A brief overview of what is currently trending on X in news, culture, and/or trending hashtags and formats.
#Bridgerton: Season 4 Part 1 of the Shonda Rhimes series has hit Netflix and fans are reacting to their favorite couples and the angst between this season's focus Penelope and Colin.
Michael Block: The golfer kicked off the PGA Championship this morning to mixed reactions from fans of the sport on X.
JJK260: The new chapter of Jujutsu Kaisen has leaked out. Fans of the manga are sounding off about the new developments and twists in the story.
A deeper dive into a subject that is impacting culture on a macro level, beyond just the social space.
The Portal Lasted Less Than A Week...
What it is: Last week an art installation dubbed The Portal, connecting midtown NYC and downtown Dublin, was opened in both cities. The two circular screens had live feeds connecting, creating a sense of community between the two populations. People came to wave, dance, and share photos and numbers. What started innocently quickly devolved into the sharing of inappropriate content on phones including 9/11 memes and pornography. Finally, a New York influencer flashed her chest to the screen last weekend, and The Portal was closed.
The installation remains set up in both cities with a planned technological innovation to avoid further inappropriate broadcasts alongside security guards. While The Portal remains closed, the internet has naturally responded by criticizing the naivete of the artists. They've also begun creating memes of what kind of humorous content led to The Portal's shutdown.
What brands can learn: While the intent behind The Portal was rooted in harmony and good nature, we're living in an attention-driven world. We've seen a few times now that users on the internet, and now in real life, will take something and twist it to be dirty or humorous for clicks.
This follows a recent rise of extreme language and actions within meme culture that all deal in the currency of shock value. While it may disappoint artists or brands, it shouldn't ultimately come as a surprise that people would take advantage of something like this for the chance of virality. Ultimately, brands can expect people to twist their message, branding, or activation for personal gain on the internet. We can't always plan for how this will come to life, but we should prepare for the unexpected. As you monitor response, consider reactive ways to show you have an understanding of how the internet twists any viral moment to its advantage.
Examples: 1, 2, 3
Four must-click links that crossed our feeds today.
Have you seen Jennette McCurdy's reaction to a confetti cannon? 🎉
Universal Music Group and TikTok have agreed on a deal. You'll soon hear your favorite artists music on the platform again! 🎶
ICYMI: This gorgeous mountain lion became a gay icon over the weekend on X. *Warning: there are photos of a goat's body if you're sensitive to gore*🐱
Planning a summer vacation? Here are some recommended spots to visit 🌴.
The Strangers: Chapter 1 - Theatres, 5.17
Babes - Theatres, 5.17
Back to Black - Theatres, 5.17
He Went That Way - Hulu, 5.17
Bridgerton Season 3: Part 1 - Netflix, Now Streaming
Hit Me Hard and Soft - Billie Eilish
Ooh La La - Guster
Still Kids - New Kids on the Block
Glorious - Kate Hudson
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