Are we in a new sword-and-sorcery renaissance? Not yet. At least commercially.

Some corners of the internet are speculating whether we’re in a third sword-and-sorcery wave. This assumes a first, unnamed wave in which S&S was invented (roughly 1929-36—thanks REH), and a second in which it rose to commercial prominence (roughly 1965-75).

Following a collapse in the early 1980s S&S lay moribund for decades, with a few authors soldiering on and a couple outlets toiling in corners of the internet. This was the general state of the genre until the last few years. 

Today there is a new interest in this old, weird, gritty, sword-slinging alternative to epic fantasy. A non-exhaustive, top of mind list of publications and publishers includes:

• Tales from the Magician’s Skull
• New Edge
• Whetstone
• Savage Realms
• DMR Books
• Swords and Sorceries
• Heroic Fantasy Quarterly
• Rogues in the House
• The Cromcast
• Old Moon Quarterly
• Baen
• Swords and Sorcery Magazine

Recently we’ve had a few successfully funded kickstarters: New Edge magazine, which landed Michael Moorcock for issue no. 1, and now Swords in the Shadows, which features authors like Joe Lansdale, Stephen Graham Jones, and Brian Keene.

Conan is the closest thing we have to a sure thing in S&S and new Conan material is out. Titan Books published a new Conan novel, Blood of the Serpent, with more titles to come. Rogue Blades Foundation has just published Hither Came Conan.

In short, there is quite a bit of contemporary S&S to sink your teeth into, sample, and enjoy. At all levels, from amateur and free, to traditionally published mass-market paperbacks and hardcovers.

But what is actually going on, commercially?

Despite all this output, much of which I have backed and all of which I am grateful for, we are nowhere near a commercial renaissance. While great enthusiasm exists in many quarters, and some good authors and artists serve this space, the simple fact remains: there isn’t enough readers. 

Publishing is a winner-take-all enterprise, existing on what marketing guru Seth Godin and others have described as the long tail theory. One on side, a few huge winners, making millions due to their mass appeal. Think Stephen King, GRRM, J.K. Rowling, Brandon Sanderson. As the tail stretches rightward, we find more writers able to make a living writing, some comfortably, but not as many as you’d think. And then a LONG tail of authors selling hundreds or perhaps tens of copies of books, laboring in obscurity. The same theory applies to publishers. 

This is not necessarily a bad thing, as the long tail is also to serve the needs of niche consumers with obscure interests in a manner that The Big Five (now four) cannot.

The problem is that S&S is way out on the end of that tail, a highly specialized subgenre that appeals to a small subset of readers. How small?

I feel like there could be as few as 1000 hard core S&S fans keeping this enterprise afloat. Some evidence to support that claim:

• Swords in the Shadows: About 600 backers (as of April 11), pledged $16,400 to launch the project.
• Tales from the Magician’s Skull: 640 backers pledged $68,975 to help bring this project to life.
• New Edge: 479 backers pledged CA$ 22,846 to help bring this project to life.
• Whetstone: 755 followers on Facebook
• Contemporary S&S: 743 followers on Facebook
• The Cromcast: 1,000 followers on Facebook
• Rogues in the House: 1.3K followers on Facebook

Pulp Sword and Sorcery is an outlier with 5,200 members on Facebook. But are they just nostalgia-seekers? Nothing wrong with nostalgia, I dwell in it daily. But the numbers don’t support more than 5,000 buying new product.

DMR Books has 2,800 followers and is a publisher that offers its readers old and new material. Perhaps this is our most accurate number.

Admittedly I’m an old fart with so many blind spots I should have my license revoked. I’m not on Instagram and I don’t have much of a handle on Twitter. There are comics to consider, and S&S inspired video games. Both of these have fanbases that might be tapped for the prose fiction S&S I’m speaking about here.

But I’m skeptical, and based on my limited data set these are not big numbers.

A lot closer to home, as of Feb. 1 of this year, Flame and Crimson sold 842 copies. Frankly, better than I had hoped when Pulp Hero Press published the book in Jan. 2020. But, if you add up what I made, and divide by hours worked, its pennies on the hour. 

It is still much too early to say anything definitive. Baen has just published a new book by Larry Correia, Son of the Black Sword, which could be a hit. I have read and enjoyed Correia’s Monster Hunter International. Later this year we’ll see two Hanuvar books by Howard Andrew Jones, whose stuff I enjoy, also from Baen. 

We need just one series to catch a little fire, garner some good press, and attract new blood to this thing we enjoy. That might be enough to build some momentum and lift additional boats.

S&S is undoubtedly going through a spiritual renaissance. People are talking about it again, enjoying the old stuff, and celebrating the new. Exploring what it’s all about, the aesthetic itch it scratches. I will be participating in an informal S&S panel at Howard Days and will do my small part to keep spreading the word. I've read a few really good stories by the likes of Schuyler Hernstrom, John Fultz, and others. This is all a good thing, regardless of whether we see commercial sales the likes the Lancer Conan Saga enjoyed.

But if S&S is ever going to approach what we saw circa 1962-82, we need the type of commercial successes that allow talented writers and artists to do their best work. We’re not there yet and the jury remains out if we will.