![]() I think it's funny both the Y2K trend and the indie sleaze trend - they refer back to kind of a fuzzy period of time. I feel like I know a lot of people who've been waiting for that to end. The Y2K trend has been quite dominant in fashion, particularly at the spring 2023 shows in September and October. What's interesting to me is which things that kind of come out of that churn - of what I sometimes call the self-appointed avant-garde - actually make it through into something that impacts the way that people shop and dress and behave. With some of my peers who work in the art world or the fashion world, I think that they might have a higher novelty preference and be cycling through micro-trends at a different clip than a broader consumer market. One of my friends was like, “I think the indie sleaze thing is so over already.” And I was like, “Uh, I don't know.” I went to the Celine Show in Los Angeles a week or so ago. I think we're still going through this kind of early 2000s nostalgia phase and that's going to last for a while. Where do you think culture is at right now? The conversation has been edited and condensed. ![]() Read on for explanation on each item.Īhead, Monahan and I discuss the vibe shift and where the 2020s are going in more depth. This is based on my conversation with Monahan. And that's when you decide who's going to make it into the future and who's going to be relegated to the past.’ And I feel like that's a bit what 2022 was for a lot of people, this realization that the last decade is over.” The quote is something like, ‘There'll be new people and new faces and it takes a couple years into a decade for things to really get going. He said, “In one of the episodes - and I'm paraphrasing here - Andy Warhol talks about how a couple years into a new decade, things start to look and feel different. When we talked on the phone this week, Monahan - who was previously known for naming “normcore” - asked if I had seen The Andy Warhol Diaries on Netflix. Back then, bars and restaurants were opening up, people were getting vaccinated, and normal life seemed poised to resume after the pandemic lockdowns, so conditions were ideal for culture to release itself onto a brand new splash pad. He told me that it had shifted, to him anyway, around the time that he wrote his original Substack post. The New York article framed the vibe as in flux - something that was “coming” for us instead of something that was already here - so I called Monahan to ask if, with 2023 on the horizon, the vibe has now shifted. Musically-well, I’ve already made my prediction: it’ll be a return of rock. ![]() The players are personalities more interested in the literary than the artistic, more interested in the who follows than the how many followers. It’s clearly a return to scene culture, contains elements of Naughty Aughties nostalgia. I’m hesitant to name our current vibe shift. Monahan, founder of trend forecasting consultancy 8Ball, published an article in June of 2021 called “ Vibe Shift ,” describing the moment as a major point of cultural inflection, when popular tastes undergo a rare sea change. These facts prove that Vibe is a mature magazine aiming to target a full-grown audience interested in urban music.8Ball. The most popular age range is 21+ meaning that the most common audience would be young and almost not suitable for teenagers as the youngest age would be 18. The median age for Vibes audience is 34 years old. Asian is the least popular race for Vibe which could indicate that they are not fans of this genre or that the magazine may not be available in their communities. This supports this magazine as stereotypically, most of the artists in the magazine are from the same race which infers that the ideal readers connect with the artists through their similar ethnicities. ![]() The race most popular within the Vibe audience is black/African-American with a staggering 64% out of other races. While music’s genre walls have tumbled, VIBE has expanded, and continues to serve culturally diverse music fans around the world. The brand is the leader in providing youth-oriented entertainment and lifestyle content. VIBE is the ultimate curator of cool among 18- to 34- year olds. Vibe’s brand is popular because of this big audience of males and females rather than a magazine that funds for just one gender. The ratio between the genders is nearly equal which means that vibe magazine successfully delivers entertainment for both genders creating a diverse demographic and an equal gender balance. Out of the audience, 51% of them are males and the other 49% are women.
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