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In the past, media was top-down (studios told us what was popular). Today, it is bottom-up. Popular media is now driven by .

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A 15-second clip of a creator reviewing a niche indie game can go viral, leading to coverage on gaming news sites, trending status on Twitter, and eventually, a surge in sales. This is the "link" in action: A creator makes something relatable. In the past, media was top-down (studios told

The substance. It’s the story, the video, the meme, the song, or the podcast episode. It is the creative unit designed to evoke an emotional response. In the past