Content is Dead. Long Live Creation.

REVUE came to me because of the chronic exhaustion that was a result of mass and constant content creation and content consumption. 

The world of Instagram no longer felt invigorating. It once was how we graduated from Tumblr. The world of static stunning photos were replaced with characterizations of bite sized videos of internet personalities. Trends became strategies not individual expression. The algorithm became endless and ruthless; dulling our senses and our creativity while holding us captive to a viral promise. The world of social media became a machine when it once was an imaginative digital playground (deep nostalgia for 20 year old me scouring Tumblr for outfit photos of the Olsen twins). We became cogs. The artistry was dead.

About two years ago I unplugged from the false notion that I had to document every single part of my day and life at large on Instagram to be relevant. It was freeing and necessary. 

It also had me question my worth, my place in the world, and my future trajectory. As a member of the first generation to grow up on the internet, who am I if I pull my identity away from social media? 

These were the questions I was asking as REVUE’s essence and mission began percolating. I struggled with this idea that I hated the content world while also starting a content-based business. 

Does the world actually need more content? I asked myself.

After months of exploring this concept and writing the Sunday Inspiration newsletter every single week, I unearthed a more artistic truth.

Content - a word that has been taken over by the social media and influencing industry - is not what REVUE is aiming to create. 

Magazines were never content - they were curated worlds.

Books were never content - they were literary and cultural gold.

Podcasts were never content - they were documented curious conversations. 

Tumblr posts were never content - they were pure and poignant creativity.

Content just used to be creations: artistic, cultural, and creative expressions and bodies of work. 

When I thought about REVUE through the lens of a modern day content business model instead of through the true creative heart of it, it felt like an exhaustive assembly line. I hated the content game so why was I getting into it? 

And then I realized it’s the idea, the philosophy, and the current day model of content that abhors me.

It is that current day model that REVUE aims to change and reinvigorate. 

REVUE isn’t a modern day content machine. 

REVUE is a world of creations, conversations, and cultural luxury with interesting women who crave more out of life.

Within that world is a newsletter that reads like a coffee table book, profiles that read like a monthly magazine, thoughts that percolate like your favorite philosophy class, imagery that speaks to your aesthetic dreams, inspiration that feels like an art gallery. 

So can we all stop creating content and actually start creating art? Can we stop mindlessly scrolling and intentionally read, feel, and experience? Can we get together in a room and have a rich salon of cultural dialogue? Can we use the internet as the initial tool to enter worlds in real life that feel deeply poignant? 

To the end of content. To the beginning of and to the coming home of creations. 

To remembering what creative expression actually feels like.

To you: the most interesting woman in the room who has something deeply creative to say. 

Sincerely,

Gabrielle Scout

Editor-in-Chief of REVUE

The most interesting conversations begin with a beautiful letter. Forward this to begin one.