UBA073 - Eclectic but connected.

From the Creator Economy to the Taste Economy

The Creator Economy’s Rise and Its Limits

The "Creator Economy" once promised that anyone with passion, an internet connection, and enough hustle could build a brand, grow an audience, or launch a creative business. For the past decade, this model empowered YouTube stars and Instagram influencers, offering a platform to monetise unique perspectives. However, as the space has grown, it has also become increasingly crowded and competitive, with only a few rising to the top while many others face burnout. As this hustle culture reaches its limits, a new era is emerging: the "Taste Economy," where value isn’t in sheer output but in thoughtful, intentional curation.

In this evolving landscape, success is less about constant creation and more about celebrating the unique and intentional. The Taste Economy prizes quality over quantity, and authenticity over algorithms, and invites us to savour what’s crafted rather than chase what’s trending. This shift is reflected in the resurgence of zines, independent stores, and even eclectic club nights ,each offering depth in a world of surface-level engagement.

The Evolution: Zines, Small-Run Mags, and Niche Curation

The Taste Economy is defined by an appreciation for the rare, the specific, and the intentional. This shift has breathed new life into zines and small-run magazines, publications that resist the pressures of mass appeal. Unlike digital content optimised for reach and shares, these publications thrive on being niche, hyperlocal, and unpolished. They capture the ephemeral and speak directly to a curated audience, inviting readers to engage with ideas and aesthetics that feel personal and tactile. It’s a stark departure from the Creator Economy’s volume-driven model, offering a form of connection that’s all about quality and resonance.

These zines remind me of classic music compilations and legendary club nights, like Kruder & Dorfmeister’s The K&D Sessions, soundtracks by David Holmes, or genre-blending nights at London’s Blue Note (though I’m dating myself here). Today, this continues in spaces like Koko, Corsica Studios, and club sets by artists like Benji B, Jamie XX and Four Tet (i know this is geo-locked to me, but there are countless nooks and crannies all over discover or fall into). Much like these musical experiences that blend obscure and familiar sounds to create a cohesive journey, small magazines offer a space for stories that feel unexpected, intentional, and incredibly personal.

The Magic of Curated Eclecticism

In retail, this same spirit of curation thrives in independent stores, bars, and coffee shops (shout out to our friends at News & Coffee), from pioneering spaces like now-gone Colette to destination stores like Goodhood, Noah NY, and Dover Street Market. These shops stand in stark contrast to mass-market chains, transforming shopping from a task into a journey of discovery. Each product, be it handcrafted leather goods, imported brands, vintage clothing and homewares, or international mags/books, feels handpicked, as if chosen not simply to sell but to tell a story. Stepping into these stores is less like entering a shop and more like stepping into a curated world that feels thoughtful and unique.

The unpredictability is part of the magic, just as the diverse, unexpected items in these stores come together to create a singular experience. Each item feels like a hidden treasure, offering a sense of connection and curation that transcends mere shopping.

The Thread of Taste and Collectivism

Much like those unforgettable club nights, where seemingly disparate sounds blended into something cohesive, these independent stores celebrate curated eclecticism. They bring together items from different cultures, eras, and styles that harmonise into a greater whole. It’s like listening to an album that transitions effortlessly through genres, a journey that’s eclectic yet connected, unified by the taste and vision of the curator.

This style of curation isn’t about following trends or maximising output. It’s about creating a sensory journey that feels authentic and grounded in taste. Independent boutiques, much like a good compilation or mix album, offer a sensory experience where textures, colours, and stories create an unspoken harmony. There’s a shared energy, a sense of collective spirit, that runs through these experiences, reminding us that sometimes the most powerful connections come not from the obvious, but from the thoughtfully unexpected.

Thriving Beyond the Algorithm

A Taste Economy may not promise the financial rewards of the Creator Economy, but for those driven by a deeper purpose, self-expression, cultural impact, or a love of craft, it offers something even more fulfilling. Artisanal brands, independent shop owners, and niche publication creators find joy in crafting experiences that resonate with authenticity and intentionality rather than chasing market trends. It’s a quiet rebellion against the Creator Economy’s hustle culture, a reminder that meaning often lies in the spaces that are small but thoughtfully curated.

For these creators, the reward lies in offering something that feels personal, be it an album that blends genres, a boutique filled with unique items, or a zine that tells unexpected stories. Maybe Taste Economy would invite us to slow down, appreciate the beauty of the unexpected, and celebrate quality over quantity, a refreshing departure from the demands of constant output and viral success.

Conclusion: Eclectic but Connected

This challenges us to redefine what it means to succeed as a creator, a brand or a cultural contributor. Instead of asking, “How much can I produce?” it invites us to ask, “How can I curate something meaningful?” It’s a model that celebrates quality over quantity, community over reach and taste over trend.

For those willing to explore this less-travelled path, this perspective offers a world where eclectic choices come together in meaningful ways, connecting people through experiences that feel both surprising and intentional. Much like a diverse set by Four Tet or a thoughtfully curated boutique, it’s a reminder that sometimes the greatest journeys are those that feel eclectic yet deeply connected, where the value lies not in volume, but in the art of tastefully bringing together the unique and the authentic.

Written by Mark