Why Self-Published Authors Are WRONG to Rage Over Luke Bateman's Book Deal!

A.J. McMullen | Why Self-Published Authors Are WRONG to Rage Over Luke Bateman's Book Deal!

Hi, I’m AJ McMullan, a sci-fi and fantasy author behind the Aether Universe and the novel, Legacy of the Arcane Flame. I’ve been crafting stories for over 14 years, ever since a single question post-high school sparked an entire universe. Today, I want to dive into a topic that’s been swirling in the writing community: Luke Bateman’s two-book deal. It’s stirred up some noise, and I’ve got a perspective I think you’ll find worth chewing on.

If you haven’t heard of Luke Bateman, don’t worry—he’s not a household name for most Americans. He’s a famous rugby player, from Australia, who just landed a two-book deal with an Australian publisher. Here’s the kicker: he’s never written a book before. No publishing experience, no manuscript, nothing. And yet, he’s got a deal, while countless authors are racking up rejection letters. Naturally, the internet’s in an uproar.

I get the frustration. I saw a viral TikTok from a young woman who’d just received her 40-something rejection letter. The comments were flooded with people fuming about Bateman’s deal, pointing out how “unqualified” he seems compared to hardworking writers still waiting for their shot. Some even brought race into it, noting the privilege of a white celebrity snagging a deal. It’s a valid argument—why does a famous athlete get a golden ticket while others grind?

But let’s flip the coin. I don’t fully buy the outrage, and here’s why. Success principles are universal, whether you’re writing a book, giving a motivational speech (like I’ve done for years), or playing rugby. I’ve learned this from my time in the self-development space—270+ podcast episodes, stages shared with audiences, and a library of personal growth books. One truth stands out: you only need to learn the lesson once, and it applies everywhere.

Bateman’s deal isn’t about his writing (yet). It’s about his brand. He’s already famous, with endorsement deals and a fan base. Publishers aren’t just investing in his unwritten books; they’re banking on his name to draw readers, tap new markets, and sell copies. It’s a business move, not a literary one. Think about it: Michael Jordan played baseball, and nobody batted an eye. Actors write books, and we shrug. Why’s this different? History’s full of people jumping fields, sometimes succeeding, sometimes not. Only time will tell if Bateman’s books sell, but his fame gives him a head start.

Now, let’s talk about that TikTok author. Her video went viral, but she had fewer than 100 followers. If even a fraction of the people who liked or commented had followed her, her next query letter might’ve carried more weight. Publishers are human, and humans notice names with clout—whether it’s TikTok followers, a YouTube plaque, or event crowds. If you’re pitching a manuscript but have no platform, you’re a riskier bet. Harsh, but true.

This is where I might ruffle feathers, especially for self-published authors like me. You’re not Luke Bateman. Neither am I. I’m a Black sci-fi writer from Virginia, and I’ve been told my genre and skin color don’t mix for some readers. That’s real. But crying foul won’t change it. The solution? Build your brand before you query. I chose to grow my platform—my community, my content—before I even think about querying. I knew I needed people to care about me before they’d care about my books.

If you’re not drawing a crowd, why would a publisher invest in you? There’s an old saying: “Set yourself on fire, and millions will come to watch you burn.” No blaze, no buzz. No buzz, no deal. Exceptional writers sometimes get lucky with queries, but most don’t. Humans read those letters, and humans love recognizable names with graphs and charts to back them up.

If you're interested in the YouTube video that goes into detail about this topic, CLICK HERE!

So, here’s my advice: stop raging about Bateman and start building you. He earned his rugby fame; you can earn your author fame. Every like, share, or subscriber you gain is a step toward being endorsable. Don’t wait for permission—set yourself ablaze. I’m proud of you for reading this far. It means you’re on the right track. Share this blog with your author friends to inspire them, and let’s talk about building brands, not burning bridges.

Keep writing, keep growing, and let’s show the world our potential.

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Find my novel, Legacy of the Arcanin Flame on Amazon and everywhere books are sold in eBook and Paperback. After you read them, do me a favor, tell Amazon, GoodReads, and TikTok what you thought of it and tag me! I can’t wait to hear from you!