Cultural Relevancy in the Digital Age
Scoop 16
It feels like the state of the internet is constantly teetering on the edge of disarray. Our algorithms flood us with a hundreds of different campaigns, messages, breaking news, and viral moments in a single sitting. This abundance tends to blend together, as we go through the motions of our digital routine. But despite the fact that our feeds are tailored to our interests, our hyper-specific experience, there are messages, trends, and stories that break through and permeate culture more broadly. So as everyone continues to to put their hat in the content-creating ring, promoting their newest projects or selling us something, how do you stand out? And what makes the zeitgeist’s cut?
In a lot of ways you have to go big—confront viewers and have a powerful message. But perhaps even more importantly, it must feel genuine and authentic, since the viewers of this generation have this innate ability to sniff out inauthenticity like bloodhounds and are completely unafraid to call people out and speak their minds. Though this can make for some unsavory internet interactions—it does often help ensure that what prevails long term is real, genuine, and authentic from every possible angle.
The renaissance of the press tour / media circuit is an unsurprising response to these challenges. Gone are the days of relying on the classic press junket, red carpet, and instagram promotion routine—it’s not enough, the internet and it’s relentless amount of content demands more. Renaissance is probably a generous term. The early stages of this new approach is much more reminiscent of throwing spaghetti at the wall and seeing what sticks.
Timothée Chalamet’s behemoth of a press tour for A Complete Unknown was a rare case of triumph in the face of these uncharted waters. Though it did not yield an Oscar—every choice, appearance, and interview was well placed and peeled back layers of Chalamet in a very human and charming way. In his campaign, longer form content dominated, with YouTube and podcast interviews with Nardwuar, Brittany Broski, and Theo Von showcasing his goofy personality and many interests. However—as our current digital landscape demands—it was the short clips from these productions that sparked viral moments and pushed his message further. The approach extended far wider than the conventional routine would have—from light-hearted college visits, to an ESPN’s College Gameday broadcast that revealed Chalamet’s impressive sports IQ, and to a 60 Minutes segment that was filled with praise and humility for the Bob Dylan and the film. Timothée Chalament put himself out there in a big way and the result was extremely positive. My impression was that he loves his community (i.e. showing up to his own lookalike contest in Washington Square Park), is a proud New Yorker (Knicks courtside saga), has excellent taste in music, and has an intelligent and thoughtful perspective on his life and career.
This case study however, is the exception, not the rule. It was a rare thing that Timothée Chalamet and his team were able to pull off and if anyone else had attempted the same, it likely would not have yielded such positive feedback. The future of cultural relevancy and internet break throughs hinges in the fact that tours like this must be tailor-made to the person and project, bearing their personality, interests, and just overall likability in mind. If a publicity move feels too forced or manufactured, it’s time to head back to the drawing board.
If this type of strategy and press analysis is of any interest, read more here.
This brings me to Brat. I would be remiss to speak about cultural relevancy and truly successful media moments without bringing up this album and it’s marathon of a run. Brat has defied the music shelf life time and time again, celebrating it’s one year anniversary just a week or so ago. It’s longevity, widely successful partnerships, intentional press tour, multiple remixes, and countless viral moments have been nothing short of remarkable. It cracked the illusive code to cultural relevancy in our digital landscape. Throughout the entirety of this past year, once you think brat is dying down a new trending sound pops up or a new music video hits and it’s relevancy spikes once again.
From what I’ve seen and read about brat, Charli xcx did not originally think it would land as big as it has. She didn’t even allocate a budget for the album cover, which resulted in the widely recognizable neon green and simple lettering. Prior to it’s release in early June 2024, there was a thorough, but seemingly lighthearted press tour. A handful of well timed TikTok clips courtesy of the classic podcast tour—Therapuss with Jake Shane, Chicken Shop Date, etc—and a healthy amount of in-person appearances kickstarted the movement. I’d venture to say that she fed the internet just the right amount before brat dropped and in turn, she was greatly rewarded.
Beyond the initial party and club anthems, the album itself was actually quite genuine, which is what made it so pervasive and worthy of a place in the zeitgeist. People were constantly being shocked, excited to uncover layer after layer. Lorde’s feature on Girl, so confusing struck a cord especially, as fans watched and listened closely to the two imperfect artists (and people) work out there issues on a remix that practically broke the internet. Charli xcx used refreshing honesty in every interview, unafraid of being herself and coloring outside the lines, which felt like a natural next step in her long career. It all had an air of effortlessness—she was keen to do her own thing and see if people wanted to come along for the ride, which they most certainly were. The evolution and endurance of brat can be accredited to countless strategic moves from Charli and her team. But to boil it all down:
I think the saying ‘Luck is when preparation meets opportunity’ or however it goes, may apply here. Because both Charli and the music itself is worthy of long lasting praise and, despite her incredibly long career, Charli xcx is finally getting her flowers as a top tier artist.
‘brat summer’ was a mentality and way of life that people needed in 2024/2025. It was authentic, real, honest, and messy.
Charli xcx has the invaluable skill of choosing the correct people to be in her orbit. Tapping artists like Troye Sivan, Lorde, Addison Rae, and Japanese House opened brat up to wider audiences and reminded people it’s not just her crazy party girl lifestyle, it’s theirs too—and it could be yours.
xx