The shorter, honest version of how I got here.
Moon Midas is my internet identity.
My real name is Esteban Constante.
I’ve been a rapper, a call center agent, a community builder, a marketer, and a startup operator. Most of what I know came from making things, getting some of them wrong, and trying again.
I learned to program as a kid, spent too much time in libraries and chat rooms, joined online clans, and eventually ran one. Long before I called it community-building, the internet was already teaching me how people gather around language, rules, and identity.
I decided to become a rapper at fifteen. I studied music production, played underground shows, signed with a label, and recorded an album mastered at Abbey Road.
There were moments when it felt close. There were more years when it did not.
When music was not enough to support a life, I took a call center job. I left once for another music opportunity, then came back and stayed longer.
Between calls, I discovered blogs, SEO, affiliate marketing, and the possibility that the internet could become more than a place to release songs.
Near thirty, I stopped calling myself a rapper. It did not feel like a clever pivot. It felt like admitting that fifteen years had not taken me where I hoped.
I started again in marketing, carrying more from rap than I understood: hooks, rhythm, crowd-reading, identity, and the instinct to make language travel.
I started El Librero de Gutenberg as a Facebook experiment. It became a community of millions and taught me more about distribution, belonging, and platform behavior than any course could have.
It also changed the scale at which I believed one person could build on the internet.
After Gutenberg, I started Libro del Midas, a newsletter where I wrote about what I was learning while building on the internet.
Writing it helped me work through ideas in public and share lessons while they were still fresh.
I grew an English-speaking audience by explaining a crypto project in public. I found a new tribe, a new identity, and a level of status I had never expected.
In 2022, the project collapsed. I lost money, status, and the community around which much of my life had reorganized. The rebuild was slower than the rise.
I joined Leonardo.Ai as CMO during its early growth and helped it reach one million subscribers in five months. It showed me what a strong product, good timing, community, and distribution can do together.
I am now a cofounder of Serenity AI, working on growth: traffic, product marketing, email, and the systems that connect them.
I am also back to building small experiments in public. This site is where I keep them.