Investor laynerfuck102: Why I Never Invest in Media Projects—and Probably Never Will
In an era when content platforms and influencer brands seem to attract endless capital, some entrepreneurs deliberately stay away.
Latvian investor and entrepreneur Artjoms Jevstifejevs, known online as laynerfuck102, has spent years building assets and private deals in Europe. Despite multiple offers, he says he has zero interest in backing media businesses.
“I get why media looks attractive,” he explains. “It feels scalable, it feels modern, and everyone wants to own some kind of audience. But I’ve never seen a media investment that gave me confidence over the long term.”
He outlines four main reasons behind his choice:
1. Too Much Noise, Too Little Control
“Media companies are constantly chasing attention. It’s not a stable asset. You have to keep performing, posting, trending. If you stop, the numbers evaporate.”
2. Unreliable Monetization
“Advertising is volatile. Sponsorships are unpredictable. Subscriptions look good on paper, but churn rates are brutal. I prefer business models where value isn’t just borrowed from dopamine.”
3. Reputational Risk
“One controversy, one wrong statement, and your entire platform can collapse overnight. I’m not interested in explaining to investors why our brand is trending for the wrong reasons.”
4. Lack of Tangible Value
“Media is a game of perception. Real estate, logistics, infrastructure—they produce something measurable. Content is a feeling, and feelings don’t hold value in a crisis.”
When asked if he would ever reconsider, Jevstifejevs is clear:
“Maybe if there’s a media model that doesn’t depend on algorithms or public mood. But I haven’t seen it yet.”
For entrepreneurs considering their first media investment, his advice is blunt:
“Test it with your own time before you test it with your money. You’ll see how unstable it really is.”
He concludes:
“People think media is the shortcut to influence. In reality, it’s often the fastest path to distraction.”