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The Creator-Curator Hybrid. Audiences Want Curation As Much As Creation

whyyoushouldcare.substack.com · 1,860 words · saved by 2 readers

A new kind of influence is taking shape: less about creating, more about knowing what’s worth paying attention to. I spoke to a few successful curators to get their take on this shift. We’re drowning in content. The internet, once a place of discovery, now sometimes feels like an overflowing stream: everything is available, but very little actually satisfies. Every scroll, swipe, and search unleashes another round of recommendations, all courtesy of algorithms convinced they know exactly what we want. It’s the Recommendation Era. Instagram and Tiktok’s For You pages, Spotify’s automated playlists: the internet isn’t just showing us content anymore; it’s deciding it for us, feeding us a never-ending stream of videos, songs, hot takes, and shopping links based on our digital breadcrumbs. And while that automation can feel like magic, it can also feel… a little much. Content moves faster than we can process it - increasingly generated by AI, and increasingly indistinguishable from what’s

The Creator-Curator Hybrid Why Audiences Want Curation As Much As Creation Matteo Azzolini Jul 11, 2025 556 40 104 Share A new kind of influence is taking shape: less about creating, more about knowing what’s worth paying attention to. I spoke to a few successful curators to get their take on this shift. Subscribe Camille Henrot, Grosse Fatigue (2013). A video work that mimics the chaos and cognitive overload of too many open browser tabs. Courtesy of the artist and MoMA. When Content Creation Isn’t Enough We’re drowning in content. The internet, once a place of discovery, now sometimes feels

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