chat with me about Red Lemonade. If you’re curious to find out more about what the crowdsourcing method of publishing looks like, pop on over to their website and sign up for a free account. Their library contains complete published and unpublished manuscripts to read for free; you can not only read the works, but join in on the conversation about them, highlighting and commenting on your favorite passages and talking to others who liked the same parts you like. (If you’re a writer, know that the site is still in Beta, and you must contact the publisher to be allowed to upload a work of your own.) Who knows? You could help publish a book!
You can also find out more about Richard Nash and Red Lemonade at The Next Best Book Blog.
What do you guys think? Is this the future of publishing? Are you guys interested in being part of the process, or would you rather stick to works that have already been through someone else’s wringer? Have you had personal experience using Red Lemonade? Let us know in the comments!










