The Economy of Nothing
When culture and those in power prioritize monetizing nonsense, the ecosystem for genuine production suffers.
In just 48 hours, a meme coin with no inherent value reached a $20 billion market cap. That’s not just absurd, but it’s a sign of something bigger: we’ve learned how to monetize nothing.
What we create has evolved dramatically. A world that once operated through analog and physical mediums has transformed into a mixed bag of innovation, where people live with one foot in the real world and the other online. We all know the pros and cons of living in a heavily online world. I’m not here to rehash that debate. The internet has unlocked endless opportunities for creativity and innovation, enabling ideas to flourish in ways once unimaginable. But alongside that innovation, it has also unleashed a lot of garbage—incoherent nothingness that has somehow been monetized into its own thriving economy.
On January 17th, I watched as the team behind the incoming U.S. president launched a "meme coin." Over the next two days, I was stunned as the coin's market cap soared to nearly $20 billion in just 48 hours. Nothing, a giant pile of digital nothingness, was suddenly worth $20 billion, with billions of dollars exchanging hands.
I’m not here to debate whether crypto is a legitimate store of value or to question the ethics of a president’s campaign profiting from the crypto system. Instead, I’m more curious about the implications of a society so quick to throw millions of dollars at the hottest meme token. What happens when monetizing nonsense becomes the norm?
I believe that the commodification of nothingness makes genuine creativity and innovation harder to sustain.
By “nothingness,” I don’t mean simply things that are online. There’s tons of innovation, culture-driving, and creativity on the internet that has value even if it only exists online. I’m talking about true nothingness: meme tokens that fizzle out in a day, AI-generated content sludge, or the endless churn of forgettable Netflix shows made overnight, destined to be scrolled past. We’ve commodified silliness, and we might be worse off for it.
Creating cool, meaningful things takes effort. Real creativity and innovation demand time, resources, and focus. But when culture and those in power prioritize monetizing nonsense, the ecosystem for genuine production suffers. A young creative seeking funding for a short film might be passed over in favor of yet another AI-generated content farm. Why invest in an innovative startup when you can drop cash into “Fartcoin” (yes, it’s real) and watch your money 10x overnight?
There’s a mix of different issues at play here. The internet, scrolling, and crypto have created an environment where growth happens so rapidly that money can be made overnight. Why invest in something long-term when there are countless examples of people achieving instant success?
There’s also a growing population convinced that their only way to “escape the matrix,” “get out of the rat race,” or break free from the monotony of everyday life is to jump on the next meme or trend, get rich overnight, and retire on a private island in the Bahamas by 29.
The stories we tell ourselves matter. If we keep repeating the narrative that it’s impossible to get ahead as a creator, innovator, or writer, those stories inevitably start to become reality. Many have replaced the desire to build something meaningful with the dream of becoming the next overnight DOGE coin millionaire. It’s disheartening to think about how many great ideas have been shelved or set aside in favor of chasing quick wins. These quick wins come with an opportunity cost, one that is paid through the loss of innovation and progress in other areas.
The commoditization of nothingness may continue to worsen, but I believe there’s a growing group of people willing to reject it in favor of something more meaningful. It’s tempting to spend all your time chasing meme tokens for a quick buck or churning out garbage content to feed the insatiable algorithm. But if you’re serious about creating something worthwhile, there are a few things to keep in mind:
It’s hard to keep going on a project when you’ve lost inspiration, but the best work often comes from pushing through the troughs of disinterest we all face. Whether it’s a product, a movie, an invention, or a painting, meaningful creation requires patience, reflection, and the willingness to rethink and refine until you get it right.
Avoid the temptation to take shortcuts. Using new tools and innovations is great, but we all know the difference between using tools like AI to enhance our process or relying on them as quick shortcuts. What are you avoiding anyway?
Getting to create is one of the most special parts of life. Embrace the process, the challenges, and the time it takes to make something that truly matters.
Failing sucks, and it’s painful. Anything you create has the potential to be a failure, but that doesn’t mean it’s the end. Just get started, and then keep going. Wins and losses are part of the process, not the beginning or the end.
Big wins or big losses can give us an easy out. Think about a startup that finally gets a buyout offer—what if they didn’t take it? What if they kept going, building what they’re truly passionate about? It’s hard to keep going after a loss, but sometimes it’s even harder to keep going after a big win.
Wins and losses are only part of the story. The most important thing is to keep making things.
The only way all this nothingness loses its value is if people shift their focus to things that actually matter. Everyone has something to invest, whether it’s time, money, support, encouragement, or effort. Where we choose to invest is what determines what gets made.
By all means, go make cool things. If you have an idea for a product, get started. If something interests you, start writing about it. Whether it’s digital, physical, musical, a product, a brand, a device, a song, or a book… go invest in it. If you don’t have any ideas yet, find a place where you’re passionate about what they’re doing, learn everything you can, and then invest what you have.
The only way the commodified nothingness goes away is when culture decides to invest in things that truly have value. Who knows, maybe the thing you create will spark a chain reaction of real value.
Keep creating and repeating,
- James
Links keeping us creative:
🐙 My Octopus Teacher's Cinematographer on Shaping Story and Cultivating Patience: An inspiring reflection on storytelling, patience, and the art of capturing profound human-animal connections.
⚡ Add Random Jumpscares to Sites You're Trying to Avoid: A playful yet effective strategy to curb digital distractions by making avoidance a little more... surprising. Explore Tabboo.xyz
📚 ScanOps by Andrew Norman Wilson: A unique project uncovering beauty in Google Books' scanning mishaps, featuring distorted pages and glimpses of the hands behind the digitization process.
🎥 The Art of Showing Up: Learn to Do the Work: A podcast video exploring the importance of discipline and consistency in creative pursuits, offering practical tips to overcome procrastination.
This Week, We’re Happy to Spotlight Joel Christian—a Music Artist from Orange County, CA
Joel’s passion for music isn’t just about the sound; it’s about connection. “I finally feel content and confident as an artist,” he shares, reflecting on his creative journey. His upcoming era of music promises excitement, not just for him but for his fans, as he steps into a space where his artistry feels truer than ever.
Chasing the Dream:
Joel’s advice to fellow creatives? “Never give up. Always chase your dreams, even if they feel far away.” For him, creativity isn’t about the scale of a project—it’s about making it happen, no matter what. “Creativity fuels the soul,” he adds, a reminder that every effort counts, big or small.
The Takeaway:
Stay in motion. Keep creating, even when the finish line feels distant. Joel’s story reminds us that confidence comes from persistence, and growth often happens in the quiet moments when we choose to show up anyway.
If you’d like to follow Joel’s next chapter, keep an eye out for his new music era—it’s one he’s excited to share with the world.
Want to be featured in an upcoming Talent Show? Apply at CreateRepeat.com.
Create.Repeat is a community for creatives.
The Create.Repeat Substack is a project designed to be a weekly diary on creativity. Sharing inspiration for artists to keep creating and repeating.
Written and curated by Zack Evans & James Warren Taylor
Each week we will be sharing recent thoughts on creativity, some links helping us stay creative, and a talent show featuring an artist from the community. Thank you for engaging with us.
History repeats. Create the future.
Invest in the things that actually matter.
beautifully put