Il marketing del segreto


Marchi segreti, gallerie d’arte segrete. C’è un mondo legato all’immagine che si sforza di rimanere privato e non diventare mainstream. E’ il rifiuto della cultura di massa o un’astuta strategia di marketing che fa leva sull’effetto scarsità?

E’ possibile evitare di svendersi al mercato?

Per esempio, William Gibson dice:

I think selling out is what a lot of people are shooting for career-wise. “Can I sell out now please?” “Are the multinationals in the hall waiting to buy my skateboard line please?”

I think it’s a matter of degree. A lot of what makes the debate seem dated – the 1990s one – is that it was cast in terms of the absolute – one either did or didn’t sell out. From what I’ve seen of the lives of very creative people, the ones who seem to wind up happiest are the ones who managed to sell out well and selectively. People who call the shots on their own commodification. When you think of the opposite, there’s so many disasters – all over the internet. People who thought they could sell out and they wound up imploding into celebrity space.