Erica Barry has been a media strategist, entertainment industry professional, writer, and digital content creator. She studied economics and media studies at Pomona College, where she became fascinated with the stories of creators launching their careers on platforms such as YouTube, Instagram, and TikTok.Thus, she set out to write her debut book, Don’t Wait, Create: How to Be A Content Creator in the New Digital Revolution.
Erica explains, “I have been drawn to digital media since the early days of the Internet. This book explores the importance of digital content creation in today’s media and entertainment landscape, and provides practical and inspiring advice from successful content creators for anyone who wants to follow in their footsteps.” According to Erica, it is critically important for aspiring content creators to understand how digital media is changing the industry.
Jacob Pace, CEO of Flighthouse Media, says that Don’t Wait, Create is a “crash course in the complex world of content creation. Erica Barry expertly explains the rapid changes that have occurred in the industry in a way that is easy to understand.”
Erica has been creating content online for many years, “I first became aware of the true power of digital media in high school when I began posting recipes, essays, and photos on a BlogSpot food blog. Slowly but surely, I began to build an audience online, get brand sponsorships, and draw hundreds of thousands of page views. My eyes were opened to the power of digital media.” She continues, “Ever since then, I have tried to harness the power of digital media in various forms: Creating a viral newscast on YouTube and creating TikTok and Instagram content in collaboration with brands.”
“For the first time in history, content creators have control, and there are many low-cost paths to reach a broad audience.”
Don’t Wait, Create provides a detailed overview of how digital media is changing the entertainment industry. “Ten years ago, if you asked Hollywood studio executives what a ‘Vine Star,’ ‘TikToker’ or ‘YouTuber’ was, they would have given you a blank stare. However, those days are gone.” Erica explains, “UTA, one of the top talent agencies in Hollywood, signed TikTok star Charli D’Amelio. Dave, created by YouTube sensation David Burd (more commonly known as Lil Dicky) was FXX’s most-watched comedy in 2020. In addition, Lilly Singh, the first female late-night host since Joan Rivers, got her start on YouTube.”
YouTube, TikTok, Instagram, and similar platforms have become a hub of creativity for filmmakers, actors, writers, comedians, and performers. Moreover, it’s a cultural phenomenon that has entered mainstream pop culture, from Issa Rae’s Awkward Black Girl web series that became HBO’s Insecure, to Sarah Cooper’s viral TikTok that landed her a Netflix comedy special.
“In the past, you had to fit into a narrow box defined by Hollywood to get your content seen and monetized.”
Erica believes that, for anyone who considers themselves a content creator, the rise of digital platforms has democratized access to audiences. She notes that, in years past, “[t]he content that we consumed, the celebrities that we admired, and mainstream pop culture as a whole were all defined largely by invisible gatekeepers shrouded in Hollywood mystery and exclusivity. However, the floodgates are now open for all types of content to enter the mainstream.”
So, how can aspiring content creators start building a following? Erica explains, “You need to start creating content. For a creator, failure is an inevitable part of the artistic process. Your first videos will be buggy, and they will probably not be viral successes, but that is the only way to learn and find your niche.” What else is essential in cultivating a creator’s mindset? Erica states, “Don’t give up. Evaluate your personal circumstances and give yourself a specific amount of time, for instance, three months, six months, or even one year that you will dedicate to content creation. If things aren’t working out during that time, reevaluate your plan and pivot your strategy, but don’t stop posting.”
“And the world is hungrier than ever for new content and voices. Including yours.”
So, what does this mean for the future of media? Erica explains, “You no longer need anyone’s permission to create content. You could go to Sundance with a film shot entirely on your phone. You could get the representation of your dreams from a YouTube video or a TikTok. And the world is hungrier than ever for new content and voices. Including yours.”
