YouTube’s makeup vloggers are typecast as oversharers, but this isn’t quite true. Most of them, such as Tati, move through attention economy metrics much more tactically. They pretend to be totally shallow (it helps that makeup is — at least ostensibly — a literal surface) while working in (un)planned moments of nuance or TMI. It’s personality as cliffhanger — are they vapid as they seem or not? — or it’s classic supply-demand logic, baiting a growing viewer base for rare moments of depth.

More about: Drumloop

“To be aware of an alien exterior to our perception is itself to sense God.”
– Vincent Garton

01. Pierrot
02. Matrimony
03. This Is Not My Country
04. Yaumatei
05. Divine Weight

More about: Alex Zhang Hungtai

Sometime in the last couple years, Felix Weatherall became the beneficiary of an increasingly prominent trope in the 21st-century music industry: a viral internet hit by way of YouTube’s “Recommended” column. Much in the same way Boy Pablo and Clairo struck it big with their runaway singles “Everytime” and “Pretty Girl,” respectively, the English producer gained an uptick in fans and followers through the site’s algorithmically-tested method of artist exposure.

More about: Ross From Friends

Approaching middle age at decade’s pace. Nobody can relate to you, but that’s the modern world. Coming of age is a sex change or cis-marriage, followed by [maintaining your situation]. A World Tour we all do in the last years of youth to keep riding it out. Finding a line to separate identities; nothing presents itself of the norm. Outside of work is what takes a two-hour round trip that finds you contemplating YOU. ME: the subway rides that demograph a typography of societal interaction.

More about: Shygirl