Andrew McCluskey

Are we going to keep compromising ourselves to cater for an ever-decreasing attention span?

The goal of this series is not to present music as disposable background noise to be mostly ignored or tuned out , but the complete opposite — the goal is to present music that can engulf the listener, carefully selected works that can be fully appreciated (perhaps even enhanced) despite sometimes only having peripheral attention paid to them.

Cultures reveal differences through following different conventions, or taking different meanings and values from the same conventions.

As TikTok video essayist Rayne Fisher-Quann wrote in her Substack essay on “micro-individuality”, “everyone seems to be more obsessed with individuality and differentiation than ever before, while simultaneously participating in one of the most intoxicating lifestyle reproduction mechanisms in human history.”

Content creators, by definition, don’t care about what they’re creating but only about the fact that they’re creating something. If you are a creator and you care, you should never think of yourself as a “content creator”