Influencers Don't Actually Control The Cool
When watching The Merchants of Cool they gave an example of how this company goes out in the street and takes photos of everyday people who they think are the trendsetters. Then they archive it into one huge mood board like website that big companies have to pay to have access to. Now, in 2019, we still have this but it's easier for big companies, that control the cool, to get these "everyday people" to like their products and say that a certain thing is in. And these people are what are now called "Influencers" or "Youtubers". Youtube being a platform that is free to upload content on, audiences see Influencers as someone like them or someone they can look up to. This is marketing gold! Their audience will take the advice that the Influencer gives as law! Now the big marketing companies who need to make Champion sweatshirts the next big thing, can pay the Influencers to wear them in their videos and make it seem "cool". It can work with all types of products from photography editing apps like VSCO to even convincing you that "boxed water tastes better" they can sell water in boxes for an upcharge!
I really like this because I think a lot of us were confused during the part of the show where they took pictures of the "sub-culture" people and this is totally spot on about why. We really do open ourselves up to advertising through interactions by something as simple as youtube, so there is no need to analyze by culture spies, just go on the internet and see who you want for a "shameless promo" or whatever. This upsets me too because I want to be able to watch James Charles without feeling pressured to shop at certain stores (pretty much just Morphe and use code "James" for 10% off). Where do we find that balance of being able to indulge in the stupidity of celebrity culture without being subject to mimic it? Haha I love trick questions-this is like nihilism for advertising.
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