There Are Clearly Fans From Every Era: Discussing Crowdfunding ‘G.I. Joe’ With Editor Alex Antone

As the crowdfunding campaign for the second set of G.I. Joe compendiums is winding down, Comicon.com caught up with editor Alex Antone. In this exclusive interview, Antone discusses the success of the campaign, which collects G.I. Joe: A Real American Hero #1-300, as well as several other related series, including G.I. Joe and the Transformers. Antone reveals what surprised him most when going through all the issues, why crowdfunding these massive tomes made he most sense, and what the heck an editor’s job is in the first place.

Tom Smithyman: Let’s start by describing exactly what an editor’s job is with a massive compendium set like this one.

Alexs Antone: Gosh, how in the weeds do we want to get here? First, we needed to work up a comprehensive content list, then verify that the content is actually available with files that are suitable to print. Once the files are all confirmed and sorted, the editor works with the design department to make sure that the book is put together properly and that all the writers and artists are credited properly. With four volumes of over 1000 pages each, it’s an immense undertaking.

Smithyman: There are more than 300 issues here. What surprised you the most as you were sorting through the different stories?

Antone: The absolute murderer’s row of talent who have contributed to these books over the years. From Herb Trimpe and M.D. Bright to Michael Golden, Andy Kubert, Lee Weeks, and even Mike Zeck!, Ron Garney, Ron Wagner, Rod Whigham, Scott Koblish, Andrew Wildman, Netho Diaz … the list goes on and on!

Smithyman: As of right now, the crowdfunding campaign has raised over $2 million from a goal of only $40,000. Are you and the rest of the team stunned by that number, or were you secretly expecting and/or hoping for this kind of reaction?

Antone: Well, we raised $3.7 million during the first campaign so we had some idea that this would find success, but it’s been great to see the G.I. Joe community rally behind the next era of storytelling that takes us all the way to the modern ARAH title published by Skybound. There are clearly fans from every era!

Smithyman: Given the audience’s reaction, why go with a crowdfunding campaign instead of just offering the compendium from the start?

Antone: Crowdfunding campaigns serve multiple purposes. One, it’s a cultural moment for the G.I. Joe community. We have daily content drops in addition to tons of exclusive items and stretch goals planned — it’s a 30-day event that bonds the fans together. 

Second, the economics of these box sets are such that the direct-to-consumer model is the only way we can produce them. These are premium products, and it shows when the backers get their books in-hand. They are stunning!

Smithyman: Why do you think that GI Joe is still capturing readers’ imaginations all these years later. It has to be more than just nostalgia, right?

Anatone: Larry Hama describes the core fantasy of the book as a band of brothers and sisters who always have each other’s backs, and I think that message is extremely powerful and unifying at a time when that kind of unification is sorely lacking. The Joes all come from wildly different backgrounds, but when they’re up against it, they’re going to be there for each other, and I find that very inspiring. Plus, you know, the toys totally rip.

Smithyman: What do you think the future holds for G.I. Joe?

Anatone: I think the brand is only going to get bigger. At Skybound, there are BIG plans for G.I. Joe in the Energon Universe that are going to play out in the coming months and years, which will help define G.I. Joe for a whole new generation of fans. And in the legacy title from Larry, we’re going to keep plugging away on one of the most important comics in the history of the medium and keep fans guessing where we’ll go next! We’ve still got a lot of tricks up our sleeve…

Smithyman: One of the sold-out tiers has creator Larry Hama writing a Joe or Cobra file on the backer. If you were going to contribute to this level, what would Larry say about you?

Anatone: It’s been well documented that my G.I. Joe codename is COACH for top secret reasons. And I hope that Larry would describe me as a loyal soldier who’s good in a scrap, if necessary, but who plans his missions well and assembles his team in such a way that there’s never any doubt that everyone will get out alive.

Smithyman: OK, COACH! I’d wish you good luck with the campaign, but you clearly don’t need it! Yo Joe!