Sale of the Century: Marketing the Singularity With Insane Clown Posse
Guerilla Marketing And The Singularity
Could we find there’s no limit to the reach of guerilla marketing? As we hurl ourselves toward a future of sentient nanobots and global AI networks, what will become of advertising and its sneaky, drug-addled step-brother, marketing? I found myself thinking about this at the 2011 Singularity Summit, when filmmaker Jason Silva (a self-described “techno-optimist transhumanist wunderkind”) presented a film in the vein of his “The Immortalist”, a work of ‘art’ that feels more like Ashton Kutcher describing quantum mechanics at a poetry slam. This film, and in fact Silva’s entire presentation, felt curiously out of place. Smacking of hackneyed Hollywood orchestration, the film wielded roughly the intellectual curiosity of Insane Clown Posse’s “Miracles” video.
Roland Emmerich Likes The Singularity
What makes this guerilla marketing? Well, Jason Silva’s presence there, and his presentation itself, was being filmed by a documentary film crew embedded by director Roland Emmerich, who is in development on a 2013 feature film called Singularity, which has reportedly tapped Ray Kurzweil as its top consultant. My theory is that Jason Silva will play a naïve proponent who cheerleads the positive possibilities behind the singularity before being killed off by either rampant self-replicating nanotechnology or malevolent artificial intelligence. I submit that his short films and his appearance at the Summit will be featured in the film, as a fictional cautionary tale. Speaking of fictional cautionary tales, the fact that Silva is dating Heather Graham, who was present at the Summit and appeared in some of the shots, bodes well for my theory. If it turns out Graham is in Singularity you can be sure Silva’s appearance at the Summit was a cunningly leveraged marketing ploy by Emmerich that will pay off big time in 2013.
Advertising In An Accelerating Future
I found myself shocked that even a community as savvy and future-shocked as the Singularity Institute could let themselves be infiltrated by a Hollywood guerilla marketing team. While some analysts have speculated that the actual Singularity will make human endeavors such as advertising and marketing obsolete—as this staggering schism in history will surely render new industries and modalities that will fundamentally change the nature of capitalism—I have to respectfully disagree. The global economy relies on advertising and consumerism as its bone marrow. In the coming decades I see us likely to descend even further into a technocratic nightmare fueled by a savvy corporatocracy that harvests consumers like an abbatoir to lifestock, using new technologies to vacuum away the noxious fumes.
“Fuckin’ magnets, how do they work?”