a24 is literally curating influencer breakdowns now and i am not okay
so like, a24, the studio that makes movies that require three months of intensive therapy to recover from, has decided that reality isn't traumatic enough. they've launched a new program to personally art-direct the lives of influencers into slow-burn psychological horror films, and i am spiraling.
i'm literally shaking rn. the emotional labor of just, like, existing and doomscrolling through the curated suffering of others was already a full-time job with no pto, but this is... a whole new level of toxic. i had to take a full five minutes to just breathe and hold space for myself after my algorithm served me this news.
A24, the company famous for making beautiful movies about grief and pagan cults, has launched a new 'experiential content' division called artefact. the whole vibe is that they're offering top-tier lifestyle creators a 'narrative residency.' influencers basically sign a contract to have their entire existence 'storyboarded' by an actual A24 creative team. and the chief visionary officer? it's ari aster. yes, the man who gave us *hereditary* and *midsommar* is now in charge of someone's morning routine content. my therapist is going to hear about this.
so now, these influencers' lives are being turned into, like, a performance piece. their minimalist beige condos are being subtly rearranged by set designers to create a sense of 'unsettling domesticity.' their 'get ready with me' videos are now scored with dissonant string arrangements. their brand deals have pivoted from green juice powders to, like, artisanal axes and ethically sourced animal skulls from small-batch etsy sellers. one creator, who used to just post about her pilates journey, recently did a 12-part story about a single, ominous water stain that appeared on her ceiling, all shot in a haunting 4:3 aspect ratio. her engagement is up 400 percent.
this is just... so much. we're watching people have perfectly lit, exquisitely framed mental health crises for our consumption. it's giving late-stage capitalism meets parasocial trauma bond. it's the commodification of the breakdown. authenticity is a brand, and now that brand has a auteur director and a budget for atmospheric fog machines. i just... can't. the world is so loud, and my social battery is at zero.
if you're also feeling personally victimized by this whole situation, it's so valid to protect your peace. i'm putting a link in my amazon storefront to the exact therapy light i use to dissociate from the crushing weight of modern entertainment. pls stay safe and remember to hydrate. it's a lot.
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Reader Discussion (6)
This is genius, dude! A24 just cracked the code. It's not content, it's an experience. You can practically smell the artisanal tears and existential dread in this article. I bet their NFT collection will be HUGE.
Ugh, another day, another layer of social media hell. I just want to watch cat videos and not think about the meaninglessness of existence. Is that too much to ask?
OMG! This is SO good. I can't wait to see how all these influencers are styled. They better use those water stain stories on their Reels, though. It's peak aesthetic.
So basically A24 is just making a reality show about the inevitable descent into madness. Sign me up! I need more content to procrastinate with.
This article is disturbing. What happened to positive, uplifting content? My kids are already glued to their screens enough. We need more light and less darkness in this world.
Interesting concept. Though I can't help but feel like it's exploitative. Artists shouldn't have to monetize their personal struggles for our entertainment.