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I’m a creator. You’re a creator. We’re 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’s a sign of society’s 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 “creator,” Jellysmack VP Hugo Amsellem compared the term to “startup,” which gained traction in the ’90s to describe the phenomenon of young people building internet companies in their own homes. He argued that whereas “startup” described an organization in search of a scalable business model, a creator is someone who “scales without permission.”

What is a value judgment, at least implicitly, is the word itself — “creator” — which connotes innovation, art, even godliness. It’s attractive in a way that “gig” or “freelance” or “temp” or anything else isn’t.

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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