Emmys gold

January 16th, 2024

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Ok, so where’s the Coachella lineup? We’re waiting patiently and usually it’s out by now. If anyone has the scoop please share. The wait’s certainly got artists frustrated since they can’t announce North American shows until Coachella does because of radius clauses. And it’s got fans rather antsy who want to book their desert plans. Whatever it is, we’re all on the edge of our seats.

In other news…The Emmys matter, living alone is cool, and brands are making their own hit songs.

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The golden-winged statuette // Illustration by Kate Walker

The Emmys still matter to networks and talent

The Future. While awards shows may have lost their cultural significance in recent years, Hollywood insiders allege the golden-winged statuette continues to be desirable among executives and creatives looking to break through the TV noise. Aside from good press, the halo effect from an Emmys win (or two or three) could translate into more subscribers for networks.

Looking for positive reinforcement
Vulture breaks down the factors behind the Emmys’ staying power.

  • Ratings. Any tool that can connect a series to an audience is important. After Peacock won its first-ever (Creative Arts) Emmys for Poker Face and The Traitors, each show got moved up to the streamer’s top-of-page content carousel.

  • Ego. Since Hollywood is an industry based on vanity and recognition of craft, it’s still a huge honor to win an Emmy because it still matters to the community.

  • Career advancement. Before artists bring their best projects to streamers, they consider how hard the platform will work to get them awards recognition. Creatives want to partner with networks where they can take their careers to the next level.

Making the year-end list
Although the Emmys aren’t going away anytime soon, streamers might begin to rethink how much money they pour into TV awards, especially with fewer shows getting made. As long as there’s a basic human need for awards recognition, though, Hollywood will never ignore a prize.

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#livingalonediaries // Illustration by Kate Walker

“Living alone vloggers” are influencing the rental market?

The Future. YouTube’s “living alone vloggers” creators who romanticize the mundane tasks of living and flying solo have become so admired over the last three years that they’re now a bonafide content genre online. Their growing popularity may reflect young people’s desire for personal space and financial independence in a time of economic hardship for many Americans.

The best part about living alone
The internet is obsessed with videos of people cooking, cleaning, and watching TV before bed inside their studio apartments set against soft piano instrumentals.

  • Back in the day, content creator houses, from Jake Paul’s Team10 to the early TikTok houses like Hype House and Sway House, used to shape what was viewed as desirable on the internet. 

  • But, a slew of controversies hitting each one caused many to fall apart and pivot online interest to solo living.

  • Now, #livingalone has reached over 1.3 billion views on TikTok, and #livingalonediaries has reached over 429.4 million.

The new American dream
Searches for one-bedroom apartments jumped 15% from 2022 to 2023, according to Zillow. While there may not be a direct correlation between social media influence and rental market trends, pop culture does affect what young people search for and they’ll keep searching for solo quarters as long as they have the desire to live alone.

So, now we want to hear from you…


We ask the hard-hitting questions.

Do you live alone?

Login or Subscribe to participate in polls.

63.7% of you voted No in yesterday’s poll: Do you own Bitcoin?

“At a lot less than what I bought it for. Hopefully, it all rises again so I can get out without losing too much money lol.”

“Bitcoin belongs to the younger generation. Although I own a bit, the system is currently too complicated and unstable for me to want to risk purchasing more.”

“Have some I purchased in 2019, sold a decent chunk when it peaked in 2021, and still have a bit (that completely paid for itself) left that I’m just kinda waiting to see what happens with.”

“Don’t need risky investments in my portfolio at my age.”

“I don’t know what to do with it, but I bought some years ago.”

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Americans are a-changin’

It’s just one of many in Chartr’s newsletter.

Yeah, it’s mid-January, but you can still ‍dust off the old exercise bike and devise a new savings plan. It’s still the time of year when millions of us make — and often break — New Year’s resolutions.

But what exactly are people resolving to do?

According to the chart above (thanks, Chartr), US adults want to focus on saving more money, being happier, exercising more, improving their physical health, and eating healthier. We’ll cash in on saving money and being happy, too. Because — well, why not?


DJ Carmella Creeper // Courtesy of General Mills

Marketers are using music as the conduit to culture

The Future. As it becomes increasingly difficult to stand out in a crowded marketplace, marketers are looking for novel ways to put out brand content that resonates with shoppers and they’re guessing that’s through music. If done right, collabing with a well-known artist to produce an exclusive track or creating original music as a brand may just give brands their viral moment.

Good musical stewards
Digiday highlights how marketers are using music to tap into culture and reach the target demographics of their clients.

  • Pepsi partnered with Chloe Bailey to release a new version of the song “Footloose” with a TikTok challenge.

  • General Mills’ Monsters Cereal brand launched a new zombie DJ character with her own TikTok account featuring a remix of “Monster Mash.”

  • Coca-Cola created its own studio to record original songs.

Tricky business
While reaching music culture authentically is good for business, using a song or artist just to increase cultural cache and the bottom line risks misalignment and even public backlash, according to music marketing execs. Because music can be deeply personal with historical and cultural significance, fans can see right through inauthenticity. Remember the infamous Pepsi commercial with Kendall Jenner?

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Are you banking on ads to bring in net new customers?

Check out NIFT — instead of using ads, you can be discovered by incremental new customers on their nifty platform.

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Here’s how: top-notch companies like Tinder, Meetup, Mindbody, and OfferUp use NIFT to thank their users and, with its smart machine learning, gift these users a brand or service they’d love to discover. (This could be YOU.)


The best curated daily stories from around the web

Media, Music, & Entertainment

  • Paramount chose not to explicitly market Mean Girls  adapted from the Broadway show as a musical. Read More → variety

  • 21 Savage’s third studio album american dream is anticipated to become 2024’s first No. 1 debut. Read More → hypebeast

  • Saturday’s AFC Wild Card game between the Kansas City Chiefs and Miami Dolphins was the most-streamed live event ever in the US (with 27.6 million viewers). Read More → fastcompany

Fashion & E-Commerce

  • Creative agency Mother invented a fictional luxury brand with its own commercial and influencer event to show off the quality and design of Ikea’s kitchen furnishings. Read More → adweek

  • Dollar General and Dollar Tree are selling a growing array of name-brand and dupe beauty products, from Garnier and Maybelline to the chains’ own face masks. Read More → insider

  • FedEx is launching a new data-driven e-commerce platform this fall called fdx that’ll help businesses manage their supply chains, sell to customers, and manage deliveries. Read More → theverge

Tech, Web3, & AI

  • ByteDance will shut down its music-streaming app Resso in India on January 31st in response to government orders. Read More → insider

  • Boeing is taking a hard look at its quality control practices after the Federal Aviation Administration extended a grounding order on the 737 Max 9 aircraft. Read More → forbes

  • AI girlfriends are flooding OpenAI’s brand-new store despite rules that forbid them searching for “girlfriend” on the company’s marketplace brings up at least eight romantic chatbots, including “Korean Girlfriend” and “Virtual Sweetheart.” Read More → insider

Creator Economy

  • Lesley Gore’s 1963 take on the Erroll Garner standard “Misty” is the hottest song on TikTok (more than 60 years after it was recorded), thanks to its use in a widespread trend. Read More → tubefilter

  • Oxfam International’s latest annual inequality report finds that as the world’s poorest continue to get poorer, humanity can expect its first trillionaire by 2034, underscoring just how bad inequality has become in recent years. Read More → fastcompany

  • An image of an early 2000s desktop computer blew up on X, suggesting the internet has evolved from a space that millennials would dip in and out of after school to “a terror that extends to everywhere,” as you can no longer walk away from it. Read More → insider

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Today’s email was written by Kait Cunniff.
Edited by Boye Akolade.
Published by Darline Salazar.

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