Edition 147

This week, Tinder swindles us for April Fool’s Day, A Gen Alpha report sheds some light on the emerging generation, a global superstar has all hands-on deck in a new advert and James Blake challenges the music industry with a new platform. Check it out below!

Fool’s Ghost

Image: Tinderpressroom.com

Tinder swindled us this April Fool’s Day with a job posting for the position of VP of Ghosting.

The executive role would have the job of hunting down the scourge of online dating – ghosters – and was posted to Tinder’s press room on April 1st, calling out for applicants to apply.

Taking a jab at modern dating, the ad seeks someone with a track record of being ghosted and an affinity for spotting breadcrumbing. As silly as the prank is, the posting sprinkles in some interesting stats like how Tinder users aged 18-22 may be 38% less likely to ghost a match, than those aged 33+.

We’ve all seen our fair share of questionable April Fool’s stunts, but this played so close to the truth that we’re almost disappointed it’s not real!

Well played Tinder!

Up-aging Alphas

For millennials, it was hustle culture and pink. For Gen Z, it was quiet-quitting and TikTok. And for Gen Alpha, it is… ‘experiencing adolescence differently due to unprecedented levels of existential stress’.

According to a report by the Youth Culture Agency Archival, ‘Gen Alphas face stressors that are far more existential than that of previous generations: climate crisis, war, inflation, growing inequity, plus a global pandemic — and all amid a 24/7 news cycle.’  And as if that weren’t enough, physical maturation seems to be on fast-forward, too, with puberty knocking at the door as early as 6 or 7.

It’s not all bad news though! Gen Alpha (the soon-to-be largest generation ever) is the most ‘ethnically diverse generation’ and ‘Around 19 in 20 Gen Alphas aged 7-9 believe that everyone should be treated fairly no matter what they look like’.

The weight of the world isn’t a novelty for teenagers, but honesty is key for brands aiming to connect with them. They’re no strangers to big issues – so be frank with them.

Check out more here:



Stella Gets Hands On

Ever thought someone’s face was simply just too much? Stella Artois does. Their latest campaign, Worth More, features one of the most recognisable (and handsome) people in the world, but doesn’t show his face, as it’s “a bit distracting”.

The tattooed hands do provide a clue to the drinker’s identity – but is it enough? Don’t worry if you didn’t recognise David Beckham – we didn’t either!

On one hand, we love the campaign. It’s creative and clever and generates interest while focusing on the product – so maybe they’re right that we’d be distracted by his chiselled face, his gorgeous brown eyes, his fluffy hair (sorry, we’re daydreaming over here!).

But on the other hand… it’s David bloody Beckham. Give us our eye-candy!!

The Fault with Vault

James Blake has had the music industry’s eyes on him this week. He spoke up against the exploitation of musicians by streaming services that cut and chop musical works to short-form pieces of content, and pay unfair royalty rates.   

The artist announced he would be using The Vault to release his music. The platform gives more control to the artist, whose fans can subscribe directly to get access to the artist’s work. Think OnlyFans, but for tunes.

Naturally, criticism has swiftly followed, with a recent piece in The Guardian taking issue with Blake’s rallying of artists to release their music on the Vault. While the intentions are good, platforms like this still have problems. The format could work for well-established acts but could leave emerging artists even worse-off. From a fans perspective, following even 10 artists would cost three times as much as a Spotify subscription. The bills would be racking up with haste.

While there most definitely needs to be change made when it comes to artists being exploited, The Vault might not be the answer.

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