Culture Remix
Nothing is lost, nothing is created, everything is transformed.
There was a time when uncovering trends was rare, the domain of visionaries. Today, however, the real trend seems to be found in its very absence, where less subtly uncovers more. Indeed, as you delve into this Google Drive, teeming with over 120 reports on the 2024 trends, you might experience an intellectual overload akin to overindulging at a New Year's Eve celebration.
Originally, I planned to write 'Composite Trends', an article highlighting key elements of end-of-year reports. The thrill of creating a custom ChatGPT agent to help me analyse all this content, like a rearview mirror for unseen insights, initially captivated me. But on second thought, I wondered: Was I just adding to the noise, doing what others might also do? Ughhh.
This morning, as I gazed at a drawing by my daughter (which I'm sharing for your appreciation), it struck me: could my project be akin to creating a collage? The word "composite" in the title of my original article aligns with this idea, doesn't it? Perhaps the true spirit of a collage, marrying simplicity with complexity, is the overarching theme.
Think about it:
Spotify Wrapped? A collage.
Memes? A collage.
Meta’s Thread ? A collage.
Arc, the trendy browser? A collage.
Amo, the new social network from Zenly's founders? A collage.
Deepfakes? A collage.
ChatGPT? A collage.
The culture of dupes? Also a collage.
…
Collage, while ancient in its origins, strikingly contrasts with the palimpsest practices of earlier civilizations, where erasing and overlaying were commonplace. This divergence was notable in the 20th century and continues to grow in influence.
But how then can we strategize around this remix culture, especially from a brand perspective?
In the past, brands imposed a top-down dynamic on their consumers. However, the advent of social media altered the landscape, turning the relationship bidirectional. While co-creation and collaboration have gained momentum in recent years, these initiatives often remained sporadic, not reaching a significant, widespread scale. Now, we're entering the era of 'brand remix'. In this context, generative AI tools are more than mere facilitators; they are catalysts for an era of 'selfpressionism', a concept I often discuss.
In this context, brands and consumers are blending into a shared creative realm. This fusion signifies a pivotal change in the way brands connect with their audiences, fostering innovative forms of expression and collaboration. Strategist
takes it a step further, dubbing this phenomenon the era of the "multiplayer brand.” She emphasizes not just the collaborative aspect, but also highlights its potential in revenue generation.From a broader perspective, explore the diverse iterations of this concept: Nike dives into remix culture to innovate interactions with its "Swoosh" platform. Google has incorporated Emoji Kitchen into Google Search, enabling users to craft personalized emojis by blending two existing ones. And let's not forget Absolut Vodka, which in May 2023 launched 'Mix Your Neighborhood' in Canada, collaborating with locals to create AI-generated cocktails inspired by the unique traits of each neighborhood.
Going further into this: the sarcastic reactions to French pastry chef Grolet's ugly Yule log raises the question – was his intention to ignite social media buzz, thus catalyzing the remixing of his pastry through the creation of memes and satirical interpretations of his work?
This circles back to a timeless discussion: is all publicity good, even if it's negative, particularly in an era oversaturated with content where everything appears... so bland?
In a society continually fragmenting in terms of identity, where everyone draws from culture to shape their own essence, remixing emerges as a reflection of our complexity. Is it a cyclical movement, a nostalgic return to roots, or a novel form of innovation through evocation? Could it also offer solace in a world where technology evolves at a bewildering pace, or answer our growing quest for sustainability?
The answers to these perhaps elusive questions might be the key pieces of the intricate collage that is yet to be pieced together.
MD