momentum and society

curating what is going on

Many of the Gen Zers who took the stage, including creators, actors and creative directors, highlighted how they’re consciously cutting back on doomscrolling and becoming more intentional in their selection of online content. Several discussed how they’re deliberately spending more time at in-person gatherings and community events in an attempt to... See more

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Under Armour for years has supplied professional athletes from leagues including the NFL, the MMA and Unrivaled. Now it wants to tap athletes to star in new promotional efforts that go well beyond the typical TV commercial.

The athleticwear company is launching Lab96 Studios, a new in-house content studio that will show off its brand and products in... See more

Under Armour Launches Lab96 Studios to Help Tell New Athletic Stories

““We’ve been sort of handcuffed by, ‘Do a 30 second spot. Do a 15 second spot.’ That no longer exists,” the executive says. Under Armour seeks “an open playbook where we can we can evolve our content strategy just based off of consumer habits and consumption across the platforms.” In some cases, that might mean creating YouTube videos half an hour long, or creating other long-form content that come with extensions built for different social-media outlets.” The studio will also help Under Amour strike alliances with independent creators, who may have interest in coming up with ideas that help boost the company among athletes”

We would not be in business without our community of paying members (thank you!) but a lot has changed in five years, and some new obstacles have made the outlook for web publishers particularly dire. Advertising still accounts for the vast majority of Stereogum's revenue (hit us up if you would like to advertise!) but starting this year the... See more

Getting Killed By AI

There are a lot of open questions about how GenAI will affect the media business (some of which I outlined in How Far Will AI Video Go? and a recent presentation). Most important, we don’t know how good the technology will get or to what degree consumers will accept it, and for which use cases. There are still critical legal questions around the... See more

What If All Media is Marketing? (No Paywall)

Haberman said that users will still look for brands to be professional, “because that’s the DNA of [LinkedIn].” But, she added, “That’s where I think we’re going to see more work-adjacent content [from brands], like what to wear on stage at conferences, meal prep for work lunches and accessories for the office.” In the future, Haberman surmised,... See more

Julia Waldow • 'The new white space': Why M.M.LaFleur is creating a dedicated LinkedIn strategy

Exactly: “content may cease to be a profit center. Instead, it will become top-of-funnel to something else. Media will become marketing.” This is most evident, Shapiro notes, in the creator economy. He lists a bevy of creator businesses (MrBeast, Mark Rober, Jonathan Katz-Moses) where the content is free and the money comes from products... See more

"Learn marketing" is the new "learn to code"

Um dos exemplos de tendência que nasceu com a Gen Z é o conceito de “core aesthetics”, o que antes era uma forma de “estética” e o “deinfluencing”, um movimento que questiona os conteúdos que apenas influenciam o público a consumir produtos.

Além disso, esse comportamento pode ser visto como algo de extremos , conforme explica a Diretora de... See more

Autenticidade, repertório e propósito: o que move o consumo hoje - Promoview - Insights sobre Brand Experience

O termo é conhecido como “ emotional scarcity ” (escassez emocional). E esse novo tipo de exclusividade não se conquista com bloqueios — mas com intimidade. O novo luxo não é mais sobre “dificultar o acesso” e sim sobre se aproximar em um nível cada vez mais íntimo dos seus consumidores.

Isso significa sair do genérico e entrar no hiper específico .... See more

A nova escassez do marketing é emocional - Promoview - Insights sobre Brand Experience

Even among those pushing for change, scarcity can twist intention. Black creatives — long forced to fight for limited space — can sometimes become unintentional gatekeepers, guarding what little they’ve earned. When power is hard-won, it can turn protective. Even painful.