The canonical approach in generative modeling is to split model fitting into two blocks: define first how to sample noise (e.g. Gaussian) and choose next what to do with it (e.g. using a single map or flows). We explore in this work an alternative route that ties sampling and mapping. We find inspiration in moment measures, a result that states that for any measure $\rho$, there exists a unique convex potential $u$ such that $\rho=\nabla u \sharp e^{-u}$. While this does seem to tie effectively sampling (from log-concave distribution $e^{-u}$) and action (pushing particles through $\nabla u$), we observe on simple examples (e.g., Gaussians or 1D distributions) that this choice is ill-suited for practical tasks. We study an alternative factorization, where $\rho$ is factorized as $\nabla w^* \sharp e^{-w}$, where $w^\ast$ is the convex conjugate of a convex potential $w$. We call this approach conjugate moment measures, and show far more intuitive results on these examples. Because $\nabla w^*$ is the Monge map between the log-concave distribution $e^{-w}$ and $\rho$, we rely on optimal transport solvers to propose an algorithm to recover $w$ from samples of $\rho$, and parameterize $w$ as an input-convex neural network. We also address the common sampling scenario in which the density of $\rho$ is known only up to a normalizing constant, and propose an algorithm to learn $w$ in this setting.