Digital has never been just marketing for me. It is a tool that connects creativity and influence. I always say: attention is the new currency. It all started with short videos and bold ideas that unexpectedly went viral. This gave me the confidence that I can use the language of cinema and storytelling on social media to create projects that change the perception of brands.
First the piece of content, then everyone hops on, makes it about them and puts their own meaning on it, and then all the players double down into another culture war, more content, clippable, meme-able, performative. Every now and then people remember that a tragedy has happened, and there's a bit of performative decorum. And then more content arrives in, and dopamine zings.
MrBeastâs philanthropic initiatives have revolutionized online giving, amassing a staggering following and diversifying his creative content, including viral videos and substantial charitable contributions.