Here’s a little tidbit. I went viral once. Not 2024 & 20 million views viral, but like early in the century viral where the views were in the tens of thousands. It was not glamorous. It was someone making fun of a picture circa early social media days. I did not gain anything of substance out of it but embarrassment and a deleted post. Back then, that’s all it took. Delete the post & the negative attention POOF goes away.
It also happened to my son within months of turning 18. Basically the same ending. Delete, block, report, and it went away.
Enter THE HUSTLE CULTURE of this decade. It wasn’t really as big of a thing until much more recent times. It can also be called toxic productivity interchangeably. Because it really is toxic. To stay ahead of the curve you must PUT YOUR CONTENT OUT THERE. Like constantly. STAY RELEVANT. Like constantly. WORK THE ALGORITHM. Like constantly. Whine that I AM BEING AUTHENTIC. Like constantly. All of that is exhausting for both the creator and the audience. Like constantly. Me? I’m like nah dawg, not gonna do all that constantly.
Seriously, WHY would anyone want to keep up with that? Obviously dollar signs are involved, but for whom? Betcha a dollar the social media company is the one making bank while the influencer gets thrown some change to pay the rent. And in all of that posting of videos and pictures and memes, not to mention the time spent to create them, there will be gaffes. There will be oopsies. There will be trolls. Will they be the posts that go viral and ruin your hustle? Hustle culture is a house of cards y’all.
The other day, a friend shared a link to an interesting person and I proceeded to follow. The woman has good ideas and is pleasant to listen to. She does informative short video content, and I enjoyed what she had to say. Fast forward a couple of weeks and she has gone viral. Like hundreds of thousands of new followers viral. I watched her interesting content go from maybe 1 video per day…to 6, 8, 10 times each day. My feed was overrun. She was promoting and paying for ads. She looked like shit. She was exhausted, and it showed. Her content became forced and contrived and boring. I unfollowed. Did I mention she is about my age? Again my brain went nah dawg, not gonna do that. House. Of. Cards.
I have time to think about these things now that I am retired and out of the rat race. Yes, I want to expand what used to be my side-hustle. But not like that. Not at the expense that hustle culture has thrust upon us. Don’t get me started on newly emerging AI when it comes to helping creators. I will boil it down for you…it’s garbage. I said it…AI content creation is garbage. Why would I read something that no one bothered to take the time to write? I prefer ideas and information that came from a human who performed research…or one that is, at the very least, sentient. I’ve tried the AI models for visual art. Pretty to look at, fun to conceptualize sometimes, but for actual content? That’s a hell no from me. It’s all created by humans that were exploited by a computer that generated a mashup for profit. The joke is truly on us. This little blog was crawled upon mercilessly around the time that AI was let loose on society. Every photo, every word, every post was fed into some machine. It felt like a violation as I watched it happen. Had my viral gaffe still been here, it would be permanently archived on some server only to resurface and cause me more grief.
Don’t be timid about the close button, or the unfollow button my friends. Don’t be afraid of missing out by deleting an app that does not bring enrichment to your life. Use the tools. You do not have to sit through the ads, you do not have to slog through the onslaught of garbage that will waste your time. Your time is finite on this earth…all of ours is. You will not be on your deathbed wishing you had watched one more promotional AI video, thinly veiled as content.
Sometimes life is about learning what to do. Other times, life is about learning what not to do.
So yeah, that’s my food for thought about Hustle Culture. I refuse to hustle.