In 1956, Horace Miner released an investigation of the violent and medieval people, the Nacirema.  Taking inspiration from Miner's unbiased analysis of their extreme body rituals, The Incorporated focuses this same lens on the United States in 2015, which treats its bodies not so differently than the Nacirema 60 years ago.



‘I can’t remember the first time I heard it.  I could only barely hear the whispers then.  It’s gotten louder ever since.  Every day, every minute, it never stops repeating, echoing.  For fear that it would never go away, I listened to the warnings,
“Don’t Stop, Don’t Stop, Don’t Stop…”’



Collection 3: TYPE BEAT

On November 16, 2011, “Pe$o,” a song by unknown artist A$AP Rocky was released.  After being re-posted on the October’s Very Own blog, equating a cosign from hip-hop artist Drake, the song would inspire musical artists in the hip hop community to rethink the characteristics that were necessary to achieve success, at all levels.  This confusion, mixed with the availability of the internet, affordability of equipment and the pressures of creating a personal brand, resulted in a number of strange phenomenons of the period of this research (2000-2017).  The most interesting among these is the TYPE BEAT SYNDROME, a behavior most commonly found in young men and women creating art, media and content and sharing it online.

The Type Beat Syndrome is most commonly found in YouTube music producers, who use a popular artist’s name followed by the phrase “TYPE BEAT” when posting their music to the site, (ex. TRAVIS $COTT TYPE BEAT), to A. gain the highest possible Search Engine Optimization and to B. categorize the sounds of their music as being of a similar nature to the named, more popular artist.  While this study did not research to determine whether this activity has been recorded in different past media, it does note that within its date range (2000-2017), there was a definite trend towards this behavior.  The long-term positives and negatives of this trend are yet to be discovered, but a few things are certain from the research: creating content that is unique and new is increasingly undervalued, while the ability to resemble elite, wealthy and famous personalities is increasingly valued and rewarded.

This syndrome is evident of a bigger cultural trend that sees most young people attempting to mold their personal image directly off of popular personalities.  It seems that the corporations and entities involved in the dissemination of much of the world’s creative content have found it more financially viable to support ready-made, clone-like artists, rather than nurture unique talent.  These strategies have effected all subcultures, merging them into an almost single entity.  What was once different, sometimes intersecting, groups of skateboarders, rappers, artists, musicians, athletes and punks is now a sole group known as “The Youth” whose primary interest is in “The Culture” above all things.

Most recently, a Seattle-based contemporary menswear company, The Incorporated, investigated this phenomenon, releasing their findings as a collection of garments for the Fall/Winter 2017 season.