What is this sorcery?
(Source: WCCFtech)
Nokia's marketing visual ID says it all. The nod to the (pop-art) past accompanied by its retro framing is the lead message. Secondary to this, the iconography is all millennial 'n' stuff with the speech bubbles, emojis and a cluster of information around it, mirroring today's frantic world. The Nokia itself, is of course, the cut-through of simplicity amongst the modern mania. No longer monophonic, complete with a basic camera, the ability to 'internet' and a colour screen, it's a credible re-birth for sure. But what it MEANS as a signal of society is even more exciting!!
Appreciation for this phone comes from two major consumer groups:
Baby Boomers
(Helen Mirren is a FIRE Baby Boomer, phwoaaarr)
This generation want it for its durability, trustworthiness and simple functionality. It's fuss-free and does exactly what it says on the tin. The stripped-back take on a smartphone means they can connect happily - with fewer demands/expectations than younger generations - but more importantly, disconnect. After-hours means offline for them. Literally 'goodnight.' Baby Boomers' needs are simple, with their browsing habits a healthy level surrounding needs and not a web surfing addiction, thus it's 2G connection is sufficient. Plus, they can take all the pics of their grandchildren they want! (at below-par quality because they just don't care enough to make it 'insta-worthy'). It's great value for money at only £42!
Mid-Older Millennials
(Simon Bird is a ruddy happy Millenial. Look ^)
The nostalgia factor is key here. This is likely a more identity-related, fashion purchase over an official trade-in from the all-singing, all-dancing smart phones that Millennials clutch onto. Being the first mobile generation, it'd be hard for them to fully convert and commit due to smart phones' expansive capabilities that facilitate their 'always on' lives. The long battery life is definitely a draw for the frustrated consumer group who carry about charging means wherever they go. Nevertheless, I believe there is interest from a 'I'm a true, authentic 90s kid who remembers living through the analog times' point of view. The 3310 is iconic, it's a symbol of where we've come from and where we are now – a keep-sake for the future when the planet will be run by AI...
To wrap up, this re-release has a new-wave-retro, 'cool' factor. I don't think it'll stick, but is more of a 'nice-to-have' (that last term, my friends, is known as advertising jargon). It could be a good short trip accomplice and deter potential thieves in crime-y cities...?
The Rebirth Revolution: What Nokia 3310, Drake's 'MORE LIFE' album & Jack White's 'Vinyl Pressing Paradise' have in common...
1. MORE LIFE
Teenage Fever has undertones of JLO's classic 90s vibes that penetrated culture HARD back then, acquiring RnB landmark status. If you insert a well-known RnB classic into a modern movement, you're gonna get ratings with Millennials who feel they're the 'chosen' generation (myself included).
Drake's nod to his old DOING IT WRONG track in Jorja Interlude shows a respect for his own past in a re-birth track. And by GOD does Drizzy love his interludes about women! Maybe he's matured
and on an older flings hype?
2. JACK WHITE'S NEW VINYL BUSINESS...in 2017
Lead singer of The White Stripes, Jack White, has recently opened a vinyl pressing plant, Third Man Pressing in Detroit. We all thought the death of records was upon us as soon as the walkman and CDs showed up to the party...but alas, it was last December that showed the sales of Vinyls rocket above digital music in Britain. Wow. It seems the return of the physical is IN. Watch Jack White X VICE's interview here.
Conclusion
It seems like the trend cycle has shortened itself this time (or maybe it's just me living through a cycle and not having white hair yet?) and nostalgia is reigning. I wasn't anticipating these 'good time tings' to be back in our hands so quick, but society is screaming out for a change. The digital age was quick to wipe out the old, replacing it with 'faster, smaller, better,' but the old is pushing back in an intriguing and relevant fashion. You could call this 'Neo-Modernism' - a “back to roots” movement' or 'futuristic retro.'
