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Massa Art

Massa Art - You don’t want to become a creator

Published 3 months ago • 2 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.

Usually the experiment flops, and one of the 3 of the new direction outperforms and validates the angle to double down on.

But the opposite happened 🤯

As you can see, the videos where I shared what I’ve learned about YouTube landed at the bottom... 7/10, 9/10, even 10/10.

Meanwhile, the experiment, which was a short essay called Slow Art in the Age of AI, shot straight to the top with a 1/10.

So the data is saying something loud and clear:

You don’t actually want to watch videos about becoming a creator.

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🤔 So what about the experiment?

​

I have a theory.

It’s not just that “slow art” was a good enough topic to click.

And it’s not just the essay format that was interesting enough to stay and watch.

It’s the frame: “in the Age of AI.”

My theory is that this way of framing the topic makes it RELEVANT.

It's relevant today, critical tomorrow.

Watching becomes an investment in your future self.

​

Of course Youtube is not a hard science so this is just a guess.

But it's worth investigating!

Also because I genuinely love writing about how this new Ai era works.

I’m constantly wrestling with this in my life.

Coding at my job (I'm a software engineer) is already drastically different than how it was six months ago.

AI is everywhere in my coding workflow.

Plus, I’ve survived four layoffs, so my brain is always asking:

"how do I design a life that gives me security in this new era?"

​

Which brings me to the next part.

To test this direction, I’ve started filling my production pipeline with new essay-style videos under the “Age of AI” lens.

Here’s what it looks like right now:

The publishing order might change, but for now this is what's cooking:

  1. How to Manage Multiple Interests in the Age of Ai
  2. How to Think Clearly in the Age of Ai
  3. How to Design Your Life in the Age of Ai
  4. How to Build a Lifestyle Business in the Age of Ai
  5. Why Polymaths Will Dominate the Age of Ai
  6. Why I Don’t Sell My Art in the Age of Ai
  7. How to Slow Down in the Age of Ai

​

Because of this pivot, I might miss this week’s upload.

But these essays are faster to produce (no heavy B-Roll or music), so maybe with some good deep focus hours I might still make it... we'll see.

Please let me know:

👉 Are you excited about one of these in particular ?

And if you’ve got other ideas that would fit this format, just hit reply — I’d love to hear them.

​
🫶

See you in next Monday newsletter,

Massa

P.s.

If you are sad because you were one of those interested in becoming a creator don't worry, this newsletter will continue to share the behind the scenes of my creator journey. There's tremendous value here for those who decide to embark on the same path.
And if you very serious about this I am taking students for private 1:1 Youtube coaching here: https://tally.so/r/w5RzPM
Capacity is limited so make sure you give me as much detail as possible in your submission.

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Massa Art

Documenting the path to a creative life

Expect honest, useful emails about how I’m growing my skills and building a path for people like us: creative, ambitious, and still figuring out who they want to become

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