Steam, YouTube, Instagram, Patreon, BandCamp, commissions... The creator economy is booming and is on the rise. I've seen some metrics say it's got a 40% CAGR.
MrBeast, PsychicPebbles, VivziePop, Joel Haver - all made brands for themselves. The currency is personal brand. Most of the creators I follow these days are indies, not big studios.
But even excepting that, you can always work for a big studio if you're not interested in the additional headache of working for yourself and building a personal brand. Gaming, film, and music are huge and there are companies hiring in these spaces.
The other direct-sell platforms you referenced have already been flooded by people bulk-creating AI knock-offs. The giant slop hose has already won the race to the bottom making it nearly impossible for people that aren’t already established to get started. It’s most obvious in stock photo markets, but in music, some of the creation tools specifically advertise generating output to avoid triggering copyright scanners.
And no, you can’t just go grab a job at the big studios because a) a lot of them are using, or assuming they’ll soon be able to effectively use, the same AI tools that everyone else is based in other peoples labor and eliminating FTEs, b) since so many commercial artists have been displaced by tech companies essentially selling their work, everybody— including former freelancers and indies— is shooting for the same dwindling set of jobs, and c) nobody in those industries is leaving their jobs because they know it might be the end of their career if they do.
I don’t expect you to understand the markets outside of your area of expertise, but I would appreciate your being less patronizing while you attempt to explain my career to me.
It's enormously disingenuous to compare the rise of hucksters like this to artists or creative professionals.
Further - gaming has just seen the greatest layoffs in history, as all the major studios and publishers attempt to reduce costs and leverage 'AI', since the games as a service model is winner takes all. Independent film is all but dead since the franchise film has taken the box office. And music, are you kidding? Spotify has so cucked musicians that it's actively replacing them with AI generated mush, trained on their work, and the economic disparity is so great there's nothing they can do about it - https://www.fastcompany.com/91170296/spotify-ai-music
The only naive “Kumbaya, my lord” perspective around here is that the current “creative” tooling the corporate tech sector is building is positive for humanity’s creative landscape, and they didn’t just take what used to be the largest and healthiest independent creative marketplace humanity has ever experienced and hand it directly to corporate entities and low-effort, low-value bullshit “content” hucksters.
Ah there's the magic word! You shouldn't have to be a "brand"... the people you listed are not who I would call "independent".
Capitalism is the root of evil to all this. Sorry.
Pardon my French, but get the stick out of your eye and lighten up a little bit about this.
Not everything should be "kumbaya, my lord" neighborhood arts and crafts, string beads, hillbilly woodworking, or stay at home mom Etsy finds. You can enjoy things that have their own distinctive brand identity. Where the artist becomes inseparable from the art.
Web comics, their own brands. Fan fiction authors, their own brands and followings. YouTubers and Twitch streamers, even the smallest of the small - duh. Brand. Bloggers. Columnists. Photographers. Even illustrators have their own brands. They don't want to be generic fungible goods. They want to be unique. That's what it is to be an artist and the name of the artist carries recognition, accolade, and following.
So sorry there's an element of marketing and self promotion involved, but that's the name of the business for everyone. If you don't like it, you can work for somebody else and follow their brand guidelines and direction.
because they have to be.
> Not everything should be "kumbaya, my lord" neighborhood arts and crafts, string beads, hillbilly woodworking, or stay at home mom Etsy finds.
False dichotomy.
The commenter is not bemoaning that it is impossible to make a living as a creative (though it is difficult); they are bemoaning that the mechanisms of enforcing, in law, that what is yours is yours requires a substantial amount of capital and legal expertise. If Ubisoft, for example, were to steal the IP of an indie developer and integrate it into their own game, is there a realistic path for that developer to take to get the dividends of their creation from Ubisoft? Yes, technically. But how much money, time, and work will it take? And how can it possibly be fair, when Ubisoft has an entire legal division at their disposal who's job it is to make sure they don't have to pay, and the indie developer has to take time away from their job to do all of the same things?
