Human beings have been around for millions of thousands of years. However, think back a decade or two. Computers were clunky; The Internet was in its infancy; there was no Facebook, no Google, no YouTube, no Wikipedia. If you wanted to know where a place was, or the definition of a word, you had to walk to the shelf and look it up in a physical dictionary from A to Z. And now the Internet is mobile, available on your smartphone wherever you are.

The Internet has reshaped virtually every industry, transformed the way business is done, and even changed our social behavior. It is not a passing trend; this is a fundamental change that affects every area of ​​our lives. And it’s just the beginning.

This rapid transformation underway is ultimately good, for those who accept it and are willing to adapt.

We are enjoying the benefits, but mostly we are underestimating the impact it will have, both in business and in our lives. The music industry was one of the first victims of the mismatch. The digital world changed the way we acquire, store, and enjoy music, and established corporations held out as long as they could. They have been struggling to stay relevant ever since.

The publishing industry is undergoing a similar transformation with the rise of eBook readers like the Kindle and iPad. These devices are brand new and are already shaking up the industry. Who knows what will be available a decade from now? Analysts predict the collapse of the traditional publishing model within 2-5 years.

The general effect of the Internet change is the empowerment of people. Huge industries have long been the gatekeepers between creatives and their potential audience; By holding the distribution key, they had the power to choose who would emerge as an artist in any field. But the Internet is rapidly destroying these traditional structures and making the once-all-powerful middleman obsolete. Now, a musician, an author or a filmmaker can put their work on the Internet and find an audience directly.

Thus begins the Age of Creatives. Technology has made it easier than ever to take a great photo, make a video, write a book, or record a song. And we no longer need an agent or a record deal.

Yes, a lot of trash will be released. Dying guardian industries used to provide a filtering function, separating the wheat from the chaff. But the social web will replace that; Through user reviews, ‘likes’ and similar rating mechanisms, we’ll learn how to quickly determine if someone’s creation is worth it. Word of mouth will become increasingly important. That can only encourage great content – the things that ‘go viral’ and become very popular will be the most interesting and impressive. So to succeed in the age of creatives, people will have to produce work of real value.

Artists of all stripes now also need to be internet savvy and learn the art of self-promotion. They need to promote themselves and gain their own following. They need to build themselves as a personal brand and become a leading figure in their field, which requires a solid understanding of social media tools and constant innovation. They have to be their own manager, their own business partner. But that’s incredibly liberating.

All of this is wonderful news for the individual and for creativity in general.

If you’re not building a personal brand and an active internet following for whatever you’re passionate about, you risk being left behind. Get creative and get out there!

Be part of the rise of independent creatives.