📅 Monday, 10-11-25 This is email offers a practical approach to improve your content diet, specifically for creative people who want to operate at a higher level A painter sees other paintings differently than everyone else. ☝️ I didn't know this before learning to draw. A painter knows the craft well enough to "deconstruct" how the painting was made. By doing so, they experience the act of putting it back together in their minds, as if they were painting it. As a result, a painter can...
about 1 month ago • 2 min read
📅 Monday, 27-10-25 Hey! Last week I rebranded my channel: From Massa Art to Filippo Massarelli (my full name) Sounds like a simple change. But it's actually the result of months of studying successful creatives and many hours of workshops with my YouTube coach. In this email, I’ll break it down by focussing on 3 principles. Principle 1 People care about people, not about brands. We connect with stories. With faces. With voices. We want to learn from someone, not something. That's why it makes...
about 2 months ago • 4 min read
📅 Monday, 06-10-25 reading time: 3'25" Over 75% of you know what you have to do. But you just can't get yourself to do it. Here's the poll: I call BS I think 75% of you are lying to yourselves Here's why: Clarity makes action easier If you were truly clear on what you want to do, then doing the thing would feel lighter. So if you’re struggling to act, it means you’re not actually that clear. Either you haven’t broken it down into small enough steps, or you don’t have a strong enough reason to...
2 months ago • 3 min read
📅 Monday, 29-09-25 reading time: 2'45" (I'm a slow reader tho) The ultimate goal in life (at least for me) is Creative Freedom But what does it mean? Take 20 seconds to stop and try to give it a definition. This is what I came up with: Creative Freedom = the freedom to wake up and work on creating what I want, when I want, how I want. Taking an idea that’s only in my head and pulling it into the real world, on my own terms. But there's a problem: how do I pay rent? My definition of Creative...
3 months ago • 3 min read
📅 Monday, 22-09-25 Yo Today you get to peek behind my video production pipeline and the decisions I'm making based on data, experiments and gut feels 😅 Straight to the point: This is a look at how my last four videos performed. The intention was to start delivering value about my Youtube experience, to help with the transformation from consumer to creator. So as it's good practice to do, I prepared 4 videos: 3 about this new direction, and one "experiment" video to test a different direction....
3 months ago • 2 min read
📅 Monday, 08-09-25 👋 Reader I'm visiting my father who lives in Kenya 🇰🇪 On the plane I wrote a breakdown of the core components of a (YouTube) Creator Business. So in this email I will flesh it out a bit more. Enjoy :) Anatomy of a Creator Biz my 9 hours flight London-Nairobi was surprisingly productive 1. Video Value: Entertainment + information Cost to consumer: Time (currency: attention) What to do: Teach what you have learned or (preferably) what you are learning. The skill to develop...
3 months ago • 4 min read
📅 Monday, 01-09-25 Hey Reader Today's email is full of insights - enjoy! Content == collection Below is a screenshot from my YouTube Studio: My latest video ranks 10/10 That's not a good thing! It means it ranks the lowest among my last ten uploads. It might look discouraging, but it’s actually expected when you start a brand‑new collection. A “collection” is a curated series of videos that work together as a whole. Each one tackling a different angle of the same theme or goal. Instead of...
4 months ago • 3 min read
📅 Monday, 25-08-25 My Full Process to make a YouTube video I’ve been making videos for 30 months now 🤯 Over this time I've pieced together a process that feels simple enough to repeat, yet strong enough to carry the whole channel. It wasn’t designed in one sitting. It’s a patchwork of trial, error, and many late nights fixing problems I didn’t know I was creating. But having a clear structure has made the difference between “thinking about making a video” and actually shipping one (almost)...
4 months ago • 4 min read
📅 Mon, 11-08-25 My first $1000+ (with less than 1000 views) This email is an exercise in transparency Yesterday, I closed the launch of my first ever online product. Today, I will transparently share with you how much money the product made, how much work it required, and how long it took. This way, if you ever embark on a similar journey, you'd now what to expect. But first, THANK YOU! Thank you for encouraging me throughout this launch. Thank you for the 41 new joiners who purchased the...
4 months ago • 6 min read