Ahead of the Curve with Coco Mocoe

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com In today’s episode of "Ahead of the Curve with Coco Mocoe", we will talk about some fun facts about the making of my favorite film of the year, "Anora", plus the marketing strategies behind the scenes. Then in the second half of the episode, exclusively for paying coconuts of the best-selling Substack, we are going to talk about my thoughts on the specific branding. My theory of this whole episode is that they created a popular movie by refusing to be popular. And we will talk about how you can do something similar whether you are an artist, creator or brand owner. Sean Baker and Mikey Madison were a dream team together for this underdog film but their marketing team was the secret third man who helped push the movie across the finish line at the Oscar's. Time Stamps: 0:00 - Introduction/Oscar’s wins for “Anora” 6:14 - 5 BTS Facts About the Making of “Anora” 12:37 - The $18 million marketing budget 16:41 - “Anora” box-office sales compared to other Oscar 2025 contenders Extended Episode at cocomocoe.substack.com 23:21 - Traditional marketing campaign (Barbie) vs. Anora’s marketing campaign 33:40 - The targeting of a specific Gen-Z audience 42:25 - A creator example of the “Anora” strategy Let me know in the reviews on Apple and Spotify what you want the next episode of "The Brilliant Branding of _____" to be about plus any theories you might have. Listen to last week's episode about "The Brilliant Branding of Tate McRae" “⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. IG: ⁠@cocomocoe⁠ TT: ⁠@cocomocoe⁠ YT:⁠ coco mocoe⁠ Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com In this episode of “Ahead of the Curve with Coco Mocoe”, we will start my new series called “The Brilliant Branding of ______”. This was inspired by the success of my TikTok under the same name on my cocomocoe account (watch here). The first episode of the series is about “The Brilliant Branding of Tate McRae”. Do you have a suggestion for my next “The Brilliant Branding of _____” episode? Send your suggestion and theories in the comments on Substack or on Apple and Spotify reviews for a potential shout out! TOPICS + TIME STAMPS: 0:00 - Introduction 2:20 - How I define “household name fame” 4:30 - Part One: “Become an Extreme Version of Yourself” How Tate McRae discovered what makes her unique and turned it up 1,000 notches 11:40 - Part Two: “Leaning into Mystery” EXTENDED EPISODE ON COCOMOCOE.SUBSCTACK.COM: 20:52 - Part Three: “Think Later Vs. So Close To What” 27:14 - Part Four - “World Building in Branding” “⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. IG: ⁠@cocomocoe⁠ TT: ⁠@cocomocoe⁠ YT:⁠ coco mocoe⁠ Email: cocomocoe@gmail.com Thank you for reviewing the podcast on ⁠Spotify⁠ and ⁠Apple Podcasts⁠! cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Who else has used the rubber band method to create mystery and desire from their audience? You can let me know in the comments on the Substack at cocomocoe.substack.com/podcast/ You can read Rolling Stone’s cover story on Addison Rae here In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about Addison Rae’s recent Rolling Stone cover story. In it, she gives some insight into her mysterious strategy. How was she able to break through the stiff, glass ceiling of influencers before her and become pop music’s newest darling? She has performed alongside Charli XCX, had co-signs from Grammy-winners like Finneas and most importantly, has Gen-Z on the edge of their seat. A generation that is known for not holding back their insults and honesty when it comes to how they feel about TikTok’s biggest creators. I believe Addison Rae used what I call the “rubber band method” in marketing. But what exactly is that and how can you implement it as a creator, yourself? “⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. * IG: ⁠@cocomocoe⁠ * TT: ⁠@cocomocoe⁠ * YT:⁠ coco mocoe⁠ Email: cocomocoe@gmail.com Thank you for reviewing the podcast on ⁠Spotify⁠ and ⁠Apple Podcasts⁠! Follow Coco Mocoe on TikTok, Instagram and YouTube! Thank you for being a coconut and supporting my creator journey 🥥 ❤️ TOPICS + TIME STAMPS: 0:00 - Addison Rae’s “Obsessed” seen as a “flop” 1:50 - “The Rubber Band Method” in Marketing 3:13 - Coconuts thoughts on Addison Rae’s re-brand 5:07 - Rolling Stone Addison Rae cover story summary 7:08 - Popular Vs. Cool 8:22 - The movie that shifted Addison Rae’s career 9:12 - The failure of item beauty 11:00 - Addison Rae’s transition off TikTok 12:20 - The rubber band method in marketing 15:40 - How to know when to shift your niche 15:30 - When to pull back as a creator EXTENDED EPISODE ON THE SUBSTACK: 18:56 - Other influencers who have used the rubber band method * Emma Chamberlain * Brittany Broski * Alex Cooper 35:03 - How to know if it is time for you to pull back as a creator

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Commenting is only available on Substack! When I began seeing the push back against Poppi on social media, I was confused. It seems that people were upset with them for sending out vending machines to influencers ahead of the 2025 Super Bowl. I agree with the critique that they could have been more inclusive in their selection of influencers. Inclusion from brands is a topic I have talked about on my podcast before. But what I don’t agree with is the anger over them seeming “out-of-touch”. Why is it “out-of-touch” for Poppi to send out temporary vending machines to influencers but not “out-of-touch” for Dunkin Donuts to pay Ben Affleck $10-million dollars for 30-seconds? My theory: the internet hates female-founded brands that market to a primarily female demographic. This is compounded by the fact that the influencer space is dominated by women. Poppi is a brand with a front-facing, female founder. Her name is Allison Ellsworth. Even though it was co-founded with her partner, Stephen, she is the one who often appears on camera and was even the face of their video response on TikTok as the controversy kicked up. Olipop, Poppi’s biggest founder, began leaving comments in TikTok videos claiming the vending machines were $25,000. Something that was debunked by AdWeek and something Ellsworth disputes, as well. But because Olipop is founded by two men, no one is calling them “catty”, “jealous” or “b****y” for spreading rumors about a competitor in TikTok comments. If a female-founded brand did that, there would be hell to pay. As always, there is no right or wrong answer here. Keep it respectful in the discussions on Substack, as you always do. And thank you for being a coconut! ❤️ 🥥 You can read my deep dive article about Poppi’s controversy on Substack here. “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com What do Sabrina Carpenter, Doechii, Chappell Roan, Gracie Abrams and Tate McRae all have in common? They all have rumors swirling that they are "industry plants" all over online forums, especially as their fame reaches new heights, like after the Grammy's. But do "industry plants" even exist in the music industry? Or is their meteoric fame the by product of hard work, vision and good artist development? Read my Substack article about the topic: cocomocoe.substack.com/p/maybe-being-an-industry-plant-isnt TOPICS: * Introduction - 0:00 * Industry plant article - 3:48 * Chappell Roan industry plant allegations - 4:56 * The connotations of the term “industry plant” - 6:58 * Travis Kelce Industry Plant - 8:58 * Why do people accuse ice spice of being an industry plant - 11:45 * Why industry plant is really just good artist development - 13:20 * Aesthetics in breaking big (ex. The Dare) - 15:15 * Remy Bond - 16:23 * Breaking out of your “snow globe” (ex. Ash Trevino) - 20:07 Extended Episode at⁠ cocomocoe.substack.com/podcast⁠ ⬇️ * How big artists build the right team around them (ex. Sabrina Carpenter and Chappell Roan) - 26:15 * The people on IG who make your favorite artists - 31:05 * How to get noticed by the taste makers & platforms - 38:48 * The bamboo analogy for when you feel stuck 48:48 Tap ⁠⁠here⁠⁠ for the extended episode and comments on my best-selling Substack “⁠Ahead of the Curve with Coco Mocoe⁠” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. * IG: ⁠@cocomocoe⁠ * TT: ⁠@cocomocoe⁠ * YT:⁠ coco mocoe⁠ Email: cocomocoe@gmail.com Thank you for reviewing the podcast on ⁠Spotify⁠ and ⁠Apple Podcasts⁠!

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com What do the most influential celebrities and creators know that most don’t? They know that you must be disliked first to become loved. But why is that? We break it down in today’s episode of “Ahead of the Curve with Coco Mocoe”. We will be talking about the book, “The Courage to be Disliked” by Ichiro Kishimi and Fumitake Koga. TOPICS DISCUSSED: 0:00 - Welcome! 10:40 - The truth about loneliness (especially as a creator) according to the book (page 52) 20:16 - Why inferiority can actually be a good thing 26:12 - The crabs in a bucket analogy and why you don’t want others around you to succeed 27:33 - Why you shouldn’t compete with others in your niche 30:00 - The idea of unburdened love between a creator and their audience 32:32 - You must be polar to be popular PAID PORTION OF EPISODE AT COCOMOCOE.SUBSTACK.COM 34:46 - Break the rules as a creator (Reesa Teesa + Alix Earle) 39:47 - Allow yourself to flop to gain a loved audience 47:00 - The most loved creators are the most disliked 48:00 - Opening my hello kitty x lol surprise doll You can comment on this video if you are a paying member of my best-selling Substack at cocomocoe.substack.com “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about why I could see Kim Kardashian running for president (and potentially winning). Could this be why she started a campaign to be a lawyer and began her baby political career by aligning herself with inmate reform? Kim Kardashian has seemingly aligned herself with new age,…

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com BECOME A MEMBER OF MY BEST-SELLING SUBSTACK TO UNLOCK EVERY EXTENDED EPISODE OF AOTC & LEAVE COMMENTS: cocomocoe.substack.com I promised you that I would post a follow-up on the Justin Baldoni vs. Blake Lively legal fiasco if he filed a lawsuit against her and not The New York Times. I promised I would give his lawsuit a fair shot and that is what I did. 179-pages later and here are my candid thoughts. This new lawsuit includes Ryan Reynolds and Lively’s longtime publicist, Leslie Sloane. On January 16th, Justin Baldoni, Jamey Heath, Wayfarer, Melissa Nathan and Jennifer Abel sued Blake Lively and Ryan Reynolds for $400-million dollars in damages. They claim that Blake Lively did not read the book and was flippant about filming but then switch tones and say that she cared so much about the book and story that she concocted an evil plan to steal the movie and franchise out from under him. So which one is it? I encourage you to read the lawsuit yourself and come to your own conclusions. Everything is alleged and based on my opinion. I am not a lawyer or journalist, I am just nosy! Always do your own research. You might have differing opinions from me and that is okay but I encourage you to read all four of the lawsuits in full before coming to a conclusion. Here is my breakdown of Blake Lively’s lawsuit against Justin Baldoni (no paywall) CLICK HERE TO OPEN Here is my breakdown of Stephanie Jones’ (former publicist) lawsuit against Justin Baldoni (no paywall) CLICK HERE TO OPEN REFERENCE LINKS: * Matt Bernstien: “Blake Lively & The Amber Heard Effect” on YouTube * Who Trolled Amber Heard? Podcast * Katya’s Thread on Baldoni’s 179-Page Lawsuit * AOTC: Blake Lively’s Evidence Justin Baldoni Ruined Her Reputation Become a paying member of the best-selling Substack to unlock the extended episodes of the podcast: cocomocoe.substack.com “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com Comments are available on the official Substack 🤍

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Subscribe to my best-selling Substack to unlock extended episode of the podcast: cocomocoe.substack.com If you want to donate or volunteer in LA, check the @mutualaidLA instagram stories for hourly updates on what help is needed through out the city. DONATION LINKS: * The Lyles: Official GoFundMe * The Allisons: Official GoFundMe * Santiago: Official GoFundMe NEED DONATIONS DELIVERED TO YOU? FILL OUT THIS FORM (click here) Read my Substack article about the great migration out of LA that is just beginning (click here) Thank you everyone for your patience while I got this episode up a day late. I will keep you all updated on the on-going crisis and how to help or get help. Thank you. LA feels the love from all over the world ❤️ “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Become a member of the best-selling Substack to unlock the second half of the episode: cocomocoe.substack.com I recently asked the coconuts in the Substack chat about the art of controlled controversy. I was going to script out an episode about times celebrities were able to drum up controversy on purpose without getting too much backlash from their core audience. But after watching the explosion of the “It Ends With Us” legal drama between Blake Lively and Justin Baldoni, I decided to dedicate the episode to accidental controversy. Why are some artists able to maneuver through controversy unscathed, like Sabrina Carpenter, while other artists seem to struggle to ever bounce back, like Katy Perry? “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! ⭐️ Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Become a member of the best-selling Substack to unlock the extended version of every episode: cocomocoe.substack.com Disclaimer: Everything in this episode is alleged and is based on my own opinion. I always encourage you to do your own research and come to your own conclusions. You can read the 52-page filing for free here. After the Blake Lively filing broke major headlines last week, Justin Baldoni was hit with a second lawsuit, this time from his former publicist, Stephanie Jones. Stephanie Jones, who owns Joneswork, claims that a junior employee, Jennifer Abel, went rogue and ran the alleged smear campaign against Blake Lively without her knowledge or consent. Not only that, but she claims to have evidence that Abel and Melissa Nathan planned to pin the smear campaign on Jones and use the bad press to poach more of her clients, including Baldoni, to their competing PR agencies. All of this happened in the days leading up to the “It Ends With Us” movie premiere in August of 2024 and Jones includes dozens of texts and emails to back up her claims. In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be diving into the second lawsuit filed against Baldoni and his PR team, we will discuss what this reveals about the underbelly of Hollywood P.R., what the accused might do next to fight back and the disturbing link between crisis comms manager, Melissa Nathan, and her journalist sister, Sara Nathan. Thank you for being a coconut and making my Substack a best-seller! You can unlock the extended episodes of the podcast by becoming a member at: cocomocoe.substack.com REFERENCE LINKS: * AOTC: Blake Lively’s Evidence Justin Baldoni Ruined Her Reputation * Daily Mail: Justin Baldoni Prepares Counter-Suit * NYT: “We Can Bury Anyone” Inside a Hollywood Smear Campaign * Business Insider: “Who’s Afraid of Stephanie Jones?” “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! ⭐️ Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com LET'S GET TO 500 REVIEWS ON SPOTIFY! ⭐️ ❤️ 🥥

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Everything in this video and article is based on opinion and everything is alleged. I am not a journalist or lawyer. I always encourage you to do your own research and come to your own conclusions. On December 21st, 2024 the New York Times published an expose article, detailing the online retaliation Blake Lively faced after raising concerns about on-set misconduct that she and others allegedly faced at the hands of co-star and producer, Justin Baldoni, along with his business partner and co-producer, Jamey Heath. News broke that Lively was filing a 70-page complaint (a prerequisite to a lawsuit) which detailed her team’s findings of a sinister smear campaign at the hands of publicists and social contractors hired by Justin Baldoni and his production company, Wayfarer Studios. I highlighted and annotated the 70-page court filing, which you can read for free on my Substack here. Today’s episode of “Ahead of the Curve with Coco Mocoe” will be a complete breakdown of the court filing along with my own thoughts and theories as someone who works in marketing and PR. TOPICS DISCUSSED: Blake Lively vs. Justin Baldoni Introduction - 0:00 Going through the 70-page lawsuit filing - 8:26 “The Protections for Return to Production” Letter from Blake Lively to Wayfairer in January 2023 - 11:21 Billionaire Steve Sarowitz who BL names in the lawsuit - 17:36 What is astroturfing - 18:50 Justin Baldoni’s PR Team Outlines Plan in Texts - 20:26 How Ryan Reynolds blocking Justin Baldoni was the catalyst - 22:00 Melissa Nathan’s TAG PR team proposal - 22:57 Text screenshots - 24:50 Baldoni sends Twitter thread about Hailey Bieber “mean girl” accusations - 26:39 The mysterious Texas contractor - 27:29 More screenshots - 30:30 The journalist publishing stories was the sister of the publicist hired by Baldoni - 32:10 More details of the inappropriate behavior on set - 33:55 How Blake Lively was set up in the press - 48:15 More screenshots of messages - 50:37 The retaliatory plan in lead up to movie release - 52:29 Lawsuit mention of Taylor Swift and her fans - 55:10 Manipulating of journalists and the press - 56:00 Saying goodbye to free listeners - 59:01* EXTENDED EPISODE ON SUBSTACK: Them talking about suppressing videos that reflect badly on JB in the FYP - 1:00:00 Other women had filed HR complaints against JB - 1:03:27 More journalist manipulation - 1:04:31 Acknowledging BL silence - 1:05:19 The timing - 1:07:53 Putting on our Molly McPherson PR hats - 1:11:05 The Taylor Swift vs. Scooter Braun connection - 1:15:30 TAG Management PR patterns? - 01:17:09 JB Publicist Speaks Out - 01:19:00 Concluding Thoughts - 1:25:33 Become a paying member of the best-selling Substack to unlock the extended episodes of the podcast: cocomocoe.substack.com REFERENCE LINKS: Free break down of the lawsuit on Substack: https://cocomocoe.substack.com/p/blake-lively-vs-justin-baldoni-i My Amazon Storefront for Creators: https://amzn.to/3ltAuqs Baldoni’s publicist responds: https://www.deuxmoi.world/latest/publicist-jennifer-abel-allegedly-breaks-silence-on-explosive-text-messages-in-baldoni-lawsuitist My last podcast on “It Ends With Us” movie: https://cocomocoe.substack.com/p/it-ends-with-us-pr-fiasco-or-genius?utm_source=publication-search “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Become a member of the best-selling Substack to unlock the extended version of every episode: cocomocoe.substack.com Two weeks ago, I posted an episode of “Ahead of the Curve with Coco Mocoe” that was titled: “Stop trying to be a TikToker”. This episode was about my disenchantment with TikTok after attending their Creativity Summit in Los Angeles. It was so condescending and low-effort. You can listen to the episode on Substack here. I had no idea when I posted that video that the ban was closer to a decision that ever before. A week later, a D.C. Appeals Court ruled against TikTok in delaying the ban that is set for January 19th, 2025. You can read more about the ban here. In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about why this is the worst possible news for TikTok. Even if the ban gets delayed, the magic of the FYP seems forever lost. Creators are jumping ship as it slowly sinks. TOPICS DISCUSSED: * Intro - 0:00 * Previous Episode: “Stop trying to be a tiktoker” - 6:30 * The magic of the FYP algorithm is gone - 11:00 * Why brands are pulling out of brand deals on TikTok - 16:08 * The TikTok Ban Vs. the Death of Vine - 17:30 * Steps to save your TikTok audience - 18:28 * Why TikTok became popular in the first place - 22:29 * How to find what makes you unique - 25:00 * What type of creator thrives on each platform - 28:08 * Why the magic of the TikTok FYP is officially gone - 32:30 * What TikTok should’ve done differently - 35:30 BEGINNING OF PAID PORTION: * What platform will replace TikTok - 42:52* * What do all big platforms have in common - 44:18 * Why Lemon8 and Clapper will never replace TikTok - 47:20 * The Rise of “Ghost Metrics” - 52:00 Become a paying member of the best-selling Substack to unlock the extended episodes of the podcast: cocomocoe.substack.com REFERENCE LINKS: * Join my best-selling Susbtack to unlock the extended episodes: cocomocoe.substack.com * My Amazon Storefront for Creators: https://amzn.to/3ltAuqs * “Is it cake?” YouTube Short * Franchesca Ramsey: TikTok Ban Vs. Death of Vine “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Become a member of the best-selling Substack to unlock the extended version of every episode: cocomocoe.substack.com I was driving through Los Angeles the other day and noticed an uptick in WayMos. Those are the driverless cars that originated in San Francisco. As I realized this meant that Uber and Lyft drivers could eventually get replaced by robocars, it made me wonder: What other jobs are at risk of being replaced by robots or CGI? Then the fear donned on me: influencers. We could potentially see a world in the next 10-15 years where our comfort creators are not actual humans but rather made up of Sim-like avatars. These “generated influencers”, as I am calling it, have no racist Tweets to be unearthed, they won’t call out for sick days or face creative burn out. But most importantly, they won’t ask for any money. We already saw the rise of CGI-creators the last 10-years with influencers like Lil Miquela growing to 2.5 million followers on IG. Spotify Wrapped launched an AI podcast episode that recaps listeners music habits through out the past year. Boston Dynamic robo-dogs walked the runway alongside models at a 2023 Coperni fashion show. Does the rise of A.I. and robotics for art foreshadow the end of human influencers, models and podcasters? TOPICS DISCUSSED: 0:00 - The rise of robots as social status (Alexander McQueen 1999 show) 2:00 - The first CGI Influencer: Lil Miquela 6:30 - TikTok Ban + Housekeeping 7:39 - Why I have never run an ad on this podcast 9:50 - What I mean by “generated influencers” 11:10 - Future technology influences in media (Zenon, Back to the Future, The Jetsons) 13:00 - Robots don’t understand consequences 16:13 - The Kardashians and the Tesla Robots (Kim Kardashian x Elon Musk) 18:50 - Cyborg Fashion Trends 22:04 - The rise of “fake” influencers 23:58 - Why audiences don’t actually want “authenticity” 26:06 - The risk of working with influencers 28:15 - Why you shouldn’t feel bad for charging for a brand deal 29:15 - The reason brands will lean into generated creators 33:15 - Spotify using AI hosts for the wrapped podcast * 38:50 - Why flaws will become much more lucrative 40:18 - The commodification of “authenticity” 43:28 - Why live streaming will be hard for generated influencers 44:11 - The two things audiences will never stop craving Become a paying member of the best-selling Substack to unlock the extended episodes of the podcast: cocomocoe.substack.com REFERENCE LINKS: * Join my best-selling Susbtack to unlock the extended episodes: cocomocoe.substack.com * My Amazon Storefront for Creators: https://amzn.to/3ltAuqs “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Become a member of the best-selling Substack to unlock the extended version of every episode: cocomocoe.substack.com I went to the TikTok Creativity Summit last week and left disappointed. As someone who championed the platform since you could only upload 15-second videos in 2019, I have seen it’s meteoric rise. I loved that TikTok was a disruptor and completely changed the way platforms source content and made it easy for anyone to become a creator. But the magic of TikTok’s discoverability became it’s achilles heel, as well. The FYP does not prioritize showing users content from their favorite creators. But rather places emphasis on showing hundreds of new creators to users, every day. While this is great for initial exposure, it means that over time the platform’s creators are abandoning the platform because they know it is not meant for longevity. In today’s episode of “Ahead of the Curve with Coco Mocoe” podcast, I am going to be diving into my thoughts on the grim future of TikTok. Is it even worth it to try and be a TikToker anymore? With a looming TikTok ban and an algorithm that prioritizes off-putting TikTok Lives & concerning TikTok Shop items, has TikTok lost the plot? I wrote more about this in Friday’s trend report on Substack, which you can read here. TOPICS DISCUSSED: 0:00 - Introduction 8:43 - Substack Chat Responses to “Is TikTok Dying?” 12:00 - Where did TikTok’s algorithm go wrong? 15:15 - Creators are frustrated with TikTok 16:53 - Brittany Brooks’s Rise and Separation from TikTok 18:30 - How the potential bans are affecting TikTok 20:12 - “TikTok became boring to me” 23:36 - TikTok’s fatal flaw: Short form videos 24:27 - Why big creators are no longer reliant on TikTok 29:15 - How TikTok can course correct 33:33 - What other platforms should you prioritize as a creator or brand in 2025 34:30 - The 5-Year Cycle in Marketing 40:00 - What new platform might “replace” TikTok 42:49 - The three features you should use to grow on TikTok in 2025 50:31 - How to make content that is bigger than any platform or trend Become a paying member of the best-selling Substack to unlock the extended episodes of the podcast: cocomocoe.substack.com REFERENCE LINKS: * Join my best-selling Susbtack to unlock the extended episodes: cocomocoe.substack.com * My Amazon Storefront for Creators: https://amzn.to/3ltAuqs * “The death of the follower” SXSW Talk: * “This is your sign to start a podcast” episode: https://cocomocoe.substack.com/p/this-is-your-sign-to-start-that-podcast -- “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Thank you for making me a Substack best-seller! To become a paying coconut and unlock extended episodes of every podcast episode, go to cocomocoe.substack.com 🥥 In today’s episode of the “Ahead of the Curve with Coco Mocoe” podcast, we will be talking about how to start a podcast in 2025. And more specifically, why you should be uploading your long-form videos to Spotify as they aim to compete with YouTube in 2025. TOPICS & TIME STAMPS: Introduction - 0:00 The current creativity crisis (i.e. Mr. Beast) - 1:20 Spotify’s new video feature for creators - 4:45 Why you should use new features to grow on platforms - 6:15 Spotify’s new monetization model for video creators - 8:00 Why artists won’t get paid as much as podcasters on Spotify - 10:55 Why podcasts are so influential - 12:50 Why audio isn’t enough for a podcast anymore - 15:30 The camera, mic and lighting I use to record a podcast - 16:00 Why you should turn all your YouTube videos into a podcast - 20:28 The comeback of vlogs and lifestyle creators - 21:54 What I use to edit podcasts (CapCut for desktop) - 22:15 How to film in a podcast studio (PeerSpace) - 24:05 How to get an RSS Feed for a podcast - 25:25 How to record virtual interviews using Riverside.fm - 27:46 How to find your viral format for a podcast - 30:30 * The importance of contrast - 34:00 The importance of a consistent setting - 38:30 “In order to be interesting, you have to have interests” - 41:15 This is your sign to start a podcast in 2025 - 50:00 REFERENCE LINKS: How to start a podcast & upload clips to Spotify: creators.spotify.com AOTC: “The Empty Marketing of the Kamala Harris Campaign”: https://cocomocoe.substack.com/p/maybe-social-media-doesnt-matter My Amazon Storefront for Creators: https://amzn.to/3ltAuqs “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! 🌟 Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com As someone who has dedicated their whole professional career to marketing and understanding the power of the internet, I had a huge reckoning last week when I watched one of the best run marketing campaigns, Kamala HQ, not end up moving the needle at all when it came to voting for a President. Not only did Kamala Harris lose the electoral college, but for the first time in Donald Trump’s three elections, he won the popular vote, as well. Kamala Harris put tons of effort into her marketing and her “Kamala HQ” TikTok account gained over 5 million followers in less than 3 months. She broke the internet with phrases like “You think you just fell out of a coconut tree?” and Charli XCX tweeting that “kamala is brat”. It seems maybe the lesson here is that Kamala Harris focused on short-form marketing while Donald Trump focused on long-form marketing. He appeared on dozens of podcasts, some that lasted over 3 hours, while Harris went viral using trending sounds on TikTok and posting YouTube Shorts with Jennifer Lopez. In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about the brilliant marketing campaign ran by Kamala Harris that did not end up helping her win the election, at all. Topics + Time Stamps: * The Power of Speech & Marketing - 0:00 * Why Americans love an “underdog” - 5:10 * Why celebrity endorsements from Taylor Swift, Beyonce, etc didn’t move the needle - 13:00 * Why Trump embraced podcasts - 16:57 * Why the right side is better at gaining popular podcasts and influencers as talking heads - 24:58 * Why the top podcasts in the US are right wing - 27:30 * Why the left side pushes out influencers - 31:30 * The political paradox that influencers like Drew Afualo and Brittany Broski have faced - 33:22 * Why America was put off by Kamala HQ being run like a fan account - 44:00 The extended episode begins at 24:58 and is only for paying members of the Substack. You can become a member for $9-a-month at cocomocoe.substack.com Reference Links: * Colin & Samir: “How YouTube Podcasts Predicted the 2024 Election” * Kamala HQ on TikTok * Donald Trump on Joe Rogan About the Podcast: “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be talking about the “Halloween Costume Theory” in branding. Artists like Sabrina Carpenter, Charli XCX and Chappell Roan have been putting out music for 10+ years. So what changed in 2024 that sky rocketed them to household name fame? There are of course many factors like talent, skill and determination. But because this is a marketing podcast, we will be discussing the “halloween costume theory” and how it is used to sky rocket someone to massive fame. At the end of this podcast, I will be analyzing the new “Anora” film by Sean Baker, starring Mikey Madison. It currently has a 98% on Rotten Tomatoes and is one of the best films I have seen all year. Thank you for making the Substack a best-seller! Join the community to unlock extended episodes of the podcast at cocomocoe.substack.com Time Stamps: 0:00 - What is the halloween costume theory? Examples of the Costume Theory: 8:26 - Jojo Siwa 12:03 - Addison Rae 13:36 - Marilyn Monroe 14:00 - Judy Garland from “Wizard of Oz” 14:42 - Millie Bobby Brown in “Stranger Things” 17:34 - Sabrina Carpenter 19:49 - Tate McRae 20:45 - Miley Cyrus 22:10 - Chappell Roan Extended Episode: 26:18 - Analyzing “Anora” “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com Today’s episode of “Ahead of the Curve with Coco Mocoe” is all about the three stages of fame online: trial & error, repetition then social proof. Most creators never make it to the last stage of “social proof”. But what is it and how did Addison Rae, specifically, use the concept of “social proof” to break out of the social media algorithms and become the next music industry darling and collaborate with artists like Charli XCX? Addison Rae's new song “Aquamarine” even got a shout out from Ariana Grande on her Instagram stories this past weekend! Watch the music video below: https://youtu.be/Qt6YiVZLhG0 We will also be discussing other creators that have used social proof to their advantage; such as, Emma Chamberlain, Victoria Paris and more. To unlock the extended version of the podcast, you can join the Substack at cocomocoe.substack.com 🧡 “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Follow the "Middle Row" playlist on Spotify to hear new music before it goes mainstream: https://open.spotify.com/playlist/19x3n1ZRyN4eeikwSy8sL9 Email: cocomocoe@gmail.com

This is a free preview of a paid episode. To hear more, visit cocomocoe.substack.com In today’s episode of “Ahead of the Curve with Coco Mocoe”, we will be discussing the 2024 Victoria’s Secret Fashion Show that has the internet divided. What can we learn from looking at VSFS as a case study for how to evolve with a changing audience without having a branding identity crisis? You can watch the video version of the podcast for free, exclusively on Substack. Become a paying member to unlock all extended versions of the “Ahead of the Curve” podcast: cocomocoe.substack.com/podcast REFERENCE LINKS: * Victoria’s Secret Fashion Show 2024 on YouTube * StreamCharts: VSFS Breaks YouTube Record for 2024 * Affiliate Link: “Find Your Why” Book on Amazon “Ahead of the Curve with Coco Mocoe” is a marketing podcast that covers internet and pop culture but from a branding angle. Coco Mocoe is a trend forecaster and marketing expert who loves diving deep into why things go viral on the internet and how you can apply that to your own brand or creator journey. Thank you for reviewing the podcast on Spotify and Apple Podcasts! Follow Coco Mocoe on TikTok, Instagram and YouTube! * IG: @cocomocoe * TT: @cocomocoe * YT: coco mocoe Email: cocomocoe@gmail.com