Escapist Musk worship
It’s easy to pour scorn on the new publication from Gary Vaynerchuk’s media company, and many on Twitter have.
- “is an aspirational brand that will aim to capture the collision of worlds like tech, professional sports, and hip-hop.”
- will embrace the spirit of entrepreneurship where “you have to be prepared to own your minute at any moment.”
- will offer a daily briefing for Amazon’s Alexa, focused exclusively on Elon Musk. “Called ‘Musk Listen,’ [it] will "update you daily on what The Musk is up to.”
- won’t write any negative stories – it’s all about being positive
- won’t have a clear line between advertising and editorial – promotional pieces will run alongside content that isn’t sponsored, and it’ll all be written by the same team.
Journalists understandably feel uncomfortable about a publication that just wants to pump out sponsored, positive stories and ignore any hard questions about the people it covers. But I can think of quite a lot of men in their twenties (the target audience) who would find this an inspiring daily read.
Sure, it’s not hard news, but think of it as entertainment and it’s a far more palatable proposition. Why shouldn’t people have a daily slice of 'hustle’ as motivation before they start their working day?
One37pm certainly won’t have me as a regular reader, but as long as this kind of approach doesn’t wipe out 'real’ news, I see no harm in it. Its audience probably doesn’t even care if a lot of the articles are sponsored, and with that in mind, it probably makes sense that all articles are positive. An upbeat piece about a sponsor is a lot less ethically questionable if you’re positive about everything.
Sneering at what other people choose to read isn’t a good look. Let those who want a bit of escapist Musk worship get on with it.