Finding the true value of creative work in a digital age
In the “Me” era of the internet, creators built audiences on platforms built for advertisers, not communities.
Tens of thousands of followers — but not enough to make a living. Likes and comments come easily. Actual income does not.
Kreatorhood was a startup with a bold aim: give creators the tools to sell their work directly to their fans — so ownership of creative work could belong to people, not platforms.
But first, they needed to deeply understand the people they were building for.
Over two weeks, we spoke to creators from around the world — from tattoo artists in Berlin, to street photographers in London, to illustrators in New York.
We spent time in their worlds, listening to what drives them, what drains them, and what “making a living” means when your work is also your passion.
We explored
How they use social media — and how it uses them.
Their hopes and fears about NFTs.
The tension between open marketplaces and curated spaces.
The emotional and practical reality of valuing their own work.
What we learned
Curation vs. openness
Some craved control over every detail, others feared the consequences of exclusivity.
Valuing work is hard
Many struggled to put a price on their art and struggled with monitising their passion.
For creators, by creators
Trust grows when platforms feel build with communities, rather than for them.
Most aren’t early adopters
Change spreads through trusted peers, few want to take the leap first.
Transparency builds trust
Hidden fees or unclear royalties are fatal. Artists feared damage to their reputation.
Copyright fears run deep
Past bad experience made protection non-negotiable.
The insights defined four clear audiences
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Community creators
High-engagement, fan-first, experimental.
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Creative careerists
Metrics-driven, brand-building, client-focused.
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Creative purists
Art-first, wary of “selling out.”
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Social media hobbyists
Low-promotion, looking for simplicity.
We defined
A clear purpose
Empowering creators to find their true value.
A core belief
Great creative work takes effort. Selling it to your fans shouldn’t.
Four brand values
Fair, Convenient, Community-focused, Creative.
A plan to follow
Positioning that spoke directly to both creators and fans.
The result was a brand framework and go-to-market approach that gave Kreatorhood absolute clarity on who they were speaking to, what mattered to them, and how to earn their trust.
We created definitions of ownership — creative, financial, and emotional.
The work helped Kreatorhood see beyond features and technology, to the real human motivations that would determine whether creators showed up, stayed, and thrived.