BITES // 01.07.21 // COLLABORATION
Every month we collect six of the best pieces of content published on the web and share them with you because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside, in.
1. PANTONE CREATES LIGHT AT THE END OF THE TUNNEL
The Pantone Color Institute — which standardizes swatches for the design industry — has revealed not one, but two hues for its 2021 Color of the Year. Whereas PANTONE 13–0647 Illuminating is a bright and cheerful yellow, PANTONE 17–5104 Ultimate Gray resembles pebbles on the beach, whose “weathered appearance highlights an ability to stand the test of time.” In a decision befitting a complex era, one without the other might seem overly optimistic or heavy. Thus the marriage of these two colors creates balance, with each partner supporting the other; while also hinting at the importance of solidarity in the coming year.
2. BRAND ENEMIES PLAY NICE
Covid-19 has compelled brands to show consumers new levels of solidarity to prove their worth, to the extent of buddying up with business rivals for the greater good. ‘Frenemy’ initiatives, such as Burger King’s provocative call-to-action to ‘Order From McDonalds’, communicate that there are more critical things at stake than competing with one another. While Apple and Facebook have yet to get on board, we’re all rooting for brands to set the example, proving that it’s possible to put aside seemingly insurmountable differences for the benefit of all.
3. TIKTOK TAKES BROADWAY
In a show conceived like no other, Ratatouille: The TikTok Musical made its debut January 1st. What began as a simple, off-the-cuff love song to a rat spread like wildfire, inspiring bored artists on the platform to create their own increasingly elaborate musical numbers; eventually leading to the virtual musical that would be born from it. While the one-night-only performance featured a ragtag aesthetic, with so much heart behind it, it’s hard to be critical. The decentralized, grassroots DIY musical invited us to use our imaginations and get lost in the magic of collaboration. The sky is really the limit to how people and brands engage with each other on this platform.
4. THE AVENGERS ERA OF POP MUSIC
While musical collaborations are nothing new, high-profile, fan-army-uniting duets were the latest iteration of 2020’s defining pop trends. From May through August, every song that topped the Billboard Hot 100 was a paired (and female) collaboration: Doja Cat and Nicki’s “Say So”, Megan and Beyoncé’s “Savage Remix”, Gaga and Ariana’s “Rain on Me’’, and the mother of all 2020 collaborations, Cardi B and Megan Thee Stallion’s “WAP.” In a society that aims to pit Black and female artists against each other, it’s refreshing to see these stars flat out reject the idea that they are inherently each other’s competition, and instead lift each other up — all the way to number one. Women everywhere can look to this “power of the pack” model as inspiration for working together and amplifying all female voices.
5. CELEBRITY ELVES BUST A RHYME
Celebrities brought the holiday cheer on Instagram with their playful spin on the Elf on a Shelf tradition, spawning photoshopped mashups of alliterative celeb pairings. Starting with Real Housewives of Beverly Hills star Garcelle Beauvais sitting atop the shoulder of Pharrell Williams (Garcelle on Pharrell), this silly game soon became a trend. Reese Witherspoon, Elizabeth Banks and more joined in on the fun, sharing photos of themselves from the red carpet with a teeny-tiny person or item that rhymed with their name perched atop their shoulders. In a dark year, we all needed a lighthearted meme to bring unexpected delight and kick us into the holiday spirit.
6. PUBLISHING GETS ROC’ED
Jay-Z’s Roc Nation adds publishing to its repertoire: Called Roc Lit 101, the Random House imprint will be devoted to publishing books at the dynamic intersection of entertainment and genre-defying literature. The team has already announced its initial slate of titles, including a new book from Meek Mill about criminal justice, memoirs from rappers Yo Gotti and Fat Joe, and even fantasy fiction from Lil Uzi Vert. It’s a strategic alliance for both the publishing house and entertainment agency, that combines the power of the medium with the force of culture. While the move amplifies untold stories to untapped audiences, it also opens up a whole new creative outlet (and revenue stream) for artists.
TAKEAWAY:
In a divisive year that sanctioned social distancing and solitude, one of Covid-19’s legacies will be an intensified demand for collaboration. On the surface, these examples of partnership are inherently positive, feel-good narratives of mutual support that capture media attention and allow for cross marketing to customer bases. But going much deeper, joining hands may be our only counter to the division we face. Together we can pull more weight, create joy when there is little to celebrate, and lean on each other’s strength for the common good and betterment of our communities. Expect to see more and more collaboration from brands and individuals, as we continue to search for what brings us together rather than pulls us apart.
