Our existing creative economies aren’t working for artists. Capitalism teaches consumers to think about value using a complicated formula of usefulness, desirability, availability, and so on. But with art, music, and lots of other creative offerings—many of which don’t fit within capitalism’s product-pricing formula—value becomes muddy.

We need new ways to think about “value,” especially as it relates to creative labor.

In August of 2020, I helped launch NEW VALUES, an open call inviting artists to hack, subvert, and manipulate the value of their work by turning it into its own unique cryptocurrency. As part of my consulting work for Foundation Labs, I collaborated with curator and Head of Community Lindsay Howard to develop the vision for the open call, and led content development and creative strategy for the campaign. The landing page was designed by Matt Vernon.


Animated GIF-downsized_large (1)
Screen Shot 2020-08-09 at 7.14.46 PM

Explore additional projects...

The Strange FoundationExperimental creative space

Strategic Digital Gardening for NEW INCWorkshop for the New Museum's Incubator

How do you use the internet mindfully?Publication and workshop series

Zines for creative peoplePublication series

Music Industry Investigation ReportA study on challenges and opportunities for musicians.

2020 Emotional Planning WorksheetInteractive worksheet for the new decade

How-to guides for creative peopleHow-to guidance for artists

"Conditions" essay seriesExploratory essay series

Make 100 for KickstarterCreative campaign

A study on artists + financesArtist survey report

Internet stuff for SFMOMADigital communications & social media strategy

Imagining SpacewalksStrategic digital initiative


Hello, you've reached the bottom of this page. If you have thoughts about anything on this website, you're welcome to tweet Willa about it. Willa's sporadically on Instagram and, too. <3