The Death of Shared Pop Culture: Why You Should Stop Trying to Please Everyone
In a world where algorithms rule and the Super Bowl halftime show can’t make everyone happy, creatives and entrepreneurs need to rethink their strategy—and embrace the power of going niche.
There was a time when pop culture was a communal experience. We watched the same TV shows, listened to the same radio stations, read the same newspapers, and stood in line for the same blockbuster movies. If something big happened at the Super Bowl halftime show, you could count on everyone having an opinion about it. Back then, it felt like we were all living in the same cultural universe.
Today, things are different. We don’t live in a cultural monoculture anymore—our pop culture is fragmented, hyper-personalized, and deeply individual. What’s on your radar might not even exist on someone else’s. You can no longer assume that “everyone” has seen the Oscar-winning movie or heard the song with a billion streams. And you know what? That’s not a bad thing. It’s just the way things are now.
The Fragmentation of Pop Culture
Streaming platforms and social media algorithms feed us content tailored to our tastes. We don’t flip through the same handful of TV channels or tune in to the same Top 40 radio stations anymore. We build our own playlists, binge our own curated shows, and follow niche influencers that reflect our personal worldviews.
Even cultural “events” aren’t guaranteed to reach everyone. For example, I completely missed whatever the controversy was around Kendrick Lamar’s Super Bowl halftime performance, even though it was a huge moment for many. I’ve never seen Everything Everywhere All at Once, despite it sweeping the Oscars. Meanwhile, someone else might have no idea what the biggest show on Netflix is right now—or care.
We’re all living in our own customized bubbles. And that’s okay. The challenge (and opportunity) for creatives and entrepreneurs is learning how to thrive in this new world.
Lessons from the Super Bowl Halftime Show
A perfect example of how things have changed is the Super Bowl halftime show. Every year, without fail, the internet buzzes with suggestions about who should headline next. Some want a rock legend, others a pop superstar, and some throw out wildcard picks just for fun. But here’s the thing: there is no halftime act that will please everyone anymore.
The NFL figured that out. They don’t aim to create something that everyone will love. Instead, they focus on creating buzz. They lean into the reality that in this fragmented, hyper-personalized culture, there’s no one-size-fits-all performance. The goal isn’t universal approval—it’s to get people talking. Whether it’s Rihanna, Kendrick Lamar, or Shakira and J.Lo, the strategy is to make a moment that sparks conversation, knowing full well it won’t resonate with everyone.
What This Means for Creatives and Entrepreneurs
If the NFL—the most mainstream entity you can think of—can embrace fragmentation, so can you. Here’s how:
Don’t Try to Be for Everyone
Focus on your people. The ones who truly resonate with your voice, style, and story. Trying to create something that “everyone” will love is a fast track to creating something watered down and forgettable.
Think about it like this: I just spent a weekend in New Orleans, where the phrase “your people” means something special. It’s how locals refer to their family, close friends, and loved ones. Your people are the ones who get you on a deeper level, the ones who ride with you no matter what. When you’re creating, think about them. Build for your people—the ones who will celebrate what you do.
Lean Into Authenticity
In a world full of content and choices, authenticity cuts through the noise. People are craving something real. They don’t want the most polished or perfectly curated version of your work—they want something that feels genuine. Give them the realest version of yourself and your story.
Niche is Not a Limitation; It’s a Superpower
You don’t have to be mainstream to succeed. The internet makes it easier than ever to find your tribe. Whatever you’re into—there’s an audience for it. Whether you’re making music, building a brand, or launching a product, you don’t need to appeal to everyone. You just need to resonate deeply with your audience.
Create for Connection, Not Just Consumption
Since we’re all living in personalized media bubbles, there’s a hunger for genuine connection. Think about how your work can bring people together—whether it’s through storytelling, a shared experience, or a common set of values. The more you build opportunities for connection, the more your work will stand out.
The end of shared pop culture doesn’t mean we’ve lost something—it means we’ve gained something new. We’re no longer tied to what’s popular or what everyone else is doing. Instead, we have the freedom to create on our own terms, explore new possibilities, and connect with people who truly care about our work.
So, lean into your unique world. Make the thing you’ve been dreaming about, knowing that your people are out there waiting for it. Some will find it today, others tomorrow—but they’ll find it. And when they do, you’ll know it was worth it.
And remember: EVERY day is a celebration. Whether your project goes viral or becomes a small cult favorite, it’s still a win. There’s always something worth appreciating, some little victory to toast. Life’s too short not to celebrate every step of the way.
Astro Joe Garcia
Road To Mexico - Astro Joe Garcia
“Road to Mexico” was the first song I ever wrote and recorded back in 2008, long before the world became hyper-personalized and fragmented. Maybe I was a little prescient without even realizing it. I wasn’t thinking about pleasing a mass audience or chasing trends—I just went for it. The song was personal, about wanting to escape and take that metaphorical road to Mexico, even if it was just in my mind. Looking back, it feels like a reflection of where we’ve ended up: a world where creating something honest and true to your experience is more powerful than ever. I didn’t have a following then, and I still don’t care about that. I made it for my people, for anyone who’s felt that need to hit the mental reset button. And that’s the lesson here—sometimes, you’ve just got to trust your instincts and go for it. The right people will find you.