Word: amateurism
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...senior at California State University at Long Beach, majoring in art and illustration and doing a little break dancing on the side. On the night in question he had been hired to perform at a Korean-American talent show in Los Angeles. There's a grainy amateur video of the event in which you can see him mumble his name into the microphone and then do his thing for about...
Bernal is famous now, in a way, but it's a new kind of fame, courtesy of a new medium. Viral videos are only a few minutes or even a few seconds long, and they're generally amateur in execution and wildly eclectic in subject matter. Browse one of the websites that hosts them, like YouTube or Google Video, and you'll see drunken karaoke, babies being born, plane crashes, burping contests, freakish sports accidents and far, far stranger things. The one thing they have in common is that people can't stop watching them...
...vast majority go nowhere--YouTube hosts millions of hours of drunken parties, tearful confessions, smiling babies, sleeping cats and screen grabs from World of Warcraft, all doomed to obscurity. Nike showed a firm grasp of the form with a popular clip, an ad stealthily designed to look like amateur footage, showing soccer deity Ronaldinho putting on a pair of sneakers and then, incredibly, nailing the crossbar with a soccer ball four times in a row. Some of the successes are accidental. For a while, one of the popular movies on Google Video was a 20-sec. clip...
Batali the mogul is an emerging figure, but Batali the chef is captured in an incisive, cracklingly funny book scheduled for release May 30. Actually, as you can guess from the title--Heat: An Amateur's Adventures as Kitchen Slave, Line Cook, Pasta-Maker, and Apprentice to a Dante-Quoting Butcher (Alfred A. Knopf; 325 pages)--the book is mostly about the author, Bill Buford, a former New Yorker editor and freakishly dedicated foodie. Buford went to work as a cook at Babbo, one of seven Batali-Bastianich restaurants in Manhattan. But Batali is the book's most memorable, entertaining...
...went to restock, the guy in Tower was really excited,” Mure says. “He said, and this is a direct quote, ‘They are selling like hotcakes!’” Mure doesn’t want to be an amateur for long—he’s in the rap game for the long run. “I want rapping to be my career. I’d like to get a record deal, and do my own thing. I don’t like the conformity...