The influencer age and its consequences have been a disaster for pretty much anyone you follow online. Kareem Rahma, who any NYC scenester recognizes from Keep The Meter Running and Subway Takes, emerges from the scrolling seas with his new single “Content Machine”. Part guide, part prophet, and full-on participant of the internet, Kareem with Tiny Gun brings a Strokes-like sound with their new single that we know is going to be the new buzzword in the zeitgeist (or used for cheeky captions). Lucky for us, Kareem is here to share more about “Content Machine” and if there is any hope for us at all.
And if you don’t think you need to listen, there’s a reflection of a member of the Content Machine on your little phone screen.
What’s up?
Good morning, world!
So what’s a content machine? And what should we do?
I’m a content machine. You’re a content machine. We’re all content machines, some of us more than others—with me being one of them.
It’s funny; I started making music as a way to distance myself from the addictive and constant nature of ephemeral, feed-based, scroll-driven media content, hoping that music would be different since it has a much longer shelf life. It’s something you can come back to, revisit, and forge a connection with. Unfortunately, that’s true to some extent, but then how do you get people to listen to the music? You’ve got to make content. It all comes back to content.
The music video, made entirely out of stock video, is kind of a protest to that. I really didn’t want to produce another music video.
Meanwhile, my Instagram video series promoting the song is satirical. My content is generally pretty premium, well-edited, and humane — the sign videos are the opposite of that. That sort of content is kind of the ultimate form on content machining.
What’s been some of your influences in both your overall creative and now musical efforts?
I draw from a ton of different influences.
Obviously, New York City and the internet are both big themes in my music and video output.
‘Keep The Meter Running’ and ‘Subwaytakes’ are both about exploring the city in different ways. I feel like the city is my playground and my set. I love it. I try to imagine doing what I do in LA, and it just doesn’t work there. It needs to be here. I need to be here.
As for human influences, Anthony Bourdain, Andy Kaufman, and Lou Reed are the first three that come to mind. They’re all dead. Just realized that.
My band Tiny Gun is made up of legendary indie musicians who have been in the NYC music scene for years. They’re kind of my sherpas in navigating this new form of creative output since I’ve only been making music for about 2 years now. We have a great group chat going and I don’t understand about 30% of the things they’re talking about — but hey, it’s never too late.
What’s on the horizon?
Our next show is at Silver Linings Lounge on March 12! Come on by.
Anything else?
Don’t feel sad. We’re all in this together.