Make art,
not content
DON'T FIT THE SYSTEM,
BUILD YOUR OWN.
You’re Wasting Your Talent Playing The Content Game
Make art, not content is a book for the creatives who are tired of diluting their potential just to keep up with platforms and boring clients. It’s for those who know they’re capable of much more than chasing trends for attention.
Your real value doesn’t live in optimization or posting consistently.
It lives in the risk.
In the experimentation.
In the refusal to flatten your craft for an algorithm or client.
It’s not only about aesthetics, It’s about the work that feels real, even when it’s slow, or impossible to categorize.
Your real asset as a creative is your ability to create something bold, controversial, inspiring, or beautiful on your own terms.
That’s what makes you irreplaceable.
That’s what makes you an artist.
Inside the book you’ll discover
how to:
Develop your signature style
Build an authentic body of work
Build cultural authority
Attract better opportunities
Own distribution channels
Monetize your unique value
TESTIMONIALS
What other creatives
are saying
"It gave me clarity. I understand where I stand, and what to do next."
Sofia, Illustrator, Berlin
"It assumes you’re intelligent, and ambitious."
Mateo, Filmmaker, Buenos Aires
Who This Book Is For
Photographers, Filmmakers, Designers, Writers, and All Big Creative Thinkers who:
-Feel stuck producing work that doesn’t reflect who they are.
-Want to turn creative talent into something sustainable and respected.
-Crave independence from platforms, trends, and client demands.
-Care more about making meaningful work than being “viral.”
Table of Contents
Chapter 1: Creatives are now disposable .........…. 11
The Creator’s Dilemma ..………....……………………...........…....… 15
When a Creator Stays Disposable .….………...…………......…. 18
Chapter 2: The Decision to Author …......…............. 22
Claiming a Signature ……..………………………………….…......…... 22
Style & System: Repetition as Creative Language ..…... 26
Building Your Own Aesthetic System …………………......... 32
Repetition: The Glue .................................................……........ 36
Balancing Consistency and Novelty ………………….…........ 43
How Prestige Works ………………………………................…....…. 49
Case Study: Virgil Abloh ………………….……........................…. 67
Interlude………………………………………………….......................…. 76
Chapter 03: Owned-First Distribution …...........… 84
Social Media as a Funnel, Not the Final Destination .... 84
Building Your Own Distribution System …………...…..…... 87
Case Study: Craig Mod ……………………….……….............……….. 92
Chapter 04: Support Systems …………….................…… 96
Audiences as Patrons and Brand Deals ............................. 96
The Rise of Creator Subscriptions ……………..……..........….. 98
Case Study: Amanda Palmer ………………………..……...........… 98
Building Your Own Support System ……………......…....…… 101
Myth Alignment: Communities Support ......................…. 104
Communities Crave Meaning, Not Just Content ……...... 106
Brand deals - Inviting Others into Your Myth …………... 112
Case Study: Nike and Casey Neistat ….................................. 114
Chapter 05: Sovereignty …………....…............................... 120
A Creative Life Supported by Meaning ….……..…..……....... 120
The Promise of Sovereignty ….………………….…..…...........…... 121
The Role of AI: A New Factor in the Equation ………...….. 122
Conclusion ………………………………………….......................………. 125
About the author ………………………...........………....…….……… 129
Bibliography ………………………………………………...............…….. 131
“Make Art, Not Content”
Bundle
BOOK + GUIDE + AUDIO
The full system for creative independence:
The book, audiobook and guide.
The fastest way to apply Make Art, Not Content to your own practice.
FAQ
Is this a mindset book or a strategy book?
It’s both. It reshapes how you think about your work and gives you the frameworks to act on it , from defining your signature to monetizing your vision and building your audience on your own terms.
Is it for beginners or advanced creatives?
Beginners use it to build a foundation and direction.
Intermediate creatives use it to refine their body of work.
Advanced creatives use it to structure their work around a business model, monetize their unique value in products and high ticket services.
Is this book anti-social media?
No, it’s pro-sovereignty. It teaches you how to use platforms strategically without depending on them, moving your audience into owned, sustainable channels.
What’s the difference between the Book and the Guide?
The book gives you the philosophy and system.
The guide helps you implement it with practical frameworks, creative diagnostics, identity-building exercises, and real-world distribution plans.
About The Author
I was born in 2000 in Argentina, and my path through the creative world hasn’t been a straight line.
Before photography, I worked as a sound engineer, spending long hours in recording studios.
In 2019, I moved to Berlin to develop my music career. Over time, I grew tired of being inside a studio day and night. My work in music wasn’t as fulfilling as I had imagined.
One day, I went out for a walk with a lot on my mind. I passed through a flea market in Mitte and stopped at a small stall run by a Polish man selling his family’s belongings. Among them was a 35mm analog camera. I picked it up and thought that maybe photography could be a way to get out of the studio and break the routine. Learning something new felt like the move I needed.
What began as an escape from the studio became the turning point of my life.
That camera helped me understand why my music career didn’t feel fulfilling: I had been executing other people’s ideas instead of building my own worldview.
I decided to switch careers from music to photography. I could have reinvented myself within the music industry, but I felt drawn to explore my potential in a new medium. From then on, I committed to creating a body of work rooted in my vision and showing up as an artist, not a freelancer.
As I refined my visual language and stayed consistent with it, my work began to find its place. People started to recognize and respect my vision.
In 2023, I returned to Argentina with a clear perspective on my future.
Today, I move between artistic and commercial contexts, keeping my principles intact in both. My work has appeared in Schön! Magazine, Artego, POMPA, Artist Recap, and other publications, musicians have featured my photos as album covers, I’ve exhibited at Lasuite, and collectors have begun acquiring my pieces as artworks. My career in fine art is steadily rising.
My focus now extends beyond my personal career. I’m interested in helping creatives challenge the status quo, reclaiming authorship, and redefining what it means to be a creative in the digital age.
This book is not the end, it’s the beginning.
“Make Art, Not Content” is the founding philosophy of Auteur Society, the incubator for sovereign creatives.
A private community of designers, filmmakers, photographers, and big creative thinkers building prestige, independence, and authentic projects.
Members help each other build their system and give feedback to the current progress to independence that everyone is making.
Every member starts here.
Get the complete bundle today, start reading the book, apply the framework from the guide, and enjoy a free month in the community to begin building your own system alongside others on the same path.
Inside The Community
Member Chat Group
An exclusive space where members can share ideas, exchange real-time feedback, and connect with other artists and creators.
It’s a place for creative dialogue, networking, and building opportunities for collaboration.Project Development & Reviews
Every month, members can present their ongoing projects for feedback and guidance.
Whether you’re working on a photo series, short film, digital art collection, or any other creative endeavor, you’ll receive constructive insights to help refine your vision and execution.Monthly Video Calls
A live virtual gathering where members discuss progress, share experiences, and learn from one another.
The Value
Genuine connection
This space is for those seeking meaningful ideas, and real conversation.
Share with intention
On social media, we display, here, we exchange.
We read, respond, and think together.
Collaboration Over Competition
Instead of competing for attention, we collaborate to grow.
This community gathers creators who share processes, ideas, and projects.
Creative Sovereignty
No trends to chase. No formats to fit.
Only the intention to create something meaningful for those who resonate with your vision.
Why does this community exist?
Last year, I launched a space for people like you, photographers, designers, filmmakers, anyone trying to think and create beyond the client brief or the latest trend. It worked well in the beginning: ideas flowed, new connections were made, and we were 300 creatives united in one space.
But something was missing. Without a shared goal, it became just a community for discussing ideas that led to no real action. It wasn’t yet the incubator I truly envisioned.
As I listened to the members of this space, I kept hearing the same struggles: creatives burned out from chasing trends, from being undervalued, from the fear of being replaced by AI.
That’s when I realized what we needed first was a shared system, a guide that could lead us all toward what we truly wanted: creative independence, recognition for our worldview, and freedom from trends.
That’s why I wrote "Make Art, Not Content". Now that the book is out, the direction for the community is clear. Everyone who has read the book and followed its framework can benefit from a shared space to celebrate wins, tackle challenges together, and walk the path of creative independence alongside others.
This is no longer just a community.
It’s becoming a movement, a network of creative leaders shaping culture on their own terms.
The ones who showed me what real creation means:
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