Todd McFarlane & Artgerm Just Sold Out SDCC Before It Even Started. Fun?

    Todd McFarlane doesn't need an introduction if you've been in this hobby for more than a week. Spawn creator. Venom visionary. One of the founders of Image Comics and its current president. The force behind McFarlane Toys. Over the past year, he's also become one of the biggest names on Whatnot, running livestreams where original artwork has brought remarkable prices. Whether you know him as an artist, publisher, toy maker, or livestream seller, one thing is certain: when Todd McFarlane makes a move, the industry pays attention.

   This week, ahead of San Diego Comic-Con, McFarlane is releasing two exclusive covers created in collaboration with Stanley "Artgerm" Lau through a Whatnot livestream instead of waiting for the convention floor. One edition features Artgerm's fully painted artwork, while the other showcases McFarlane's inked interpretation of the same image. Only 750 sets were produced, with every set signed by McFarlane.

   While some are calling this a revolutionary moment, it's really an evolution of something retailers have been doing for years. Convention costs continue to climb, and creators and retailers alike have increasingly turned to online presales and direct-to-consumer releases to help offset those expenses. McFarlane isn't inventing a new model—he's simply demonstrating how powerful that model can be when someone with his reach embraces it.

   More importantly, this approach gives collectors who can't travel to San Diego the same opportunity as those who can. Not everyone can justify the cost of airfare, hotels, convention badges, and time away from work just to have a chance at purchasing an exclusive. By offering the books online before the show, McFarlane is expanding access without preventing convention attendees from enhancing the experience. Those attending SDCC can still bring their books to meet Artgerm, collect additional signatures, and enjoy everything else the convention has to offer.

   Where the conversation becomes more interesting isn't Whatnot—it's San Diego Comic-Con itself.

   For years, SDCC has gradually shifted from being primarily a comic book convention into a broader pop culture event centered around celebrity appearances, movie studios, streaming services, and television announcements. Comics remain an important part of the show, but they no longer occupy the spotlight they once did. At the same time, badge prices, hotel costs, and exhibitor expenses have continued to rise, making the event more difficult for fans, creators, and retailers. There's even been talk in recent years of moving the show entirely as the hotels in the area refuse to budge on their surge pricing that feels a whole lot like price gouging. 

   Against that backdrop, it's only natural that creators begin looking for new ways to reach their audiences. Platforms like Whatnot aren't replacing conventions—they're filling a need that conventions have left open by allowing creators to connect directly with fans around the world.

   That doesn't mean conventions have become irrelevant. Far from it. There is still something special about walking a convention floor, discovering books in person, meeting creators face-to-face, and sharing the experience with thousands of fellow fans. Those moments can't be livestreamed.

   The challenge for conventions moving forward isn't figuring out how to compete with livestreams. It's finding ways to make attending in person feel increasingly worthwhile. Exclusive books are certainly part of that equation, but they shouldn't be the only reason someone spends thousands of dollars to attend an event.

   McFarlane's announcement shouldn't be viewed as an attack on conventions. It's simply a reflection of where the hobby is today. Fans expect more ways to participate, creators have more tools than ever to reach collectors directly, and technology allows people who could never attend SDCC to still be part of the excitement.

   If anything, this should serve as a reminder that conventions don't need to fight platforms like Whatnot—they need to embrace what makes them irreplaceable. Give fans unforgettable experiences, meaningful interactions with creators, and reasons to attend that can't be duplicated through a screen. Do that, and livestreams become partners rather than competitors.

    The future of comics isn't conventions or livestreams. It's both working together to reach more fans than either could on their own.