This deserves airtime: social media marketing has become a race to copy whatever worked last week.

And it’s not because the industry is full of untalented people. It’s worse than that. It’s full of capable people who have been trained to play it safe. Complacency. Laziness. Templates. Rinse. Repeat.

There is a big difference between “just some TikToks” and a proper visual era. NYDU came to WILDEBEEST with a simple social brief, and we pushed it into a one take, double speed performance video with soft electric pinks, slow motion and a grown woman energy that finally matched who she is as an artist.