Total media convergence has made way for many a digital trend, but none as pervasive or enduring as the “Get Ready With Me” (GRWM) video format. It’s a simple concept that has outlasted fleeting beauty trends, major platform shifts, and the entire life cycle of some apps (RIP Vine). And now these videos are all but replacing a studied and practiced art: The humble interview.
We’ve all been made privy to this shift online. Red carpets and radio interviews are slowly being phased out in favor of GRWM videos in glossy bathrooms with marble counters, the de facto premier spot for celebrity journalism. From the MET Gala to the Emmys, the biggest nights in Hollywood are ritualistically preceded by well-lit videos in luxury hotels with lush robes and undereye patches abound.
This interview format gives viewers the illusion of getting a behind-the-scenes look into a celebrity’s process, which feels more authentic than a staged interview with a handheld mic on a red carpet.
But make no mistake, though, these GRWM-style videos are just as, if not more, calculated when it comes to intentionality and time invested. Making sure these vlog-style videos go off without a hitch doesn’t happen by happenstance, and not a single product placed or question asked hasn’t been carefully screened and pre-approved.
@scotfknlouie last nights #glam + #chitchat ♬ original sound – SCOTLOUIE
Whether it’s a storied publication taking viewers behind the scenes of their favorite celeb’s pre-event grooming process, or the celebrity themselves taking us through their ceremonial rituals with serums, moisturizers, and a sprinkle of actual information.
Now the appeal of direct-to-consumer content is not lost on anyone. Who doesn’t want the raw, uncut stream of consciousness straight from the source? This is especially true in our current digital landscape, where influencers largely control the traffic when it comes to what is and isn’t considered “cool.”
On the whole, digital voyeurism has been a pillar of internet creation since the dawn of fashion and beauty YouTube, where “What’s In My Bag” videos reigned supreme and answering questions in front of a Nikon camera propped up by a couple of textbooks was the pinnacle of content. As a people, we are historically and categorically nosey, and that is the crux of what brings us together as readers, viewers, and listeners.
Add in the enduring allure of celebrity, and now the need for a moderator or an official interview format doesn’t seem like a necessary part of the program. really needed.
@allyiahsface Haven’t done one of these in a while. Outfit links on my LTK!
Sure, there are facilitators behind the scenes who handle the production side of things, but the idea and a large part of the appeal lies in the perceived transparency of these GRWM videos. Whether or not it’s feigned or authentic doesn’t really matter. It’s the illusion of inclusion. The veneer of reliability. Getting a full feature in a legacy publication or being interviewed by a major network is unattainable for the average person, and nowadays, people want someone they can relate to more than they want someone to idolize.
Naturally, there is still a place for storied media houses in all of this, and the current creator economy will not flood out the societal need for true journalism. But it would be remiss to downplay the myriad of ways content creation has reshaped how traditional media connects with its audience, and the same can be said for celebrities who are now heavily dependent on the whims of the internet and the creators who run it.
It’s funny because celebrities are, in a lot of ways, the OG influencers, and for years, the media has held a similar prestige. They told us what was hot. They determined what was worth buying and who was worth supporting.
But now both institutions find themselves on the other side of the relevance equation, relying heavily on social media to sustain the years of hard work they’ve built up to this point.
Signs of the time.