💬 Open Tabs: How A24 makes cult-status merch

We’re back with our first Open Tabs conversation of 2026! Here are the topics we covered this week:* A24’s merch strategy is about cultural cachet [0:00]. We dug into A24’s merch strategy, from their huge Marty Supreme push, to their more offbeat travel guides. * Our POV: A24 understands that Gen Z doesn’t just want merch—they want meaningful objects that signal identity. By blending hypebeast drops, physical zines, script books, and hyper-local collaborations, A24 has turned merch into a prestige signal. You’d never wear a Netflix tee, but an A24 hat? That says something about you.* Model citizens, platforms, and the MrBeast problem [12:45]. We discussed how TikTok, YouTube, and Substack chose specific creators to be their “model citizens” that others try to emulate. Using MrBeast as an example, we debated whether it’s still possible to become a mega-star creator—especially as his former manager claims the future belongs to niche creators.* Our POV: MrBeast doesn’t create culture—he’s mastered the algorithm. That makes him powerful, but not replicable. * Connection over convenience [16:40]. We closed by tying everything together: A24’s IRL pop-ups, hard-to-get merch, and effort-based participation all tap into a growing desire for connection over frictionless consumption.* Our POV: As digital life becomes more convenient, audiences are craving things that feel earned. Whether it’s lining up for a jacket, hunting for a book, or belonging to a specific cultural “neighborhood,” the future belongs to brands that make people feel part of something—not just served content.Thanks for listening! 🎧 🤍 This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit mtdeco.substack.com/subscribe