Between Social Distortion - Tequila and some Rumors!

Hey,

I hope you’re doing well! Welcome to June already! I just couldn’t believe this when I started to write down this missive, as I’m always classifying them by dates… This year simply is passing by way too fast! 

It's Sunday evening as I’m sitting in my office trying to catch my breath following what has been such an insane week of work, work, and more work, a lightning speed passage of Alex at the HQ and then to Tangier he went! 

June will be quite exciting for us all, my friends! It’s going to be the month where new music will be heard! Might be as soon as next week!!!! Truly can’t wait!!!! 

In the meantime…

🎧 Music I’m listening to

Born to Kill - Social Distortion 

We have a tradition within the band, the label and the family when it comes to welcoming someone we haven’t seen in a little while!  We all gather around amazing delights, a welcoming drink and this song just became the new welcoming hymn for the past few weeks, starting with the moment I came back from Toronto! 

Last Friday evening, Alex and Ben both came back from Virginia as you saw some pictures in Alex’s Substack entry #123. So we all gathered here at the HQ and, of course, since we’re all people of traditions, welcomed them in grand style with incredible food some of us had been cooking for a few hours prior to arrival..! 

Traditions! A celebration of what we highly value!!!! 

Listen to the Missive Playlist

📖 Reading highlight I’m pondering

The Feed Is Fake - Vulture Mag

As we’re in the midst of releasing new music, I’m always digging into how we can improve certain things we’ve been doing for a while! I’ve always been quite skeptical when it comes to overnight sensations... Not anymore! :) 

That “viral” song, movie, meme, influencer, and celebrity drama was probably the product of a stealth marketing campaign.

Joe Lim estimates that 90 percent of what you see on the internet is advertising in disguise, and he should know. For three years, Lim ran a company called Floodify, which at its peak operated 65,000 dummy social-media accounts used to drum up attention on behalf of paying clients. On a typical day, he says, Floodify posted 50,000 videos across TikTok, Instagram, YouTube, and X, all of them designed to pass for the unscripted output of ordinary users.

When we last spoke, he was building a new company and thinking even further ahead. “All of this nonsense is only going to last three to five more years, because in the future, people will stop trusting what they see on social media.” By then, the job will have moved one layer up. “You’ll have to start distributing your content toward AI agents, and then they’ll teach humans what they want.”

If it’s free, you’re the product! Well... Let’s make social media social again! 

🎙️ Podcast That Inspired Me

Brooklyn Vegan Interviews: A Podcast About Music - Social Distortion’s Mike Ness

The band just released Born to Kill which is their first album in 15 years! It's been a long time coming, delayed further by Covid and Mike's cancer diagnosis and successful treatment. 

I had the chance to see this band live playing downtown Toronto back in 2013. I always liked the story telling and the rock n’ roll aspect of their punk music and vibe! Cancer is such a devastating disease, and I’m so grateful Mike Ness has been able to finalise this beautiful musical journey for us all to enjoy and be inspired by it! 

📸 My Picture Of The Week 

Since Alex came in on Friday evening and left on Sunday afternoon, we have another amazing tradition that comes after the welcoming party, and it’s some kind of an afterparty where he and I gather in our little “secret” spot we call the Saint Edgar. 

As you know, our HQ is a former Catholic church we transformed into a recording studio, record label offices, and merchandising creative atelier. As if it weren't enough, Alex and I have our own little pub somewhere in there named after the street in front of the church. 

When we first opened our pub and looked for a name, we dug a little around Saint Edgar and discovered the story of Edgar the Peaceful..! 

Edgar the Peaceful has been one of those rare souls. Through his wisdom, kindness, and unwavering belief in the value of human connection, he has inspired those around him to approach life with greater compassion, patience, and understanding. 

Edgar's legacy is one of generosity, humility, and peace. He has shown that gentleness can be a force of remarkable strength and that leading with empathy can inspire lasting change. His example continues to encourage others to seek harmony, foster community, and embrace life with an open heart.

So, every time Alex arrives or leaves, we always share a moment around a relatively small glass of tequila, sometimes two, some nice music, and we both share about how our past few days have been and what we’d like to see happening in the upcoming ones! 

Traditions! Cheers! :) 

💬 Shared in the Long Shadows Chat this week

Did you read Alex’s latest post on Meta? 

But I’m just thinking about inviting you all to Tangier for a very special weekend, let's say late October. But again, I should probably avoid saying too much! ;)

Is Alex being serious here?! Is this something you’d love to be a part of?! I’m only asking for a friend! 

Let’s be great to one another! 

Your friend and Chief Operator, 
Jeff