Why we switched from creator economy to shipping products
Mom, we're not YouTubers anymore
One September Monday morning of 2021 I met Lera on her way to the office and asked: "so imagine we disappear for a week, would anybody care?". I drowned her in the narrative about us solving problems for paying customers while also having a side gig in entertainment that nobody needs, including us. She agreed and it was the start of the end of us talking on the internet.
It was a pretty dramatic pivot since just a few months before it, in May 2021, we had recorded an episode called "mom, I am sorry, I am a Youtuber", where we raved about our livestreams and craft.
Troubles were that the audience that cared about our technical execution and esthetics wasn't used to paying and wanted lighter and more fun content. While the audience that saw value in our content didn't care for the quality and esthetics that we felt was our key feature.
We aimed at serving both audiences dreaming that we'd be able to please both and win the market. Then the market flipped to a strong crypto-focus and we de…