Jean-Michel Basquiat, Jean-Michel Basquiat
"28. November 1986 bis 25 Januar 1987"
9 X 11 inches (23 x 28 cm)
“What’s the Energy of Your Energy Drink?" by Emily Segal
written version of a lecture originally presented at MoMA PS1’s Expo Exhibition last year
Emily Segal is a member of K-HOLE and her day job is in marketing. This talk is about the “collapsonomic” aesthetics of energy drinks and it contains some amazing paragraphs, like this one:
Another exciting feature of energy drinks is that people think they’re fatal, that they’re going to kill you, that they’re dangerous and evil. Energy drink brands align themselves with a non-righteous cultural attitude, allowing their world to be really sugary and fake and superficial, and instead of trying to balance this out or hide it they take all that to the max. More than that: energy drinks take taking it to the max in itself as the song that they’re singing as a category. In an age when the majority of big companies try to align themselves with sustainability – in a manner that feels really “personal” and folksy and non-monstrous – energy drinks are about unsustainability. They’re about just maxing it out and crashing and burning. Energy drinks are un-DIY, profoundly not homemade, and often seem like humans were only barely involved in their creation.The task of branding an energy drink is about articulating the relevance and dynamics of “energy” in a consumer market — which is vertiginously similar to branding the market itself.
She never really takes the argument to the obvious next level, though — she kind of stalls after pointing out “the lunacy of our public conversation around energy” and ends up exhorting the reader to just enjoy the craziness, which seems kind of symptomatic of the 89-plus attitude in general. I think younger people see the “critical” position as futile and uncool — they just wanna enjoy the end of the world.
agreed with T.O.S., people are afraid to be too “critical”