@cat_noir_39:

—͟͞͞★ 𝐒𝐀𝐌𝐔...🪐
—͟͞͞★ 𝐒𝐀𝐌𝐔...🪐
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Friday 18 September 2026 09:36:25 GMT
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How Culture Traded Taste For Follower Counts  We stopped discovering talent and started buying preassembled attention. There is plenty of money rewarding the substitution. The Interactive Advertising Bureau projected that U.S. creator advertising spending would reach $37 billion in 2025, up 26 percent from the year before, roughly four times the growth rate of the broader media industry.1  Vogue Business reported that Launchmetrics estimated the average media value of a seat at a major fashion show at about $77,000, based on the online attention generated by the event.2 Once a chair can be assigned five figures in estimated media value, the person sitting in it is no longer simply a guest. They are a distribution decision. Follower counts make sense to a spreadsheet. Talent is harder to explain, defend and sometimes even recognize at first. A genuinely original voice doesn’t always look like a safe bet before someone with power backs it. Presence does not fit cleanly in a pitch deck. Taste requires someone to make a choice, risk being wrong and stand behind it.  Metrics let institutional fear pass as strategy: if the campaign disappoints, at least the numbers justified the decision. Everyone wants to say they discovered the next great talent, but increasingly only after somebody else has discovered them first. This logic has moved far beyond fashion. In 2025, Maya Hawke described directors receiving a sheet that specified the collective Instagram following a cast needed before a film could be approved. Her father, Ethan Hawke, said he had been urged to consider a person with no acting experience but 10 million followers because that reach might help finance a movie.3 The message to actors, writers, musicians, hosts and designers is unmistakable, it says please arrive already discovered, with an audience we can borrow. If an artist must build the audience before an institution will invest, the institution is no longer discovering talent. It is waiting for the algorithm to remove the risk. Full essay: kateeckman.substack.com #culture #media #socialmedia #artists #influencers
How Culture Traded Taste For Follower Counts We stopped discovering talent and started buying preassembled attention. There is plenty of money rewarding the substitution. The Interactive Advertising Bureau projected that U.S. creator advertising spending would reach $37 billion in 2025, up 26 percent from the year before, roughly four times the growth rate of the broader media industry.1 Vogue Business reported that Launchmetrics estimated the average media value of a seat at a major fashion show at about $77,000, based on the online attention generated by the event.2 Once a chair can be assigned five figures in estimated media value, the person sitting in it is no longer simply a guest. They are a distribution decision. Follower counts make sense to a spreadsheet. Talent is harder to explain, defend and sometimes even recognize at first. A genuinely original voice doesn’t always look like a safe bet before someone with power backs it. Presence does not fit cleanly in a pitch deck. Taste requires someone to make a choice, risk being wrong and stand behind it. Metrics let institutional fear pass as strategy: if the campaign disappoints, at least the numbers justified the decision. Everyone wants to say they discovered the next great talent, but increasingly only after somebody else has discovered them first. This logic has moved far beyond fashion. In 2025, Maya Hawke described directors receiving a sheet that specified the collective Instagram following a cast needed before a film could be approved. Her father, Ethan Hawke, said he had been urged to consider a person with no acting experience but 10 million followers because that reach might help finance a movie.3 The message to actors, writers, musicians, hosts and designers is unmistakable, it says please arrive already discovered, with an audience we can borrow. If an artist must build the audience before an institution will invest, the institution is no longer discovering talent. It is waiting for the algorithm to remove the risk. Full essay: kateeckman.substack.com #culture #media #socialmedia #artists #influencers

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