Getting out from under the social media influence (review of Gabrielle Bluestone’s Hype)

Who needs a business plan when easy money can be made with a little social media savvy and a whole lot of chutzpah.

In our post-truth and lonely world, there’s no shortage of easy marks online for scammers, grifters and fraud artists to overpromise and then shamelessly underdeliver or deliver nothing at all.

Nothing is what thousands of partygoers got when they flew to the Bahamas for the Fyre Festival back in 2017. There was no Instagram-gold weekend with supermodels and celebrities on a private island. Instead, they wound up stranded in a gravel pit with nowhere to sleep, no shelter from the sun and nothing to eat but cheese slice sandwiches. Meanwhile, Fyre Media CEO Billy McFarland was just offshore on a borrowed yacht living his best life thanks to other people’s money.

“Like most people, my first glimpse of the Fyre Festival was on Instagram,” says journalist Gabrielle Bluestone, who broke the story about the festival’s implosion in real time while working at VICE. “The slick commercial venture exploded onto America’s social media feeds in December of 2016, as hundreds of verified influencers – blue-check Instagram celebrities with tens of millions of combined followers – started posting the same ambiguous burnt sienna square, suggesting their fans #joinme by purchasing tickets to the mysterious event.

“The festival organizers who had hired the internet stars to promote the event were promising ticket buyers ‘two transformative weekends’ of fabulous luxury on a private island formerly owned by Pablo Escobar, where they’d be flown in on private jets, pampered by a dedicated wellness team and nourished with meals designed by celebrity chef Stephen Starr.”

Along with scamming thousands of ticket buyers, McFarland defrauded investors of $27.4 million. He’d eventually be charged with wire fraud and sentenced to six years in federal prison.

In her book Hype, Bluestone also takes a critical look at Insta-famous influencers like Danielle Bernstein and Caroline Calloway who fuel the hype machine.

Bernstein is a 20-something fashion influencer and founder of WeWoreWhat, an Instagram page with more than 2.5 million followers. She gets $15,000 per post to flog brands on her site.

“In a sense, she’s the version of me that I (and many other millennial women) could be if I weren’t too lazy to work out regularly, if I had an unlimited clothing budget, fashion sense and a general lack of shame around dancing in public,” says Bluestone.

“Calloway was someone who was clearly determined to become famous, but her goals didn’t appear to extend all that far beyond her follower count.” She pitched a mini-version of the Fyre Festival, inviting her 800,000-plus followers to sign up for cross-country $165 writing workshops, with the added bonus of handwritten notes in personalized journals, home-cooked salads and wildflower gardens to take home, which Bluestone says is “Influencer-speak for a bouquet of flowers in a mason jar.”

The pandemic may be making us more immune to hype and helping us remember that if something sounds too good to be true, it probably is. Attention-seeking celebrities and affirmation-needy influencers who lounged in their McMansions or jetted off to parties and island vacations while telling us that we’re #inthistogether have come under increasing fire for being tone-deaf and self-absorbed. Once-faithful fans and followers who’ve been laid off, let go and holed up in studio apartments are pushing back, prompting tearful sorry / not sorry apologies from misunderstood influencers who seem too sad to even get out of bed.

“If any good can even be said to come of something like this pandemic, I think it was that it stripped away a lot of our everyday artifices,” says Bluestone. “And it turned a lot of cynical forgone conclusions into open-ended questions. What do we really need to survive in this world? To thrive? What kind of legacy are we leaving behind? What truly matters when every day is an emergency? Unfortunately, the celebrities did not get the memo.”

This review first ran in the April 24 edition of the Hamilton Spectator. Jay Robb serves as communications manager for McMaster University’s Faculty of Science, lives in Hamilton, Ontario and has reviewed business books for the Hamilton Spectator since 1999.

Published by Jay Robb

I've reviewed more than 500 business books for the Hamilton Spectator since 1999 and worked in public relations since 1993.

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