T-minus 2 days.

After touting a new Search Party feature, advertised for lost dogs, the company received significant blowback. Why? Well, people noticed that same technology can be paired with facial recognition and used to track people, not just furry friends. This is interesting. Because last October, Amazon announced plans to partner its Ring doorbell cameras with the police surveillance company Flock Safety. This meant users could share videos from their doorbell with police. Separately, these things are creepy at worst. Together, they scream mass surveillance at best. Which the public is rightfully concerned about.

Now Flock and Amazon have announced the deal has been dropped. These situations make you realise how powerful the people are. It sometimes feels like these gigantic tech companies are untouchable. But the one thing they rely on to survive is our continued support. Saying this now for no particular reason…

It doesn’t surprise me then, that Punk is so back. “Punk Globalism” is the new wave of counterculture. It's not necessarily tied to a single nation or ideology, but instead operates as decentralised networks across borders. It's punk in spirit, but global in scale, fuelled by the internet and a shared sense that institutions everywhere are failing in similar ways.

The write up by Patrick Kho connects movements from different continents that don't necessarily share tactics or goals but do share a posture: a refusal to accept that the current system is inevitable. It's an optimistic read (maybe too optimistic). But there's something compelling about the idea that resistance doesn't have to look the same everywhere to still be part of the same larger shift.

Speaking of so back, the face of the Chinese New Year is an unlikely childhood favourite. Well, of mine anyway. 12-year-old me knows that Draco Malfoy never left. But the bratty platinum-haired Slytherin has become the official mascot for the Year of the Horse. He's now adorning red envelopes, front doors and refrigerators to bring in good luck. Platforms like Douyin and RedNote (or Xiaohongshu) are filled with posts of Malfoy's smirking face. Why? When translated, Malfoy becomes “马尔福” or “mǎ ěr fú,” which includes the characters for “horse” (马 or mǎ) and “fortune” (福 or fú). It’s a bit of a play on the phrase “马来福” or “mǎ lái fú,” which welcomes prosperity in the Year of the Horse.

-Sophie Randell, Writer

Have you ever been frame-mogged by a fraternity bro? Watched your cortisol spike as someone heightmogged you at brunch?

Do you have any idea of what I’m saying? If you're nodding yes, you've been contaminated by a very specific corner of the internet. If you're confused, good, that means you still have a chance.

But the origins of this vernacular are far darker than toilet rizz and consecutive numbers. And I mean dark as in: involves crystal meth and face hammers.

I like to consider myself unc these days. I’m embracing the fact that I’m, 1) Pushing 30 and 2) Not as chronically online as I once was. At some point you have to say “I’m going to touch grass” and really do that.

It seems innocent, like some locker room chat at worst. But it’s not. The place this language came from is deeply, disturbingly toxic. And most people aren’t even aware of it. And I can promise you that in two years, most people using these words definitely won't know about the guy at the centre of it all, or the ideology. The language will remain long after its origin story fades.

This is the duality of internet culture: the impermanence of people and the permanence of words.

And it’s believed to have been coined by a Twitch streamer named Clavicular, a 20-year-old who hangs with the likes of Andrew Tate and Nick Fuentes. And he has become the poster child for this particularly dark corner of the internet.

Clavicular, named after his biacromial width, or the span of his clavicle (19.5 inches) is pursuing what he calls "ascending," or reaching the level of his idol, White Collar actor Matt Bomer, whom he describes as the "true Adam" for his high facial harmony score.

The methods are questionable: taking enormous doses of steroids at 14 to the point where he can no longer naturally produce testosterone, smoking crystal meth as a “stimulant” to get leaner, wearing lifts in his shoes and positioning boxes around his home so he can stand on them when new visitors arrive, preventing them from noticing his real height.

He's saving for $30,000 double-jaw surgery. And he regularly engages in "bonesmashing" - literally pummelling his cheeks with a hammer or his fist in a medically dubious attempt to create higher cheekbones. This is not hyperbole; he's shared this publicly.

It's the fallback plan. The thing you do when you can't achieve physical dominance. Jestermaxxing means trying to appeal to women through humour or personality rather than with a razor-sharp jawline.

Clavicular frowns on this approach, viewing it as inferior. Although even he admits he'll "jester in a pinch." The implication is clear: if you have to be funny or charming, you've already lost. Physical aesthetics are the primary currency.

You can’t make this sh*t up.

But the most important word in this ecosystem is "mogging" - derived from "AMOG," an acronym for "Alpha Male of the Group." To mog someone is to dominate them through physical superiority. Heightmogging means being taller. Frame-mogging means having a broader, more muscular build. It's about achieving dominance in what Clavicular views as our modern, savage social media landscape.

In an interview with the Daily Wire, Clavicular predicted that California Governor Gavin Newsom would defeat Vice President JD Vance in the 2028 presidential race. Why? Newsom is more attractive. That's the framework through which he views power and leadership.

What I find fascinating and disturbing in equal measure, is that most people using these terms have no freaking idea about any of this. Myself included, until recently.

They see "jestermaxxing" as a funny, self-deprecating way to describe being the funny friend, use "mogging" as a joke about being slightly better than someone at something. The words have been sanitised through circulation, stripped of their toxic origins and turned into memes.

Clavicular himself will fade.

They won't know about the steroids at 14, the meth, the f*cking bonesmashing. The person becomes a footnote while the language he created embeds itself in how we talk.

This is how internet vernacular works. It detaches from its source and loses context. Words that originated in the darkest, most toxic corners of online culture get adopted, adapted, and eventually normalised by people who have no connection to - and no knowledge of - where they came from.

The question is whether we understand what we're inheriting when we adopt language without examining where it came from.

When someone casually says they're "jestermaxxing," they're probably not endorsing the worldview that personality is a consolation prize for physical inadequacy.

When someone jokes about "mogging" their friend, they likely don't subscribe to the ideology that human worth is determined by who's taller or more conventionally attractive.

It's the idea that physical dominance is what matters most and reduction of human interaction to who's winning and who's losing based on aesthetic measurements.

Clavicular will be forgotten, but his language will likely persist. The person fades into obscurity while the words he coined become part of how a generation talks about themselves and each other. The toxic origin gets smoothed over, sanitised, made into jokes.

Next time you’re causally "mogging" on your feed, just remember you're inheriting vocabulary from someone who smashes his face with a hammer. 

-Sophie Randell, Writer

The trend comes from Young n Reckless Season 1. In a confessional clip, KP is processing what just went down and says "I'm like okay b*tch let me catch my breath, I'm like okay cause this a big b*tch I need to catch my breath, so I'm like okay let me catch my breath." The fact that she says "let me catch my breath" like fourteen times in a row is what makes it comedy gold. People are using the audio to capture moments where they're so stressed, exhausted, or overwhelmed that one pause just isn't enough. My fav examples include:

Use the KP audio from Young n Reckless. Add text describing a situation where you're physically and/or mentally breathless and need multiple moments to collect yourself.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😲WTF: Vote to limit population to 10 million?!
❤How wholesome: Not how most face offs go down
😊Soooo satisfying: Spreading textile cubes on toast
🍝What you should make for dinner tonight: 5 ingredient yummy dinner

Hey Helen,

I know it's frustrating when your content doesn't immediately pop off. But from what we've seen with our own content, most series take 2-3 weeks of daily posting before the algorithm picks them up. That’s like 15-20 videos before you see results. The problem is most people quit after a couple flops. 

We recently had a client whose video took FIVE attempts to get right. We posted it, it flopped. Recut it, posted again, flopped again. Did this five times over nine days. On the fifth attempt, it got 500,000 views and 25,000 followers. Now if we’d given up after attempt three, none of that would have happened. We knew we were onto a winning series, which is why we kept tweaking and reposting rather than pivoting.

So if you know the concept is good and you’re following a clear format, keep iterating on the edit. Change one thing at a time (the hook, the pacing, the ending). Watch your retention graphs to see where people drop off. The series isn’t dead, you just haven’t found the right edit yet. 

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.