The Industrial Revolution inflated the supply of consumer goods and gave rise to mass marketing as a way to escalate consumer demand. For more than a century, brands have been built through mass media. First magazines, then radio and, since WWII, TV advertising. Today, brands are facing a new world of digital consumerism. In the emerging new model, creators upend traditional marketing and disintermediate markets by creating person-to-person communities. This starts looking to me like a new version of the internet circa-1999 when we reached both technological disruption point and deep cultural shift. Non-fungible tokens, or NFTs, are creating an abundance of intellectual properties that are essential for winning in the post-modern creator economy.