Author: Earnest Pettie

Earnest has been working in viral web content curation, creation, and trends research for more than 15 years. When not trying to figure out if it is still possible to become a professional wrestler, Earnest leads trends research for YouTube's Culture and Trends team.
Essays

The Evolution of Community

Social connection hasn't disappeared; it has migrated from physical villages to hyper-specific virtual communities that now act as the incubators of culture. Part 2 of my series on the new architecture of culture maps this landscape and explains why we misunderstand the cultural gravity of the niche.