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I\u2019m a creator. You\u2019re a creator. We\u2019re all creators!

When did everybody start calling themselves content creators?

More than 50 million people worldwide now consider themselves creators, a term that encompasses everything from YouTubers to podcasters to writers to artists to people who sell courses online to people aspiring to be any of those things. You have likely heard pundits lament the percentage of teenagers and children who aspire to be influencers and moralize on why that\u2019s a sign of society\u2019s unavoidable doom. I think the more interesting question, though, is when did seemingly everyone in the world become a content creator, whether they signed up for it or not?

In a 2020 newsletter post on the definition of \u201ccreator,\u201d Jellysmack VP Hugo Amsellem compared the term to \u201cstartup,\u201d which gained traction in the \u201990s to describe the phenomenon of young people building internet companies in their own homes. He argued that whereas \u201cstartup\u201d described an organization in search of a scalable business model, a creator is someone who \u201cscales without permission.\u201d

What is a value judgment, at least implicitly, is the word itself \u2014 \u201ccreator\u201d \u2014 which connotes innovation, art, even godliness. It\u2019s attractive in a way that \u201cgig\u201d or \u201cfreelance\u201d or \u201ctemp\u201d or anything else isn\u2019t.

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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