There are usually only twenty years between me and the models, but these two decades mark one of the greatest social transformations in recent history. I grew up with landline phones and handwritten letters; my models know this world only from stories. They are experts in a new economy of attention.
What continues to fascinate me: These young people have developed a completely different understanding of closeness and distance. While we used to clearly distinguish between "real" friendships and business relationships, these boundaries have completely blurred today. Their fans aren't simply buying pictures or videos — they're buying time, attention, the feeling of connection.
Streaming
Streaming has created an entirely new form of employment. The models who come to me often earn more from virtual conversations than from classic photo shoots. They sell professionalized friendship, authentically staged intimacy. An industry that most people of my generation don't even know exists.
The mechanisms behind this are remarkably diverse: There are monthly subscriptions for exclusive content, direct monetary gifts during streams, called "donations," paid one-on-one conversations, and virtual goods that fans can gift to their favorite streamers. Add to that sponsorship deals and merchandise sales. Everything is based on regular presence, direct communication with viewers, and building a loyal community.
The earning potential in this digital world is remarkable: Successful content creators earn more than doctors or lawyers. However, the income distribution resembles a steep pyramid — while a few at the top generate six-figure monthly amounts, the vast majority of streaming newcomers struggle for every viewer and every euro.
Thus, two parallel worlds emerge: In one, I meet models for classic photo shoots, focused on the perfect moment. In the other, they transform these images into digital currency, stream for hours from their daily lives, and build parasocial relationships with people they will never meet in person. One world still knows quitting time and clear boundaries between private and public; the other is an endless stream of content and interaction.
The article image is for illustration purposes only. This article is not about Zu.