Artists: You are not a "content creator"
The first time I heard “content” was from a YouTube exec in 2007. I was writing, directing, editing, producing, and acting in various “web shows” at the time.
The term was gross, a corporate word designed to make art feel disposable and interchangeable.
“We just need three more hours of content this week,” the exec said.
As the years wore on and I worked for more start-up tech companies, a funny thing happened — artists adopted corporate speak. At new media parties, suddenly, people would introduce themselves as “content creators.”
Fast forward to a few years ago. Not only were Youtube artists calling themselves content creators, but so were the writers and directors of film and television. In press releases, big-time television producers announced their excitement to create content for their respective overall deals.
It’s okay if the corporate folks want to call it that.
But, artists. It’s already tough out there. Let’s not pave the way to our own demise. Be proud of your work. Stop calling it content.
I absolutely agree. I can't stand the lingo nowadays. I'm not a friggin' "creative". That doesn't even make sense! Creative is an adjective, people! Read a book! It's astonishing how words seem to have no meaning to society anymore. I wish I could move to Pluto.
Great post, Bobbo. Thanks for the readable content! :)
I worked at an ad agency for nine years, and my job title was "content writer/producer" for most of those years. I hated the term then as I hate it now.