GUEST LECTURE: Chris Black
+ a Kardashian-founded GLP-1 brand, a conversation about tipping.
Last night I spoke on a panel with Cami Téllez and Aleksija Vujicic about the future of the creator economy. I almost never stop thinking about the influencer industry, so maybe I’ll write something longer here about what I’m clocking and concerned about.
Three trends I discussed last night were: the affiliate landscape, founders-as-influencers/B2B influencers pushing their tech products on your company, and the gold rush of content startups that are basically treating influencers as show ponies to spin out consumer brands (think mini versions of Unwell and Barstool).
Today’s letter includes Chris Black’s answers to your questions, a breakdown of the “no taxes on tips” proposal that Harris and Trump are supporting, and some big PR announcements on Wall Street.
“No one wants to work; everyone wants to be on vacation with a laptop and a blurred Zoom background. Being a consultant often requires a level of honesty that most people are uncomfortable with. In many ways, your job is to look at things critically and then help improve them.” - Chris Black
GUEST LECTURE: Chris Black
This interview is part of a Feed Me feature called Guest Lecture. In this series, I’ll introduce you all to an expert who I’m curious about, and give paid readers an opportunity to submit questions to them.
Chris Black is the co-host of How Long Gone, a podcast with a cult-following and a reputation for turning men bicoastal. He’s also a columnist at New York Magazine and GQ. Chris’s agency, Done To Death Projects, works with everyone from J.Crew to Balenciaga. I think the way he uses Instagram to showcase film photos of the menagerie of characters he sees in his day-to-day life is particularly fascinating. This week, he answered some of your questions about the line between celebrities and influencers, what opportunities he turns down, and how to get your foot in the door.
“There are too many brands entering every industry every day (like his often lamented Erewhon cold beverage aisle) - in his opinion, what does a brand need to make it stand out?” - Matt
Authenticity. Everything feels like an overfunded start-up scam that we just do not need. Erewhon’s cold beverage aisle is the most visible version of this trend. Private equity and VCs need to stop handing out money to bozos. Smart consumers want things that enrich their lives, signal wealth, or make them feel good, but it still needs to feel like it’s coming from a real place, not a co-working space in Flatiron.
“You’ve interviewed a lot of different kinds of people on HLG. What’s your take on the line between traditional celebrities and influencers today?” - Zade
It’s a very thin line and primarily up to the fan base to decide. I could meet a YouTuber with millions of followers, and to me, they are an influencer, but to their audience, they are a celebrity. One of the significant differentiators used to be that real celebrities were private. They didn’t over-share. You only caught paparazzi photos. Now, everyone sells themselves in similar ways. Martin Scorsese is shilling for Kith, and George Clooney is the face of Nespresso. The bottom line is nothing matters. Hopefully, your audience wants to see you succeed, whether you are an Oscar-winning actor or a TikTok star.
“You and Jason have opinions on just about everything. What’s one pop culture phenomenon or trend you’re surprised is still a thing in 2024?” - Zade
Crocs, dressing like a thrift store threw up on you, wine bars, vaping, giant pants with a tiny top, Patreon. I could do this all day.
“Is Chris hiring?” - Rachel
I keep things very lean. I don’t want overhead or office space. In short, no.
“What does your consulting work for brands look like? What kind of projects do you support?” - Ben
It mainly consists of strategy, art direction, VIP, and communications. Every client is different, but the approach is the same. I contribute good ideas, collaborate with others, and get things over the finish line. Another big part is reminding creative people we have a bottom line without stifling or impeding their process. We can’t do any fun stuff if the products aren’t selling. There is also an element of acting as a sounding board and counsel not involved in office politics. My consulting business is relationship-based, with the idea that I can text, email, or call someone, making the entire process much easier for the client.