Make art,
not content
DON'T FIT THE SYSTEM,
BUILD YOUR OWN.
The decision every creative professional faces today:
'Make art, not content' is a book for the big creative thinkers who refuse to let their craft be reduced to a service. It’s for those who want to make a living exploring their full potential as creators.
Your value as a creative lives in the risk, the experimentation, the refusal to flatten yourself to fit a trend.
In the decisions that don’t make sense to an algorithm or a report.
Art is not only aesthetics.
It’s your willingness to pursue the work that feels true, even if it’s strange, slow, or difficult to categorize.
That is your real asset.
Your ability to make something bold, controversial, inspiring, uncomfortable, or simply 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 as a creative has been anything but linear.
Before photography, I worked as a sound engineer, spending endless hours in recording studios, shaping other artists’ visions. I was a creative service provider.
In 2019, everything shifted. I moved to Berlin and, while wandering through a flea market, found a 35mm analog camera.
What began as an escape from the studio routine 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.
From then on, I committed to creating a body of work rooted in my vision and showing up as an artist, not a freelancer. 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.
As I stayed loyal to my authentic worldview, people began to recognize my work for what it was, and new opportunities opened.
Today, I work across both artistic and commercial spheres. My photographs have been featured in Schön! Magazine, Artego, POMPA, Artist Recap, and more. I’ve exhibited at Lasuite, and collectors are now acquiring my work as art pieces.
But beyond any milestone, my focus is helping creatives question the status quo, reclaim authorship, and redefine what it means to be an artist in the digital age.
PS: Music eventually returned to my life too, but with a different purpose, no longer producing for others, but for myself. I realized that some passions are meant to remain outside of commercial world.
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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