Modern Culture is Underwater
Updated: 2 days ago
Once upon a time,
We lived in a world where it felt like art, institutions, and culture flowed along similar topics.
It wasn't utopia.
There were issues. People didn't always agree.
And yet, there was a sense of clarity about what values and beliefs were worthy of attention.
Popular ideas, fascinating and daring art from the biggest stars, enlightening debates about the most pressing topics... that you'd have to be living under a rock not to know about.
These days, we call that era monoculture. Back then, it was known as mainstream.
If an artist had the right team and proper funding, they could come aboard the Titanic.
Record labels, film studios, advertising agencies, modelling agencies, and fashion magazine editors all sailed on this oceanic wave of focused attention. Competition was fierce, people lost deals and slipped off the ship. The attention was focused, so was the guestlist.
Becoming a mainstream artist was more straight--forward when cable TV was still a primary source of media. Then social media broke the wave into a thousand currents.
Attention that once carried stars and fans together now streams in separate directions, and the Titanic lies on the seabed. Sometimes you might still feel a shudder of nostalgic waves.
Like when the descendant of a mainstream artist suddenly bursts onto the scene.
Or from the hype of a Super Bowl halftime show. Songs championed during World Cups.
But it's not the same.
One person's algorithm suggests that an immigrant rapper in Queens is the coolest artist today. Another tells you to support an actress because of her political views. Some people don't even see the news on their algorithm, it's calibrated. Attuned to their viewing habits.
The parasocial dance still wields high levels of influence though. Which is why there are hit songs playing right now that you haven't heard of. Provocative sex symbols and new internet boyfriends scattered around the globe with cult--like followings in many corners of the internet.
Record labels still put artists on their marketing budgets.
Film studios still fund fascinating cinema.
Creatives still debate social issues.
But it's happening in a different way, multiple streams of attention.
The overall sense of monocultural unity is gone. The ship has already sunk.
Even the people connected to stars who once stood at the top of the Titanic understand they aren't heard as clearly as before. Not everyone is tuning in at the same time for the message.
So the real question for artists today is how do you roll out your new projects...
With a culture already underwater?
Navigating Warped Perceptions
A common sticking point comes up when modern creatives find themselves living in stressful denial about their own perceptions. Water loves to warp perception.
Underwater vision blurs and sound takes a dizzying rhythm.
The same people see content programmed by algorithms trained on their viewing habits.
Instagram shows you what it thinks will capture your attention, but it's a costly mistake to dwell on that when you're creating a world as an artist on social media. In the era of monoculture, different personalities were interviewed on the biggest cable networks, bringing a spotlight to their ideas about trending topics and because of this dynamic, you could consistently hear dozens of compelling takes on the same topic which diverged in unique ways. Freedom of expression flourished in that golden era for artist archetypes. Two deep artists could disagree on their interpretation of love in nuanced ways where both point-of-views held an immense sense of value to different people. Various members of the audience could feel represented by the diverse thinking, monoculture provided room, expressing different flavours of good taste.
Underwater, taste is curated and calibrated to any person, anywhere... at breakneck speed.
This can confuse people into thinking their version of good taste is the only one that matters.
But art is subjective.
Perception of art draws on your emotional architecture.
A large chunk of your current taste is shaped by your personal history.
There are experiences you'll have later in life that could give you a brand--new interpretation of a song in an Instagram reel you scrolled past after 36 seconds. Something strange and magical happens to your taste as you age. There are beliefs you might hold onto but it's more than likely a few values won't measure up like they used to in your 20s. That's part of maturity.
However, when you're deep underwater it can feel tempting to hold onto ideas and old ways of looking at the world. Most content your algorithm shows you is already fine tuned to that.
So, when a creative decides to express themselves the water--pressure fills them with dread.
That pressure to conform can get so heavy for independent artists who aren't backed by institutional wealth because their algorithm feed... is full of people copying each other.
Instead of improvising, they rehearse with artificial intelligence.
Instead of spontaneity, they look for an explanation on TikTok.
Instead of speaking from the heart, they react blindly to that pressure.
You see enough people doing the same things online in your niche, and it's easy to assume they're all somewhat successful. Perhaps they would be if monoculture hadn't shipwrecked.
But today, many people in the arts... can't do it full time just yet.
Too many creatives are trying to be the next version of their idol... championed in one corner of the internet instead of learning to trust their own judgement. They don't even know which archetype they're best suited for when rolling out a new project. Warped self perception.
How can you develop a unique message if you don't challenge yourself to take a risk?
Same way people move underwater where sharks and deep sea creatures roam free.
You need the right equipment.
House of Mirrors
What we do at House of Mirrors when planning our rollouts doesn't try to resurrect monoculture. It's sleeping with the fishes. Let it rest.
Modern culture is underwater which means perception is in flux.
Artists who can re--invent themselves in different eras aren't just telling a story, they're channeling archetypal forces of nature. When you understand what your art already says before you speak, then each new rollout is an opportunity to change the conversation.
House of Mirrors examines how language can quietly reorganize perception.
Precise self--perception is essential for artists who desire real durability in their career. Our archetype readings prepare you to move with more freedom to choose which archetypal values and beliefs you are expressing in your work. You must understand these forces if you don't want to be seen as a stereotype in your creative market. Stereotypes get trapped in boxes, treasure chests underwater where they feel important even though they're forgotten.
Stereotypical creatives are drowning underneath that water pressure. They're scared to try something new, adjust their aesthetic, engage with uncertainty like deep artists.
But when you bring music, fashion and cinema together you're not just telling a story.
You're revealing culture as you see it.
This is the essence of our creative direction for artist rollouts.
Crafting phrases that outlast the season. Creating mind--fucks that dissolve old--fashioned ideas about sensuality, modern artists are tasked to re--interpret romance in our digital age.
A new perspective upgrades the tastes of people who encounter it.
They may not understand you at first.
Some might resonate later in life... while others, who become your day--one fans will feel convinced they've discovered buried treasure as they continue engaging with your work.
There is an existential hunger felt underwater for visionary and performance artists who are willing to reveal layers of human nature algorithms haven't shown or explained to them yet.
I'm running this system as I rollout the Deluxe Edition of Shadows in Paradise.
The House of Mirrors sonic manifesto deepens with more tracks.
You might have already heard Kitty Likes To Dance from the original album if you watched my proof of concept for The Muse Economy. That single embedded in my cinematic world has a new layer, a remix I've recently released the official music video for on YouTube.
It's a deeper initiation into an enigmatic realm of House of Mirrors... where fantasy is sacred.
For artists who are curious about the roll out architecture of House of Mirrors, you can watch it unfold above as music, fashion, cinema just merge in Baccino's world of power and desire.
Some of you reading these words might feel inspired to work with us on your artist rollout.
Perhaps you're interested in learning how fashion magazines, avant garde music videos, and films can promote an engaging catalogue for your fans to explore and tune into your tastes.
Or your goal is upgrading your equipment to lead the parasocial dance of passive income without succumbing to numbing pressure to conform to class or racial stereotypes as an artist.
Our rollout process collapses perceptions in unique and memorable ways.
This creative direction is priced at $2500 CAD and includes:
An editorial feature with our fashion magazine clients marketed on their socials
A cinematic music video directed to deepen the perceptive power of your music
An eBook on our process to refine artistic messages for visionaries and performers
Before you can upgrade your taste, it's important to know yourself so that you can refine your artistic message, let go of what's run its course, and reveal culture as you see it... today.
The more you refine your message, the more comfortable you'll get when it comes to taking creative risks because you can be spontaneous and present in ways that bring people to you.
Taking a big swing as an artist is exhilarating when you're saying what you genuinely feel.
After booking your Archetype Reading, you can register for a rollout here at Work with HOM.
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