Regardless of positional title, creative people within a company need to have the opportunity to control their time in a way that optimizes and maximizes their creative potential. If you let operations bog down the subconscious mind of a creator, their creations will never come to fruition
This matters, it affects what audiences get served and which creators can make a living. And, honestly, I haven’t even considered that there might be a different way.
We can now turn massive aggregations of small contributions into things of lasting value. This fact, key to our current era, has been a persistent surprise. At every turn, skeptical observers have attacked the idea that pooling our cognitive surplus could work to create anything worthwhile.
An example is London-based Threads, which has quietly picked up $20M last year with Highland Europe, for its operation which courts millennial, with tailored selections of luxury fashion which it then sells to them directly on services like WeChat, WhatsApp, Snapchat, with a team of human shopping assistants!
What’s striking about the creator phenomenon is that it isn’t a vertical trend; rather, it’s a through-line that cuts across social, gaming, crypto, media, commerce. It is both the future of work, with creators forming a new class of digitally-native entrepreneurs, and the future of leisure. And while the creator phenomenon is often thought of as a... See more