Up To Some MSCHF

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Happy Wednesday, Future Party. It’s no secret that grocery tourism has become an international phenomenon (hello, Erewhon). But in Japan, one destination takes the cake for being the most surprising: 7-Eleven. Google searches for the convenience store have spiked 5,000% in the past month, thanks to its lineup of unexpectedly delicious breakfast items and snacks — think iced matcha, rice balls, and egg-salad sandwiches. Looks like we’re due for an upgrade.

Indie entertainment studio Cineverse is teaming up with Banyan Ventures to form MicroCo — America’s answer to the rising mini-drama boom.

The Little Picture: Mini-dramas — low-budget, bite-sized soap operas that have exploded among Gen Zers and middle-aged women — are wildly popular across Asia, especially in China. Cineverse, Banyan, and their roster of seasoned Hollywood execs see an opportunity to be a “first mover” in America as Chinese apps begin creeping into the market.

Behind The Scenes: MicroCo is betting its shows can hook American audiences in the time it takes to heat up a bowl of leftover pasta.

Final Credits: The question on everyone’s lips in Hollywood: “Is this the next Quibi?” The Jeffrey Katzenberg-led platform had plenty of hype, cash, and even some solid content — but it stumbled out of the gate, debuting just a month into COVID lockdowns. Some chalk its failure up to bad timing, while others argue the idea never made fundamental sense.

That’s a fate MicroCo is eager to avoid — opting instead for ultra–low-budget content that actually makes economic sense for bite-sized viewing on a tiny screen… even if the shows come with goofy titles like The Double Life of My Billionaire Husband.

Coming Soon: With Hollywood still contracting and thousands of actors, writers, and crew out of work, MicroCo may have no shortage of talent eager to collaborate.

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MSCHF, the brilliant Brooklyn-based art collective famous for satirizing culture, is launching a creative agency to bring its talents to the world of branding.

Why It Hits: Since its founding in 2016, MSCHF has evolved from a collective that angered the targets of its trolling into one of the coolest groups for artists to collaborate with. And by officially opening up its services for brand refreshes, product development, and one-off marketing campaigns, MSCHF is likely about to get its biggest stage yet.

Behind The Curtain: MSCHF is suiting up for the pitch.

Last Laugh: While creative agencies are a dime a dozen, there seems to be a new crop of culturally-attuned, celebrity-driven, out-of-the-box ventures popping up recently. The trend seems to have started with Ryan Reynolds’ Maximum Effort, which was built on responding quickly to viral moments. That roster has expanded this year with Kendrick Lamar and Dave Free’s Project 3 and potentially Pharrell’s VIRGINIA.

The goal for all of these agencies is, of course, to rise above the digital noise, especially at a time where everything is marketing. By providing something bespoke, unique, and actually creative, the work can both impact culture and boost the bottom line.

Prediction: Considering the stunts MSCHF is known for, expect its first clients to be brands looking to spark a little playful controversy in hopes of reclaiming the headlines.

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81% of you voted No in yesterday’s poll: Have you ever joined a private club for networking opportunities?

“Once when I was first starting out. I think it was more about drinking than actual networking.”

“I’ve been to Soho House many times, and I would never buy a membership. It’s really gone downhill over the years anyways. Money is best spent to network at professional conferences.”

“Yes, really specialized military background places.”

Let’s keep the conversation going. Join our Poll Of The Day newsletter, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

🎥 Actor Ron Perlman is launching a film and TV development and financing platform, dubbed “Watrfall,” that connects fans with creators.

📺 Nexstar, the largest owner of local TV stations in the US, is merging with rival Tegna in a $6.2 billion deal.

🎧 Spotify rolled out a new feature that allows users to create custom transitions in their playlists.

📰 News publishers are considering switching from blanket-licensing deals with AI companies to a pay-per-crawl structure.

👀 Clear and the TSA are testing a biometric security system, called “eGate,” at three US airports.

🏦 Wyoming is the first state to issue its own stablecoin in collaboration with blockchain firm LayerZero.

📦 SHEIN is considering launching a parent company in China to ease the path for a Hong Kong IPO.

👟 Allbirds is making a new line of sneakers constructed from the remnants of old shoes.

👖 Gap is bringing back its OG low-rise jeans as Y2K nostalgia reaches a fever pitch.