What is life like in the aspirational economy? In (Not) Getting Paid to Do What You Love: Gender, Social Media and Aspirational Work (Yale University Press, 2017) Brooke Erin Duffy, an assistant professor in the Department of Communication at Cornell University, explores the working life of bloggers, social media stars, and online influencers (not) making a living in and around the fashion industry. The core of the book is the idea of aspirational labour, which captures the demands of trying to get in and get on in this precarious form of work. Aspirational labour is theorised in conjunction with gender and the broader inequalities of production and consumption in consumer culture. The book then uses this frame to explore the big winners of the social media economy, alongside detailing the hidden costs to being authentic and effortless online, as well as reflecting on the impact of aspirational labour on many other areas of economy and society. The book is packed with rich and detailed interview data, and is essential reading for anyone seeking to understand contemporary consumer culture.