He believes talent that was once overlooked is finally being discovered and valued in a new way. Where they may have felt stuck in the agency realm in years past, they’re now being courted for projects that tap into their unique skill sets.
“We find ourselves at a very unusual moment in time when the structures around the way people work have been blown up,” says Haines. “That’s caused an incredible open mindedness as to where they are in their journey, professionally and personally.”
New ways to connect with customers and clients
As we learned from Li Jin, founder of Atelier Ventures and Side Hustle Stack, there are now more ways than ever to build relationships with fans, followers, and customers. Creators can now sell directly to people all over the world, and as a result, many feel liberated from their dependence on social media.
Haines says although many platforms have been created in response to the pandemic, there was already a latent desire for more freedom and flexibility—and a willingness to work differently. “The market was already created,” he says. “The people in the market just didn't have that outlet. The moment the outlet was there, people poured into it.”
For creative people working traditional full-time jobs, this shift has brought unprecedented independence. Why work a 9-5 when your passion project can pay the bills? Thirteen years after WIRED co-founder Kevin Kelly proposed his theory of 1,000 True Fans, companies such as Patreon, Substack, and Shopify have now turned what used to be a wild leap of faith into more of a calculated risk.
“He saw the future then and was absolutely right,” says Haines. “There's never been a better moment to pursue the projects you really love and be selective about the work you want to do.” And as technology evolves, Haines believes machine learning will make it even easier for creative people to find new clients and customers.
Haines believes this moment is a sea change of sorts. Creatives are realizing their skills are in much greater demand than they thought. “For the first time, I’m seeing people step out of roles without jobs to go, which you would normally never see,” he says. This shift has given creative talent a confidence boost—and reason to be optimistic about a future on their own.
Haines’ advice to those who need a nudge? “People just have to be brave and take that step.”