The revolution will not have a Facebook page

It’s like it’s 1997 again, said one of the industry vets I was having lunch with at the IAB Social Media and User Generated Content Conference on Monday. If that’s the case, I want to know, where’s my ping-pong table? Why can’t I have a margarita machine in my office? Where is the launch party and, more importantly, my stock options?

Let’s face it, this is 2008. I’m not a millionaire on paper or anywhere else except the land called make-believe. Friendster, once the boon of noncommittal urban hipsters is now relegated to popularity only among Pilipino teenagers, and your grandmother has a Facebook page. Is social media the next big thing? In case you do not have the time or the cash to attend such an event, here is a summary of the day’s events:

Keynote: Seth Goldstein of Social Media

He talked about the social media challenge, how volume is up and effectiveness is down, but what struck me the most was how he mentioned his wife had come up with the term “social media” a couple years ago and they registered the URL. Which just goes to show you that when picking a mate, whimsical brilliance can go just as far as sheer dollars and cents in terms of net worth. Try to shack up with someone who thinks of good ideas and registers those domains, as your beloved may be in possession of the next google.com type idea!

It's All About Performance.... Isn't It?, with a bunch of people from DoubleClick BuzzLogic and AvenueA Razorfish

I love it when marketers talk about harnessing the power of the social media frontier. They are herding cats, as it were. That’s not the right expression exactly. What’s the term for taking a giant grass-roots movement and when your brand happens to come up, acting like you’ve influenced it? David-and-Goliathism? When David is the marketers and Goliath is the user base? There’s an anarchic side of me that loves this—that if you were in a pessimistic mood, you could say that marketing is in everything, or if you’re a believer in the social media space, you could say that people are taking control of brands from marketers.


Consumer Panel with Ideas to Go

Couple of things that I noticed here: focus groups are always funny. This was a group of so-called “creative consumers” who are impaneled by a group called Ideas to Go. They are like these strange animals, these people who do not work in marketing. They are seventeen year olds worth being flown out to sit on a stage in front of two hundred puzzled marketers in suits. The company had them list “social medias” that they consume. The moderator seemed like a sort of actor who rolled big, jargony words around on his tongue.

Facebook workshop

Again, I sat there wondering—are these marketers really creating phenomena on social media sites, or at they witnessing phenomena and then claiming credit? There was a dude who markets Proctor and Gamble brands like Tide with public outreach efforts like one called “Loads of Hope.” You can buy a hipsterish ironic t-shirt with a retro Tide logo and all proceeds with go to New Orleans, where presumably laundry detergent money washes away all sorrows. I was thinking there’s so little brand differentiation among detergents—they are all bright boxes with splashy comic book-like lettering—that it seems a bit of a lost cause to try and stand out. Yeah, it may be cool to wear your retro Tide shirt, but does that really make anyone think about the brand? I wasn’t sold on it.

There are days I long to escape to a land with no marketing in it. What would such a world look like? Is it a magical place in Canada that you can only reach by dogsled? And can you give me some directions?

A journey to the intersection of art and life to say farewell to the Flux

This is the story of one Englishman, one Argentinean, and one Californian’s adventure into the fringes of the Queens art scene. It all started when my coworker Tom was invited to an opening at a show called “Everything Must Go” last night at the Flux Factory.

In case you’ve never heard of this teeming experimental laboratory, Flux Factory is a live/work commune for artists in Long Island City that’s about to be demolished. At one time, I wanted to create a photo book about collective living spaces, and Flux Factory was one of the places I researched by stopping by occasionally, once for a class on bookmaking, and also for an installation piece where they had novelists living in pods in the main loft space churning out a complete manuscript in a month.



Every time I’ve been to Flux, I’ve felt like I was intruding on the living room of people far cooler and artsier than I. This visit was no exception—after we’d woven our way past car dealerships and Taiwanese megachurches to arrive at the space right on time, Tom and I found ourselves the first non-residents present. Everyone else seemed to be artists engaged in final tweaks of their installations.







The charms of the show were slow to reveal themselves—I think in part because we were initially timid to begin exploring a space where there was little delineation between public and private space. Everything Must Go is definitely one place where art is everywhere from the giant soup pot of jellybeans on the kitchen table to a loft-bed laden with homemade pies, but more on that later.



But once people started to arrive, including Tom's Argentinean friend Manolo, and the booze started to flow, Flux Factory revealed delightful secrets in hidden corners and some truly innovative uses of space.


Above is a picture of Tom adding to the wall of art. His contribution? A Fish n' Chips sign, of course!

One of my favorite installations is pictured at left. The giant cut-out figures conjured childhood and were a little bit scary at the same time. The best part was the sound, though. A sound artist had rigged up a xylophone and some other percussive instruments to play weird, whimsical music.




“This is the best experience of New York I’ve had since I got here,” Tom raved. A native of the UK, Tom has been living and working in Stockholm for the past five years before joining the British Tourist Board New York office on a temporary assignment. He’s grown very fond of the relaxed, laid-back atmosphere of the Swedish capital. “So it’s the like the Brooklyn of Europe?” I asked him. “No, more like the Berlin of Sweden,” he replied. On the other hand, Manolo insists that Buenos Aires is filled with examples of Flux Factory-like places.

Several of our favorite experience not represented here:

• The pie and milkshake installation: one of the artists had transformed her living space into a salon of delectable desserts. For a nickel, she would make you a custom milkshake, but even better, you could climb up to her loft bed and enjoy a slice of pie! Not something you see in New York everyday, kids! Tom’s inner Homer Simpson gave this installation a blue ribbon.
• The slide. Remember to sign the release!
• The rooftop shack built by Tom’s friend Michaela
• The strange percussive rattling of Manolo’s truck on our way back to the city over the Queensboro Bridge.

You can experience the swan song of the Flux Factory’s current incarnation in Long Island City during the month of April. There will be a closing party that will probably surpass this opening on Saturday, April 26. Check their website for more details.

Go for the pies, stay for the intersection of art and life.