This chapter dives deeply into the subculture of hackathons as a paradigmatic event of the new economy. Using ethnographic observations and interviews with participants at seven public hackathons sponsored by companies in New York, the account shows how the weekend-long competition to write computer code socializes highly skilled, young tech workers to produce “innovation” on demand. Corporate sponsors appeal to participants’ love of coding and “building things” as well as their desire to build their résumés, promising jobs, networking, and glory to winners who can produce marketable products and ideas. Participants willingly engage in both self-exploitation and self-promotion, aware that corporate sponsors have the upper hand but enjoying the sense of play, mutual learning, and collaboration-with-competition that hackathons foster. The combination of self-exploitation and self-promotion, amid both emotional and rational appeals, represents the culture of the new economy and sets a new, permeable boundary between personal life, workspace, and worktime.