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The Great Unwinding: How “Cozy” and “Retro” Media Became the Ultimate Escape
Sometime between the third global lockdown and the endless scroll of the “For You” page, the cultural pendulum snapped back with a vengeance. The hottest genre of 2024 isn’t a thriller or a noir. It is the . ExxxtraSmall.22.07.21.Haley.Spades.All.The.Rave...
Perhaps the most telling symptom is the rise of “ambient entertainment.” On YouTube, the most popular live streams aren’t concerts or e-sports. They are “Lo-Fi Hip Hop Radio – Beats to Relax/Study To.” That animated loop of Shiroku the cat studying by a rainy window has generated hundreds of millions of hours of watch time. It is entertainment that demands almost nothing from you except your presence. The Great Unwinding: How “Cozy” and “Retro” Media
We are witnessing the Great Unwinding of popular media. Perhaps the most telling symptom is the rise
