I first discovered Marko through his most recent video, “Asking strangers to paint their car”.

I know, it sounds very YouTube-y, and it’s no wonder the video went pretty viral.

But once I started watching it, I very quickly became invested in this specific video and his channel as a whole.

Despite the centrality of painting in his video concepts, Marko’s pieces of art play a more supplementary role in the content.

Marko starts videos by setting off on a mission to find strangers willing to trust him to paint a personal item or space of theirs.

This is already an exciting hook to get any viewer intrigued - instantly, you’re wondering who would trust a stranger to potentially ruin something personal or meaningful?

But you’ll soon see that the value in Marko’s videos extends far beyond his curious premises.

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The Personal Touch

Marko seems to have gained his 8 million subscriber following through shoe customisation videos. However, his content has recently pivoted to asking strangers to paint any item.

As mentioned earlier, these aren’t just menial, throwaway things, but rather personal and even intimate items. And while once again it increases the online click ability, it does even more for the overall substantiality of the videos he’s making.

Because of the nature of his requests, the people who end up saying yes are accompanied by incredible stories and perspectives.

To figure out what he’s going to paint, Marko takes extensive care to learn everything he can from his volunteers, their interests, and the items they have entrusted him with. Thus, his simple, bizarre requests transform into a series of snippets into the lives of strangers.

It’s a fascinating way to experience these stories hidden in the everyday: What value do people hold for the things they own? What aspects of your life matter and characterise you? What can happen when you trust a stranger?

One particular sentiment that stood out to me was, what could saying yes, having an open mind and taking a chance lead to? There’s certainly only one way to find out.

After taking the risk, one Irish man from a different video (below) said it best:

While the paintings add a solid anchor for Marko to follow in his missions, the coolest takeaways from his videos are definitely the people he meets and the stories they carry.

But a big part of why it all works is the man in front of the camera.

The Marko Effect

I mentioned how YouTube-y Marko’s video concepts are, but let it not be misconstrued - his videos are far from the stimulatory, digital fast food that runs rampant on the internet.

Another part of what kept me watching was Marko’s online persona. His chilled, but engaging approach to things emulates quite a grounded and authentic demeanour.

His personality shines best in how he executes requests. For every item I have seen him paint, it is clear that Marko understands the gravitas of the trust bestowed upon him and views it as something greater than just a piece of content.

The care he takes to curate each artwork and learn about each person in a short period of time makes every connection so fulfilling for the viewer, and his recipients.

Furthermore, the production of his videos clearly demonstrates a quality-over-quantity mindset.

Marko’s clear passion for what he’s doing is his real superpower as a creator, and what makes his content so special - he just so happens to also be an unbelievably talented painter and craftsman.

The Journey

Towards the end of the car video, Marko says quite a remarkable line.

At the start of each video, Marko runs through the countless unsuccessful interactions that take place before he finds somebody up to the task.

It’s a small touch that really adds to the payoff when he somehow continues to find the most perfect, deserving candidates.

Better yet, it lays the groundwork that turns each paint job into a true journey.

Each video, and more specifically each painting, tells the story of these journeys - journeys of connection, taking risks, talking to strangers, embracing unfamiliarity.

Over the course of Marko convincing his volunteers, getting to know them, and revealing the artwork to them, the painter highlights what makes us, as people, so special.

Beyond that, his videos also capture the beauty of “the process”. Despite countless rejections and obstacles, he is linked to exactly the people he is supposed to meet, and ends up making exactly the art he was supposed to.

Although these journeys only take place because of the car, room, or thing that Marko is painting, the art remains a secondary feature to it all.

The painting is a conduit for the actual value in his content - the wonder of human nature.

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The saturated online landscape leaves little room for substantial pieces of media to survive.

But channels like Marko’s showcase the highs of content creation and the power of having an accessible platform to share and consume stories.

Here’s to finding more worthwhile gems and lunchtime-watches.

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You may also like: Finding Gold Between Scrolls

I find it interesting how my different accounts cover different content genres, and furthermore, how each one periodically goes through phases. In another article, I discussed how my feed has diversified my music library through a vast range of new artists.

Similarly, I’ve been immersed in areas such as architecture, fashion, science, food, and much more. Although it’s amidst a pile of fodder, there’s no denying how much quality is being produced through these short-form channels if you can find it.

Recently, I’ve been seeing and consuming more smaller-scale creative projects from filmmakers, actors and musicians. This weekend, two examples particularly stood out, as both were so well produced that I was encouraged to instantly go and watch the extended videos on YouTube. I had the idea to highlight them in this week’s article as proof of some of the gold to be found between scrolls.

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When We Move - The Fletcher Brothers

What do you think of when you hear ‘documentary’? Are the topics something like true crime, history, or nature?

The beauty of documentary is that it can tell any story, and when done correctly, the film will showcase the value in any topic.

In ‘When We Move’, twin brothers Jasper and Lukas Fletcher document their 7-sibling family as they move houses. Starring Edith, the youngest at four, Marvin the duck, and the countless other siblings and pets, each family member gets a moment on the screen to share their feelings

The film is shot and edited in a nuanced and authentic way - there is no extravagant ornamentation or elaborate orchestration. It is a story about a family and a process they are going through, captured with the exact minimum number of words needed for it to be impactful.

As the Fletcher brothers swap between stunning still frames, intimate family shots, and comedic cutaways, their film tackles the themes of home and family without doing too much besides playing out.

There is nothing particularly special about this family - although they were able to win me over within mere moments of pressing play. But of course, the ordinary nature of this documentary’s subject, and of this family, is exactly what makes it so special.

At the core of any great film is a great story, and in most things in life, there is a great story to be told. ‘When We Move’ embodies this sentiment perfectly.

thank you i guess - Forrest Nolan

A music video is a valuable opportunity for any singer to extend the feeling that their music communicates, and when I saw a clip of the intro to this video, I was instantly hooked with curiosity.

Forrest Nolan is an indie singer I’ve never remotely heard of. When I came across the video, which later led me to the full MV, I thought I was watching part of a series or skit. But when the music kicked in, and the stunning mixed-media visual effects slowly filled the screen, I knew I had to finish the whole thing.

The video borrows from many aesthetics; it’s a hybrid of Scott Pilgrim, Weezer, and coming-of-age high school movies. Yet, it still manages to carve out its own unique charm - all while accompanied by a pretty great earworm of an indie hit.

I later discovered that Nolan is releasing a series of skits to accompany this video, which serve as promotion for his upcoming album. Shot for short-form in the style of a classic Disney Channel sitcom, these videos extend the silly, comedic charm of the music video and build extended hype and attachment to the artist’s music.

From the first clip I saw, to the full music video, to the song itself, ‘thank you i guess’ is a whole lot of refreshing fun. I might just have to stick around for the album.

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These two videos represent a fraction of the brilliant creations I’ve found through social media scrolls. However, they represent a much smaller fraction of the countless other things I’ve totally forgotten about.

Social media is a complicated thing, and although its cons list is long, its pros list is equally so. Another positive that these projects highlight is how shorter content can be used to give your longer content as much of a chance as possible.

There’s unfortunately no guarantee that high-quality content gets the attention it deserves… But more often than not, I like to think that the right eyes get to see the right things eventually.

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Music reaction creators are digital personalities whose primary content format involves their reactions and opinions to songs, music videos, artists, or albums. Livestreaming is often their primary medium, as this allows them to have real-time reactions and interactions with their audiences. However, many also use standard video uploads. But what’s the point of watching somebody else listening to music, instead of just listening to it yourself?

Over the last week or so, I found myself putting on music reactions several times, and on one occasion, I had seen multiple different reactions of the same album. This made me wonder, what makes it appealing to watch?

But that actually highlighted exactly what the allure is - each creator and their reaction brings a different aspect to the music through their personal taste, content style, and presentation. With each creator, the song or album listening experience takes a new shape - beyond what your experience alone might be.

Some creators have garnered a following because of their charisma, insight and informed opinions, constructed over years of passion for a specific genre or the craft of music. I think of the popular streamer ImDontai, and another YouTuber NoLifeShaq, who come from two different generations, yet both appeal to me (and their large audiences) because of their unique and comedic personalities, as well as their investment in the music. Creators like them are an awesome way to appreciate music in a new light by learning about cultural inferences that come from their years of compounded dedication, while also being wholly entertained in the moments in between.

Another streamer duo takes it one step further; Turning the Tables, a father and son both with a background in music, react to songs and albums together, discussing their thoughts throughout. Their knowledge and reactions come from experience, as well as a similar passion for the art. But they also introduce a new layer to the watch-along phenomenon - by already coming as a duo, viewers are inserted into a dialogue beyond themselves, between an established relationship where there are shared and differing opinions. Something that I especially like about them both is how open-minded they are to a variety of different genres and sounds. A similar reaction channel is QFC, a friend group who listen to various albums together on a cramped couch. But there are many such examples - best friends, siblings, couples, band members, all whose value as entertainers comes from not only their opinions and personalities, but also their discussions and interpersonal dynamics.

But sometimes, the music reactions I end up watching aren’t even from music gurus or dedicated ‘music reaction’ creators - they’re from variety channels that cover numerous facets of entertainment. However, they too play a role in the appeal of music reactions. There is a comfort in listening to other ‘ordinary people’ and their interaction with a specific song or album - it provides a perspective from the average, casual listener too, instead of the more deeply rooted fans.

The thing about influencers/streamers is that consumers are often drawn to personalities we find interesting. So, seeing those personalities interacting with music we find interesting is a unique way of repositioning our own thoughts with that music.

In this way, music reaction content is one of many examples of what can make social media content and creators so appealing. If I think “historically” (I use the term liberally considering the internet’s short lifespan), gaming creators were really the forefront of this - watching somebody else playing a game instead of playing it yourself. But as the space has evolved, we see things like travel creators, IRL streamers, the random 20-year-old on TikTok, and more, reaping the benefits of this phenomenon - ‘doing the thing’ for you and packaging it for your entertainment and consumption.

There’s a double-edged sword to this. On one hand, it’s easy for people to become hyper-dependent on the opinions of creators, almost afraid to seek out their own experiences or form their own independent thoughts. There is also a reason why so many social media audiences develop parasocial relationships with the creators they watch; they misunderstand their relationship and the illusion of intimacy in the content. But, on the other hand, it can allow people to step outside of their own heads and expand their perspectives.

The latter is why I am personally drawn to content like music reactions. Sometimes, listening to somebody else’s thoughts can make me hear music I’ve already heard in a new light, seeing what I noticed and what I didn’t, discovering where I agree and disagree with others, and revisiting things that I may have skimmed over. Other times, it exposes me to new music and artists that I may have never encountered otherwise. But most importantly, it allows you to reexperience the art of music from a different perspective.

Some might say the wonder of art comes from its subjectivity. Immersing yourself directly into the interpretations and reactions of another allows you to experience the variations of subjectivity firsthand. It’s one of the positives of social media and content creation… as long as you don’t forget to have your own thoughts, too.

Short-form content has dominated the 2020s and transformed the media landscape in countless ways. It has completely shifted how media is consumed, discovered and shared, as well as who can make content and the scale at which it is seen.

When you consider how much of a pioneer TikTok has been in this new social media era, its massive implications for the music industry make more sense, especially given the pivotal role of music and sounds in TikTok’s user experience.

But as the platform has evolved and grown in popularity, short-form and trend culture spread exponentially. In a 2026 context, it has branched into almost every other platform out there, altering every communication and entertainment medium with no signs of slowing.

While its convenience and accessibility are undeniable, the results are not all positive. For one thing, it’s affected the way that musicians conduct their careers. They are expected to fully utilise video content streams to attain, maintain, or regain popularity and relevance. Many artists… aren’t cut out to be content creators. And honestly, they shouldn’t have to be. But in a similar way to what many actors and other creatives are experiencing, musicians are increasingly expected to be constructing online images alongside their music, racking up high engagement numbers and gathering large follower counts to prove their value and sustain their artistic careers.

Furthermore, the effects of short-form extend beyond just the artists themselves; there have been clear implications on the way that music is being produced in the scroll era. Songs are being engineered for virality and trendability, leaving little space for any other value in many cases. The worst songs you’ve heard in your life are achieving record-breaking listens (I’m pointing at you, Dance Monkey, abcdefu and Anxiety). The best songs you’ve ever heard are also not safe, because they’re either being overplayed into oblivion or being turned into memes you’ll never unhear. But perhaps the most agonising of all is that numerous individuals, shopping malls and radio stations are holding the aux captive with playlists strictly comprising the same brain-numbing 10 songs circulating the content ecosystem for the month.

However, like with many other things, there are many sides to the relationship between music and TikTok, and it’s not all bad. While it’s easy to pinpoint the worst results, short-form content has attracted mass appeal for a reason. Looking from an artist perspective, it has facilitated countless careers that may have never reached the same level, if they even got a similar chance at all. And from a music consumption and discovery perspective, it has revolutionised the size of the jukebox… It’s more like a TARDIS, at this point.

In the last few months, my various ‘for you pages’ have been highlighting the better side of the music/short-form symbiosis. I honestly hope I’m able to stay there as long as possible, and it did get me thinking how much of a blessing short-form can actually be. So for this week’s article, I’ve compiled my thoughts into three categories below, highlighting why this era of ‘TikTok Music’ isn’t all that bad.

A Redirected Spotlight

If you think of the music industry without social media, the avenues to success are limited. Traditional roads to fame come with a lot of points of inaccess, who-you-know bases and gatekept secrets. But TikTok shattered the walls of exclusivity. Sure, there is still a distinction between a household name and a hometown hero, and connections are still key, but the boundaries have certainly expanded.

Now, anybody with the talent and the technical know-how has the opportunity to play their cards right, and/or get a bit lucky, and find themselves in a dreamlike position. Sometimes, it looks like utter stardom - transporting from a bedroom to a Grammy stage. But the best part is, the success stories rarely have to be that extreme.

The great thing about social media is that it inhabits many different pockets aside from the mainstream. It allows niche subgenres and subcommunities to thrive self-sustainably, and more importantly, connect with each other across the world.

But probably my favourite aspect of this is how the spotlight is redirected to the process behind the songs that fans hear. Faced with the impossible situation of standing out in the attention economy, many artists have showcased immense creativity to package their careers as content. I love the way that musicians have been able to show off their livelihoods, processes and behind-the-scenes perspectives to enlighten fans and artists-to-be, too. In this way, artists have not only been able to build careers from the ground up, but pre-established names have been able to deepen their fan connection, and arguably enhance their careers entirely. Social media’s opportunities don’t stop at singers, either - through content, the otherwise unheard voices of instrumentalists, DJs, engineers and producers are given attention, too.

This attribute, where individuals are given a chance to be heard more and given a fairer shot at the spotlight, especially extends to the next section.

Music, the Global Language

In this discussion of the accessibility that social media platforms afford, and its ability to highlight artists at smaller scales and entry-levels, the conversation organically starts to encompass the effect on international artists.

Of course, it is no surprise that US artists are reaping the rewards of social media’s global access; even without social media, American entertainment and pop culture have the world in a chokehold. But social media has done a lot to diversify the talent pool.

I’m not sure how or why, but these last few months, my social media feeds have especially been feeding me a ton of international music I had never remotely heard of before - and I’m certainly not complaining! As I spoke about in last week’s article, I love discovering new music, and this provides a natural way to diversify my music library in a big way.

With the freedom to curate and share one’s own personal image and identity, artists from diverse global and cultural backgrounds have built thriving careers through their content and their music. And while it has implications on an international scale, it also impacts local communities.

Listening Locally

In the same way that international musicians are able to reach us more easily, we are able to reach them. Our current superstar South African case study is of course Grammy-winner Tyla, who has stunned the world while sharing and retaining her local identity. While she didn’t necessarily go all out on the content thing, it’s no secret that her breakout hit Water took over the world with the assistance of a TikTok dance. Additionally, a lot of her continued star power also has to do with the way she carries herself in online appearances - even when they’re not on her pages. She has really shown that online space is open for all to occupy, and in every sector, South Africans are sure to fill the room.

But aside from reaching an international audience, social media has also allowed South African musicians to reach their local audiences more easily through engaging, relevant, and culturally clued-up content. This has arguably been one of my favourite things to witness; many young South African musicians have given themselves careers through daring to put themselves online.

Of course, appeal of getting that international stamp of approval means that some artists simply use platforms to cater to foreign audiences with more familiar Western sounds and coding. But for others, it provides an opportunity to showcase their unique cultural inferences to represent their personal and national identity, and allow for other young South Africans to resonate with. While I personally lean in favour of the latter, both cases are examples of how social media has opened doors for South Africans that allow dreams to take fruition as far as one might desire.

Overall, it’s clear that TikTok has decentralised music in a significant way - whether it’s the audiences that the music can reach, or the availability of opportunities for musicians to reach. And while there are countless deficits to the way it has changed how we consume art like music, there are also countless benefits - and sometimes, it’s good to dedicate some time to admiring those.

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In fact, if I retrace the history of my music-listening behaviours, I can observe how my index of artists and genres has expanded exponentially. It is interesting to think about the perpetual ‘branching out-ness’ of who and what I listen to, and the ways that these branches have formed; sometimes naturally, but other times, deliberately.

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I’ve gone through a lot of different methods for discovering new music. There are obviously passive ways, such as hearing songs on the radio or in the environment around you. Then there are simple but intentional ways, like actively keeping up with the latest albums, trending songs and emerging artists. Streaming apps also offer a range of options, with features like infinite listening modes or similar-song recommendations. One of my favourite methods is what I like to call ‘introspective listening’, which involves returning to more isolated songs in your library and exploring the associated album and artist in greater detail. But if you really want to discover intensely, you might choose an artist and go through their entire discography to experience and understand their place in music history, whether large or small (thank you, COVID-19 lockdowns, for giving me that idea).

As convoluted as all this sounds, all I really mean is that listening to music can be a really fun and explorative activity. Even in the moments when you aren’t trying to discover music or listening deliberately or actively, the enjoyment from the process carries through.

However, I can’t pretend that I don’t also experience plateaus and slumps in my listening habits. I can fall into safe or repetitive rotations, or go into periods of less listening. I don’t think either of these are necessarily bad; in fact, I think it helps keep the music experience special by facilitating deeper attachment to songs and artists. But there always comes a time when I start to crave entirely new music.

Now, a lot of the time, I would simply resort to my trusty aforementioned methods, but other times, if I’m feeling lazier or find myself occupied with other things, there are two things I like to do instead:

1. I’ll simply relisten to my latest saved songs instead of adding to the library further.

2. I shuffle my entire library, rediscovering forgotten songs rather than entering untouched territory.

Earlier this year, though, I not only found myself in that discovery-craving mood, but also had enough motivation to do so, and this time, even my discovery method of choice was taken from a new source.

On the streaming site I use, the search page offers a collection of themed category tabs, spotlighting popular genres, themes, major events or seasonal sections. Clicking on any one takes you through to a curated page highlighting new releases, playlists, and other easy ways of discovery. Now, before you wonder why I’m selling this to you, no, I’m not being sponsored, and no, I don’t think this is an exclusive feature to the platform I use. But it does lead into this titular ‘rabbit hole’ I recently, and accidentally, found myself exploring.

For whatever reason, one day, instead of searching for something specific, my mind wandered enough to just start browsing these categories.

At first, I was amused at all the options, their order, and which artists they chose for each thumbnail. But then I spotted one category further down that drew me in: “Worldwide”. Its simple title intrigued, and not really knowing what to expect, I just went onto the curated tab.

It felt like an infinitely unfolding page. Unlike the other categories, which were moreorless anchored together by a singular genre or theme, the Worldwide section threw everything at you together. There were contrasting genres next to each other, countries and cultures on opposite ends of the world neighbouring each other, and visually, a lot of different colours. So without thinking much, I clicked on the un-themed list of new songs and pressed play. I listened to them for a few minutes… and found about five new favourite songs.

Last week, I published an article about my experience getting into anime, and in it, I also got to speak about why I think exploring art from different cultures or regions is so important. Ironically, I’ve been noticing how my Instagram Reels algorithm has been showing me random international artists and genres over the last few months: I’ve been shown Desi pop, Australian indie, Dutch alternative, Sudanese electric soul, Venezuelan symphony pop… A whole bunch of music I probably would’ve never heard any other time in my life (But that’s for another conversation… perhaps next week).

But this randomly encountered ‘Worldwide’ collection completely embodies the power thereof. Bound by no genre or location, pressing play was simply an invitation to sit back and listen with an open mind and no expectations. That freedom, that boundlessness, it’s a recipe that sparks the sufficient intrigue to curate a memorable art-consumption experience. And from this new random branch, a million smaller branches sprouted out as I explored all the new artists and genres I was discovering with each new playlist and queue shuffle.

This little story isn’t a particularly grand tale or new venture - honestly, I didn’t do all that much besides scrolling down a page I usually don’t look at. But I think the fact that there are entire other worlds so subtly nestled on these apps that we use frequently is an awesome reminder of how powerful these technologies are, and how crazy it is that we can access them with ease.

I’m extremely glad I stumbled into this magical music rabbit hole, and I know it is the very tip of an iceberg I will definitely be excavating for the next month, months, or year ahead. And if I find myself in another new-music-craving mood that leads to another new-music-finding gold mine, I think my end-of-year music recap is going to be an extensive one.

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If studying in media has taught me anything, it’s that everything is branding, and branding is everything. As a result, I’ve developed a special fascination and appreciation for branding campaigns and phenomena that capture widespread attention in a unique, clever, or innovative way. This is especially true when they manage to succeed in the tumultuous and volatile landscape that is the internet.

With the faster-than-ever pace of trends and the extent of niche communities on social media, there are often too many notable moments for me to even remember. However, there are several that left a more lasting impact on my mind. I’ve gathered my four personal favourite marketing moments from 2025, each with their own distinctive qualities that not only made them stand out to me, but also to the internet and world at large, impacting the pop cultural zeitgeist of the year.

A Minecraft Movie: Unintentional impact, uncontrollable chaos

It’s only fitting that one of the biggest films of the year was the movie adaptation of the gaming legend Minecraft. But to many, that may have come as a surprise considering the movie’s journey to this success.

The cubic sandbox game has survived across generations, consistently appealing to all demographics. Its widespread resonance is largely due to its unique charm and the ability for the player to make the game whatever they want it to be.

However, this creates a slight dilemma for a film adaptation… what story do they tell about a storyless game? After years of development, the answer was to capitalize on the child audience with a rather tried-and-true plot. So when the first official trailers came out, let’s just say the reception was… divisive.

But what started as disappointment transformed into something else entirely. A genre of videos spawned online, comedically emphasizing moments from the trailer, specifically Jack Black’s strange, erratic proclamations of various objects. Edited and compiled into cartoonishly funny videos, A Minecraft Movie soon became a popular meme, with each new trailer bringing new words and new memes.

But release day brought the real pandemonium. Videos began circulating of groups of teens and teen-adjacents enthusiastically cheering the now iconic memes during the film. One line in particular, “Chicken Jockey”, became the centre of the most chaotic videos, with audiences rowdily jumping up, hurling popcorn, and even bringing actual chickens to the theatre. Each video outdid the next, and what was once a source of ironic mockery for the film became its unironic reputation. For cinema staff and the casual cinemagoer, these memes admittedly must have been an absolute nightmare to deal with. But as a form of organic promotion and entertaining marketing… it was a complete win.

Most surprisingly, instead of ignoring or diffusing the unexpected reactions, Warner Bros and Minecraft doubled down and embraced them, referencing the memes in the game and marketing materials and even announcing interactive screenings (sorry, cinema staff).

Considering Minecraft’s popularity, its large child audience, and the targeted child demographic for this movie, the movie was always going to perform very well. However, there is no doubt that its meme status boosted its popularity tremendously, especially with older fans. I am curious, however, as to what will happen when the sequel comes along…

GAP x KATSEYE: Perfect timing or perfect planning?

In 2025, collaborative celebrity denim advertisement campaigns took centre stage. While stars included the likes of Beyoncé, the most infamous of these is American Eagle’s adverts with Sydney Sweeney, which featured a controversial pun linking the actress’s ‘great jeans’ to her blonde, blue-eyed ‘great genes’…

But as debates were still fresh on the web, GAP dropped its ‘Better in Denim’ video just under a month later, featuring the emerging girl group KATSEYE, who are notably a far cry from blonde and blue-eyed. Although never explicitly clarified, GAP’s advert was a serendipitous timed response to American Eagle, combating the divisive messaging with a fun and inclusive campaign. To whatever extent it was planned, it absolutely won the internet over.

Since their formation in late 2023, KATSEYE has grown exponentially. Launched as an industry collaborative project to construct a K-pop-inspired international girl group, they have successfully grabbed attention online through their music, dances, chemistry and diverse ethnicities. However, their 2025 GAP collaboration is definitely among their most notable instances of virality.

As a global girl group initiative, it only makes sense to embrace their cultural differences and integrate that as a strength in marketability. Hence, the group’s varied ethnic and national backgrounds are a major focus of their brand and identity. And in the context of the American Eagle controversy, this emphasis on diversity was that much more highlighted.

As for the dance itself, it is as catchy as it is quirky and polished (in true KATSEYE fashion), and it’s no wonder that it caught traction as a TikTok dance trend - perhaps the holy grail of marketing in the 2020s and a massive win for KATSEYE, GAP, and that Milkshake song. So when it comes to the denim ad wars of 2025, I think the winner is quite evident.

Zohran Mamdani: The internet’s mayor

Amidst the troubling headlines and video clips coming out of the US in the last few years, one particular political moment from 2025 provided a glimmer of optimism.

Zohran Mamdani, the now Mayor-elect of New York City, not only took to the streets for his mayoral campaign, but also to the screens. He adopted a public-facing, social media content focus in delivering his proposals and promises, but he did more than just the occasional TikTok appearance; Mamdani’s team went the extra mile, producing dynamic videos in formats that were well-suited for contemporary consumption online and effectively communicated his personality and the youthful, high-energy passion that he aimed to represent.

The videos situated Mamdani and his proposals amongst everyday citizens, directly sharing experiences and interactions with them. This integration within the public’s interests extended both online and offline, and ranged from his digital collaborations with popular creators and internet shows, to hosting in-person initiatives and having direct conversations with the everyman offline. This clear effort not only highlighted the themes of Mamdani’s campaign, but also helped him directly reach the citizens of NYC, and far beyond…

People all around the US and across the internet became invested in New York’s mayoral run, and specifically in Mamdani’s success. With every debate and appearance, he continued to prove himself and win people over through his embodiment of the vibrant and promising campaign that his team had so cleverly composed (which extended to their use of visual design, colours and fonts, which is a whole branding playbook to unpack). As a result of all of these factors, New York now has its first Muslim and Asian-American mayor, following record-high youth voting numbers.

His well-spokenness, intellectual answers, natural charisma, and the promising proposals of his campaign played a significant role in his eventual election, but the extent of the effectiveness thereof lies in the way it was communicated. After all, to get people to listen, you have to make them want to hear you first, which is something that the Mamdani campaign achieved with excellence.

Marty Supreme: Big dreams, big moves

A24 and Timothée Chalamet are two names in today’s film space that already draw excitement and anticipation. But for Marty Supreme, their latest film, it’s clear they wanted to go off much more than just reputation.

As one of the biggest names in contemporary celebrity culture, Chalamet has transcended communities, appealing to audiences as many archetypes, be that a heartthrob, a ‘fratboy’, Willy Wonka or Paul Atreides. Besides his respectable filmography, one of his greatest strengths is the respect he frequently demonstrates to all sectors of life, and he has shown knowledgable in areas like sport, music, and contemporary culture. Hence, he is somebody that many have resonated with.

During a 2024 acceptance speech, Chalamet expressed his desire to be ‘one of the greats’, sharing his personal drive as well as his admiration for ‘greats’ across industries. Despite missing his Oscar dreams then, his ambitions have been fully materialised during the Marty Supreme run.

Correlating to his admiration of ‘the greats’, Chalamet began sharing images of top-achieving professionals wearing a distinct Marty Supreme tracksuit jacket. Steph Curry, Frank Ocean, Michael Phelps and Susan Boyle were among the big names who have donned the jacket, accompanied by the movie’s tagline, ‘DREAM BIG’, and photographs from their childhood.

But the hype went beyond tracksuit jackets. In a satirical video, Chalamet played a caricatured version of himself, eagerly pitching ridiculously elaborate ideas in a Zoom call setting. The response was mixed, with some praising the comedic factor and clipping particular moments, while others took it literally, providing their commentary and thoughts on his arrogance. But more importantly, it was attracting attention.

The video saw Chalamet preach about using an iconic colour to make the movie ‘take over’; quoting the Barbie movie’s pink and BRAT’s green, he pitched a ‘Marty Supreme orange’ to match the branded ping pong ball. But soon his jokes became a reality.

It wasn’t long until Chalmet was appearing in bright orange outfits or posing in front of the Marty Supreme blimp, taken straight out of his Zoom call skit and put into the skies. But the takeover didn’t stop there - Timothée appeared on Wheaties cereal boxes, collaborated with his viral Scouse rapper doppelgänger, and even became the first person to appear atop the Las Vegas Sphere… which of course was transformed into a Marty Supreme ping pong ball.

When you put all of this in tandem with Chalamet’s confident acceptance speech from 2024 and his desire to strive for greatness, it begs the question of how much he was prelaunching this Marty Supreme run. His bold words received mixed reactions, but a standout comment I’ve seen recurringly since compares Chalamet’s approach to acting with that of an athlete. After playing an athlete of sorts in Marty, were those traits simply being intensified to better sell the dream of Marty Supreme, or do the actor and the character share an ambitious young spirit that blurs the lines between them? Either way, it’s certainly working… the film was inspiring viral fan edits from trailer footage alone, and I recently got to watch it in a jam-packed theatre on a Sunday afternoon. But we’ll have to wait until this year’s Academy Awards to see if Chalamet’s biggest dream comes to fruition.

As different as these four case studies are, their extensive success is easily comparable. Even without the marketing, each project definitely had the seeds for success. But by tapping into contemporary culture and harnessing the power of social media, these four cultural events resonated with the internet in massive ways, allowing their intrinsic potential to become fully realised.

In 2026, there will be many marketing hits and misses, but the victors will be the ones who understand contemporary culture and tap into it. I look forward to see what creative trends, memes, movements and publicity stunts win the attention economy over in the year ahead.

In Part One of this article series, I introduced American streamer iShowSpeed, a character tailored for the contemporary attention economy.

The major impact Speed has had on the social media landscape is felt on an international level. Just recently, he was recognised as the Most Influential Creator of 2025 by Rolling Stone. But how did an energetic 20-year-old transform his creator identity from gaming and self-induced pranks to a global phenomenon?

Two major aspects of Speed’s career have completely evolved his online persona and community. Firstly, there is football, which has become deeply integrated into his identity. Secondly, there are his world tour streams, which follow his unfiltered adventures through countries across continents.

Through both of these, he has become a more concentrated version of himself. And while on the surface his content may present him as a clown-like mascot to an age of brainless internet fodder, he has become an unlikely symbol for cultural curiosity, an innovative trailblazer in the content creation landscape, and an intriguing case study for the potential of ‘the influencer’.

The Face of Football?

A monumental step in Speed’s career started with a sporadic quip; whilst gaming, he received a fan donation questioning his favourite football team, to which he replied with zero hesitation (and distinctly mispronounced), a proud “Cristiano Ronaldo” (who is in fact, not a team). While not dissimilar to many of Speed’s other famous clips, this viral moment launched Speed into a new world of content because of what followed.

After adopting a Ronaldo obsession, reclaiming the “SUI” celebration, and fuelling the fire with awful soccer opinions and pronunciations, football became a major content focus. What started as a gimmick became a genuine integration into the community of the world’s most popular sport.

During the rise of Speed’s relationship with football, two missions emerged: scoring a stadium goal and meeting Ronaldo. While he squandered his first opportunity for a goal in the 2023 Sidemen Charity Match, it was a significant moment in his journey into the world of football that added even more depth to his story. And when he finally met Ronaldo after countless failed attempts, it became an iconic and satisfying internet moment.

Speed’s relationship with football has only developed further since. He has been invited to stream at the Ballon d’Or twice, played in several charity matches (where he finally scored his goal this year), appeared on CBS and Sky Sports, and was elected as the president for the Baller League US edition.

With an ever-growing connection to a plethora of football players, clubs, and associations, Speed has revolutionised his career by embracing football culture and community, albeit in a very ‘iShowSpeed’ way.

However, what I find most significant is how his ties to the sport launched his international recognition and global escapades, which were the next big step in his career and an ongoing area of fascination.

An Unlikely Global Ambassador

Recommended watch: Speed’s Europe 2025 Tour Recap

As Speed became more involved with football, he began to travel to different countries more and embrace various national or local teams and support their games. However, few could have expected how these travel habits snowballed into a series of international escapades.

Speed’s world tours have become a staple of his content. These non-stop IRL livestreams follow the globetrotter as he takes to the streets of the world, exploring the specific food, culture, and scenery of each location he visits. More often than not, he is constantly followed by a horde of fans, no matter the country, which is a testament to the streamer’s reach.

The appeal of these streams can be attested to many things, but can probably be summarised into the chaotic and unfiltered entertainment they provide. While Speed’s team plans the events for the respective trips, the streamer seemingly wonders blindly, allowing his raw reactions to shine through. As he encounters a variety of adventures, he remains brilliantly in character throughout (which perhaps has become his actual personality), and his unawareness both adds to the chaos and reflects his naturally comedic flair. Furthermore, he is impressively quick on his feet and responsive to surprises from fans or hosts, and these instances most often result in his most viral moments.

Another point of appeal for these streams is Speed’s commitment to cultural immersion. He tries absolutely everything, including food, sports, wildlife, music, clothes, and cultural activities, and engages with locals, whether they’re celebrities, fans, or everyday citizens. An especially notable touch is the appreciation he shows through local football teams, and he sports a local club or national team shirt in most streams.

While many internet personalities tow the line between experience and cultural appropriation, Speed seems to be on the better side of this - perhaps it’s because of the integral role that local communities and figures play in each of his tours and activities, as well as the respectful nature hidden within his chaotic curiosity as he maintains his positionality as a visitor.

With each country, he follows the sentiment of “experiencing one new thing wherever he goes” - and surpasses that dramatically.

Speed’s global tours have not only expanded his reach across the world, but have also shone a light on differences between various global cultures. While ridiculous and chaotic, his streams are an effective way of indirectly educating his fans about the locations he visits. His China tour is the most prevalent example of this, whereby his unfiltered review of the culture sparked a lot of discourse amongst his American fanbase, many of whom claimed Speed’s streams shattered their misconceptions on what life in China encompassed. In this way, Speed’s international antics demonstrate the potential that content creation has in truly “influencing”.

The adventures Speed has embarked on during these tours are endless. From enduring Finnish sauna traditions and Shaolin monk training in China, to becoming the Mayor of Lima in Peru and a Croatian gladiator, to learning the Haka in New Zealand and throat singing in Mongolia, each visit adds to a list of experiences that resemble a randomly generated bucket list.

Speed has claimed multiple times that his goal is to become the first streamer to visit every country. Sitting at over 50 after around two years of travelling, it’s fair to say he’s made some decent progress. And at such a young age, he has more than enough time to complete this mission.

What is the Weight of the World Watching?

Through these two universal languages - football and travel - Speed has become nothing short of a transcultural phenomenon. Especially considering the nature of his content and fanbase, it’s fair for many to find this quite hard to believe. However, opening these streams and seeing the viewer counts being pulled and the real-life crowds trailing him, his influence is undeniable, and his steady lean towards a somewhat right direction must be appreciated. But one must wonder, to achieve so much so fast and so young, how sustainable is his unique stardom?

With so many eyes watching, especially the critical and commanding eyes of the internet, the immense pressure on him to do things right and to keep going bigger is unimaginable. Oftentimes, it seems almost a pity to observe the relentless obsession he has with pleasing his livestream chat as he quite literally explores the wonders of the world. With the non-stop nature of livestreaming and the 110% energy he brings, it is clear that these are accompanied by high stress and exhaustion levels.

As a passive observer and somebody who has grown up alongside contemporary creator culture, I can only hope that as Speed’s career develops, he continues to steer his platform into a positive space, not only for his impressionable fans, but also for his own well-being.

Speed embodies the new age of entertainment; he is a non-stop individual, an unfiltered hub of interactive activities, and a walking variety show of endless content.

At the moment, he is back at his travelling antics on his 35-day American marathon, and as my timeline becomes filled with a series of equally random and ridiculous clips, the only question on my mind is this: What exactly is next for iShowSpeed?

As the internet has expanded into countless hyper-specific communities, it’s become easier to be active online without any knowledge of the creators dominating the endless unknown corners. However, amidst the masses, innovators of the space emerge, transcending single communities and attaining far-reaching success, sometimes even on a global scale.

While it’s entirely possible that you may be unfamiliar with him, it’s unlikely that any chronic netizens have avoided an encounter with iShowSpeed. The 20-year-old American streamer has skyrocketed to fame since his first signs of virality in 2021, now sitting at an astounding 43 million subscribers on YouTube. Best characterised by his explosive personality and unapologetic intensity, Speed (Darren Watkins Jr) is one of the most popular internet figures today. A globetrotting city stopper, a record-breaking global phenomenon, 2024’s Streamer of the Year… in his time in the spotlight, there is very little he hasn’t done, and his domination of the attention economy is undeniable.

While he started with theatrically ridiculous gaming reactions in his room, Speed’s most impressive streams recently have seen him travelling the world, followed by crowds of people across over 50 countries (and counting). But to anybody who has seen the average out-of-context IShowSpeed clip, one can only wonder… how did he get here? What puts him so far above the rest? And what does Speed’s iconic status tell us about internet culture?

In this two-part article series, I reflect on the rapid yet monumental legacy of iShowSpeed, beginning with his rise to internet fame, and continuing in Part Two with an exploration of his international adventures.

A Rocky Road and the Cost of a Character

Throughout his career, Speed has become known for many things, but it all stems back to his erratic personality. His outlandish behaviour is channelled through many forms - relentless barking, spontaneous backflipping, destructive gaming moments, and impressive athleticism. While it is true that his boundlessly over-the-top characteristics are the root of his viral comedic appeal, these intrusive mannerisms are also the source of many controversies, of which the young superstar has no shortage.

The biggest benefit and danger of livestreaming content is that everything is captured. Coupling this with Speed’s impulsive character and naive youth, it is no surprise that a handful of his viral moments have tainted his image. His derogatory comments, whether said with shock-factor jest or plain naivety, have not fared well with time, hurting the influencer’s reputation with organisations like SkySports and Twitch.

Aside from comments, his most reckless moments include lighting a Pikachu firework in his bedroom, platforming a cryptocurrency scam, a tragically accidental flashing incident, and jumping over sports cars. Such events make him no stranger to controversy, and invite many to question his sizeable platform. Yet, despite these road bumps, which many other creators may not have survived, Speed has continued to thrive and break barriers. How is this so?

Amidst the chaos, a sincerity shines through. Even while committing to his crazy character, Speed occasionally turns the act down a notch, interacting with young fans, expressing compassion to strangers, and outwardly supporting societal matters he believes in. While performativity is expected for any public personality, I think it’s fair to say that a lack of filter is Speed’s biggest asset, and his mistakes are a combination of a character pushed too far and the foolishness of his astonishingly young age of fame.

Considering the silly nature of Speed’s content and trail of controversies, it’s understandable why people may consider him childish or undeservedly popular, especially older audiences or those from opposite sides of the internet. However, it’s clear to see that the 20-year-old is just getting started, learning his way and growing into who he is as a creator. With a much cleaner slate since 2024 and an emerging maturity, Speed is proving to be a more polished (yet still authentic) version of himself, and it’s going to be exciting to see his career develop and his character evolve.

The King of Quests

There are truly no limits to what Speed’s experiences have encompassed. When I think about some of the things he has done, his lifestyle is a bucket list on steroids.

Speed started his livestreaming career as a gamer, with his personality and over-the-top reactions gaining him traction. Among his most memorable gaming streams are his comedic marathons with fellow streaming trailblazer Kai Cenat.

Other frequent creator collaborators include industry leaders like Mr Beast, Logan Paul, KSI and the Sidemen. He has appeared in YouTube videos, podcasts, charity sports events, and even endorsed businesses with them. But overall, Speed’s content is surprisingly solo-driven, and he really knows how to own the stage.

Owing to his name, Speed prides himself on his rapid running speed. He is often challenged to races against fans, influencers, and athletes, and he usually wins. His most notable race was against Olympic sprinter Noah Lyles, which resulted in a rare (but surprisingly close) loss.

Speed has also explored music, and his songs are a comedic extension of his unique character. Like his content, his music has been virally received, with standouts including his World Cup song. This year, he has released frequent singles, once again expanding the scope of his platform.

Otherwise, Speed’s adventures feature anything from a WWE Royal Rumble appearance to placing fourth in the annual Cooper’s Hill Cheese-Rolling race. The personalities he has shared the screen with include countless athletes, actors, musicians, and other celebrities.

There is truly no limit to what you might wake up to find Speed doing on your social media feed. Yet, despite this, he’s managed to not only establish a level of quality expectancy in his content but has also amassed a loyal and ever-growing fan base. But how did he do it?

Rising Above the Noise

On the surface, it’s no surprise that Speed has found success on the internet; His massive personality and non-existent barometer for embarrassment are a recipe for virality. However, Speed’s viral career has evolved beyond just a flash in the pan, and it’s thanks to two major anchors:

1. Football (And Ronaldo)

2. International travel

Amongst all of his quests, these two have become fundamental facets of Speed’s content, but more importantly, his story. Football and travel have become the perfect environments for his character to thrive in; they aren’t just episodes in the Speed show, they have become an organic extension of his character and spaces for him to grow as a brand, creator, and person. In this way, Speed’s stardom is the ideal case study for how a distinct personal brand can transcend niches, and an exemplary showcase of how he has risen to be a staple in the 2020s zeitgeist.

In Part Two of this article series, I’ll discuss these two areas of Speed’s career in greater detail and evaluate how they’ve contributed to Speed’s generation-defining mark on internet culture.

Out of all the ways I spend my time, sport never tends to be one of them.

Let’s not get it twisted - I would neither consider myself resentful nor clueless; I try to maintain a balanced general knowledge across the sporting world, equip myself to at least follow most conversations, and will eagerly participate in major events like tournament finals. Due to my interest in human nature and culture, as well as the significant cultural impact that sport has worldwide, it would be contradictory for me not to be interested in these areas.

However, the way things have played out, I’ve never actively followed a league, invested time into analysing player careers and histories, or supported a team beyond a surface-level commitment (although I always remain committed). It’s not based on values or opinions; Sport simply doesn’t fare high enough compared to my other interests… and I don’t even have enough time to attend to those.

That being said, it’s interesting then that for the past few weeks, I have regularly tuned in to watch Baller League UK - a football tournament, scheduled match days, no widespread global/cultural significance, and nobody to even watch it with; i.e., a rejection of every one of my usual factors for consideration. Hence, I thought it would be fascinating to unpack them in a bit more detail and place Baller League as a case study in my interest in contemporary media and digital culture.

What is Baller League?

Recommended watch: Baller League founder interview

The Baller League is an indoor six-a-side football tournament that blends traditional football and modern entertainment. The 12 teams are managed by celebrity figures, including football legends and media personalities, and the player base is comprised of emerging talents and former professionals. Matchdays happen once a week, featuring six 30-minute games to provide a stream of condensed content. With house rule-esque modifiers and fast-paced, forward-facing gameplay, the league keeps football’s core while maximising entertainment with new additions.

While my introduction to Ballers was through the inaugural UK series, the tournament originated in Germany, which is now on its third season.

Baller League Germany was founded in 2024 by German entrepreneur Felix Starck. He trained to be a pro footballer for most of his youth before pursuing studies in America, and it’s here where his perception on sports entertainment was expanded by the US’s approach. While confident in the incomparable popularity of football in the sporting world, he was inspired to subvert the traditional aspects of his beloved game.

This is not to say the US is unequivocally better at sports management, but he applauds their flexibility in rethinking game structures and integrating relevant culture. An early spark he cites is the correlation he observed between boxing and football, and he witnessed how the UFC revitalised combat sport. In his initial proposal deck, he pitched Baller League as ‘the UFC of football’, referring to the aspects he believed helped them ‘future-proof’ and their industry such as the excitement, unpredictability, and modern storytelling.

Two of Starck’s notable opinions on the future of sport and media are the following:

(1) Tradition is not invincible. Considering his footballing background, he rejects abandoning tradition, but instead encourages an open mind to “working around tradition”. Owing to the current state of entertainment and media, with increasingly competitive entertainment standards amongst consumers, he believes that its dangerous to adopt a mindset of being “too big to fail.” While admittedly he is theorising a timeline closer to 100 years in the future than 5 or 20, his belief stands and he urges for the uninteresting to be reimagined.

(2) Modern consumers are story- and hero-driven. In sport, and all entertainment, people are attached to ‘heroes’ - personalities of all varieties that they can invest their interest in on a deeper level to follow a journey. While stories have always sold, the contemporary media landscape especially favours interesting individuals who can successfully capture the fleeting attention of the populace. No better example of this is the evolution of internet creators and their prominence in society.

Baller League is Starck’s ‘future-proof’ solution, a representative for football of “the new era” and a fresh access point for the younger generation & the otherwise uninvolved demographics; he sees it as an ode to his passion for the sport, rather than an attack on the existing leagues.

Since its German inception, Baller League has received massive success, and at the end of last year, expansions to the UK and US were announced. Internet entertainers KSI and IShowSpeed were appointed as the respective presidents for each edition, and this is where my side of the media overlapped with the world of football.

How did I discover Baller League?

Almost exactly as Starck suggested, my entry point to the League as somebody otherwise fairly removed from football culture was through the personalities brought in from other branches of entertainment.

When I first saw the Baller League UK launch video, I had no idea what it was actually announcing. However, I watched the video a few times as it featured several entertainers I knew and football icons I recognised, but admittedly, that was it.

Fast forward to the start of the tournament, and finally, my dormant curiosities were clarified. It was on a much bigger scale than I thought, as I discovered from the player draft livestream persistently showing up on my social media feeds. While I now had a better idea of what it was all about, I still wasn’t entirely hooked - but that changed around week three or four.

One too many Instagram Reels and YouTube Recommended videos had appeared on my page, and my interest was piqued. Initially, I hadn’t even considered watching the games - the first videos I clicked on were externally created videos. A few of the content creators involved, including members of monumental UK internet collective the Sidemen, whom I’ve followed for years, had been releasing YouTube videos on the league - a convenient catch-up on the first leg of the tournament through an engaging vlog-style format. In a single sitting, I was brought up to speed with the details of the league, the rules, and the format, but most importantly, the storylines that had been brewing up until that point.

I soon decided to watch the games live instead of waiting for the vlogs (although I still watched those), and also stayed to watch the other games, which were conveniently lined up together. Because of the accessible distribution structure on Twitch, YouTube, and SkySports, tuning in was as easy as clicking on any other video I’d eat with my supper. As the weeks went on, I watched more games from more teams, became more invested in internal stories and characters, and suddenly became integrated into the Baller League journey as a whole.

As we approach the final weeks of the league, I can say I’m eagerly anticipating not only the final match day and finals, but also the next season and the launch of the US series. Baller League earned my voluntary investment and excitement at a scale unparalleled by any other sporting body.

Why am I watching Baller League?

If I think about the points of access for my attachment to the league, it goes back to the traits Starck identified.

The fast-paced, game-ified format is curated to be exciting, on and off the pitch. Early on, I made a personal comparison between Ballers and the NBA, as that’s the sport I find most entertaining to watch, largely because of its fast pacing. The short games, rolling substitutions, randomised game-changer rules, and street-style gameplay all contribute to this. But another key factor is the priceless media moments - the online clips of player and manager highlights are summarised snippets easily seen, shared, and replayed.

Its accessibility is key, in more ways than one. Firstly, literal access: watching the game days is effortless, convenient, and free - I can tune in on Twitch or YouTube on any device. Secondly, it’s structurally accessible - short game times, clearly explained rules, fundamentally football at its core; there is little room for confusion or intellectual exclusion. Lastly, it was accessible to get invested in - by attaching teams to already established personalities and allowing them to channel their personalities into their teams, I, as a supporter, was able to easily form favourites and connections to teams and players, despite the state of infancy the league is in.

My motivations to watch Ballers have shifted since my introduction to the league - sure, I am still interested in the teams represented by the personalities I know, but they’re no longer the sole reason I’m tuning in. Interesting match-ups, league standings, standout players - the mechanics of the league are fuelling my return to every match day.

Is Baller League The New Era?

Browsing social media commentary, opinions are divided. On one hand, a range of people are invested in the league structure and the storylines, rooting for players and teams, tuning in to live games, and providing their active input. On the other hand, some traditionalists find this hyper-entertainment approach to the sport quite laughable and immature, even condemning Sky Sports for broadcasting such content in the midst of their other programming.

I fall into the former, but the latter is, honestly, to be expected. People are sticklers for tradition, and that only grows exponentially as changes occur in spaces with more diehard fanatics, whether it’s football or Star Wars. Furthermore, despite how integrated internet culture & entertainment are into the fabric of society, it remains a largely generational entity.

For the younger generation, it’s easy to forget how new internet entertainment is, and how possible it is for older demographics to be completely removed from the appeal. The internet already moves rapidly, so catching up culturally only becomes more difficult the further away you are. Having internet celebrities as dominant figureheads and generating entertainment catered to online buzz, it will take time before the traditionalist crowd approves of these traits.

Nevertheless, I consider such unmoving traditionalist thinking, especially in the media, to be outdated. Alternate initiatives like Baller League are part of cultural evolution, and if they’re able to co-exist with the main thing, then why not let them take to the stage? Entertainment changes and evolves, and adaptation is needed for media survival, and promising innovations should be celebrated more than they are shunned.

This is why I applaud Baller League, and perhaps it’s why I’ve also become drawn to it to a degree no other sport has achieved. It’s truly a fascinating approach to entertainment, and another testament to the increasing value of harnessing the internet and creator culture in entertainment media. I anticipate the future that it leads to.