If content is king, then context is queen. We can all enjoy creative work as a pure sensory experience. YES. But it’s when we get context for that work — who made it, how it was made, what ideas, scenes, and history surround it — that joy turns into a deeper appreciation — one of love. Context is the missing element in culture today. We consume giant feeds that flatten everything — advertising, harrowing news, self-promotion, life updates, creative work — into a never-ending stream. The content is endless. The context much harder to find.
instagram.comIf content is king, then context is queen. We can all enjoy creative work as a pure sensory experience. YES. But it’s when we get context for that work — who made it, how it was made, what ideas, scenes, and history surround it — that joy turns into a deeper appreciation — one of love. Context is the missing element in culture today. We consume giant feeds that flatten everything — advertising, harrowing news, self-promotion, life updates, creative work — into a never-ending stream. The content is endless. The context much harder to find.
The context changes the content.
Rick Rubin • The Creative Act: A Way of Being: The Sunday Times bestseller
Context enables people to figure out what’s important. Positioning products is a lot like context setting in the opening of a movie.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
With more creators , more content , and more choice than ever before, consumers are now being consumed by a state of analysis paralysis. The real scarcity isn’t content anymore. It’s attention.
gabygoldberg.medium.com • Curators Are the New Creators. The Business Model of Good Taste | by Gaby Goldberg | Medium
The sheer volume of information available puts a lot of pressure on the speed of communication. Creative content must be understood instantly, otherwise there is no traction. The paradox of this output is that it must be familiar and uncomplicated, but also astonishing and new.
Jack Self • THE BIG FLAT NOW: Power, Flatness, and Nowness in the Third Millennium
A critical assumption of this early model was this: Pairing relevant advertising messaging with quality editorial was vastly more successful for marketers – particular brand marketers – than advertising messaging delivered devoid of context.