God texted—She wants you posting.

And let’s be real, there’s something blissful about coming home after a long day and scrolling through TikTok in silence. (Not all the time, though)

All roads lead to content creation. Cristiano Ronaldo launching his YouTube channel proves it: content creation is addictive, fun, and purposeful. Why would someone worth 200 million create content otherwise? He wants to leave his mark, share his life, and express his mind. Any conversation, interaction, or material you record for content is a little piece of you. The best creators know this—they’re artists in a new medium, and like any art form, it has its ups and downs.

Content creation today is what making it as a movie star or music legend was 30 to 40 years ago. But here’s the kicker: today, most of the drama unfolds in front of everyone, in real-time. That’s why the “follow my journey” strategy has worn out its welcome. Sure, it worked for some in the past, but now? It feels tired, overdone. The truth is, nobody wants to be on a never-ending journey—they want to arrive somewhere. I know that my journey will take a pause some months of the year, and other months, that bitch will be on full throttle. June to November sounds nice. Summer and Fall could be enough to share and create while staying healthy. Then you break, refresh, and come back with new material.

As you can tell, I’m not here to sell you on the idea of content creation as a journey. I see content creation as an evolving craft. Just like music, acting, or designing, it’s an art form, but one that’s still in its early stages. We haven’t even scratched the surface of what it can be. The next few decades will see content creators rise to legendary status—think Issey Miyake, Vivienne Westwood, Citizen Kane levels, but for YouTube and TikTok. If that sounds far-fetched, be patient. Content creation is only just beginning to find its footing as a serious art form.

So why do we do it? Simple—we get to create something every day and get paid for it. The best creators out there aren’t just pumping out videos—they’re craftsmen, pouring their passion and purpose into every piece they produce. Yes, burnout is real, so we all have to have safety nets and real people around us. And yes, the space is flooded with mediocre content, but the true artists will always rise above.

I’m glad I chose content creation 15 years ago, back when it was just a hobby for a teenage kid with a camera. Now, it’s the world’s obsession. But there’s one conversation I haven’t seen enough of yet: content creation as a craft. As the tools, lifestyles, and roles within this space become more serious, so do the people who create. This is the conversation we need to start having.

Hypotheticals

(You get to heaven)

God - “So, what’s your @?”

You - “You mean my handle?”

God - “Yeah, so I can add you, duh.”

You - You whisper under your breath, doing a side-eye, “What the… but aren’t you all-knowing?”

God - “What was that?”

You - “Nothing, here’s my @… Wait, we can Instagram in heaven?”

God - “Part of the deal with Mark.”

You - In a sarcastic tone, “Oh great.”

Documenting

The digital sphere is our new way of doing what we’ve done for thousands of years—connect. To not live digitally at this point is to live in an alternate dimension. We’re glued to our phones, these powerful machines now running our lives. They help us, but they also test our inner control. Spoiler alert: we failed that test years ago, and now we’re hooked.

There’s something to be said for those who can unplug, who opt for no screen time as part of their lifestyle. I admire you, but I also don’t get how you do it. I like scrolling, finding new things, discovering skills, stories, podcasts, music, and tastes. I like buying products, watching House of the Dragon. But enjoying these things doesn’t mean I don’t respect balance. You have to find it—start by leaving your phone far away while you eat. And let’s be real, there’s something blissful about coming home after a long day and scrolling through TikTok in silence. (Not all the time, though)

We’re playing a digital game of life, each of us with our own avatar and a starting point that was rigged long ago by the first asshole in history. But here we are, navigating this narrative-based reality sim with our digital identities in tow.

As I embark on this new chapter, I can’t help but reflect on where I am now. Fifteen years into this, and it’s been a wild ride—but not a unique one. Many like me have spent years honing their skills, crafting proposals, art forms, and expressions. We are close, just a matter of time now.

To document, archive, and publish my story is as iconic to me as writing a book, making a hit movie, or composing a song. This perspective shift is crucial to not falling into the trap of underestimating the impact of our actions. We’re all creators now, whether we admit it or not, and our phones serve as the modern-day archive of our lives.

Our phones are our memory keepers, and they’ll be our legacy. Hopefully, when AGI or aliens arrive, we’ll have more to show for ourselves than just selfies and memes (the internet), and if we don’t, then oh well.

Im still proud of most of us.

What’s … (good, tasteful & real).

What’s good:

If you find yourself in Mexico City, Gaba. Gaba

Tasteful:

One of the designers of ShuShu/Tong said:

“Our studio switches to six-day work weeks one month before the main collection runway. If there is something urgent, there is always a way to find help.”

Logistics is just music to my office ears—what can I say.

Need to see someone wearing this look soon, please.

Source: 032c Girlhood ..

& Real:

Health—it’s on my mind more than ever now that I’ve hit 30. Like many, I’m about to pick up padel. Yeah, that’s happening. I’ve started stretching and doing yoga, thanks to my goddess girlfriend teaching my dumbass, and I’ve finally signed back up for the gym. Time to get this man in shape.

Gyms are great, but gyms with strangers? Not so much. My inner posh comes out, and I start dreaming of a private home gym. Manifest it, right? Moving on.

Health content is everywhere, and for once, I’m on board with the push. We could do without all the products, diets, and supplements they say we need, but there’s something real about this shift.

Back to the office.

LUi.