Aura farming in Indonesia

Happy Thursday, Yappers. I’m gonna try something new today, so I hope you like it. Drop me a line if you have any feedback.

In today’s full newsletter for paid subscribers: an unconventional way to market Eddington, viral boat racing, Boiler Room boycotts, Love Island USA fans called ICE on Cierra Ortega’s family, Grok trouble, and more.

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Also, look what was spotted in Iceland. The King of the Swag Era is bringing it back. What did I say last week? 

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Indonesian boat racing is having a moment

@cecepjiaa

Broo aura farming☠️🌊 #tiktoktrending #viraltiktok #aurafarming #indonesianboatracing #pacujalur #budaya #fyp

The latest TikTok hit does not have a viral danced attached to it. Instead, “Young Black & Rich” by Melly Mike is the soundtrack to Indonesian boat racing, which has blown up on the app. A boy called “The Reaper” has been a favorite among these viral racers. If you’ve overheard any young person talk about “aura farming Indonesian boat racers” this past week, this is what they’re talking about.

For the uninitiated, “aura farming” is simply trying to look cool. And boy, do these guys look cool. They’re standing on the edge of a boat flexing while a team of rowers propels them forward. I’m at a little league baseball tournament with my tween brother now, and let’s just say I’ve seen (and heard) these videos a lot this week. But it’s not just the kids copying these racers, it’s everyone, from Steve Aoki to senior citizens.

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