Maybe less virtue and more necessary evil. It was a lot easier to not be a sellout in the economic boom of the 90s when you could find that paid the bills. The younger generation now is barely scraping by. They aren't into hustle culture because they love it, they do it because they're broke.
But 99.99% of people could stream Twitch 10 hours a day, put out half a dozen Youtube videos a week, chase every TikTok trend, and never make a dime. And at the end of it all? They wasted so much of their time doing things to chase the money, instead of things they liked, and when Twitch decides they're not going to preserve archives from unpopular streams, they don't even have the artifact left over.
Twitch/TikTok/YouTube is the "move to LA and do foodservice whist waiting to hit it big" of the current generation. You don't actually make any money doing it, but you think someday you will.
I don’t think people are broke per say. They have been promoted to and have internalised the idea that if you are not a huge success you are a failure but in absolute term most people seem to be doing fine.
There's not incentives currently for the no money involved approach. Before, there was still some unknown promise of the thing you are doing being discovered at some point, and also you could still sellout - lots of creators did this eventually. The noise is really high today.
I've done a penance ^h^h career in advertising ,[0] and I left because advertising sold out. Advertising and commercial art/advertising/deductible graphics used to nurture the most amazing arrays of cultural perpetual moonlighting geniuses. Now that went down the first conversion funnel long ago. We're not even a number were just amorphous $rnd now.
[0]Computational advertising for print in the very early nineties...)
Edit: a last gasp website I absolutely considered Sui Generis and was invaluable in the graphics world was Drawn.ca . I'd be immensely grateful to hear of any mirrors or archive.
I feel like the pendulum is swinging back. Interest rates, rent, housing and commodity prices are up, so discretionary spending will almost certainly be lower.
Could that reduce demand for marketing and advertising in general? Maybe the tighter market will drive up demand for more aggressive data capture? Where does all that leave social sites and content creators who but their empire selling fast fashion an overpriced gaming accessories during a time when access to money was easier?
I doubt it will for marketing in general. It is a real red queen's race/prisoner's dilemma. Now discretionary spending can and will go down in a recession even among those who could afford it. Due to the gaucheness of showing off during bad times (ironically making things worse if taken in a vacuum).
Frankly it always struck me as kind of insane that it was considered a bad thing. Especially since the definition of selling out seemed to consist of any and everything while not being successful. Was it some hippie movement vestige or something?
As far as I can tell, selling out has always been a subjective thing and has always been directed towards those who turn their back on principles for personal gain. Of course, everyone has a different idea of what those principles are so pretty much everyone who is sucessful gets branded as a sellout by someone. While some of this may be a vestige of the hippie movement, I suspect most of it is not.
The book "The Rebel Sell" points out that creating businesses and selling products was central to the American counterculture of the 1960s and 1970s. The "Whole Earth Catalogue" was not a 'leave a penny, take a penny' dish!
