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The creator economy in 384 pages.
It’s a Sisyphean task to encapsulate and run a narrative through the last 10+ years of a multi-hundreds-of-billions dollar industry that touches almost everyone on the planet, but Taylor Lorenz did it.
Her book Extremely Online provides invaluable context for the current marketplace and answers the question HTF did we get here?!, not through the lens of a single company or organization, but through the journey of a user being exposed to the long- and short-form of it all. She reels readers in to stories of individual creators whose experiences have something to say about the bigger picture of how our industry developed from being dismissed as “doomed” to the dominating multiplatform, multimedia force it is today.
Lorenz (former New York Times reporter, current columnist for The Washington Post) has a knack for zooming on the root cause “whys”–like why one YouTube creator group getting some leftover dough from Carl’s Jr.‘s advertising budget and using it to make videos way more popular than the chain’s own official ads was kind of a huge deal.
Extremely Online does a great job condensing Lorenz’s encyclopedic creator knowledge, but after so long in the biz, she’s got more stories than she could fit in one volume. We talk about those and more in the latest installment of Creator Upload. Subscribe on Apple Podcasts, Spotify, or whenever you listen. You’re gonna dig it.
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