I have found that people who like feeling a part of the indie sub-culture resist the notion that there are many more people like themselves out there. It’s antithetical to being “indie.” Is it possible that those who identify most with RenGen values also want to remain slightly apart from the masses as a way of enhancing their uniqueness?

You got me there, didn’t you?

I also agree that the explosion of user-generated content has dramatically democratized the creation and distribution of art. Still, to claim that we are on the verge of the rebirth of civilization because 90mn people have a MySpace page seems excessive to me.

I do realize, of course, that I’m playing the devil’s advocate here, at least in part. Still, I would love to hear your views on the first few paragraphs of Roger Sandall’s 10,000 Years of Nostalgia, the part before he starts talking about Xenophilia and Freud.

Well, brands, like all economic offerings, are inherently inauthentic, so we are really talking about brands becoming ‘more authentic’, or brand trying to ‘cue authenticity’.

But, what you are talking about is perhaps brands becoming ’selfless’. Yes, that’s a big thing too, and many brands are also trying to ‘cue selflessness’ in their messages.

Yes, you should interview Tim Ferris. He’ll be perfect for your podcast.

BTW, if you have any more signed copies of books lying around, do think of me. I can’t buy any books in my year of being off consumption, so I’m basically relying on the generosity of friends and strangers. In any case, as you can see, I’m making it a habit to write about your podcasts.

The assertion that we are on the verge of a second renaissance is somewhat stretched though. I agree that a growing subculture is indeed in sync with the values you and I are talking about (authenticity, simplicity, personalization, community, back to culture, back to nature etc.), but I also believe that this subculture has always existed, in some form or the other, and never really moved into the mainstream.

As writers, and trend-watchers, we often project the values of this subculture onto the mainstream, and by doing so we sometimes play a part in making them ‘more’ mainstream.

On the whole, however, these values will never really become mainstream. Most people will never really embrace art, or go back to nature, or go off consumption.

Even though I don’t really want to, I find myself agreeing with Roger Sandall’s views in The Culture Cult, and especially, his essay on 10,000 Years of Nostalgia.