A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
England: The English national team has disappointed at Euro 2024 so far. Fans have taken to social to vent their frustrations.
Knicks: After a blockbuster trade for the Brooklyn Nets star Mikal Bridges last night, fans have taken to X to voice their surprise and joy with the team.
Fanatics: Sporting brand Fanatics has made the official announcement that they will supply the NHL jerseys for this season, unveiling the new 2024 Authentic Pro On-Ice Uniforms.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
Tommy Richman and the Retro Aesthetic
What it is: 2024’s viral pop superstar Tommy Richman, the artist behind mega-hit Million Dollar Baby, has returned, this time releasing new single Devil Is A Lie, another song leaning into the retro aesthetic and sound he’s known for. The song has already found mainstream success and acclaim in the industry. It has racked up 18+ million plays in the first two weeks since release and broke into the Billboard Top 200 in 74th place. The music video, shot in the style of a camcorder, has found similar success, and risen on the YouTube music trending page with over 3.6 million views.
What brands can learn: As we know, nostalgia sells. Whether it’s a style, aesthetic, sound, or technology, any once-popular item is finding a second due to social cache and FOMO. By utilizing dated technology like camcorders, Richman has set himself apart from the competition of artists striving for popularity. He has positioned himself uniquely in a way that spreads to all aspects of his artistry; sound, visuals, and fashion. He’s another great example that if you commit to a persona or an aesthetic, you should commit in every way so that it reads as authentic to fans. The driving hunger for nostalgia is something that we’ve seen for years through the rise of vinyl records and disposable cameras. We have seen this heavily across socials with trends bringing back 90’s outfits and using “retro” filters. It’s important to remember that just because something is old, never means it’s dead and if you’re going to embrace nostalgia, doing it whole-heartedly is a great way to relate to multiple generations authentically and set yourself apart.
Four must-click links that crossed our feeds today.
Fans are truly getting into the spirit of the European Championships after matches, with some impromptu musicians going viral.
Chappell Roan's meteoric rise to success continued this week with a picture posted by Elton John of the two having dinner together.
Trivia night in Roku City? Say no more!
Orville Peck working with Willie Nelson is healing our souls.
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