It’s also worth considering this announcement amid the yearly grumbling about the death of the creator economy or the subscription apocalypse that I’ve been hearing is right over the horizon for several years now. It turns out the truth about the creator economy is fairly boring: People will pay for stuff if they like it and if you keep your margins low and scale in a way that those people appreciate, you can keep scaling. Just like, you know, any other business.
(quote from Garbage Day.) the video convinced me to start paying for Dropout, because yeah, good content that makes me happy deserves money, and for some reason on the internet that's weird to say, but everywhere else it's obvious.
There are a lot of lessons to take from the almost immediate success of Bluesky. The first is probably the importance of doling out invites at the right pace and to the right people. This is, incidentally, something I did with my own Discord, where invites were drip-dropped over a period of months until it filled up, which meant that a culture on the server had time to take root in a natural way.
Another key takeaway here is that, at least for now, Bluesky’s content moderation strategy is working. When you open up Bluesky for the first time, you’re greeted with a series of toggles that allow you to decide exactly what you see in the app. You’re given the option to limit things like “Explicit Sexual Images” via a “show,” “warn,” or “hide” setting. In a sense, most platforms have some version of this, but I’m not sure I’ve seen it so prominently featured on an app before.
And, lastly, and most importantly, it seems like Silicon Valley has forgotten that social networks can be fun. Not entertaining. Not engrossing. But fun. I think it comes down to figuring out the ratio of play and trolling. I often think about it like a good house party. If a sink overflowed at a house party you were at, would the people there find a way to have fun with it? Or would it ruin the vibe? Tumblr is the best example of a community that has mastered the art of turning a bug into a feature. The users there are ready to play and always experimenting with new ways of interacting with each other. And I’m seeing a lot of that same spirit on Bluesky right now. But this energy also feels extremely tenuous. The platform is small and it feels like we’re only one big controversy away from a make or break moment for the app.
"Caroline’s alleged blog was pretty typical for a 2020s “tumblrina,” a specific type of girlie (gender neutral) who has stuck around on the platform long past its heyday and become comfortable within its more secluded and hermetic post-porn ban culture. Importantly, the blog was a Tumblr specifically, which means she was on there at least in part to participate in collective practices of cultural reception — a.k.a. fandom."
I could have gone on, but I thought that was pretty much all the Garbage Day readership needed to contextualize the situation.
On Here™ though, I think it's a safe space to tell you that one of the things that fascinated me most about Caroline's Tumblr usage was its specific sociality. I literally never knew there was a rationalist/crypto trad community on here: which is dumb because I knew there were Catholics on here and I knew there were radfems so like, I should have suspected.
Reading her blog is fun; reading her interact with her readers is even more fun. I've written before about my love for oral histories and documentation of scenes; this was precisely that. Caroline's blog documents a particular moment in Bay Area EA/fintech at the same time as it documents a specific niche community on Tumblr. She seems to have been totally conscious of this documentation too, which is part of why it's so good.
This post specifically was a favorite:
Because like, yeah. Worst person you know made a great point. The act of posting on here is affectively quite different than the act of posting on Twitter; there's less of a chance you'll get dogpiled (although elsewhere on Caroline's blog she discusses that probability) and the bluespace of the dashboard seems almost a more oceanic and buoyant and comfortable place for thoughts to land than the crazed auto-updating feed of Twitter.
So maybe I'll take some inspiration and start posting here about the communities I'm part of....? If I can find the time!!!!!!! lol!!!!!!!!!!!!!
Ryan wrote about Goncharov, Tumblr’s fever-dream Scorsese movie, in Monday’s newsletter, but since then there’s been an absolute explosion in press coverage — it went from Polygon all the way to the Guardian and the goddamn paper of record.
But why? Why has this meme in particular captured the attention of an audience outside the bounds of the dashboard? I mean, Tumblr churns out platform-wide participatory memes all year round which barely get a look in edgewise from the gen pop. 2022 alone has seen the vocabulary takeover of “blorbo from my shows” and the iconic Live Slug Reaction, to say nothing of the GOUGAR.
Unquestionably, it has more than a little bit to do with the “all eyes on Tumblr” energy of the past few weeks due to the ongoing Twitter meltdown; simply put, more journalists are paying attention to the site than before. But also, Goncharov is pretty damn impressive on its own. It’s as if knowing they were being observed, Tumblr decided to put on their best show, one that demonstrated at full force its best features as a platform. I mean, that’s not really what happened, but it’s a fantastic coincidence even so.
Despite, or perhaps in spite of, observations that the Goncharov created by the hive mind really shows all the marks of its communal creators never having actually watched a real Scorsese movie, it is a perfect canon. The kernelsprite of the original silly shoe label was prototyped by the successive additions of the “this idiot hasn’t seen goncharov” post and then finally the poster by @beelzeebub, which provided the necessary names and faces as fuel for what followed: including over half a thousand fics on Archive Of Our Own.
Goncharov is, and don’t cringe at this, really pure. Like a classic fairytale, it shows off the power of communal enthusiasm to make something genuinely moving out of almost nothing — in this case, a silly shoe. Scorsese works beautifully as its symbolic centerpiece: his crusade against superhero movies makes him the perfect figurehead for such an anti-commercial communal phenomenon. While Marvel fandom of course still has a strong presence on Tumblr, the site’s heyday as a center of franchise consumption is perhaps in the rearview mirror. This year, the platform obsessed over the Dracula Daily Substack and, when it was over, prepared to read Moby Dick in the form of Whale Weekly— as a hotbed of contrarian classicists it has never been healthier.
Tumblr is a platform that has an incredibly strong identity and thrives on the continual re-evaluation and analysis of that identity, so of course Goncharovposting was followed by a spate of meta-Goncharovposting that analyzed the reasons and mechanics behind the meme behind the movie. A salient observation was posted by mrv3000, who argued that the phenomenon could be seen as a response to larger pop-cultural trends: “By media companies making The Story more and more exclusive and inaccessible to more and more people, fandom will turn to things in the public domain or even make up their own Story in order to have fun where anyone can join in.”
If there were to be a center of a growing movement away from the pablum of binge-watching and towards something far more strange, of course it would be Tumblr, a true Library of Babel of our time. It’s Borgesian, it’s Nabokovian, it’s Calvinian. but most importantly it’s Goncharovian.
There are a few big takeaways here for me. The first, and funniest, is that X users have become so right-wing and reactionary that they’re spending their time raging over literal ads for porn. The second takeaway is how savvy new porn operations have become. They’ve built these labyrinthian networks of SFW viral content on major platforms like Instagram, TikTok, and YouTube that guide users to their OnlyFans pages. And the final takeaway for me is that at our current late stage of Web 2.0 everyone is having such a Bad Time Online at such a consistent level that you can build an entire media company off of short videos of young women saying random stuff that makes weird men angry. Inspiring, really.