Brian Thomas Clark

The content marketers who will have a place in the new normal will be the ones who never approached content as a product, or publishing and distribution as “output.” They think about it as a means to an end, and see content as part of a system rather than something created in a silo and optimized for search engines.

If you know enough about... See more

Another reason for all the division: the self itself is fragmented. As Yancey Strickler says, we are in the era of the post-individual. Strickler’s essay is deep and illuminating, but it is best summarized by a Sean Monahan quote he includes in the article: “Once upon a time people were born into communities and had to find their individuality.... See more

Cool means different things to different people, but to me, it’s about authenticity—which is very different from “relatability.” People who make great art that moves the masses are not like you and I. They have a point of view, laser focus, a pinch of delusion, and a level of execution that is required to make something great and be able to sell... See more

And on the internet in 2025, true transgression means making something algorithms can’t promote.

If I sometimes feel like my hard drive is full, then it doesn’t matter if what I’m adding to the drive is, on its face, soothing. It’s just more stuff, more data, more things to process. By adopting my friend’s elevated standard for what’s allowed in, I decreased the number of inputs, the number of demands for thought and work and reaction I was... See more

Some More Insight Into The Gen Z Coolness Crisis

There are four sort of low-level generational discourses circulating the web right now that I want to try and synthesize into a larger idea. There’s the weird backlash around the word “demure” going viral after a trans TikToker popularized it. There are millennials panicking that Gen Z thinks we all... See more

My optimistic take is that the faux-culture ecosystem will drive more people towards small-scale, humanistic culture. But this brings us back to the “we” from Chayka’s piece. The vast majority of people on earth are going to drown in a lukewarm bath of AI gruel, and there is probably no effective means of mass resistance on their behalf. The... See more

It seems clear that AI art’s biggest utility right now is aspirationalism. The ability to quickly and cheaply generate a vision of the future for Trump supporters. And I’ve written before about how AI art is to modern fascism what futurism was to 20th-century fascism, but the Homeland Security X account posting a Thomas Kinkade painting — and a... See more

“Authenticity”, I think, looks like the power to opt in or out, perform or not, when you want to—in other words: freedom. So when it comes to the Internet, if switching off entirely isn’t possible any more, then surely the words of MGMT can be useful: “control yourself, take only what you need from it.”