In 2019 someone DMed the artist Daniel Arsham: “You are not a real artist. You’re more like a company or brand. Lame.” The contemporary artist merely responded with these Jay-Z lyrics: “I’m not a businessman. I’m a business, man.” I don’t want to discuss here how subjective art is. Instead, I want to show you why there is a new wave of artists and creators acting like companies, and what we can learn from them.