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digital latinx post-mortem: one oft neglected component of the failure of digital Latinx (mitu, remezcal, latinshmatin, et al) is the way in which social commoditized ‘cool’ and made brand access to ‘cool’ too easy. Brand access to tastemakers meant anybody and everybody ran same
story bc everybody had access to the same people. And bc creativity is in short supply, the articles/listicles read the same across publishers.
As a producer and person at work in the brown creative economy, years of real world networking that might’ve given me access to a cool story was supplanted by some brand w a booming social network but no cultural cache.
Boo-hoo, for sure. But what this means NOW (for all digital publishers attempting to capture cool) is how do you differentiate your content/experiences when everything is everywhere.
A strong POV certainly helps. But most corporate Latinx media is made by Latinx dorks who think mostly the same, so I don’t know that there’s room for more than or two taco experts. There’s 60 million of us, here, btw.
One way forward—culturally and operationally-is to reject scale, foster a loyal tribe and create excellent content. Create something people will happily pay for—whether that’s a video or a cup or coffee is up to you.
Speaking of which, I’m selling coffee to fund my media projects. Will it work? Low key, it depends on you. https://mestizo.coffee/
