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Woman Writes Story Challenging Gender Dynamics; Is Thwarted by…Long-Standing Gender Dynamics

Irony of ironies: a piece of writing attempting to redefine sexiness in feminist terms is met with sexist derision and mockery.

At Gay Magazine, Longreads contributor Monica Drake recounts learning that a young, white, male intern at a literary magazine she’d submitted to had publicly humiliated her by taking her story to a party to read aloud and make fun of a sex scene she had included — a scene in which traditional gender dynamics are upended. The intern, she writes, “turned my writing into a party girl forced to jump out of a cake, or a stripper hired for the entitlement and entertainment of drunk men. Men in charge, women as object, these are the only stories he knew, apparently.”

Adding insult to injury, when she tells the story to an aunt, who knows the intern, the aunt is overcome with “himpathy,” cautioning Drake against speaking out lest she ruin a young man’s career.

At a family dinner, I mentioned what happened in front of my aunt, among others, my cousin’s mother. I mentioned that I planned to speak to the editor who worked overseeing the interns. It wasn’t right, to use a woman’s work or words in that way. It was exploitive. It created a space that wasn’t safe for literary submissions or ambition.

I’d trusted the magazine.

Part of the thrill in taking my written work to a party and giving an impromptu drunken, degrading reading seemed to include knowing exactly who I am: in other words, a young “writer,” who had published exactly nothing, as far as I can tell, had made an active choice to parade the work of an older woman author around by name at a party, specifically to lay her bare and take her down.

It was a move that reinstated male domination over female sexual expression, and a power trip. It was a forced engagement, an exercise in attempted humiliation.

The intern was close to half my age. My work was and is informed by life. He displayed the truth of his perceived privilege by thinking he had a right to be a gatekeeper at all.

I’d become an unwilling victim of the literary, written equivalent of sexual abuse. The intern had used and displayed my body of work, body of words, body in imagery and literature, for his own pleasure, ego and gain. He’d aimed to shame me for being unabashedly myself, in the public circle of his male friends.

When I mentioned the general, overriding concerns, my aunt burst out, “He’s a good kid! You’ll ruin his job!” She’d known him since he was a child. She’d handed him snacks, once upon a time. He was to be protected like a child, though he was now an adult.

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Party Girl

Longreads Pick

An essay in which Longreads contributor Monica Drake recounts learning that a young, white, male intern at a literary magazine she’d submitted to had publicly humiliated her by taking her story to a party to read aloud and mock a sex scene she had included — a scene in which gender dynamics are upended.

Source: Gay Magazine
Published: Nov 13, 2019
Length: 8 minutes (2,019 words)

Under the Influence: Watch(wo)men

Jacques Benazra

Soraya Roberts | Longreads | October 2019 |  7 minutes (1,716 words)

Part three in a three-part series on the influencer economy. Read part one, “White Lies,” and part two, “Deeper than Beauty.”

* * *

“I haven’t believed the purity of my own intentions ever since I became my own salesperson.” Imagine PewDiePie — the Swedish influencer who at one point was the most-subscribed user on YouTube for literally just playing video games while spewing alt-right fodder, the guy name-checked by a mass shooter yet little scrutinized by anyone, let alone himself — saying that. “I saw the gap widening between the story we told and the situation on the ground.” Imagine Logan Paul , another YouTuber whose popularity is barely examined perhaps because his Jackass-lite routine suggests there is nothing to him beyond the denigration of all living things from rats to suicide victims, saying that. Those quotes, both published in The Cut, come from women, both of them influencers: the first is Tavi Gevinson, whose success as the founder of the teen magazine Rookie has been parlayed into an acting career fueled by Instagram; the second is Caroline Calloway’s ghostwriter Natalie Beach, who exposed her employer as a largely empty vessel filled by Beach’s own talents. Theirs came in a long line of critiques recently piled onto the influencing industry (and those within it), critiques that seemed to be overwhelmingly delivered by women like Gevinson, like Beach, even like me.

I notice male influencers interrogating video games, superhero movies … even women. What I don’t notice is male influencers interrogating this interrogation. But is it really only women who are contemplating this industry and their roles within it? Who are capable of thinking a little, instead of constantly doing? According to Crystal Abidin, who has been studying influencers for more than a decade, the lack of clarity starts at the source, with the word itself. “I think the politics of naming and self-branding contributes to the perception that there are more women scholars or more women influencers looking at these things,” says the author of Internet Celebrity (2018), “when I don’t actually feel that this is the case.” The case is what it always has been: We watch women as they watch themselves, a Matryoshka doll of reflection and self-reflection, and we watch men as they watch themselves, with little more than a passing glance.

* * *

On its face, influencing is visibly feminine, which tracks if you think about what an influencer actually does. “You are basically in the business of persuading people to like you,” says Abidin. While women may not be considered authorities on much, they are certainly expected to have a handle on likability. Some women in the influencing industry even feel they have an advantage over men, since the job lends itself particularly well to the emotional-labor savvy. That the most successful influencers tend to project the most empathy explains in part why queer male influencers do so well in the lifestyle niche (one of the industry’s most lucrative) — their emotional acuity tends to exceed that of many straight men, who have never been forced into introspection by oppression.  

But being introspective can also be a liability — it’s harder to function online when you’re reflecting on how every decision might impact you. At the BBC, #vanlife-r Brianna Madia presented the calculus this way: “How vulnerable can you be? What piece of information can I expose about myself? How wide can I rip my chest open for all of these people?” Any potential balance is something of a myth since the “authenticity bind,” identified by media and communication professor Jefferson Pooley in an essay in the 2010 book Blowing up the Brand, ensures that female influencers lose out either way: They are shameless if they share and a sham if they don’t. Gevinson’s essay described internalizing just this dilemma, dividing her life into “the part of myself that had learned to register experience as only fully realized once primed for public consumption, but that was monitored by the other part of myself, the part that knew the actual sharing of these specific moments would appear inauthentic.”

Women subject themselves online to a sort of identity fracturing on two levels, internal and external. Not only do they actively present themselves through a medium designed for the male gaze, but we actively receive and process them from this same vantage point, one that views them fundamentally as sex objects. Female influencers are siphoned into more visual platforms (Instagram, Facebook) where they deal in subjects requiring more visual expertise (beauty, fashion), while the text-based spaces (Reddit, Digg) that emphasize more expansive subject matter (politics, tech) are more hospitable to men. Ultimately, authenticity is not the only bind women find themselves in — they are also primarily valued as a gender by the qualities we devalue as a society. They are pressured not to perform “real work,” but instead to do emotional labor, to be more personal and intimate. It’s virtually the only arena in which they can succeed, for which they are simultaneously undervalued and overvalued. 

Even women’s content is secondary to their physical appearance, however, since this all falls under the male gaze, remember, and the male gaze objectifies first. “Your body is your calling card” is how Abidin explains it. Regardless of your skills, if you gain weight, like queer beauty influencer Mina Gerges did, you lose value. If you are expected to be single and you are suddenly coupled, once again, your value drops. The constant scrutiny of women’s personal lives impels them to do the same, deconstructing themselves in a way they might not were they left to simply live without constantly being dissected. But any woman in a world that surveils women is familiar with this everyday tyranny, so it follows that female academics would recognize it. As women experiencing the same repression offline, they gravitate toward studying it in a way that men, who are free of this quotidian analysis and self-analysis, don’t. “There’s a lived experience there,” explains Abidin. “We are trained to specifically look out for these things.”

Men are trained not to look at anything but the work, whether it’s offline or online. “There’s this tremendous culture of toxicity around being vulnerable,” says Gerges, “and around sharing real things and talking about our emotions and about talking about our struggles.” The same way female academics may have more of a personal interest in fashion and beauty, male scholars are likely inclined toward male-coded subjects like gaming and tech. Regardless of the actual gender breakdown in these two arenas, women are perpetually believed to be a subculture within them the way men are believed to be in lifestyle, despite the number of male makeup artists and stylists who dominate the sphere. So while it’s been reported that women make up 75 percent of the influencing industry, Abidin is skeptical: “We have to consider the politics of vocabulary.” Since the standard beauty influencer is female, both because beauty is associated with women and influencing is too, any males within this sector are identified by their gender. Gamers, however, shed the influencing moniker entirely and are popularly referred to as e-sports players or online streamers — no gender marker required, because the standard is male — while scholars (as well as the industry) classify them as content creators in the online creative industry rather than influencers in the influencing industry. “They’re conceptually a bit more distinct for academics who are giant nerds,” quips Abidin, “but in essence you are looking at the same thing.”

Despite the increasing number of women leaders in the influencing industry, particularly in Asia, men overwhelmingly hold the highest paid positions on the business side of things — they run media conglomerates, platforms, and even agencies scouting for talent. “So much of the money, so much of the power is still traditionally modeled after the tech industry,” says Abidin. “It’s men-heavy. You still get the same old boys clubs, you get the same gated networks.” These men make as many if not more decisions about what you see on their platforms as the women making the content, which is to say they are shaping the conversations around influencers, they’re just doing it a lot less visibly. The real question is whether they are at least hazarding some answers to the concerns — from pay gaps to opportunity hierarchies around race and gender — that appear to be predominantly surfaced by women. Abidin thinks they’re aware of the quest for equality, but if it affects their bottom line, in an industry that is particularly transient, they are less likely to react. From her work on the ground, Abidin senses that the women in charge “are the ones pushing for the change,” because they see their treatment in influencing as a symptom of their treatment in workplaces as a whole. Perhaps predictably, in Abidin’s experience, environments where there is more gender equity offline — Nordic countries, for instance — see men on the business side more open to reflecting this balance online.

* * *

“Amid all the self-worth-measuring that has made up my experience of the internet,” wrote Gevinson, “I believe there was also self-actualizing, and that there still can be.” This self-actualization has been the arena of the women who are exposing the sexism and racism inherent in the influencing industry, increasing its transparency and uncovering the need for parity at the top. Women of color seem to be particularly enlightened, with Valerie Eguavoen launching the Instagram page You Belong Now to promote overlooked influencers, and Shannae Ingleton-Smith and Tania Cascilla founding Facebook group The Glow Up to support black influencers.  This seems to have had a sort of trickle-up effect in which women in charge have realized that the inequities faced by these influencers are just another example of discriminatory labor practices. Outside of that, female academics are parsing the effects of this dynamic on the industry. “I think the beautiful thing is that a lot of women have pushed against that unrealistic standard that has been sold to women for so long,” says Gerges. “Unfortunately for men, there’s still so much shame about talking about these things.” But the same way female influencers have established agency within the industry — for instance, making a living wage while rearing kids — similarly non-stereotypical male influencers like Gerges are introducing an alternative. Perhaps he too will inspire those within and around the industry to do better. He is an influencer after all.

* * *

Soraya Roberts is a culture columnist at Longreads.

How Mister Rogers Found Inspiration in the Everyday

Fred Rogers of Mister Rogers' Neighborhood entertains children during a Mister Rogers' Day celebration. Several thousand children from the surrounding states attended the event held at the University of South Dakota.

If you’re looking for a mental palate cleanser, a prophylactic against chaos, a poem to creativity and potential, Jeanne Marie Laskas has exactly that in this beautiful piece about her friendship with Fred Rogers at the New York Times Magazine. She recalls his obsession with “the meager and the marginalized,” the universal human need to create, and his firm belief that what’s most essential about us as humans is invisible to the eye. Read this and feel better about yourself and the world.

When we were saying goodbye, I thanked him for all he had taught me.

“I think that it is very important to learn that you get that largely because of who you are,” he said. “I could be saying the same words and giving the same thoughts to somebody else who could be thinking something very different.”

I remember protesting. I was just trying to say thank you.

“It’s so very hard, receiving,” he said. “When you give something, you’re in much greater control. But when you receive something, you’re so vulnerable.

“I think the greatest gift you can ever give is an honest receiving of what a person has to offer.”

He was impossible to thank. I remember going home that day with goat poems swirling in my head.

That was the place where Fred and I connected, and it was also the place where he lived. This place of creating, of making stuff, and I know for him it was vital, a lifeline. He said he thought it was for me, too. In fact, he thought it was true for everybody. Fred believed that the creative process was a fundamental function at the core of every human being.

“I think that the need to create has to do with a gap,” he said. “A gap between what is and what might be. Or what you’d like to be. I think that the need to create is the need to bridge that gap. And I do believe it’s a universal need. Unless there is somebody out there who feels that what is, is also what might be.

“I don’t know anybody who has complete satisfaction with everything. Do you?”

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Stumbling Into Joy

Jill Douglas/Redferns

Kate Hopper | True Story | August 2019 | 46 minutes (9,120 words)

 

“[Playing music together provides an] opportunity of stumbling into joy, of having an essentially unedited, fresh, and electric experience . . . [which] is key to the girls’ futures.” —June Millington, member of Fanny, cofounder of the Institute for the Musical Arts

The year I turned forty-three, I was in pain almost all the time. It wrapped like a mammoth hand around my right rib cage, squeezing, squeezing. The culprit: a sluggish gallbladder.

Pain is like a feral animal; it’s unpredictable. It’s not just the physical discomfort that’s so disruptive; it’s also the fear of the pain’s return. So even when I had a good day, I knew it was short-lived. Would I feel okay tomorrow? Was it something I did? Or something I ate? Pain made me feel old. It also made me acutely aware of my own mortality.

Finally, after eight months of trying to address the pain on my own, I had my gallbladder removed. It took another six months for my digestion to stabilize, and when I finally felt better, I was relieved, but also a little shell-shocked. What had just happened?

I shifted into taking-stock mode. I was almost forty-four years old, and ideally I still had half of my life ahead of me. How did I want to live it? And what were my regrets? Luckily, I didn’t have many. I was happily married, with two wonderfully spunky, smart, healthy, and kind daughters. My work as a writer, editor, and coach, despite not paying very well, gave me great pleasure. I reasoned that even the hard stuff I’d experienced in my life, which I would have gladly avoided if given the chance, had taught me something and had, as the saying goes, made me stronger.

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OK Listener, We’ll Talk About OK Boomer

Getty Images

On our November 15, 2019 roundtable episode of the Longreads Podcast, Head of Audience Catherine Cusick, Contributing Editor Aaron Gilbreath, and visiting Nieman Foundation fellow and New York Times Styles Internet culture reporter Taylor Lorenz share what they’ve been reading and working on.

This week, the editors discuss the merits of TikTok, generational warfare, expanding the definition of patriotism, and the intersection of jazz and 60s rock and roll.


Subscribe and listen now everywhere you get your podcasts.


1:00 Some musings on TikTok, Vine & Instagram

3:50 ‘OK Boomer’ Marks the End of Friendly Generational Relations (Taylor Lorenz, October 29, 2019, The New York Times)

9:30  What Makes a Person Patriotic? (Jacqui Shine, October 28, 2019, The New York Times Magazine)

19:06 Aaron Gilbreath: Music Nerdology

* * *

Produced by Longreads and Charts & Leisure.

The Top 5 Longreads of the Week

Nadia Milleron, whose daughter Samya Stumo, was killed in the crash of Ethiopian Airlines Flight 302, holds a picture of Boeing 737 Max jet crash victims, during the House Transportation and Infrastructure Committee hearing examining the “design, development, and marketing,” of the Boeing 737 Max, on Wednesday, October 30, 2019. (Photo By Tom Williams/CQ Roll Call)

This week, we’re sharing stories from Alec MacGillis, Melissa Brown, Brendan I. Koerner, Christopher Mathias, and Yiyun Li.

Sign up to receive this list free every Friday in your inbox. Read more…

The Soundtrack to Hell

Getty Images

It was one man against the noise of multiplying faceless machines near his Arizona home — until his neighbors eventually noticed the pervasive hum emanating from CyrusOne, a data center that used massive, thrumming chillers to cool its servers. As Bianca Bosker reports at the Atlantic, when residents banded together to demand peace in the neighborhood, at first CyrusOne went silent, but only metaphorically speaking.

Desperate ears call for desperate measures, and the noise-afflicted go to elaborate lengths to lower the volume. Kanuri taught himself to code so he could analyze New York City’s 311 data and correlate noise complaints with elective districts; he hoped he could hold politicians accountable. Having tried moving bedrooms and also apartments, Ashley is now moving across the country, to a suburb in the Southwest. I spoke with a New Yorker who, unable to afford a move, has been sleeping in her closet—armed with earplugs, headphones, an AC unit, a fan, and two white-noise machines. A Wisconsin man who’d re-insulated, re-drywalled, and re-windowed his home was ultimately offered sleeping medication and antidepressants. An apartment dweller in Beijing, fed up with the calisthenics of the kids upstairs, got revenge by attaching a vibrating motor to his ceiling that rattled the family’s floor. The gadget is available for purchase online, where you can also find Coat of Silence paint, AlphaSorb Bass Traps, the Noise Eater Isolation Foot, the Sound Soother Headband, and the Sonic Nausea Electronic Disruption Device, which promises, irresistibly, “inventive payback.”

Scientists have yet to agree on a definition for noise sensitivity, much less determine why some individuals seem more prone to it, though there have been cases linking sensitivity to hearing loss. What is clear, however, is that sound, once noticed, becomes impossible to ignore. “Once you are bothered by a sound, you unconsciously train your brain to hear that sound,” Pigeon said. “That phenomenon just feeds itself into a diabolic loop.” Research suggests habituation, the idea that we’ll just “get used to it,” is a myth. And there is no known cure. Even for sufferers of tinnitus—an auditory affliction researchers understand far better than noise sensitivity—the most effective treatment that specialists can offer is a regimen of “standard audiological niceness”: listening to them complain and reassuring them the noise won’t kill them. Or, as one expert put it, “lending a nice ear.”

We were silent again and listened to the data center moaning. Which was also, in a sense, the sound of us living: the sound of furniture being purchased, of insurance policies compared, of shipments dispatched and deliveries confirmed, of security systems activated, of cable bills paid. In Forest City, North Carolina, where some Facebook servers have moved in, the whine is the sound of people liking, commenting, streaming a video of five creative ways to make eggs, uploading bachelorette-party photos. It’s perhaps the sound of Thallikar’s neighbor posting “Has anyone else noticed how loud it’s been this week?” to the Dobson Noise Coalition’s Facebook group. It’s the sound of us searching for pink-eye cures, or streaming porn, or checking the lyrics to “Old Town Road.” The sound is the exhaust of our activity. Modern life—EHHNNNNNNNN—humming along.

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Under the Influence: Deeper Than Beauty

courtesy of Jakiya N. Brown / courtesy of Mina Gerges

Soraya Roberts | Longreads | October 2019 |  8 minutes (2,145 words)

Part two in a three-part series on the influencer economy. Read part one, “White Lies.”

* * *

It’s hard to find an influencer who doesn’t fit the profile. I could’ve spoken to a blond female beauty Instagrammer easily. Or a blond male gamer, even. Everything else was a nightmare. Try coming up with a tech influencer who is not a man. Or a man of color who is anywhere near grooming but not drag. In order to find the Travelingfro, Jakiya Brown, an African American woman Instagramming the globe, I had to go to a series of black culture sites. I might have discovered Mina Gerges, who lives in Toronto like me, if I ever walked rather than ran through a Sephora (he’s in the new Canadian campaign), but it was a Twitter callout that eventually brought us together. Surprise: “gay, genderqueer Egyptian beauty influencer” isn’t much of an archetype. Now I’m actually questioning whether being an influencer is a real thing either.

“You don’t do influencing,” Brown explains. “That, to me, that’s not a job.” She sees influencing as a side effect of admirable skill in one area (or, in the famous cases — from Kim Kardashian to Gigi Hadid — of having a name already), a way of selling brands on the attention you already have. She remembers working in beauty marketing several years ago and getting a flood of barely legible, text-style emails from beauty bloggers demanding free products. It was an easy no every time. Speaking of easy nos, I slogged through a sea of influencer-speak — I am now immunized from ever using the word “journey” again — to parse how Brown and Gerges slogged their way through a sea of sameness to get the influencing industry to say yes to them. Here’s how they got past the filters by appealing to reality.

* * *

You may already know Gerges for his “celebrity recreations,” a series prompted by a break up. Some guy ditched him in 2014, but not before mocking Gerges for being effeminate, and the first thing he thought of was that image of Beyoncé with mascara running down her face from her “Why Don’t You Love Me” video. “So I did that,” he says. The response was polarized. Social media stars were big with The Youth at the time, but they weren’t as pervasive in the mainstream as they are now. Gerges had some people thinking he was hilarious, others thinking he was weird: “When I saw peoples’ reactions, I was like, ‘Oh my God, I think I’m on to something.’” So he went nuts, producing scrappy imitations of everything from Kim Kardashian’s intricate Cavalli at the 2015 Met Gala (beige curtain, paint) to Beyonce’s twinkling Givenchy (garbage bag, rhinestones). In January 2015, Buzzfeed’s David Mack picked up his site — “Bow down, Instagram bitches” — and that was it. Gerges’s discount replicas were everywhere from Time magazine to Kim Kardashian’s fingertips, and people even started to copy them (that part was annoying, he says). He began to think he could make a living from this thing.

At the same time, Gerges was in recovery, having started his account while struggling with anorexia. “It became so amplified by the culture around Instagram,” he tells me. “Thin, muscular, white men having hundreds of thousands of followers.” He was proof that looking right could make you popular. As if to double down on this cliché, as he got well and gained weight, commenters stopped praising his work and started criticizing his body. It got to the point that he couldn’t look at his own reflection without comments like “What the fuck happened to you?” running through his head. He searched online for other men who might be struggling like him — nothing. “I realized there were no men talking about it,” Gerges says. “We’re conditioned to just take it and be quiet because men shouldn’t be vulnerable.”

He tried to figure out a way to work with Instagram so he didn’t have to hate both the platform and himself. After five months, on February 19, 2018, he had it: Gerges posted a series of images of himself shirtless and disclosed his eating disorder to his followers. He explained how he got sick at the age of 20, how he would starve himself, how he would spend hours at the gym, how he never felt satisfied. The post was covered in Teen Vogue and Paper and has since received almost 11,000 likes. “It took a very long time, because I was horrified to do it,” Gerges explains. But it wasn’t a fairytale ending. A year later he was considering deleting his Instagram account entirely. His work had turned increasingly vulnerable and he was increasingly bullied. And he would later find it impossible to make a living off his site, having sent out media kits and getting rejected left and right. He had a bad experience with an agent (he jokes that he’s now both Kris Jenner and Kim Kardashian in one). On top of all that, he felt discouraged watching all these white cis influencers constantly being hired. “There was not a single brand that wanted to work with me,” Gerges says, “not a single one.”

Then the brands got a kick in the ass. As the media awoke to representation, it confronted various industries, including the fashion and beauty machines, on their lack of diversity. Up-and-coming designers of color were more inclusive in their campaigns and on the runway, and old-school companies were shamed into progress. Fashion magazines started approaching Gerges; he landed the gig with Sephora and, more recently, an underwear campaign with Calvin Klein. That which had isolated him then — his gender, his sexuality, his race, his body type — now made him indispensable. In the aftermath of the Sephora campaign, Gerges told me he was researching Egyptian culture through history in order to come up with ways to queer traditionally straight historical narratives. He plans to get a friend to photograph him on film — “I don’t edit any of my photos,” he says, “I think that’s another way for me to introduce an element of vulnerability and honesty” — which he hopes to unveil as an Instagram series, probably at a scientifically suboptimal time for maxing out the likes. Because aside from not Facetuning his images, he doesn’t rely on apps to tell him when to post or how to hashtag. “My value is not that I have, like, a, fucking whatever percent engagement rate,” he says. “My value is my story, my value is who I am.”

* * *

Before Jakiya Browne started @travelingfro, she had a lucrative marketing career in New York with L’Oréal and Coty, for which she scouted talent online. “I would stay on YouTube, like, all day watching these bloggers,” she tells me. But even back in 2014, finding influencers who weren’t interchangeable was a bit of a chore. “The ‘I just got out of college, I fell into YouTubing, now I’m a millionaire’ — we didn’t really want those types of girls,” Brown explains. On one of the influencer trips she hosted, however, she met the kind of woman she realized she herself wanted to be, the kind of woman who creates and sustains a brand outside the confines of an office. “It wasn’t like, ‘I want to become an influencer,’” she clarifies (she will repeat this a few times during our interview), but she was tired of the corporate grind and wanted to travel.

Brown quit her job in 2016. She roamed the world for a year, which sounds impossible, but she supported herself with the “substantial” savings she had amassed over her career and supplemented that with consulting gigs for smaller beauty brands. Still, she had a strict budget: $1,000 a month. In places with a lower cost of living, like Mexico and Eastern Europe, it wasn’t hard to stick to that. Otherwise, she stayed with people she had met during her marketing career. “I just started getting scrappy,” she says, “which is like: creative on how not to spend money.” Once Brown grew a following, her room, board, and transit were covered by sponsored posts. “People were always like, ‘How did you get these brand partnerships when you had like 3,000 followers?’” she says. “I know how to convince them that it’s more than just numbers.” That she was a black female traveler was “low hanging fruit” — there weren’t that many women of color in the travel space — but her high engagement helped too. She only had a few thousand followers but got hundreds of comments per post, which means that a brand could appeal to a market that wasn’t entirely white, and this market would bring sustained attention. Brown thinks she earned her audience’s loyalty by being honest not only about the good, but also about the bad, like whether or not she had the stamina to keep traveling indefinitely. That, and she was good on camera (Brown was an early Instagram Stories adopter), which many influencers weren’t: “If you couldn’t talk to your audience like your friend, and you were super awkward, people disconnected.”

The Travelingfro is now a brand that has had more than 100 clients, offering courses, consulting, and workshops to help “tired nine-to-fivers” find the freedom to “do the things they love, like travel the world.” Last fall, Brown took some time to refine her brand, which included researching literature on digital marketing. In that time, she realized she could marry her marketing and social media experience in order to teach influencers the business side of things. As she wrote in a recent post sponsored by Numi Organic Tea, “Keep building. Show up even when no one shows up. Keep going when everyone thinks you should stop. Keep following whatever it is inside that keeps you from giving up. Watch what happens.” Why a tea company? Because tea is part of her morning routine. Brown only works with brands as long as they work with hers. “If you’re working with, like, detergent one day, and then like plant food the next day, and then like these boots the next day, and then AmEx cards the next day, you’re a walking billboard,” she says. “I’m not about that.” She’s about keeping expenses down, rolling contracts, spacing out your earnings to account for dry spells — in short, being practical. “No exchanges,” she adds. “Like a backpack? I can’t eat that.”

As a marketing veteran, Brown used to know the industry standards, such as they were — companies apparently have piles of cash for influencing that they divvy out arbitrarily — but she doesn’t care anymore. She prices according to how much time and work goes into her posts. “If I feel like I am worth $2,000 for two Instagram stories, that’s what I feel,” she says, to which I say: Jesus. But that’s not even on the high side: at one point, Brown revealed that within a recent quarter she made $50,000, which happens to be my annual income. “You’re like, ‘Oh, my God, things are great, I’m rich,’” she says. “Then something happens and you’re like, ‘Oh, my God, I’m broke.” (Usually I’m just broke.) Apparently influencers serially undervalue their worth, particularly influencers of color who see an overrepresentation of white faces. Brown thinks the opposite should be true — in any other industry, the rarer something is, the more valuable it tends to be.

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Neither Brown nor Gerges set out to be influencers, which is probably why they are so good at it. Instead of conforming to the industry standard, they exploded it. Gerges injects the beauty field, which has been largely marketed as white and female, with Middle Eastern queerness. Brown, a black woman traveling the world, also dominates a space that has been overrepresented by white bodies. Which makes her all the more savvy about how precarious it all is. “Instagram can pack up and go any day,” she says. “You do not own that space. You don’t even own the content on there.” I hate to use this term (especially since she didn’t), but Brown diversified in order not to stake her entire livelihood on one platform. Most influencers, however, in her experience don’t have a plan B — a book or a workshop or some other source of income. “They’re all kind of riding this wave,” she says. “Until there is no more wave.” Gerges is doing everything he can to ensure that he is not one of those people. For him, the work goes way beyond appearances. “It’s not just an aesthetic or a filter that you toss on every photo,” he says. “It’s about a larger idea.” Whether or not anyone else can see that is out of his control. But influencing on its own is definitely precarious considering the dilution of the industry by superficial infiltrators who pose as something more. “I hope that people can get to a point where they can differentiate between what’s actually authentic,” Gerges says. “And what is just fabricated to look authentic.”

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Soraya Roberts is a culture columnist at Longreads.

Why Lhasa de Sela Matters

Lionel FLUSIN/Gamma-Rapho via Getty Images

Fred Goodman | Why Lhasa de Sela Matters | University of Texas Press | November 2019 | 27 minutes (5,471 words)

 

A sorceress of the soul, the multi-lingual singer Lhasa de Sela captivated music fanatics around the world with her spellbinding songs and other-worldly performances. Yet ten years after her tragic death from breast cancer in Montreal at 37, America’s first world music chanteuse remains largely and inexplicably unknown here, an under-the-radar icon in her own country. Why Lhasa de Sela Matters, her first biography, charts Lhasa’s road to musical maturity. —Fred Goodman

 

The slowest nights for bars and clubs come early in the week, which is why many clubs are closed on Mondays, leaving Tuesday as the lightest night of the week. As a result, Lhasa de Sela didn’t waitress on Tuesdays. Instead, she found local Montreal bars that would let her sing a set a cappella. Wearing a black dress and a long knit hat, she cut a figure that was both striking and subdued.

Working on assorted standards and the Billie Holiday songs she loved, Lhasa was primarily focused on two tasks: overcoming her own shyness and learning how to hold a listener’s attention. She had a ways to go.

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