When Queensland farmer Luke Bateman posted his first TikTok video in April this year, he spoke earnestly about finding a community where he could discuss books and get recommendations. The former rugby league player and star of the television show The Bachelors Australia, had joined #BookTok, a section of the platform where book lovers review and recommend their favourite reads. For many, seeing someone like Bateman interested in books stood out. His first video received two million views, and his account exploded, amassing nearly 180,000 followers in less than two months. But while his reception was initially positive, the tide was about to turn. A headline-making book deal Just weeks after his viral debut, Bateman hopped on TikTok to announce he had signed a two-book deal for a fantasy series with Atria Books Australia, an imprint of publishing house Simon & Schuster. The announcement drew a mixed response on #BookTok, with some users taking to the comments section of the video with questions around Bateman's writing experience and if the deal was based on his virality alone. Comments included: "Well, good to see that publishing is still a colossal joke," and "The anger here is aimed at the wrong person. He's not the problem. The publisher is". Bateman had said in the announcement video that his social media presence was a big factor in his book deal being finalised. The ABC has contacted Bateman for comment. "It was obviously everyone on here resonating with me that they [Atria Books] gave me this opportunity … all of you have helped me to fulfil my childhood dream." Anthea Bariamis, who acquired the international rights to Bateman's books for Atria Books, confirmed in an Instagram live that she spotted Bateman on TikTok and reached out to his agent. "I had seen Luke online, like I know many people have for the last month or so, and I just loved his content and I was like ‘Oh my god, he's a big book nerd!'" Bariamis said that she had a meeting with Bateman, who pitched her a fantasy series that he "had in his mind and has been working on for a long time". She also confirmed that he would not have a ghostwriter, as some had speculated, and that she had been provided a writing sample before the deal was finalised. The ABC has contacted Bariamis for comment. Why was there backlash to the news? Even by industry standards, Bateman's deal is notable. "For someone who's never previously published anything before … it's quite unusual to get signed for a two-book deal … particularly if you're writing fiction," says Julian Novitz, a senior lecturer in Media and Communications from Swinburne University. Dr Novitz said that typically, debut authors sign a contract for a single book, with publishers reserving the right of first refusal on the second. The speed and scale of Bateman's book deal have also drawn criticism from content creators on #BookTok and authors from marginalised backgrounds, who view his rise as emblematic of a lack of diversity in Australia's book publishing industry. Bron Bateman, an Australian queer author and poet living with a disability, says the news of Bateman's book deal reflects a lack of effort from big publishers to invest in marginalised authors. "The problem isn't Luke Bateman. The problem is big publishing companies." The state of publishing in Australia It has been long reported that Australia's publishing industry is lacking diversity. In 2022 the inaugural Australian Publishing Industry Workforce Survey on Diversity and Inclusion found there was much work to be done. The survey found that fewer than 1 per cent of Australian publishing professionals are First Nations, only 8.5 per cent have an Asian cultural identity, and just over 5 per cent identified as living with a disability. Teo Jing Xuan and Marina Sano, co-founders of Amplify Bookstore in Melbourne which solely stocks books written by Black, Indigenous and people of colour (BIPOC) authors, said they weren't surprised by the Bateman deal going through. "I'm deeply unsurprised by it, to the point where I'm honestly kind of surprised by how much outrage there is because this is so run of the mill," Sano says. Teo, who has worked in publishing, says deals like this come down to sales appeal. "It's very common in publishing … they will sit around and say ‘What is the sale potential for this book?' before it's being acquired," Teo says. "For books by people of colour, the chat around sales potential is a lot more in-depth than you would get from a white author per se." Virality is increasingly important Bigambul and Wakka Wakka author Melanie Saward, a lecturer at the University of Queensland, said deals like Bateman's send an "awful" message to authors from marginalised backgrounds. "It shows them that they're not exceptional enough for the industry, that their stories aren't valued," she said. Dr Novitz says Bateman's book deal is an example of how virality has become an increasingly decisive factor in publishing decisions. "Publishing is a business … in terms of the works that [publishers are] looking to take a risk on, having an author who already has public visibility, and large followings on social media is a real advantage." Dr Novtiz adds that "publishing has a responsibility to broaden representation," and that when visibility begets more visibility, "it can become a self-fulfilling prophecy". "It becomes assumed that writers from a particular demographic are who readers are most interested in, because they dominate the list of published works." Championing diverse authors 'more important than ever' In an interview with entertainment news website Chattr following the outrage, Bateman acknowledged the backlash and said he wants to use his platform to spotlight marginalised authors. "A lot of these conversations are very new to me," he admitted. But one particular quote stirred further criticism. "There is no barrier to entry for reading and writing," Bateman said. It's a comment that struck a nerve with Dr Saward. "As soon as you say something like that, your privilege is out there for the whole world to see," she said. Author and person of colour, Chemutai Glasheen, says the discussions happening in light of the Bateman book deal are important, but should motivate readers to champion diverse authors. Author Bron Bateman agrees with the sentiment, saying that she hopes Luke Bateman takes this opportunity to lift up other marginalised writers. "Now in a time of political and social and cultural upheaval, the need for counter voices to be heard is more important than it has ever been … As a matter of absolute importance." Dr Saward says she also hopes this moment prompts readers to reflect. "Audit your own bookshelves and book buying habits. "[If you] make an effort to buy Australian books that have diversity in them … it's telling the publishing industry that that's what you're interested in and they'll go chasing more of those authors."