In 1800, if you’d said that you wanted something ‘made by hand’, that would be meaningless - everything was handmade. But half a century later, it could be a reaction against the age of the machine - of steam and coal-smoke and ‘dark satanic mills.’ The Arts and Crafts movement proposed slow, hand-made, imperfect craft in reaction to mass-produced ‘perfection’ (and a lot of other things besides). A century later this is one reason I’m fascinated by the new luxury goods platforms LVMH and Kering, or indeed Supreme. How do you mass-manufacture, mass-market and mass-retail things whose entire nature is supposedly that they’re individual?
...we keep building tools, but also we let go. That’s part of the progression - Arts and Crafts was a reaction against what became the machine age, but Bauhaus and futurism embraced it. If the ‘metaverse’ means anything, it reflects that we have all grown up with this now, and we’re looking at ways to absorb it, internalise it and reflect it in our lives and in popular culture - to take ownership of it. When software eats the world, it’s not software anymore.
I’ve been looking at this chart a lot over the past few weeks.
It shows us that print ad budgets were doing just fine all the way though the first decade or more of the consumer internet. There was even a little spike upward for the Dotcom bubble. Then the financial crisis and recession of 2008/9 caused a step change down, but when the crisis was over the budgets didn’t come back. Instead, the market had been reset, and budgets have been falling steadily ever since.
You might call this the Will E Coyote effect - you’ve run off the cliff, or the cliff has disappeared from under you, but there’s a brief moment while your legs windmill in the air before gravity kicks in. It can take a while for the inevitable to happen, but then, as Lenin pointed out, you get a decade of inevitable in a week.