Hey! Welcome to the Creator Economy NYC newsletter — the premier place for all things creator economy in the Big Apple.

And hello from 40,000 feet in the air. I’m en route to LA for a quick visit to moderate a panel with the origami-inspired accessory company MOFT (their products are really cool, btw). If you’re reading this and LA based, maybe I’ll see you tonight?? 

Excuse any errors. I’ve been hunched over like a cricket writing this newsletter on a tray table too small for my laptop while the guy in front of me has his seat all the way back.

Anyway, in today’s newsletter, we're diving into a fun topic - “brain rot” - and how creators and brands are currently, and can, tap into this absurd side of internet culture.

Let’s dive into the ROT.

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Decoding "Brain Rot" in the creator economy

Creators and brands are in a constant tug-of-war with the internet's attention span. Just when you think you've cracked the code, a new trend emerges, leaving you wondering if you should jump on board or stick to your guns. Lately, that trend has been "brain rot" content, and it's left many scratching their heads.

What is "Brain Rot"?

In the context of internet culture, "brain rot" refers to content that's often absurdist, nonsensical, or seemingly pointless, yet highly engaging and shareable. It's the kind of content that makes you question why you're watching it, but you can't seem to stop.

Examples include:

• "Big Justice and AJ," the larger-than-life TikTok characters known as the "Costco Guys"

• Widespread use of terms like "rizzler,” "gyatt" or “skibidi toilet” in crazy contexts

• The inexplicable popularity of the "Grimace Shake" trend a year ago

• Nutter Butter's insane TikTok content

You can even test your brain rot knowledge… let me know your score.

To explore these questions and more, we recently partnered with The Webby Awards and Meltwater for an insightful "Webby Talk" titled "It's giving brain rot." Our event discussion brought together industry experts to dive into the phenomenon and offer practical advice for navigating brain rot. Our panel featured:

• Macy Gilliam from Morning Brew

• Jordana Jarrett, Head of Content at The Webby Awards

• TJ Kiely, Director of Global Content at Meltwater

• And myself

For creators and marketers looking to ‘rock the rot’ (idk, I made that up), here are the key takeaways from our panel:

1. Authenticity trumps trend-chasing (for creators and brands)

In the age of "brain rot," brands and creators are often tempted to jump on every viral trend. However, Macy Gilliam cautioned:

Gilliam advised brands to be objective about their content: "If you were scrolling your TikTok and you came across whatever video you made. Would you actually like it? Or would you go, 'Ooh, brand stuff?'"

However, it's crucial to recognize that "brain rot" content tends to be favored by algorithms and can drive engagement. The key is finding the right balance - tapping into your unique voice while selectively incorporating "brain rot" elements in a mindful (and demure) way.

I noted on this point:

Basically, trendjacking isn’t a sustainable strategy to grow as a creator and develop a deep connection with your audience. It all depends on your goals.

2. The power of creator autonomy (for brands working with creators)

When it comes to navigating the world of "brain rot" content, creators often have their finger on the pulse in a way that brands might not. Our panel stressed the importance of brands empowering creators with creative freedom. I noted:

Think of examples like the Washington Post and Morning Brew socials, where brand accounts are managed like individual accounts and the creators have autonomy, resulting in more engaging and authentic content.

They have crushed it.

3. Understanding platform-specific nuances (for creators and brands)

The panel emphasized the importance of tailoring content to specific platforms. Macy Gilliam broke it down:

This insight underscores the need for creators and brands to understand the unique culture and expectations of each platform, rather than applying a one-size-fits-all approach to "brain rot" content.

Bonus: Timing is everything

The lifespan of "brain rot" trends can be incredibly short. Brands and creators need to be agile to capitalize on these moments. TJ Kiely from Meltwater backed this up with data, saying:

Quick action and the need for brands to stay current with emerging trends in the way. Or sit that one out… the next one is likely right around the corner.

The bottom line

Navigating the world of "brain rot" content is a delicate balance between staying current and staying true to your brand or personal identity. While these trends can drive engagement, authenticity should always be the priority.

Whether you're a creator experimenting with new content styles or a brand looking to collaborate with creators, the key is to approach "brain rot" trends with intention and self-awareness. Engage with trends that genuinely align with your voice, and don't be afraid to sit out those that don't.

Now, get out there and create content that's so good, it's bad - or is it so bad, it's good? Who can tell the difference anymore?

Win the internet

While I have you, I just wanted to shoutout that The Webby Awards now have a whole new suite of categories dedicated just for creators!

When you win a Webby Award, you win the Internet. And that shows potential partners that you are the person to work with. Earning the title “Best of the Internet” is no small feat, and it reaps big rewards.

A Webby legitimizes your work and shows that your creativity can create a mark—opening up the door to new clients and opportunities.

To elevate your work to new heights and take advantage of early entry pricing, enter by the Early Entry Deadline, next Friday, October 25th!

Upcoming events

We are wrapping up a wild month of October filled with events. Our next events will be in November and December, which you can RSVP early for here.

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• How I hit a $200,000 social media salary, and how you can, too

• “Influencer Studies” break into the Ivy League

• LinkedIn satire is unhinged (paywall)

• Brand & Events Coordinator @ Teachable

• Influencer Strategist @ Mekanism

• Creative Intern/Video @ Patreon

Thanks so much for reading! Let me know what you thought by replying back to this email! See you next week!

Brett