By Max Godnick
Tank Sinatra memes business.
The digital content creator has over 1.6 million followers on Instagram and has emerged as a major celebrity memer.
"People are starting to accept the fact that memes are not going anywhere," Sinatra told Cheddar. "In the 80s and 90s, sex is what sold. Now it's humor."
Sinatra's account includes thousands of photos with captions on various trends in culture, romance, sports, and politics. And now he's channeling his online prominence into a real-life career: as the director of influencing marketing at BrandFire, where he handles social media for brands and companies.
Soon, his followers can see his process firsthand in a new documentary called "Meme Gods," which Sinatra says will uncover the process of making the content that has so transfixed social media. He told Cheddar on Tuesday he hopes to profile the 30 or so people who create roughly 99 percent of all memes on the internet. The film, presumably, is Sinatra's attempt to legitimize a form of cultural expression that deals primarily in kitten photos and Beyoncé puns.
He cited popular brands like Wendy's and Netflix, whose marketing departments have developed cult-like followings for their clever campaigns on Twitter and other social platforms.
"It's all wit all the time," Sinatra said. "It gets people's attention."
At BrandFire, Sinatra works alongside a roster of fellow creators including co-founder Adam Padilla and Bryan Black. The team helps companies enter the expanding digital landscape by creating a socially digestible content experience.
"We have been creating content all day, every day," he said. "It's like a meme factory over there."
But don't expect any trade secrets from the memer ー he still hasn't cracked the code for viral success.
"The psyche and the collective psychology of the internet is completely unpredictable," Sinatra admitted. "The more universal of a problem it is, the better, and the cuter the dog or the kid."
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