The Publics

People step to me and say things like “Ok, so what’s the new shit?”

They ask me to define the term “next-level” and then they get frustrated when I tell them that it isn’t so simple. Marketers, ad agencies, cool-hunters, culture spies; they’re all constantly searching for a new aesthetic, hints of fresh new waves of “next-level” newness that they can exploit and redirect back towards the consumer populous.

And then a cat like this comes along and everybody realizes that the game has been revolutionized and it’s time to go back to the safety and assurance of single-set sitcoms and “better than the leading brand” commercials because the “new shit” is so far beyond our understanding that even acknowledging its existence could possibly destroy the firmly established hierarchy that allows us live such comfortable lives.

So you better stay away from the “new shit” because “the new shit” has big, sharp teeth and it will bite your head off, chew you up and spit you the fuck out, bitch.