Hey Lykkers! Let’s talk about a financial frontier that’s less about boardrooms and more about bedrooms-turned-studios.

It’s the Passion Economy—where individual creators, experts, and educators turn their knowledge and personality into a business.

Think of your favorite YouTuber, the Substack writer you pay for, or the expert selling a niche course on film scoring. This is a booming market, and you might be wondering: "Can I invest in this, not just as a consumer, but as an investor?" The answer is a careful, strategic yes. Let’s explore how.

First, let’s clarify. You’re likely not buying stock in a single creator (they’re rarely publicly traded companies). Instead, you’re investing in the platforms, tools, and financial infrastructure that enable these solo entrepreneurs to thrive. It’s about investing in the pick-and-shovel makers during a digital gold rush, or sometimes, being a mini-patron of specific gold miners.

Strategy 1: Invest in the Platforms (The "Picks and Shovels")

This is the most accessible and diversified path. You’re betting on the companies that provide the stage and tools for creators.

Content & Community Platforms: Companies like Substack (newsletters), Kajabi or Thinkific (online courses), and Patreon (membership communities) earn revenue by taking a percentage of creator earnings or charging subscription fees. While many are still private, you can watch for IPO opportunities.

Financial Infrastructure: Look at companies like Square/Block (via Cash App), PayPal, and Stripe. They process the millions of micro-payments flowing from fans to creators. Their growth is directly tied to the expansion of digital transactions.

Public Media Conglomerates: Some large platforms have gone public. Spotify has invested heavily in podcast creators and exclusive content. YouTube is the largest creator platform in the world.

“New integrated platforms empower entrepreneurs to monetize individuality and creativity,” says Li Jin, from “The Passion Economy and the Future of Work,” Andreessen Horowitz.

Strategy 2: Invest in Creator-Led Brands & Funds (The "Direct Patron" Route)

This is more hands-on and higher risk, but with potential for direct alignment and higher returns.

Creator Funds & Startups: Some successful creators raise venture capital to build their own brands into larger companies (e.g., a beauty YouTuber launching a cosmetics line). Platforms like Republic or SeedInvest sometimes offer opportunities to invest in these early-stage, creator-led startups.

Royalty & Revenue Sharing Platforms: Emerging platforms like Jem (formerly Creative Juice) or Spotter offer mechanisms where investors can provide capital to creators in exchange for a percentage of their future revenue for a set period. This is a direct, though complex, way to invest in a creator's cash flow.

Strategy 3: Be a "Micro-Angel" on Crowdfunding Platforms

This is the most direct, but also the riskiest and most illiquid, method. You’re acting like a miniature venture capitalist.

How it Works: Platforms like Kickstarter or Indiegogo allow you to fund a creator’s specific project (a new podcast season, a film, a tech gadget). In return, you often get the product first or exclusive access, not equity. For equity, some creators use regulation crowdfunding platforms (like those mentioned above).

The Reality Check: "Investing in individual creators is early-stage venture investing. You must be prepared for a high likelihood of total loss, illiquidity, and a long time horizon. Do it because you believe in the person and their vision, not just for a return," cautions Ankur Nagpal, founder of Vibe Capital, a fund focused on creator economy startups (Source: Interview on the My First Million podcast).

Your Action Plan: How to Start

1. Educate Yourself: Follow trends through newsletters like The Milk Road or Colin and Samir's channel. Understand the business models.

2. Start with the Public Markets: Build a watchlist of publicly-traded enablement companies (Shopify for e-commerce, Adobe for tools, etc.). Consider a broad tech ETF that holds these companies for diversified exposure.

3. Allocate Wisely: If you explore direct investments (royalty deals, crowdfunding), treat this as your "speculative" portfolio—money you are truly prepared to lose. Limit it to a very small percentage (e.g., 1-5%) of your total investment capital.

4. Do Extreme Due Diligence: If investing directly in a creator, scrutinize their business acumen, existing audience loyalty, revenue history, and long-term plan. Are they a one-hit wonder or a savvy entrepreneur?

Lykkers, investing in the Passion Economy is about believing in the power of individual talent, enabled by technology. The smartest path for most is through the established, scalable tools. The more adventurous path is for those who want a front-row seat to a creator's journey. Whichever you choose, go in with eyes wide open, a passion for the space, and a clear understanding of the risk.

Now, go support—or invest in—the creators who make your digital world richer.