In the days of Michael Jackson, The Beatles and Elvis Presley, the media landscape was vastly different from what we experience today. A handful of TV channels, radio stations, and newspapers dominated the dissemination of information.
If you turned on the TV or opened a newspaper, you were bound to encounter the same handful of cultural icons repeatedly, reinforcing their presence in society's collective consciousness. There was no "scroll away" option – people consumed what was available, and artists had fewer competitors vying for attention.
Fast forward to today, and the digital revolution has drastically altered how we engage with content. Algorithms, personalised feeds, and endless scrolling have democratised visibility, creating both opportunities and challenges for modern creators.
Limited platforms, maximum impact
During Michael Jackson's peak, the limited number of media outlets acted as a concentrated amplifier for artists. When MTV played "Thriller," it wasn’t just a music video; it was an event. The fewer options meant that a single hit song or performance could monopolise public attention for months if not years. Iconic artists could ride this wave to build a lasting legacy because the cultural conversation moved at a slower pace, allowing them to dominate the narrative.
Contrast this with today's oversaturated media environment, where hundreds of new songs, videos, and memes are uploaded every second. A viral moment can catapult an artist into fame in an instant, but it’s equally likely to be replaced by the next big thing in a matter of days.
The algorithmic shuffle
The introduction of algorithms has been a game-changer in content consumption. Platforms like TikTok, Instagram and YouTube don’t present a universal experience. Instead, they tailor content to individual preferences, which means two people scrolling side by side might have completely different feeds.
While this personalised approach has its advantages, it also fragments the audience. An artist might achieve massive popularity within a niche community but struggle to break out into the mainstream.
The universal cultural icons of the past were a product of shared experiences – watching the same shows, reading the same papers, and listening to the same radio stations. Today, the algorithms ensure that no two people experience culture in the same way, making it harder for a singular figure to dominate the global stage.
Why this isn’t all bad
While the rise of personalised media has made it harder to produce universal icons like Michael Jackson, it has also levelled the playing field. In the past, access to the spotlight was controlled by gatekeepers – record labels, TV executives and magazine editors. Now, anyone with a smartphone and an internet connection can broadcast their talent to the world.
This democratisation has paved the way for countless creators, small businesses and entrepreneurs to carve out their own spaces. An independent artist can release music without needing a record label, and a small business can run highly targeted ads to find their ideal customers.
In many ways, this shift represents progress. The playing field is no longer tilted in favour of a select few. Instead, it’s a diverse, dynamic ecosystem where creativity, strategy and engagement determine success.
While the social media era may not produce another Michael Jackson, it has opened doors for countless creators and businesses to shine. They just need to master the art of capturing an audience and to hold onto it… OR partner with someone who knows how to.
By embracing the tools and strategies available today, you don’t need to be a global icon to make an impact. All you need is the right partner to help you navigate the new digital landscape — and that’s where REISE comes in. Let’s create something legendary, together. Let’s get talking!
