A label previously used to describe a cache of interdisciplinary designers identified by design-led magazine titles (such as GasBook, Relax, Studio Voice as well as online platforms such as Shift) that came out of Japan in the late 1990s–2000s that has seen a reemergence today. ¶ At the time, this label was applied to ‘creators’ such as Geoff McFetridge and Mike Mills for whom established job titles such as—illustrator, graphic designer, film maker failed to describe the variety of formats, materials and outcomes they produced. ¶ The derision that often greeted the term by those labelled with it, lay in its lack of specificity and therefore lineage or professional qualification. ‘Creator’ was too easily adoptable by those seen as amateur in comparison to the aforementioned cache. ¶ Use of the term within design-led media subsided for a time but has been resurrected recently to describe a nimble, self-sufficient breed of publishers and online practitioners utilising platforms such as YouTube, Patreon and Kickstarter (particularly Kickstarter’s new platform ‘Drip’). ¶ For example, when you post a video onto YouTube, it gets “published” and when you publish a video on YouTube you are considered a ‘creator’. You then get access to your own ‘Creator Studio’ and the ‘YouTube Creators’ community. Kickstarter launched their new venture, ‘Drip’, with the opening text “A new tool for creators.” and Patreon currently declares on it’s homepage “Creators, come get paid.”
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