Do you ever think that copywriting has become too self-aware for its own good? It's like we collectively decided to drop the corporate facade of prestige in favor of the "wink wink we're fun too!" brand of language. From websites to ads to the back of shipping trucks, it feels like every company's identity has become a collection of short statements vaguely related to their industry, in pun form, devoid of any actual attempt at humor. It's akin to a child trying to formulate a joke: clearly understanding the structure and the components of comedy, yet missing what makes it funny. I'm not saying this is necessarily a good or a bad thing, it's just something that I have noticed. It makes sense to do something like that if you're writing posters for a animated movie, but when it comes to companies valued higher than the GDP of some countries it loses all relatability. Let's be real, if this charade of a website was an actual startup, we'd probably wear t-shirts that say "This isn't a revolution. It's 33⅓ of them." while we'd get articles written about our fun company culture, the Bob Dylan quotes graffiti'd on the wall, the meeting rooms named after each of the Jackson 5, and the pink neon in the entrance that says "Like a record, Baby.". Oh, and while I'm at it what is it with the period after each of those taglines? Normally I am not one to complain about proper punctuation but at this point it seems more like a thinly veiled attempt at recapturing some of that seriousness combined with an unwillingness to commit to the bit. Because they really want you to know that to them, it's not a joke. it's a statement.

On a slightly unrelated note, I made an app that helps you calibrate your turntable.