Our culture is currently in the midst of an archival revival. People across industries are grappling with how to make use of the archive in ways that feel current, cool, and that push creativity forward. The logical evolution of our culture’s ongoing preoccupation with nostalgia, this interest in the archive as a source of aesthetic material and a site of cultural discourse is emerging across a gamut of creative industries. Audiences have begun to see the value of preservation, evidenced by the uproar of discovery+ removing shows from its streaming services; and the value of paying homage to the greats who’ve paved the way, such as the excitement surrounding samples like Robin S’s Show Me Love and Moi Renee’s Miss Honey in Beyoncé’s Renaissance. Amidst this growing consumer interest, brands are realizing the value of the archive and seeking to create their own, like Pokémon, who recently advertised a job listing for an in-house archivist. From albums and fashion campaigns, to social media pages and editorial projects, we’ve decided to connect the dots and take a closer look at our culture’s turn to the archive.
The Archive is Our Biggest Asset
24 AUGUST 2022