Social phenomena, art and creativity, are considered from the position of economic value in the development of post-industrial society. The focus is on concepts such as "creative industries" and "creative economy". The storyline is built around the fate of the artist Volodya Popov-Masyagin. His creative path leads the viewer through different cultural spaces from Western Europe to East Asia, from the Soviet Union to modern Russia. All his life he earns only his art.