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How Australia’s New Wave of Authors Are Doing It Themselves

  • Writer: Catherine Potter
    Catherine Potter
  • Jun 26
  • 4 min read

Updated: Jul 8


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There’s a quiet revolution happening in the book world, and it’s being led by a new wave of savvy, self-made authors who are ditching the old rules and doing things their own way. They’re being called 'Authorpreneurs', and honestly, the name fits.

These modern-day authors are showing up on BookTok, Bookstagram, and even Substack, connecting directly with readers and building real communities, often from their lounge rooms, laptop in one hand, herbal tea in the other. They’re not just writing, they’re designing covers, managing their own PR, and hitting 'publish' without asking for permission.


While 'It Ends With Us' by Colleen Hoover might’ve kicked off the self-pub-to-bestseller phenomenon (along with a slightly chaotic film adaptation and that eventuated in the Blake Lively vs. Justin Baldoni feud), what’s happening now is arguably more interesting: Australian authors are getting in on the action - and they’re thriving.


Take Manly based Ingrid J. Adams, described as “Australia’s Stephenie Meyer.” She started out with a traditional publishing deal, but soon found herself trapped in a slow, frustrating process.


“I was incredibly excited to sign with a publisher at the time,” she says, “but it quickly turned into a very disappointing experience.”


“The whole process left me feeling disempowered,” she admits. “It became clear I needed to take back control.”

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And she did. Ingrid self-published her debut novel Descended - and with the help of a tight, talented team of editors, designers, and publicists, she brought her vision to life exactly how she’d imagined it.


TikTok took notice. So did readers. “I love the freedom self-publishing provides,” she says. “I can work to my own deadlines, publish the books I want to publish, and work with the team of my choosing.”


That freedom is paying off. With momentum building, five-star reviews rolling in, and her fourth book well underway, Ingrid isn’t just bouncing back — she’s thriving. She’s already fielding calls from producers interested in bringing her story to the screen and is now on the lookout for the right screenwriter to help adapt it.


“It’s so empowering,” she says. “I’ve finally created the version of my story I always wanted to tell.”


Then there’s Braidee Otto, another emerging Aussie author who's gaining traction for all the right reasons. Her debut novel, Songbird of the Sorrows, is quickly picking up speed - and like Ingrid, she knew from the start that traditional publishing wasn’t her path.

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“From the moment I started writing, I knew I was going to self-publish,” she says. “For me, it was never really a question. I wanted creative control over my work and the process of bringing it to life. This felt especially important for my first book, as it played a key role in establishing my brand as an author.”

Braidee isn’t romanticising it, though - she’s more than aware of what it takes. “I think self-publishing is something emerging authors need to approach with their eyes wide open. It’s definitely not a backup option for traditional publishing,” she says. “If an emerging author is fully aware of the responsibilities and challenges that come with self-publishing, I would absolutely recommend it.”


“Self-publishing gives authors full control over their work, from cover design to marketing strategies,” she explains. “It also allows for quicker release times and higher royalties compared to traditional publishing.” But, she adds, “It requires significant effort from the author. They must manage every aspect, from editing and formatting to distribution. This can be overwhelming and time-consuming, particularly for those without experience in these areas.”


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Still, for both Braidee and Ingrid, the payoff is worth it: ownership, empowerment, and the ability to connect directly with readers on their own terms.


But while we’re celebrating these wins, it’s also worth pointing out what self-publishing is not. It’s not a shortcut to success. It’s not about going viral and hoping a publishing deal magically lands in your lap. And as the recent Luke Bateman controversy proved, having a big social media following doesn’t automatically make you a good writer or mean you deserve a book deal.


Bateman, a former NRL player and ex-Bachelor contestant, was handed a traditional publishing contract despite having no literary background, sparking major backlash from authors and readers alike.


To be blunt, Bateman secured the deal based on his online following and self-confessed love of books, but that doesn’t maketh an author. The book was ultimately savaged for being undercooked and unedited. It was a PR mess that left many questioning how it got published in the first place.


The backlash was swift, and telling, reminding us that social media clout doesn’t equal storytelling talent, and that readers - especially in today’s digital world - are sharper than ever. They want substance, not just followers.


That’s why Authorpreneurs like Ingrid and Braidee resonate. Their work isn’t driven by vanity metrics, it’s grounded in passion, persistence, and putting in the hours to create something meaningful.


Self-publishing isn’t the 'easy' way, it’s the empowered way. You own your rights. You own your royalties. You own your timeline. But you also own the hustle. And for authors willing to back themselves, the rewards can be incredible.


As the publishing world shifts, these Authorpreneurs are proving you don’t need permission to succeed, just purpose, a plan, and a little bit of guts.


And maybe that’s the real story worth telling.


You can follow Ingrid J. Adams here @ingrid.j.adams


Listen to Descended's killer soundtrack from the 90s on Spotify here You can buy Ingrid's book on her website - Descended Book Ingrid J. Adams | Trending Love Story


 
 
 

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