We need more critics not curators.

We need a lot of things.

Yes it’s fine to be a curator, inside my creative field, it is even necessary. I am not saying that people shouldn’t curate, please do, but investigate, learn, and understand before sharing. I find it really funny how some people will call themselves curators, or content creators, by just doing a green screen video while they go through a runway show, or a set of photos from Pinterest, or some AD article or Vogue USA piece. Awful.

I am pretty certain the next wave of content is going to change with social media platforms getting swamped with brands, bad marketing, and everyone trying way too hard.

Watch an expert to get more context. -

@eugbrandstratWelcome to the social media recession 🆘. Today: a recap of my keynote at Snapchat’s annual conference, detailing how brands have made the public internet an unpleasant place to hang out, what problems it causes marketers, and how platforms will evolve to follow their users into hiding. #marketing #brandstrategy #marketingstrategy #brandmarketing #snapchat

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So if social media is going strong without the typical structures, shifting towards DMs, close friends, and Substack like platforms. Where are we heading?

Before I answer this question (in my opinion), quick note:

I am not defending or praising Substack btw, but it is a fresh breath of air. If you are trying to be famous, or just get subscriptions on Substack using IG or TikTok tactics, then I feel sorry for you, that you can’t see the beauty of what is happening. Also, how annoying are all these NPCs on Substack talking about having 1 subscriber and posting memes about embodying Carrie Bradshaw (by just posting a photo), or god forbid all the masking people do to their insecurities by posting third grade memes. It’s not clever or cute, just sad.

Didn’t even take me 2 mins scrolling on substack to find an example:

My answer to my question.

I believe we are heading into a craft era of integrity, preparation, and practice. In an era with so much technology, and cameras that honestly do 95% of the work, anybody can jump into content creation and try to be the next big thing in content or media. So I feel we are going into a private era of content, not gated, filtered. I prefer to have 100 people actually invested into my content than trying to get 1000 strangers that might connect, out of boredom, aesthetics, or some other reason. People reaching 10,000 or 100,000 have followers wanting even more every time. More from you, your time, your attention to them, not to your craft or yourself. Then you reach a level where you have brand deals, and that takes another toll. Once again, content for strangers who you are never going to meet (at least a really high probability). You will just use them to present analytics and metrics to your friends, family and of course brands. It is important to add that over the past few years I have seen so many new type of creators, usually not young, or even in their 30s that due bring a lot of value. Proffesors, scientists, artists, and so many others are understanding that it is not about mining for engagement it is about seeking knowledge. It is about generational knowledge transfer that might give the next round of thinkers a bigger platform so they don’t have to start from the beginning.

I can hear so of my favorite creators start to criticize or be more vocal about what they actually like, and not just do content PR agencies or brands are going to like. Still, you can feel how they have to tiptoe around certain things or cover themselves by saying I am not a hater before they criticize. They are wrong in thinking what they are doing is incorrect the one’s not trying. It is not right. We need them to be strong, to learn, and share a more collective style creative industry. For the small creators to the big, if we all set a new standard the brands, and big names will follow, like always.

@kareemsoenharjoit’s still cool to invest and be passionate about the things that interest you 💖 don’t let anybody tell you otherwise!!!

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“Aesthetics without subtext or nuance is poser behavior” means:

If you’re only focused on how things look meaning context depth, you’re copying the vibe without understanding the why. If you’re only curating without understanding what it means or where it come from, you’re not creating, you’re pretending. The real work is in the why, not just the vibe.

I like this subject and where it takes my mind, but I didn’t want to make this to long.

I’ll be back with more around this.

See you at the office

LUi.