creators & influence.
The progressive witch-hunt: why our critique of influencers is gendered
Ever notice how the twenty minute takedown video always seems to find a woman? Sophie breaks down why picking apart a lifestyle creator gets dressed up as consumer activism, while men doing the exact same thing get called entrepreneurs.
Read the full thing →How tech retreats mask the physical cost of automation
OpenAI flew a group of lifestyle creators to a rustic retreat and sold automation as a way back to nature. The reels looked calm and green. But the data centres behind those tools are draining water and power, and the people who pay for it are never the ones in the linen overalls.
creators & influenceIs the "man in finance" the new celebrity?
The finance bros and venture capitalists are no longer content to sit in the dark managing spreadsheets. They have stepped straight into the frame to become the stars of the show.
creators & influenceBecome the niche: how world-building replaces the creative prison
The true creative vanguard does not fit into a box. They will break the box entirely. Instead of picking a niche, you need to become the niche by constructing an unmistakable world around your own perspective.
most read in this topic.
The progressive witch-hunt: why our critique of influencers is gendered
Ever notice how the twenty minute takedown video always seems to find a woman? Sophie breaks down why picking apart a lifestyle creator gets dressed up as consumer activism, while men doing the exact same thing get called entrepreneurs.
How tech retreats mask the physical cost of automation
OpenAI flew a group of lifestyle creators to a rustic retreat and sold automation as a way back to nature. The reels looked calm and green. But the data centres behind those tools are draining water and power, and the people who pay for it are never the ones in the linen overalls.
Is the "man in finance" the new celebrity?
The finance bros and venture capitalists are no longer content to sit in the dark managing spreadsheets. They have stepped straight into the frame to become the stars of the show.
Become the niche: how world-building replaces the creative prison
The true creative vanguard does not fit into a box. They will break the box entirely. Instead of picking a niche, you need to become the niche by constructing an unmistakable world around your own perspective.
The pink panopticon: how the tech industry is selling our own displacement back to us
Tech companies are dressing up AI automation tools in girlboss branding to sell them to young women. The tools being sold as empowerment are the same ones built to replace their jobs.
Ideological Catfishing: why the creator economy is hitting a crisis of authenticity it might not survive
An anti-establishment creator took Meta AI's money. The comments went to war. Sophie breaks down why we keep expecting creators to be our moral compass, and what brands need to know before they pick the wrong partner.
What happens when art becomes just another asset class?
The algorithm has quietly changed the deal for artists. To have a career now, you don't just make good work. You perform the making of it, on camera, in real time, for a feed that refreshes every second.
Why I'm moving out of the feed and into the neighbourhood
The personal brand era is starting to crack. When everyone is a brand, nobody is a person, and the AI-generated noise of the feed is pushing creators toward something smaller and more intentional. The new move is the digital commune, a gated space where context beats reach and the bots are not invited.
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