Local, legit and lethal: Montreal indie comic book shop doing business a new way

Lethal Comics in Montreal is part of a new way creators are engaging with their customers, and it's something the industry is taking note of.

There are shifting tides in the ocean of comic book creation and publishing and an independent shop in Montreal’s Mile End is part of the new wave of content creation that is changing the game in the industry.

Andy Belanger is co-founder of Lethal Comics, a Montreal created, published and shipped operation that is funded by fans.

“All comics, no bulls&$t” is the company motto and, with more than a dozen crowd-sourced editions, the company’s plan to do everything in house and go direct to comic book fans is something the team is excited about.

“Going direct to consumer creatively is the coolest thing ever because I get to make whatever comics I like,” said Belanger. “You’re getting unfiltered creativity from me, as opposed to a directive that DC wants.”

Pencils down to crowd sourcing

During the COVID-19 pandemic, Belanger and his partner, Karl Kerschl, found themselves without much work in comics.

“There was a pencils down movement in Marvel and DC comics, like the core of comic publishing, and I was basically without work,” said Belanger. “I had a whole bunch of contracts lined up. It all fell through.”

Belanger found work illustrating for video games, but he and his partner have always has been comic book guys and wanted to continue doing that work.

They decided to try a different model and went straight to comic book fans through Kickstarter.

“We immediately made $30,000, which, outside of production was, like, more than double I’d make on the best rate at DC Comics,” said Belanger. “So, we were, like, ‘We need to try and figure out how to turn this into a viable business on the reg.’”

The duo has now turned their boutique, niche publishing house into a viable business with a staff of around a half-dozen people creating, writing, producing and shipping comics that are printed in Montreal straight to their readers.

‘Something new, something interesting’

Though comic book films and series continue to appear on every streaming platform and cinema chain, the thirst for mainstream comic books is not as intense as it once was.

Many fans are searching for something outside of the Marvel and DC mainstream.

“I’ve kind of stopped buying the big, mainstream comics, even though there’s, like, a big reboot going underway at DC now, and everyone’s, like, ‘The new comics are really good,’ and I’m, like, ‘That’s great and all, but I’m here for something new. I’m here for something interesting,’” said self-professed nerd culture fan Ariadne MacGillivray.

MacGillivray said she wants to be mindful about where her money is going.

“I’m old enough, I’ve got money, I’ve got purchasing power, and how do I want to spend it? I want to spend it locally,” she said.

The crowd-sourced model through Kickstarter, GoFundMe and other means are starting to change the model.

“As the industry is sort of in a decline, people are looking for new ways of getting their product out there and their stories out there,” said Belanger.

“When we’re at comic conventions, or, you know, those sort of scenarios, a lot of other pros basically come over to pick our brains, to find out how we how our business model works.”

There are currently thousands of comic creators pitching projects on Kickstarter’s site.

“We’re all sort of built into a system that’s been going since the 50s and 60s, where it’s kind of a game of musical chairs with the publishers,” said Belanger. “You’re trying to get contract work with these people, and sometimes you do, sometimes you don’t. It’s all whether you’re the right fit for the gig. Do you know the editor that kind of stuff.”

A city rich in culture

Montreal has always fostered a thriving arts community, and this includes comics.

“Being in a city like Montreal that’s really rich in culture when it comes to comic books or just art in general, I think it really, really, really helps a lot,” said April Fooled creator April Petchsri.

Petchsri writes an intimate, autobiographical comic series and admitted to being shy. She said living in a city like Montreal helped her get out of her comfort zone.

Her advice to other comic book hopefuls: get out there.

“Grasp the opportunity that a city like Montreal has to give,” she said. “We have so many festivals, we have so many conventions, and I think the opportunities are there ... just get out there and do it.”

“The fun part about Montreal is it’s a bit of a melting pot when it comes to the community comic community,” said Belanger. “Down the street is Drawn & Quarterly, arguably one of the biggest publishers in the indie comic scene.”

Over the past 30 years, Drawn & Quarterly in the Mile End has launched the careers of multiple comic book artists such as Guy Delisle, Kate Beaton, Chester Brown, Walter Scott and more.

Part of what sets Montreal apart is the cost of doing business.

“Montreal is probably the last city in North America, I would say, where it is financially feasible. You can keep your overheads low enough to actually live and work and be an artist,” said Belanger.

“Montreal has been a godsend for me. I’m never leaving.”