virality is so last season

I don’t think we are contented with being one-hit wonders. My hypothesis here is that we are going to move away from fleeting, ephemeral media to want more long-lasting, timeless media.

Also debating if virality and quality are at two different ends of the spectrum

by Agalia Tan · updated 2mo ago

Hype became a dirty word, and longevity increasingly feels like a myth.

Virality got conflated with relevance, while relevance comes with the curse of becoming imminently passé. Whist new gen brands like Corteiz are propped up by persistent presence, institutions such as Apple resist exploring their own hype, choosing omnipresence instead.

This beg
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Agalia Tan added 3mo ago
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