TRENDING NEWS: Monday Dec 8th, 2014
A Day with Jérôme Jarre: How the Snapchat Gets Made
The New Yorker
Tad Friend writes in this week’s issue, “an ingenuous Frenchman with an arresting smile.” Jarre has nearly eight million followers on Vine, almost a million subscribers on his seldom-used YouTube channel, and a million and a half friends on Snapchat, his new favorite platform. Snapchat was initially just a visual-texting app—you could send your friend a “snap” (a photograph or short video) and it would disappear after it had been viewed. But this summer, the platform became less ephemeral with the launch of “Stories,” which allows a user to publicly post a series of related snaps that will last for twenty-four hours. Stories so far generate hundreds of millions of views per day.
Though much of Jarre’s Snapchatting is for personal use, sometimes he produces commissioned content for brands. (His vast, young audience is the definition of a target demographic.) He recently did a project for Relativity Media, the film studio behind the latest Nicholas Sparks adaptation, “The Best of Me.” An actress from the film, Liana Liberato, flew to New York to take part. More than six hours, twenty-eight snaps, and innumerable interruptions from starstruck teen-agers later, a day of iPhone-shooting wrapped. In one day, the story received twenty-six million views on Snapchat. And then, poof, it was gone.