Welcome to Artists, a public journal about my journey building a global artistic venture.

9.28.25, 8:05 a.m

My goal with Artists is to speak the truth. This can come off as contrarian, but I believe a mission is most alive when one speaks the voice of honesty.

When you become a founder, normal gets deleted from your vocabulary.

Suddenly, the world is not all sunshine and daisies, where you’re free to dilly-dally. Maybe watch some Netflix. Go out partying Saturday night. Scroll through reels. These things suddenly become incredibly unappealing.

When you’re building something you have the deepest conviction in, the only thing you’re really thinking about is the work itself. To me, that has never felt so liberating. It’s just you and your work. Nothing else matters. And I love that.

I have 110% conviction in Musinary.

I don’t intend to build another startup. This is it. I’m only building one company. Sure, maybe the mission will change slightly along the way, but Musinary will be my legacy.

Check out v1 of the landing page here! In addition, I soft-launched my personal website, where you can learn more about me here.

For the first time, it feels like destiny is in my hands.

Is failure really something to be afraid of when you know you’ll keep doing this for the rest of your life? No. My hunch is this: if you know exactly what you want and you’re relentless about getting there, there is no reason you cannot succeed.

You can bend the universe to your will.

Naval writes:

“People who work very hard and apply themselves and don’t give up and take responsibility for the outcomes on a long enough time scale, end up succeeding in whatever they’re focused on. And every success case knows this. If you’re going to do anything exceptional, you do have to bet on yourself in some way. So if you’re good at something, don’t be shy about it. Accept that you’re good at something.”

I used to think I wanted to do startups because it was cool. That was a terrible, and frankly, a short-lasting motivator.

Now, I just want to create something I wish existed in the world. It’s a duty. There is nothing more exciting than the thought of waking up every day, getting straight to work, and moving the needle closer to reality.

It took me 5-6 years of experimentation to finally surrender to who I’m meant to be, to finally build a venture that I can call my life’s work.

My goal with these journals is to show the behind-the-scenes of someone on a mission – this raw obsession and pure love for the infinite game.

The world needs more people who do great work.

Be musinary,

Jeston Lu