The routine is all too familiar. You log on to your web platform of choice to get your skate video fix and queue up the day’s hot new parts. The clips start to play but soon your attention dwindles. By the time the 20th trick is flying by – followed by another, and another, and another – nothing’s really registering.
What is there to gain from this type of daily intake of skate parts? You aren’t likely to fall in love with a new person’s skating. You won’t get inspired go to your local spot and try a trick you just saw online. You’re certainly not rushing to the shop to buy the latest pro model from whoever’s part you watched that day.
A new skate part was once the most powerful marketing tool for moving product and growing recognition. It also regularly moved skateboarding forward by showing us never-before-seen tricks and new approaches and styles. Now, it’s devolved into the equivalent of a sign twirler dancing on the corner, competing for people’s ever-diminishing attention spans.
I’m not saying skaters should no longer film tricks. Sponsored skateboarders should always be filming, and many of them should film much more than they currently do. But pros shouldn’t rely on video parts as their bread and butter, because if you dedicate a full eight months of your life to something that will be buried in a news feed overnight, you completely misunderstand today’s skate economy……..