Guests: The Chainsmokers’ *Alex Pall*, TikTok Creator, *Josh Richards*, YouTuber, *Shelby Church*, Twitch Streamer, *Youna aka Codemiko* and Index's *Rex Woodbury*. How can you ‘make it’ as a creator? In this conversation, hear from some of the pioneering artists in today’s digital economy about how they built up their audience from scratch, the roadblocks they encountered along the way, and the strategies they used to overcome them. Principal at Index Ventures Rex Woodbury begins by asking about Gen Z’s shifting expectations about work and why life as a creator appeals to them. Josh Richards, a creator and entrepreneur who’s amassed 24 million followers on TikTok, talks about the role of the pandemic and the rejection of the ‘9-to-5’ desk job. Youna (otherwise known by her ‘virtual avatar’ name, CodeMiko) moves on to ‘Vtubing’, self-expression and the relationship between monetisation and community engagement, before Shelby Church discusses why it’s easier than ever before to make money on YouTube. The conversation progresses to how creators can build a massive audience on one platform and then re-direct it to another – something that both Josh and Alex Pall, the entrepreneur and member of the DJ duo The Chainsmokers, have considerable experience in. Finally the group considers the tailwinds that are reorienting artists towards maintaining greater control and ownership over their creativity, and they discuss the new tools and businesses yet to be built that will help reduce the pain-points for the next generation of creators.