When creators, culture and community commerce collide

Finally, commerce and social are coming together, although to much less a degree than marketing teams who talk up “brand communities” would like you to think. In all but a few cases, “community” here is just the marketing language used to describe a microbrand’s niche Instagram fandom. To me “community” implies users regularly engaging with each ot... See more

Let’s recap: as content creation and distribution tends to infinity, community emerges as true internet-native media. Community is an exercise in cultural production, and communities filter content proliferate a specific point of view. The role of the community, then, is to create and curate cultural artifacts in-line with their collective point of... See more