Life Crises, Delusion and Drinking the Haterade

Hi!!! Welcome!! This is a newsletter that has taken the IRL weekly trends briefing, and transformed into the written word. All this information is a weekly digest of current news, trendy soundbites and sharp insights so that you can quit reading and still sound smart. Gathered from articles, newsletters, reports, and TikTok: It's like Blinkist for culture.

Algorithm References

Lots of algorithm references that I KNOW will interest you (promise)

• I’m loving Marc Jacob’s TikTok Content - they partner with viral/trending personalities within a week of their virality such as this video with Laundry Day, TikTok Rizz Party and the Teletubbies. They’ve become a great case study on diving into niches and pockets of the internet - even if it’s just for a quick video collab.

• People are very supportive and happy with Bella Hadid’s new Perfume brand because it’s very clear she didn’t just slap her name on a product and call it a day. Great reference that proves celebrity brands still work, but less Kardashian brands and more meaningful and personalised stuff.

• Stagecoach is an American music festival that is getting more and more brand traction - especially with the conflicting demise of Coachella, and Revolve is being controversal again. They partnered with PizzaSlime which is kinda like a shit posting brand I guess? and people are pissed off about the signs they had at their event. E.g. signs for people with under 1 million followers and signs for people with over 1 million followers.

• Hating is very very in in 2024 (lol) and Kendrick’s new song is proof of this

• Past PC employee Nicole sent this reference through of Helmutlang, that utilised animate animation in their content and how this style is showing up more and more in fashion, culture and sports

• I nearly didn’t include this because I didn’t know the context until Val showed it to me! But if you can download console emulators and play heaaaps of games from your childhood (or adulthood) for free on your phone. People are desperate for joy rn that is affordable and doesn’t require much effort so not surprised this popped off.

• Can’t believe how much I’ve been seeing this weird ant filter being used but it’s kinda funny to see how people are reacting to it

Articles

Lots of fun articles this week!!

• FKA Twigs Developed Her Own Deepfake - I’ve been really interested in the different takes on her doing this, and am intrigued to see how others might follow suit or how AI laws will have to be introduced

• The latest hot spot for L.A. singles? A late-night chess club - this isn’t super exciting, but another example of people coming together over a specific activity to meet people is all the rage right now. I can’t wait to see brands take an interest in this and host ongoing events for the public - can’t believe Bumble hasn’t done this yet.

• The Science of Sleep / How Deep Sleep Became a Status Symbol - Two articles here, both great because they talk about how sleep is incredibly important for us to exist - duh, but rest is unfortunately a privilege and also difficult in a world of optimisation of oneself.

• Heineken throws back to early 2000s with ‘The Boring Phone’ - this ‘phone’ is based off agency research (boring), but when you consider all the versions that are very topical right now I believe it’s actually interesting. Heineken seems to be well placed on the trend curve, where other brands often lag behind. This concept isn’t incredible, but it feels like it aligns well with their 0 alcohol product that is all about moderation and enjoying yourself the way you want to.

• The New Quarter-Life Crisis - Marathon, running obsessed core is something I will always have an ick about. I could go on about it for a whole newsletter but we don’t need that right now. I will leave you with this great article though - One Partner Runs the Marathon — and the Other Does Everything Else

• How Chicken Shop Date’s Amelia Dimoldenberg Turned Teen “Delusion” Into Hollywood Domination - this is a great headline because that’s exactly the energy Amelia has. Chicken Shop Date is a good example of how overused references of a good piece of content is overused for a reason.

• Zoomers Are Making Their Own MySpace

• Papa Johns launches garlic butter candle that you can dip as it melts

• Walmart thinks it's a good idea to let kids buy IRL items inside Roblox

• Welcome to Kidulthood

Weekly Question

Thank you for getting this far. I look forward to hanging out with you all next week!

I acknowledge the Traditional Custodians of Country throughout Australia and their connections to land, sea and community. The history, culture, diversity and values of all Indigenous people are recognised and respected. I pay my respect to Aboriginal and Torres Strait Islander Elders past and present.

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