Hitmakers: How Brands Influence Culture Episode: The Society of Spectacle Release Date: February 20, 2025
In this compelling episode of Hitmakers: How Brands Influence Culture, hosts Rei Inamoto and Ana Andjelic delve into the intricate dynamics between spectacle and hype, exploring how brands navigate and manipulate these phenomena to influence mainstream culture. Titled "The Society of Spectacle," the episode offers a nuanced examination of mass media events, brand strategies, and the organic movements within subcultures that shape our cultural landscape.
1. Understanding Spectacle and Hype
The conversation kicks off with Ana defining the core concepts:
“Spectacle is completely manufactured by advertising media, PR machinery. Hype really involves a product, a behavior, mood, taste.”
— Ana Andjelic [04:04]
Ana distinguishes hype as grassroots, often emerging organically from subcultures and niche communities. In contrast, spectacle is described as grand, orchestrated events designed to capture mass attention within a short timeframe.
2. Spectacle vs. Hype: Key Differences
Rei probes deeper into the definitions, seeking clarity on whether spectacles are inherently events:
“Spectacle doesn’t have to be an event, but involves advertising, PR, celebrity, and media.”
— Ana Andjelic [04:28]
Rei further explores whether spectacles always require a staged event, to which Ana emphasizes the engineered nature of spectacles, contrasting them with the more spontaneous origins of hype.
3. The Super Bowl: A Prime Example of Spectacle
A significant portion of the discussion centers on the recent Super Bowl, illustrating the spectacle in action:
“The Super Bowl is a staged event, covered by mass media, involving celebrities.”
— Ana Andjelic [04:40]
Rei shares her perspective as a non-football enthusiast, highlighting how the halftime show overshadowed the game itself, becoming the focal point of cultural conversation. She notes:
“This year, 90% of the conversation is about the halftime show and Kendrick Lamar...”
— Rei Inamoto [07:12]
Ana concurs, explaining that the spectacle was amplified by the mood, controversial performances, and celebrity involvement, making it a multifaceted cultural event.
4. Cultural Impact of Major Spectacles
Ana discusses the broader cultural implications of spectacles like the Super Bowl and the Olympics:
“Sports is the last spectacle, a mass event that unites people in a way that other events no longer do.”
— Ana Andjelic [12:16]
Rei contrasts broadcasting styles between the U.S. and Japan’s coverage of the Olympics, pointing out how commercial interruptions in the U.S. dilute the viewing experience:
“In Japan, there are no commercials, so you can actually watch the Games uninterrupted.”
— Rei Inamoto [13:42]
This comparison underscores how different media strategies impact the cultural penetration and reception of spectacles.
5. Other Forms of Spectacles
Beyond sports, the hosts explore other spectacles that brands utilize:
“Fashion shows, red carpet events, art fairs, and even Red Bull’s rocket launches are modern spectacles.”
— Ana Andjelic [20:13]
They highlight how these events, much like the Super Bowl, are meticulously crafted to generate buzz and maintain brand presence in the cultural zeitgeist.
6. The Organic Nature of Hype
Shifting focus to hype, Rei and Ana examine how it differs from the engineered spectacle through examples like Uniqlo's Mini Bag:
“Uniqlo didn’t spend on marketing; it was two TikTokers who hyped the product, leading to massive sales.”
— Rei Inamoto [24:53]
Ana notes that genuine hype stems from authentic consumer enthusiasm:
“Hype comes from a genuine love for a product idea, trend, aesthetics, look, personality.”
— Ana Andjelic [27:35]
This segment emphasizes the power of organic growth in building lasting brand loyalty and cultural relevance.
7. Hit List: Spotlight on Influential Figures and Campaigns
As the episode nears its conclusion, Rei and Ana transition to their "Hit List," highlighting key players and campaigns that exemplify the discussed concepts.
Hamish Hamilton and Jesse Collins: Masterminds Behind the Spectacle
Rei introduces Hamish Hamilton, the director of the Super Bowl halftime show, and Jesse Collins, an entertainment producer:
“They’ve been directing halftime shows and Oscars, orchestrating large-scale spectacles.”
— Rei Inamoto [28:14]
This acknowledgment underscores the importance of visionary individuals in crafting events that captivate global audiences.
Nike’s Super Bowl Ad: A Successful Comeback
Ana spotlights Nike’s recent Super Bowl advertisement, praising its authentic resonance and strategic positioning:
“Nike put athletes at the center, allowing the heroes to speak for themselves. It felt very true to who those women are as athletes and people.”
— Ana Andjelic [29:56]
Rei adds that the ad’s power lay in its adherence to a successful formula, noting:
“The ad was so powerful. I watched it so many times. I posted on LinkedIn.”
— Rei Inamoto [31:24]
This example illustrates how leveraging established brand strategies can revitalize a brand's cultural influence.
8. The Future of Brand Influence: Engineering Hype
In their closing remarks, Rei and Ana reflect on the interplay between spectacle and hype:
“Spectacle is telling you what to pay attention to. Hype is when people pay attention because they identify with it.”
— Ana Andjelic [27:58]
They ponder the possibility of brands engineering hype, suggesting that while challenging, it remains a coveted strategy for authentic engagement.
Conclusion
"The Society of Spectacle" offers a thought-provoking exploration of how brands harness both spectacle and hype to mold and reflect cultural currents. Through insightful analysis and real-world examples, Rei Inamoto and Ana Andjelic illuminate the strategies that make brands not just participants but architects of cultural evolution. This episode serves as an essential listen for anyone interested in the mechanics behind brand influence and the ever-evolving landscape of cultural trends.
Notable Quotes:
- Ana Andjelic [04:04]: “Spectacle is completely manufactured by advertising media, PR machinery. Hype really involves a product, a behavior, mood, taste.”
- Rei Inamoto [07:12]: “This year, 90% of the conversation is about the halftime show and Kendrick Lamar...”
- Ana Andjelic [12:16]: “Sports is the last spectacle, a mass event that unites people in a way that other events no longer do.”
- Rei Inamoto [24:53]: “Uniqlo didn’t spend on marketing; it was two TikTokers who hyped the product, leading to massive sales.”
- Ana Andjelic [27:35]: “Hype comes from a genuine love for a product idea, trend, aesthetics, look, personality.”
- Ana Andjelic [29:56]: “Nike put athletes at the center, allowing the heroes to speak for themselves. It felt very true to who those women are as athletes and people.”
Hitmakers: How Brands Influence Culture continues to unravel the threads of cultural influence, providing listeners with a deeper understanding of the symbiotic relationship between brands and the societies they inhabit.