Monolith haters believe this is just a lame marketing ploy

EJust as another mysterious and silvery monolith is discovered in the wilderness, Nay Krisanda has had enough of the phenomenon. “If the former felt like a marketing gimmick,” Krisanda told The Daily Beast, “the latter two reinforced that feeling.”

Three times in recent weeks, large metallic obelisks have been found standing like giant dominoes in the wild. The first, discovered in a Utah canyon, was kidnapped by environmental activists last week. Another monolith appeared on a Romanian hill shortly after, followed by a third on a California mountain this week.

But for a growing crowd of anti-monoliths, the fantasy has worn off with each subsequent discovery. If it’s art, it’s not particularly good art, they argue. If it’s a publicity stunt, get straight to the point and say what it is advertising. If they are aliens, they can go to hell.

“Unless there’s some other intelligence behind it, then it’s just something to sell something and it smacks of ‘the fun idea of ​​a marketing business’,” said Krisanda, 36. , who works for a printing house. “All of this is happening during a pandemic that has shut down entire industries, kicked people out of work / health care and out of their homes. No one has the time or the money for anything they are trying to sell.

The YouTuber known as Rational Disconnect has become a vocal anti-monolithist.

“Initially, I thought it was a cool art project or a 4chan prank when the first one came along,” he told The Daily Beast. After the appearance of the Romanian monolith, however, he began to suspect a publicity stunt, “which sucks all the excitement and mystery out of it.” The longer it lasts, the more I feel like I just want it to be over so can forget about the product it was about for two weeks after its final announcement.

There is no evidence that the monoliths are actually part of a publicity blitz. In fact, almost nothing is known about the creators of the statues – or if one entity is behind them all. The first monolith may have been placed in a canyon in Utah five years ago, according to Google Earth photos discovered by Reddit user “Bear__Fucker”. The Romanian and Californian monoliths appear newer, not appearing until after the Utah facility made headlines.

Ellie Quigley, from Manchester in the UK, works in marketing and spends a lot of time thinking about marketing stunts, she told the Daily Beast. His professional opinion is that the statues don’t sell anything, but they are still no good.

“It’s so disturbing,” she said of the tall metal structures, which drew comparisons to the spooky monoliths in the film. 2001: A space odyssey.

“The world really doesn’t need it right now. It’s not like people started to knit for tree trunks, at least it would be good. It’s just a silver plinth that looks like it should be at Dumbledore’s resting place in Harry potter. “

Blaire Notrica, another Twitter user to express monolith fatigue, said he was tired of the theories about the origin of the original statue “when it comes to obviously finding art and not very good art.”

Notrica said he welcomed a true art critic of the monolith, but “obviously they’re not aliens and clearly not Bansky.” On New Year’s Day 2001 someone erected a monolith Space Odyssey-style in a park in Seattle. It’s a little smarter.

Even Twitter’s compulsive urge to create parody accounts for every news name seemed to weaken for the Monoliths. People have created at least nine “Utah Monolith” parody accounts, with pseudonyms like @utahmonolith, @ utahmonolith1, @ utahmonolith2, @ utahmonolith3, and @monolithutah, but few are active and only one account (a few) over 100 subscribers. The joy Twitter could once have taken from a topical meme was gone.

A more disconnected group also challenged the original monolith. Last week, a team of four removed the Utah Obelisk. One of them, an adventure guide from Utah, explained his actions in an Instagram post.

removed the Utah monolith because there is clear precedent for how share and normalize the use of our public lands, natural wildlife, plants, freshwater and human impacts on them. The mystery was the craze and want to use this time to unite the people behind the real issues here – are losing our public lands – things like this don’t help, ”Sylvan Christensen wrote.

Although the statue damaged some of the surrounding rock formations, its real cost came when hordes of tourists drove cars and drove helicopters into the remote canyon to see it, Christensen said.

“This land was not physically prepared for population change (especially during a pandemic),” he wrote. “People have arrived by car, bus, van, helicopter, plane, train, motorbike and e-bike and there isn’t even a parking lot. There is no bathroom and yes pooping in the desert is a crime. There was a lot.

Perhaps in an earlier time people would have greeted the monoliths with less cynicism. But if the Monoliths are indeed a marketing stunt, they’ve run into a jaded Internet audience that has lost their taste for corporate gadgets, Rational Disconnect said.

“I think brands have really used all their goodwill with stuff like this over the past couple of years,” he said. “Edgy Wendy’s applause at Arby’s over the past few years has really tired everyone.”

Quigley, the marketer, said the mysterious totems came in a remarkably bad year when everyone was already over-excited and unresponsive to aliens, publicity stunts or whatever.

spent fearful of the unknown,” she says. “Go home, monolith, you are drunk.”

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