Vine started from scratch. It built a ground up culture that feels loose, informal, and — frankly — really fucking weird. Moreover, most of what you see there feels very of-the-moment. Sure, there’s plenty of artistry that goes into making six second loops, and there are volumes of videos with high production values. But far more common are Vines that serve as windows into what people are doing right now. Many of the most popular Vines appear to be completely off the cuff. They don’t have to be great or slick or well produced. In some ways, its better that they’re not, because it creates a lower threshold if you just want to, you know, share a video of your cat. They have something that trumps quality, which is authenticity.
That authenticity is driving a distinct emerging culture. One that stars people like Riff Raff and Tyler, the Creator, and an army of kids whose names you’ve never heard of but who can still generate hundreds of thousands of likes and re-Vines, and even large scale in-person meetups. It’s the triumph of the loop, yes, but it’s also the triumph of youth.
Take a moment to stroll through Vine’s “Popular Now” videos, and you’d have to be willfully ignorant to not notice that those on Vine are distinctly younger, distinctly blacker, and distinctly, well, gayer than society in general. In short, it’s cool. It’s hip. It’s a scene. If Instagram is an art museum, Vine is a block party.
I was going to make a joke about this being what TV is going to look like in five years, but I think you could put 30 minutes of this on MTV2 or whatever, with six-second Vine-style ads placed seamlessly in the mix, and you’d have yourself a hit show. (via ★interesting)