![]() “People are always more interested in people than brands it’s logical influencers have become integral to help businesses close the gap with their audience. She believes that both human-centricity and deviation is important for influencers to gain a foothold today. We talked to Tiffany Arntson who founded the research division at The Future Laboratory, and created Rogue Matters to break boundaries and provoke new discourses across culture, commerce and communication. Social media influencers are the new face of monetized rebellion. Because it’s so new, no one really knows what they’re worth.” “I think anyone on the internet with eyeballs at this time and place is a bargain. Social media influencer Logan Paul in conversation with CBS News, recently said: What took years for punk to establish can be done fairly quickly today if you tap into the right networks, but these networks come at a price. At the time, it was the popularity of punk in artistic circles which brought it the reach that ultimately made it mainstream.īut technology and social media have accelerated this process, spinning rapidly off from how ideas like punk and Twitch grew. Malcolm McLaren, the manager of the Sex Pistols, helped Vivienne open the boutique SEX and the subculture proliferated with artists like Patti Smith and Siouxsie Sioux adopting it. Most notable of them all is the punk movement started by Vivienne Westwood. In the fashion world, several game changers began by leveraging subversion to find a niche and then taking it to the world by integrating it with business. Kan and his team stumbled onto a highly scalable business by tapping into the deviation-integration dynamic. Twitch now has over 2.1 million broadcasters and a 100 million unique visitors every month. People found it technically complex to set up cameras to stream live play, so the team behind built an alternate platform called Twitch, hired a video game streamer and the rest is nerd history. And they began asking if they could stream their own videos instead, and Justin found a niche that was hitherto unexplored: video game streaming. The premise didn’t receive traction, but it did reach people. He pictured it as a Big brother-style site which ‘life-cast’ the four founders - they would carry the camera around all day and never turn it off. In 2005, he and his team built in an attempt to recreate something like The Truman Show in real life. Justin Kan studied physics and psychology at Yale. Tech-assisted rebel meets mainstream is the new black. In parallel, technology is the amplifier that takes the story of the modern brand and its spirit of dissent, and disseminates it to a global audience who identify with the narrative and buy into its culture. And they use that reach to achieve objectives that range from overthrowing governments with protest and calling out exploitative institutions, to streaming videos of themselves playing videogames and maintaining peer-to-peer networks for content sharing. While the tide of popular opinion pushes us towards a polemic view of technology - positive and negative - it’s the people who build and use tech to change the status quo who understand what it’s really about: reach and influence. But tech is incredibly complex, and can’t be bucketed into black and white use cases based on what’s perceived as socially or commercially acceptable. ![]() It’s easy to support a one-sided rhetoric of the technological sublime. That they are forward-looking.”īut in the same rush to be seen as modern and cutting-edge, many brands espouse simplistic, rah-rah-rah narratives about technology. He gives his customers the sense that they are in on the fashion and technology conversation. Robin Givhan from the Washington Post reporting on Chanel’s Spring/Summer 2017 collection, pointed to how our sudden obsession for all things tech is picked up and magnified by brands. It’s the story you tell if you want to be seen as someone who gets it. Deviation x Integration: The Balancing Act 6 min read Reading Time: 5 minutesīrands have an uneasy relationship with technology.
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