DJ Akademiks: Media No Longer Creates Popular Trends
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The Shifting Role of Media: From Trendsetter to Trend Follower
What Happened?
DJ Akademiks, a prominent YouTube personality and hip-hop commentator, recently asserted that modern media outlets have largely transitioned from creating popular culture to reacting to it. He argues that the primary driver of content is no longer editorial influence, but rather audience engagement and revenue generation.
During a livestream, as reported by Hot 97, Akademiks stated, “Moast media companies… we all chase what’s popular. We don’t look to popularize.” He frames this as a pragmatic business decision, driven by the need to maximize clicks and revenue.
Akademiks explains that media doesn’t create what’s popular anymore, it just chases what already clicks.
“During the drake vs Kendrick beef, numbers went crazy, biggest money period of my career, I’m sure it was the same for other media outlets too..so media stayed stuck there… https://t.co/dHyP3TlST4 pic.twitter.com/av1aDdVCuV
Why This Matters: The Economics of Attention
Akademiks’ observation highlights a fundamental shift in the media landscape. Historically, media outlets – newspapers, radio stations, television networks – held meaningful power in shaping public opinion and driving cultural trends. They acted as gatekeepers, deciding what stories were told and which artists were promoted.
Though, the rise of the internet, social media, and the fragmentation of audiences have eroded that power. Now,trends often emerge organically online,fueled by user-generated content and viral sharing. Media outlets, facing intense competition for attention and advertising revenue, are incentivized to capitalize on thes existing trends rather than risk investing in unproven concepts.
This creates a feedback loop: clicks generate attention, attention generates clicks, and ultimately, money. As Akademiks succinctly put it, “If A is popular, they’re gonna lean into A.”
Who is Affected?
This shift impacts several key stakeholders:
- Media Companies: Must adapt to a reactive model, possibly sacrificing editorial independence for financial stability.
- content Creators: May find it harder to break through without already having a built-in audience.
- Audiences: Risk exposure to an echo chamber of existing popular content, potentially limiting exposure to diverse perspectives.
- Cultural Innovation: The potential for truly groundbreaking, non-commercial art and ideas may be diminished.
Timeline of the Shift
| Era | Media Role | Key Characteristics |
|---|---|---|
| pre-Internet (Pre-1990s) | Trendsetter | Gatekeepers, strong editorial control, limited audience participation. |
| Early Internet (1990s-2000s) | Transitional | Emergence of online news, early blogs, increasing audience access. |
| Social Media Era (2000s-present) | Trend Follower | fragmentation |