This week, I had an interesting conversation with my good friend, Matthew Encina.
It was one of those talks that sticks with you all week: the future of what being a creative or a creator means… Especially in the shadows of artificial intelligence, an increasingly competitive landscape, and rapidly evolving tastes and trends.
In different ways, we’ve both developed a wide variety of skills to address these challenges. But what Matthew has done represents a pattern that I’ve noticed in the creative/creator industry. It’s a concept I hadn’t really wrapped my brain around until recently.
His model is something I’m really excited about.
Matthew, if somehow you’ve never heard of him, is a designer, content creator, author, and maker. His meticulous and thorough work spans multiple disciplines and crafts.
It goes without saying: he inspires me.
We worked together for half a decade, making some of the things I am most proud of: Our documentary series called Building a Brand, a course about project management, and more.
The journey he’s taken since those days has been captivating.
Image courtesy of Matthew Encina.
After a viral hit video of his office renovation in 2019, Matthew doubled down on his YouTube channel. He shares stories about his creative interests and ventures in cinematic videos with soothing voiceovers. His small-screen content showcases his years of experience making commercials for the big screen.
He’s an expert at his craft.
But what I’ve found fascinating is everything that happens outside of the video-making process. Unlike most YouTubers, Matthew doesn’t make videos… just to make videos.
He’s documenting his journey of creating what I’m affectionately dubbing a “solo studio.”
This video is a perfect example of Matthew sharing the journey.
Under the brand umbrella “Mod Musings,” Matthew has created a wide array of products and experiences.
Matthew has collaborated with some of the biggest names in the business like Webflow, Mode and Grovemade.
In some cases, these collaborations are joint ventures, like developing products together. And in others, he’s provided creative services on a consultative and contract basis.
It seems like this varied conglomerate shouldn’t work… right?
This model flies in the face of the advice from most hustle gurus. Pick a niche. One product, one avatar. Focus. Grind. Hustle. RAHHHH. [Insert Hulk Hogan ripping shirt gif here]
And they aren’t exactly wrong: Offering a variety of products and services can be a disaster to manage and a nightmare to communicate to potential customers.
And yet… it works.
Matthew’s project-based method allows him to explore his creative interests, but he focuses his energy on one thing at a time.
His collaborative approach allows for successful joint endeavors that keep his bandwidth free: By partnering with companies who have established capabilities, he isn’t required to develop these internally.
His diverse revenue sources makes Mod Musings durable. If one dips, or disappears completely, the others keep the ship afloat.
But it really works because of one thing: Matthew.
Matthew is the connective tissue. The linchpin that holds the entire thing together. He is, in essence, the “niche.” We follow his journey, even though we may not share every interest or be drawn to every opportunity. The common thread we hold is a type of trust we have in Matthew’s eye… in his ability to create and curate.
And it can work for us, too.
We are makers. Creatives. Creators. We all have our own perspective, our own eye, our own style. We all have the ability to create a solo studio in our own form.
It’s a model we can follow.
Sure, competition will only get fiercer. Trends will come and go faster than ever. Robot-created content may overtake the media. AI may make the ability to create available to anyone with a dollar.
But they can’t be Matthew. Or me. Or you.
You… are the competitive advantage. Your business can’t be replicated or ripped off. With no true competition, our solo studios will weather the test of time.
And no… solo studios aren’t personal brands… 🤢
They’re more than that. They’re makers. They’re creatives. They’re actively making things people want to buy and offering services that create value.
This concept isn’t new. In fact, some of the creatives I have followed for years represent the solo studio model:
Invisible Creature
Invisible Creature is an award-winning design and illustration studio born from brothers Don and Ryan Clark. While their work is worth the click, you can also buy toys, apparel, home goods, and accessories on their website. Oh… and their barn studio… squad goals right there.
If you don’t know Aaron and the Draplin Design Co, stop what you’re doing immediately. This deserves your full attention. Aaron Draplin is one of the most genuine designer’s you’ll ever meet. He offers an entire line of merch, engaging talks and classes, and is the creator behind Field Notes. Yep. Those field notes.
Hoodzpah is a brand identity and type design studio out of Southern California. Primarily. This studio, founded by sisters Jennifer and Amy Hood, also creates and sells classes, prints, apparel, books, and creative resources (like typefaces).
You probably don’t know about Michael Alm. He’s not a designer. In fact, he’s a woodworker, sculptor, and fine artist. Michael shares his projects and woodworking tutorials on YouTube, but also sells some of his work, plans, tools, and resources on his website. I'm a big fan.
The Ugmonk Analog set is my favorite way to keep track of my to-do list, and their other desk accessories are gorgeous. But what you might not know is Jeff Sheldon, the founder, is a graphic designer. Ugmonk was born from his desire to design cool products and has evolved into the brand we see today.
I’m only scratching the surface with these incredible examples. These studios are pursuing creative adventures, collaborating with others, and sharing their thoughts along the way.
→ They’re making cool shit. → Showing it to people. → And sharing the journey.
If you can’t tell… I’m stoked about this. It’s got my gears turning.
Hopefully yours are too.
Happy Saturday!
Ben Burns
P.S. I’m still exploring this - the whole concept is still coming together for me. Hit reply and let me know if you want a deeper dive into this whole solo studio thing. What questions do you have? What exploration can I do on your behalf? Where do you think this breaks?
I do love a cup of coffee
The best way you can say thanks is to chip in for a cup of coffee and keep the caffeine flowing. Appreciate you.