The TwoSteps Solution
Discover the problem faced by creatives today, and learn more about the solution being devised.
Creativity is everywhere, yet in the current age of attention economy, too often, good art goes unnoticed. The existing system of work prioritises exposure and recognition over talent, determining success by visibility, rather than skill. Hidden behind the veil of content and views, this system fails to credit the work itself, the countless hours, the endless thoughts and the determination that go into material creation. A shift toward influencer culture has fundamentally altered contemporary marketing, reshaping how creativity is valued around engagement and shareability. Creative labour is incrementally overshadowed by metrics and performance, leaving quieter work unseen.
If creativity and talent truly are abundant, why does so much work go unseen? If popularity and visibility dominate the system, how can opportunities arise for those quietly honing their craft? From the margins, a counterculture begins to form, challenging how value is assigned to creativity. This is the gap that TwoSteps addresses. Offering an alternative to the system driven by rewarding recognition and exposure, TwoSteps pivots towards craft over presentation and collaboration over competition. Its essence lies in a portfolio-first philosophy, one which ensures that talent comes first. Output is appreciated by skill rather than recognition, or the artist's ability to promote themselves. Work leads, recognition follows.
After months of development, TwoSteps successfully transformed this philosophy into tangible tools and features, designed as a platform that enables organic discovery of artists and inspiration alike. The company's abstract ideas became practical solutions, offering creatives the environment to thrive without compromise through three key components
At the heart of the platform lies the job feature, the solution to ensure that opportunity is established based on talent, not visibility. Each profile acts as a professional identity, curated by past projects and portfolio uploads alone. The application process is made simple by simply pressing “apply” on the job of the artist's choice, which submits the portfolio directly to the recruitment team. Communication, selection and compensation are integrated into the platform using invoice templates agreed upon by both parties, guaranteeing creatives are paid in full and on time. Abolishing the need for third-party intermediaries, this feature ensures the playing field is level for all companies and collaborators find the right fit efficiently. Here, recognition comes from skill and creativity, not the persona.
Next, the discover page, which remodels the consumption of creativity itself. Every piece of inspiration is drawn from the creative's portfolio uploads, offering content which serves as a reflection of the community’s work. Designed to oppose the culture of doomscrolling and passive algorithmic feeds, TwoSteps offers an organic alternative which resurfaces the artist's work in an unbiased and randomised model of discovery. Creatives filter through ideas, projects and peers, forging connections and appreciating the craft, rather than the popularity behind it. It serves as a space to spark curiosity and seek inspiration, allowing the focus to be maintained on the art itself.
Finally, the Brief, published biweekly, is TwoSteps own magazine. Each issue examines a core theme through a vareity of perspectives, showcasing depth for artists in navigating the challenges faced in the industry today. In contrast to reactive publishing, the Brief is positioned as an alternative, embedded within the platform and prompting dialogue, aligning with TwoSteps’ mission. Through selective Spotlights on emerging talents, brands and cultural events, the Brief reflects the diversity of ideas that define the creative lifestyle. Aligned with the platform's theme and centring the art itself, the magazine provides a scene for discussion and reflection across the creative industry.
Interwoven, these elements shape a new era in how creativity is valued. TwoSteps’s resistance towards the algorithmic culture and the necessity for artists to sell themselves for their work to be seen creates a counterculture, one that values opportunity over exposure and appreciates collaboration over competition. Most importantly, appreciation based on the art, not the artist.
With imminent threats of artificial intelligence and biases throughout the industry, the need for change is urgent. The pressure of recognition and public personas diminishes creativity, often at the cost of experimentation by limiting innovation. In maintaining the status quo, allowing artists' value to be assessed by metrics and visibility, brilliant work often remains uncovered. The wave of counterculture rising to challenge the norm insists that recognition follows, but creativity comes first. Creatives deserve the opportunity to explore, to cultivate their craft and to have their talent valued. This future is not one to wait upon but one to build now, collectively.
