Sterling Proffer

On TikTok, new songs surge or flop based on how effectively they entice users to perform some slapdash feat: a simple dance, a costume change sourced from the bedroom closet, a cute or cringe confession. With a booming, young user base, TikTok has become a music-promotion ecosystem of extreme importance. That ecosystem thrives on calculated... See more

Some users have already burned out, which raises the question of how many people with a coveted pro deal will find Substack’s grind unsustainable once they exhaust their advances. At the same time, many other writers simply won’t be able to make a living on Substack no matter how hard they try. But nevertheless, Substack’s growing cast of... See more

Creators and communities do what they do because they love their world, and they want to invite more people into it. It’s about delivering non-replicable value to passionate audiences. As you scale, you will reach a point where it’s impossible — indeed, damaging — to devote more hours of the day to creative endeavors.