Curators and mods, once niche roles in the realm of social media, are now becoming highly sought-after profiles for luxury brands. These individuals are the modern-day gatekeepers and organizers of digital content, gathering and identifying various digital traces, such as images and videos, and bringing them together on a digital platform centered around a specific theme.
Mods, or moderators, play a crucial role in ensuring the smooth functioning of online communities. They enforce pre-established rules and have the power to both punish and reward members. From banning individuals from chat rooms to elevating members to higher positions within a community hierarchy, mods have the authority to maintain order and foster engagement.
The rise of curators and mods can be seen as a result of a fundamental shift in the role of creatives and the recognition of the importance of communities in a brand’s success. These individuals possess a genuine passion for a particular subject and combine it with strong technical skills to effectively utilize digital platform features. Some enthusiasts even actively participate in forums opened by brands in hopes of catching the attention of the curators and mods.
Virgil Abloh, renowned for his unique approach to the creative direction of fashion houses, has paved the way for this new definition of roles within luxury brands. His emphasis on curation and collaboration has allowed his projects to resonate culturally and from a business perspective. Now, brands like Gucci are following suit by recruiting “community coordinators” on platforms like Discord. These coordinators not only weed out spammers and offensive behavior but also animate the community by sharing content, redirecting conversations, and engaging in close conversation with the brand’s creatives.
As Web3 experiences continue to expand, curators and mods are playing an increasingly important role. Genuine governance and leadership structures are emerging on the brand’s side to control their powers. Adidas, for example, has created its first Council, comprised of 15 members elected among NFT owners. These members act as a counterweight through consultation systems, ensuring that the powers of the curators and mods are used responsibly.
Curators and mods serve as both conservators and didactic agents. They are responsible for preserving and orchestrating the vast amount of digital content created by the brand and its fans. Archiving these traces becomes crucial in order to become a form of author in the curation of works. Additionally, curators and mods serve as vehicles for education on luxury values and components. The informal and invisible exchanges that occur behind public façades, such as Instagram accounts, are powerful tools for conveying a brand’s identity and redirecting attention towards certain fundamental aspects.
In conclusion, the roles of curators and mods have evolved to become integral parts of the success of luxury brands in the digital age. Their passion, technical skills, and ability to foster engagement make them highly sought-after profiles. These individuals play a vital role in curating and moderating digital content, preserving and orchestrating brand creations, and educating audiences on luxury values. Their contributions are shaping the future of luxury brand strategies in the digital realm.
Useful links:
– Luxury Brand Councils: NFT Owners as a Counterweight in Web3
– The Role of Curators and Mods in Luxury Brand Community Management
