The Miseducation of the Creative: Content Is No Longer King

We’ve all heard the phrase, “Content is King.” Initially, it was the title of an essay written by Bill Gates in 1996. Gates wrote, 

“Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting.” 

While this is still true and revolutionary when it was printed, much has changed. That infamous title singlehandedly launched creative careers worldwide for hundreds of thousands, if not millions, of creatives. But, like most things in a capitalistic society, “the phrase that launched thousands of careers” was highjacked, manipulated, and used to exploit the most creative, vulnerable, and uneducated. “What do you mean by that, Justin?” I’m glad you asked. Whether you read content on Fast Company, heard stories of creatives being cheated, or watched it play out on social media, it’s happening. We’re all one degree of separation away from a creative who has battled to get their rightful pay and benefits for the work they’ve created. The concerns go deeper than money, though people should be paid their worth. It affects mental health, the ability to pay rent, buy groceries, and overall provide a good quality of life. 

This part of the article is where I might get pushback, and I’m certainly welcome to it. But the companies, the swindlers, and the “it’s nothing personal, just business” people are not the only ones to blame. Creatives must take hold of their careers. First, understand that even as a creative, you are a business and solely responsible for the business’s decisions and actions. As creatives, we often say these phrases: 

“I’m just grateful for the opportunity.” 

“The exposure will be great.”

“I’ll charge for the next job.”

First of all, what? Scrap this mindset immediately. These three phrases resemble sanity if you can afford to work for free AND you’re just starting. These phrases should not come from the mouths of those with actual bills and years of experience. Please include the years you went to school for your craft as years of experience. 

So, will you give us something to use, something we can start doing today? Once again, y’all ask great questions. 

Content is no longer king, ‘Ownership is King!” Own your content! Have your own contracts for companies and brands wanting to hire you. Have an attorney you’ve hired to look over brand deal contracts. Before thinking about it, do not say, “I can’t afford an attorney.” First, you cannot afford not to have one. We have to get out of that mindset. If you are serious about your craft, you will do what’s necessary to protect your interests. Attorney fees are wide-ranging. So, choose one that fits your budget. Get referrals; do your own research. Hire a law student. You are creative; think creatively. 

Many creatives have launched legal battles because they were “just happy for the opportunity.” That ‘free’ happiness helped companies and brands make hundreds of millions of dollars. Be proactive. This is not cute social media content; this is your livelihood. It’s feeding you and your family. Take it seriously. From personal experience, no matter how well-intentioned, if you do not have a law or contract negotiations background, please do not try to be your own advocate. Trust me on this.

Whether you read this blog as we close out 2022 or well into 2023, protect your most valuable asset, YOU! If you do not have an agent or manager overseeing your deals, please take matters into your own hands. Yes, this can be scary and intimidating, but worth it. You need to eat. You need to live. You need to create. 

Remember, I’m rooting for all of us! 

#ACreativeCreating #JustinKey #Blog #OwnershipIsKing

December 15, 2022