How Covid-19 Is Changing Media
6 media friends and I hypothesise
Our circuit breaker couldn’t have coincided closer with my plans to look for a job. As I knew for over a year now that I’d be able to work in fashion/media again come August 2020, I’d planned to start applying to agencies/brands/magazines start-April. Which explains my sincere empathy (and severe disappointment) when my dream companies replied that they were in hiring-freeze till further notice.
While my fingers are crossed that operations will restart soon, I’m also concerned how the landscape will change when it happens. I’ve shared my concerns here and here. Hopefully I can contribute to that evolution/revolution; how better (from home) than to get perspective from industry friends whose work and etiquette I admire.
Visual designer, 25
How are you?
I quit my job mid-March for an offer from another company. They needed a creative team to work with a new US client. After the US client pulled out, they couldn’t take me on. Thankfully I was mentally prepared to take a break, freelance.
Another company approached me LinkedIn; their art director had just left. I’m on contract with them till June. With WFH, I still wake up and work as I would in office. Design content now is branding > advertising.
Media will change…
Even though advertising can be online, a lot of it directs consumers to physical stores. Brands without e-commerce have been affected.
Many brands will realise the need for ecommerce. Once they start embracing it, the market for visual designers will grow.
After the virus calms down, there may be a hiring surge to make up for the jobs that were laid off. Companies will slip back to old habits unless they have insightful bosses.
Are you optimistic?
We’re already halfway into April, people are still not complying with the circuit breaker. The government may extend it, earliest till mid-May, at most till June.
There are still freelance jobs for designers. If you have the tools you can work from home. Otherwise take this time to gather yourself.
I’m glad I quit; after I left, 3 clients pulled out. I wouldn’t want to be on indefinite unpaid leave.
Writer, 25
How are you?
My anxiety spiked last week when HR asked me to come down to discuss “employment arrangements”. Knew I’d be fired. Our revenue last year went down, have a feeling my department may shut down soon.
I’m “relieved”? My company had raised my KPIs to impossible standards, don’t think I set time for myself. I’m “lucky” I live with my parents, have helped them close one of two of their jewellery stores.
My scope is niche, don’t think it suits general writer role. Have considered marketing, PR. Applied to >15 companies on LinkedIn. I’ve an interview for an editorial director role tomorrow [done].
Media will change…
I’m seeing a lot of self-care hacks. Is anyone even paying attention? Asking people to buy products—just throw on a face mask and chill—can come off inconsiderate.
Before leaving my old company, I was writing an advertorial, it didn’t feel right. I was assigned to write a story on sex facts…Maybe people do want distraction?
People may become less vain. A poll on my company group chat asked the girls if they still wear makeup while working from home. 96% said no.
Are you optimistic?
I’m trying not to be hard on myself. Keeping a routine has helped. Menial tasks give me a sense of worth. *laughs*
Fashion stylist
How are you?
Many of us didn’t anticipate the severity of Covid-19 via cross-contamination. I can’t style online. Shoots require many people on-set. Productions have been postponed indefinitely/cancelled. Brands have stopped shipping clothes. If everyone’s shopping online, the number of deliveries must not be humanly possible to execute.
There are alternative types of styling, be it giving consultations and personal shopping, to try. Or maybe brands can concoct digital shoots allowing me to style online avatars.
I have savings, but no one knows when this will end. Instead of worrying, I’ve gone back to incubate design ideas. People should take some time to recalibrate why they wanted to work in this industry, strategise what to do when the virus gets better.
Media will change…
Cancellation of fashion weeks is important. I’m up for celebrating brands’ heritage, but do we still need them? Maybe we can find new ways to promote collections.
Covid-19 will definitely cause huge, permanent changes to the fashion industry. I’m up for them, but worried how I can adapt. I’ll need to rethink the way I work, diversify my skill set to continue working in case of another pandemic. People should take some time to recalibrate why they wanted to work in this industry, and strategise what they want to do when the virus gets better.
Are you optimistic?
I’ve been watching medical documentaries. Dentists used to not wear gloves, surgical masks; the HIV outbreak changed that. There’s nothing without health. People should be hygienic all the time!
I’ve questioned my passion. I don’t think I treated myself well before. I want to implement free days to go to the beach, feel the breeze, cook for myself.
LVMH have started producing hand sanitisers in their Dior perfume bottles, surgical and fabric masks, robes. Fashion has a reputation of being the ugly stepsister of the arts. In times of need, however, fashion can shine too. It has shown its power to help.
Technical designer and production trainer, 33
How are you?
Boutique fairs, manufacturing, sourcing have been cancelled. Teaching can be digitised, but easier when I can observe closer.
With the brand I’d already been pushing for us to go online. The virus has just stressed its importance. We cut costs. Sustainability is not so much about using less, but about not being wasteful.
I’m pretty sure fashion month spread Covid-19 everywhere. Everyone was travelling to the major fashion capitals—New York, London, Milan, Paris—the places suffering badly. One week after Milan fashion week, Italy crashed.
Media will change…
How relevant is a fashion show? LASALLE suggested live streams. How often do people watch them? I think watching people walk down a runway is the most boring thing. Why not a film? But with circuit breaker, that’s hard too.
If Lady Gaga could shoot her music video on an iPhone 11, GoldFrapp on an iPhone 6… Ultimately, if you’re creative, you can do anything.
Are you optimistic?
I’m ambivalent. I generally don’t like being around people anyway. Set reasonable goals. You’re probably not going to be able to maintain the weight you lost this month.
Content creator and social media marketer, 26
How are you?
After CNY, brands slowly cancelled events. Campaign budgets were cut to nothing. Right before circuit breaker I received a surge of jobs from brands who reverted their events campaigns online.
Nothing’s coming in. In my role I also need to meet people to shoot content. While social media marketing is essential now, many brands many are still scrambling to go digital. With no money coming in, many are skeptical of new projects.
As a freelancer, you are not the priority of brands who have other fires to fight. I’m trying to start a zine, sell prints. Someone sent me $100 of their $600 government payout. My partner is still working full-time.
Media will change…
This virus is a stress-test. Media platforms that were dying will be drastically changed. Brands will be more strategic about allocating marketing budgets; that will make the change from traditional to new media faster.
We may be on the cusp of being able to mail cameras and driving robots to conduct photoshoots via remote control.
Are you optimistic?
Content creators should keep posting what they do best. It’s all part of the “Keep Calm and Carry On” mindset. Everyone should deal with shit the best way they can. That’s resilience. Of course, don’t be tone deaf. A Singaporean seafood restaurant gave out free masks for people who ate at their restaurants.
Use time, don’t let it use you.
From what I’ve read, the world will want to rebuild itself, markets will spring back, governments will do their best. New startups will come up.
Photographer, 30
How are you?
It has caused some shoots to be postponed indefinitely and so far there’s nothing concrete in the pipeline. The only alternatives are current attempts to plan future shoot and concepts otherwise taking it as a time off to focus on personal hobbies.
Media will change…
Do I think companies are seriously considering change or simply desperate to get back to before? I am sure the answer lies across both sides of the spectrum, some change will be in store as no one knows when will this circuit breaker period and pandemic be over.
Are you optimistic?
Honestly, Covid-19 definitely has dampened everyone’s lives in all aspects; mine included but hope is the only thing we can hold on to now, on top of doing our part to prevent further contagion. Life is cyclical, someday this pandemic will pass and while life will not be the same, it will continue to evolve.
The next day, this happened:
