just came across the mixed chicks line of hair products, and thought it was awesome. kind of like the same way that i find my best friend (whose mom is white and dad black) ordering a half vanilla half chocolate milkshake at a diner awesome. (i’m telling you, should hear HOW she orders it. that shit NEVER gets old!) kind of like the way i find products and messages that speak to people with complex identities awesome.
we all want to feel that our particular problems and unique desires are genuinely understood–whether it’s about hair, a sweet tooth, or anything else, really.
after all, you realize the big secret is that EVERYONE feels they have a complex identity, right?
marshall herskovitz and edward zwick aren’t simply geniuses, they are CONSISTENTLY the only ones creating television programming that reflects the real struggles of an entire generation.
thirtysomething was before my time, (though i do know it as the series that went down in history as the first to feature a gay relationship on TV, so that already says something about the creative team’s cultural prescience), but a decade later my so-called life was RIGHT on schedule. what made that show so great wasn’t that it was incredible television (though it was–winning 6 golden globes and 7 nods in its two short seasons on TV), but because it felt like it was ABOUT ME!
well, it’s been a decade since claire danes became the vicarious incarnation of manic-paniced, post-grunge-era high school girls everywhere, and this november herskovitz and zwick are launching “quarterlife” an internet series and social network.
from the quarterlife site:
A show about a group of twentysomethings coming of age in the digital generation. And a social network about what it means to be creative, to pursue a passion, to make a difference in the world — or just to find a place in it.
From Marshall Herskovitz and Edward Zwick, the creative team behind “My So-Called Life,” quarterlife is the first Internet series that is as high quality as any film or television show.
quarterlife is premiering on myspace on november 11, and on quarterlife.com on november 12–but IMDB still insists it’s a TV series. hello? IMDB? might be time for a new category?
before i launch into my little speech about how amazing i think this show (which, unless you’re in the right demo for it, you’re probably going to find incredibly hokey; ahem: the demo is in high school and college, it’s not ACTUALLY 20-somethings) has the potential to be, i’d just like to point out that this move perfectly exemplifies what i mean when i say that “culture” is the next “community”–i.e. we’re all social networked out. we’re all connected and commented and poked to death. stick a fork in it. we’re done. we’re ready for social networks to become channels for cultural content, rather than JUST mind-numbing social drama timesucks.
it’s an incredible talent to be able to put a finger on the very pulse of a demographic, and use that rhythm to broadcast a beat that invokes the identification of a generation. (i swear to god, in the quarterlife trailer, it looks like one of the characters is directing a scion commercial! ok. i think it’s time now for an official word all unto itself, that does not involve several iterations of the prefix “post,” for the word “post-postmodern.” can someone get on this?)
marketing would kill for this, but herskovitz and zwick live and breathe it. the same qualities of curiosity and understanding that would allow a team of television producers to create content that bespeaks an unyielding fascination not just with generational cohorts, but with, essentially, the impacts of cultural shifts in general, are equally as crucial not just to the process of creating relevant marketing, but to generating greater cultural understanding.
god damn, that was a long sentence– but boy, it was worth it!
but wait! it gets BETTER!
in case you’re wondering what they’re gonna do in few years when the show’s characters grow out of their quarterlife crisis:
quarterlife.com is a social networking site for creative people. Whatever your interest – photography, writing, music, filmmaking, dance, design – quarterlife.com will help you go to the next level. Connect with like-minded people, gather information about schools, grants, and internships. It’s a place to explore the issues in your life, where changing the world is as real as the friends you meet.
damn. this might actually make up for the fact that the only network my so-called life had was a TV network. not that i think myspace is necessarily the right venue to launch this through anyway, but then again MSCL started out on ABC and became salvaged into cult perpetuity on MTV, so there’s always room to find where the right audience is really at. now more than ever. so we’ll, no doubt, see how it goes. Quarterlife Trailer
aside from that, the only other thing i think they could have possibly done better is the casting. in 2007 it kinda seems really strange for a contemporary show to have an all-white cast (this isn’t facebook, after all–badumching!). it’s not just me, is it? i mean… is it weirdly anachronistic looking to anyone else?
after months of work on street scene 2007, the festival kicked off last night with muse headlining. these photos were taken from what the industry refers to, technically, as the “poser decks.” (i’m 100% serious; should you happen to ever find yourself there, you now know what you will have become). it’s a pretty epic view though, and kind of endemic of a marketer’s perspective in a sense. this is pretty much the view you have to maintain throughout the whole process of marketing a festival, so it’s a pretty fitting vantage point from which to finally see it come to fruition.
among the many highlight moments was getting to see panic! at the disco perform i write sins not tragedies live, which is a song that still manages to elicit excitement every time i hear the track’s opening pizzicato notes since its music video not only features lucent dossier, but it’s also the reason behind how lucent ended up going on tour with panic! in 06–the precursor to their “nothing rhymes with circus” tour.
oh, and i’d like to give a little shoutout othe folks at imeem, for running our battle of the bands contest–which is actually always one of my favorite parts of a music festival promotion strategy. the winning band was monte battalion, but there were so many genuinely talented musicians and bands that participated in the contest, it was actually really hard to chose. imeem should be really proud of the caliber of the creative community they’ve got.
