Being a true "Underground" consumer
It's been sometime since I have written anything and they have either crazily obscure or out of this world. But let's continue it.
My life has absolutely changed. I used to enjoy many things that I used to enjoy. But the enjoyment seems diminished as I grow older. I used to be skeptical of everything commercialized or mass produced. I used to think that there is nooks and crannies in life not invaded by my skepticism and I used to derive enjoyment in digging out these gems. I changed my mind and I think there are no place left untouched by commercialism.
When I first went to Timbre or Fat Frog Cafe as they used to call it, there used to be a underground zeal zipping around the place. It was after all an artist hangout since it is just next to the Substation. But now it is pack with young undergrads and wanna-bes listening to a band that plays excellent covers like Maroon 5 and Hoobastank. But even as I look back at the days of it being an "undiscovered underground hangout", I realised that the facade of an underground place can be easily manipulated.
Have anyone heard of guerilla advertising or marketing? Basically these are advertisements or marketing strategies that sneaked messages under your nose to give the brand a veneer of "street-cred". Look at Nike, they are kings of this. They let the "hood" basketball players have a set of their shoes, organized a street event where only "selected" group of people are invited to join and from there they spawn a whole new trend that seemingly "spontaneously" combusted from the streets. What a whole load bullocks it must be said!!
So when people tell me that they have found the new "in" or "untouched" place, I view it with skepticism. Really they could easily constructed an artificial boundary that transmits messages to you as a consumer that you have found a rough gem. Viola, they have a loyal customer!! And after a few months when you complained that the crowds are getting too big, you moved on and they have earned enough from you and then they re-market themselves to sell to the masses and continue to be bankrolled by the wanna-bes.
Meanwhile, those holding on the snob-appeal continue to search for the "next big thing" and hold on to the idea of being at the "forefront" of culture without realising that you have been suckered in.
How do I know all these? Because I was one of them.
You think you are so damn bloody smart, you so damn bloody wrong too.
Anyway, I thought since there isn't really any place that have arisen of sheer spontaniety and creativity, why not appreciate these marketing efforts. Really it isnt easy trying to convince a rather skeptical consumer so why not enjoy the ride what all these marketing dollars is trying to create.
So when the ST107's marketing campaign includes setting a makeshift house for Colleen Francisca in the middle of Raffles Place, I was busy appreciating their efforts.
Really Colleen has really nice, long and shapely legs.
Look I told you I was appreciating their efforts.