Always one to hate the game and not the playa, I call bullshit on trendspotters and cool hunters. Next-generation trendspotters made up the phrase "cool hunters" for themselves. Why? To reinvent something already in existence -- it's what they do.
It’s frightful how uncool "cool" is these days. The NY Times interviewed trend forecasters, Zoe Lazarus and Richard Welch of Ogilvy & Mather's new ultra hip consulting arm, Crystal asking their opinions about what's hot...umm, I mean, cool now! In short, they reported that "anti-cool" is cool. Kids, it's a no win situation. Marketers are getting paid too much to tell the world that they should love well, just about everything.
Magazines are distributing a piece of the hipster (remember that word?) pie to a select readership says Newsweek. A readership that is powerful. Select is the key word. Select vs. masses. Cool? Uncool? We cool? Cool.
What’s so interesting? Every generation has its movers and shakers. Don’t read about it. Live it. You don't need to spend money to know what cool is. You just need to know 25 - 50 people in a couple of big cities. Don't buy into advertising. You’re a capitalistic whore for other reasons. Don’t sell your soul when you're selling out. That’s the key difference. You need to know creatives; artists of all mediums. One day you'll realize that there are only 100 people in publishing. The same for music, video games, film, book publishing, etc. It's scary but true. Finding the core is hard. But not impossible.
Tim Wilson, writes in his web-exclusive story, "The New Cool":
"All youth magazines, alternative or not, proclaim world-weariness…One means of appearing less unworldly is to have had a diversity of experience...The reader can go from an article titled “I Love My Parents For Having An Autistic Baby” to one in which the writer recalls a dinner she had with Marilyn Manson to an interview with Nolan Bushnell, the founder of Atari."
I wrote that Atari piece. You too can go and grab a piece of the action, while it's still hot.