“Being a creator is amazing, but it never stops.”
🍑On sustainable creativity and redefining success. [#207]
Happy Sunday.
I went to an event this week on AI & creator burnout at FiveTwoNine Creator Club.
Walked from Charing Cross to Clerkenwell - needed it after a hellish train ride. Had a shouting match with the man behind me who was 🤬 at the poor guard (no ticket and a serial offender, apparently). But at least there are witnesses and CCTV whereas online abuse is more insidious.
I love all the historic street furniture in the City - Victorian gas lamps, benches, bollards and wazzbaffles! This stunning calligraphy art by Seb Lester - I Wish - warmed my heart. Opposite the Lady Ottoline in Bloomsbury, which does a mean Sunday lunch.
Welcomed by chatty staff and served cocktails & canapés - around 30-40 people there. Phil Hughes, CEO of the Digital Creator Association, came over to say hello. I had a chat with Charlie Howard, GP & founder of Xception and Leena Norms, poet & author, who has a new book out: Half-Arsed Human: How to Live Better Without Burning Out.
Interesting to hear Leena has cut back on brand partnerships - “it’s like having too many bosses,” and is making money on Patreon. She charges a smaller fee for subscriptions, but it’s less risky than working with brands as they won’t all cancel at once.
First panel on mental health with Amy Bryant Jeffries, MD of Outreach Talent, Charlie Howard, and Hannah Wilton, creator, consultant and mentor…
Creator burnout is a big issue…
“…mainly because of how fast the industry has changed over the past 10 years. There are more creators and more competition, which leads to comparison culture,” Amy said. “Audiences can be critical and we’re in a constant fight with the algorithm to be seen, be heard, be platformed.”
Emerging creators get more support than heritage creators (loving the lingo). I’ve seen this on Notes with all those ‘just got my first subscriber!’ posts going viral. Platforms need to help creators who’ve been doing it for a long time and have better community tools for tackling online abuse.
Much talk about the challenges of working with brands and unrealistic expectations (still seems to be the main source of income). “We need a longer lead time so we can have a life and normalise time off because social media is 24/7 and exhausting”.
Charlie gave us a pep talk on self-care. “Being a creator is amazing, but it never stops. You’re all the bits of your business at once, which is liberating but also exhausting.” Know the difference between your public and private self.
It’s good that we’re talking about it more now… “Mental health isn’t a sideshow – it’s the cornerpiece to sustainable creativity,” said Hannah. She’s been creating online for 14 years and pivoted from SexEd to lifestyle & parenting videos after becoming a mum.
She took three months’ maternity leave and didn’t post anything – a risk she was willing to take. I liked what she said about redefining success: “It’s ok to express not perform.” Take that pressure off. “You are not a product you are a person. The world needs you to be whole and well.”
Heard some mad stories… the client chasing content from a creator who was in labour - not happy it was late and wanted to reduce the fee. Unbelievable. Where’s the humanity? Agent told them: “Giving life is more important than going live.” 👏
Matchstick just became the first UK talent agency to offer paid parental leave AND instant payment schemes for creators. Go Max Parker! I hope more agencies follow suit.
On setting boundaries and finding support
“Just say no. Have confidence in your power.” But tell them why you can’t do it and offer a solution. “Pick up the phone and be human, don’t email.”
Manage expectations. Don’t respond too quickly to emails - we need to train people not to expect an instant reply. Hannah uses her OOO a lot and has workdays on her email signature. “There’s a sense of urgency, but most things can wait.” It’s not surgery.
Accept the downsides of self-employment but lean into the upsides – your freedom!” Go see a movie in the afternoon if you feel like it.
Lean into the pros because you’ve got no say in the cons.
Someone suggested having a buddy system - informal support from your peers as biz coaching can be expensive. (A shoutout to
Fallon, , and who’ve all helped me this week).Watch the vulnerability porn
“I call it ‘vulnerability porn’ because we can’t stop looking at it,” - Hannah. “Personal stuff gets more attention and the platforms reward you for it. There’s a commercial incentive to share more of yourself online.”
Bo Burnham’s MAKE HAPPY is a must-watch - his ongoing existential crisis about being a performer. “If you can live your life without an audience, you should do it.”
It’s the fight in our brains, right? She’s still making stuff. We’re wired for connection.
Amy’s last word: “I just think we all need to look after each other a bit more. Just be kind.” 🙏
I had a chat with the MD of an agency that helps top creators syndicate their work. She said “YouTube is where it’s at…” and “longform is making a comeback.” They’ve just paid a creator £250K for syndication of one piece of work 👀. Life-changing stuff and people tell her that.
Her advice for newsletter creators? “Educate. Start a YouTube channel and tell people what you’re learning.”
Lots of blinged up nails - look at these beauties! I told her she looked amazing. Good combo - jeans, oversized shirt, statement hands.
Let the hands do the talking…
Great day - thanks to the DCA team for hosting. Really inspiring to hear what people are up to and how they’re making money. Some food for thought about not having all your eggs in one basket re pay and platforms.
I’m not going to try to be “all the bits of my business at once” - therein lies the route to madness. Better to focus on what I’m good at and team up with people who have complementary skills. So more biz mentoring if I can get it.
I had a chat with Phil before I left about what’s coming up. New website launching soon (I gave them a video testimonial) and they’ve just hired their first employee so it’s growing. They’re looking for paid beta testers for a new product (will post details in the chat).
I’ve also joined FiveTwoNine - free “for now” so looking forward to a Creator Co-working Day - Massage Edition! ✨
Nika X
PS I got an apology from train man, which was unexpected and appreciated. He came to find me before getting off. I said thanks and that I can’t stand swearing - please don’t be rude to people who are just doing their job. Asked him what he was so angry about…
Clearly having a bad day and needed to talk.
This is a free post so please like & share - help me to get the word out. Ta muchly x 🙏
We do need to look after ourselves and be a bit more kind. All the Amy's. Amy means beloved.