# Advantageous Subversion Celebs spin unflattering memes into alternative revenue streams. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 1, 2017 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/advantageous-subversion ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## What is the Advantageous Subversion trend? **Advantageous Subversion:** Rather than acknowledging internet jokes made at their own expense outright, several savvy celebrities are spinning such situations by producing licensed merchandise of their own, a move that above all else, helps them reaffirm their agency. This intriguing shift demonstrates the potential opportunity to convey authenticity by re-channeling seemingly negative commentary into a moment of humurous self-deprecation between the brand and fans. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 26, 2016 to May 21, 2017 - Published: Jun 1, 2017 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Advantageous Subversion trend ### Celebrity Self-Deprecation Celebrities are turning negative internet jokes into licensed merchandise opportunities that convey authenticity and strengthen their relationship with fans. ### Controversy-Referencing Merchandise Pop culture merchandise that references controversial events or topics can enhance fan loyalty and provide a lucrative business opportunity. ### Rebellion-Inspired Merchandise Rebellious and provocative merchandise can attract young audiences and align with the personal style aesthetic of popular artists and figures. ## What the Advantageous Subversion trend means for industry ### For Fashion Fashion professionals can explore how merchandise can be used to foster personal connections with customers and convey provocative themes. ### For Entertainment Professionals in the entertainment industry may consider how merchandise related to controversial events or topics can sway audience perspectives and increase loyalty. ### For Hip Hop Culture Hip hop culture and music industry professionals might consider merchandise that defies authority and references controversial topics as a means of strengthening brand identity and appeal among younger audiences. ## Workshop question What is consumers' most despised aspect of your brand? How could you present that as a positive? ## Trend signals for Advantageous Subversion Trend score 3.5 out of 10, from popularity 45%, activity 53%, freshness 8%. - Popularity: 45% - Activity: 53% - Freshness: 8% ## Examples of the Advantageous Subversion trend 4 featured examples from Feb 26, 2016 to May 21, 2017. - [Exclusive Mugshot Merchandise](https://www.trendhunter.com/trends/mugshot-merchandise): Rapper Travis Scott Released a New T-Shirt with His Mugshot on It (Category: Pop Culture) Implication: Clothing brands can leverage celebrity mugshots as a way to create buzz around their collections and attract a younger, edgier consumer base. - [Hater-Referencing Tour Tees](https://www.trendhunter.com/trends/tour-merchandise): The Beyoncé Formation Tour Merchandise Calls Out Her Nay-Sayers (Category: Pop Culture) Implication: The fashion industry can create merchandise that sparks conversation and allows consumers to express their opinions. - [Anti-Role Model Clothing](https://www.trendhunter.com/trends/concert-tour-merchandise): Rihanna's ANTI Concert Tour Merchandise Has Been Revealed (Category: Fashion) Implication: The fashion industry can develop anti-role model clothing lines to cater to consumers who are looking for non-conventional and rebellious fashion choices. - [Reality Star Nail Stickers](https://www.trendhunter.com/trends/kim-kardashian-nail): JamJarShop's Kim Kardashian Nail Art Celebrates the Star's Iconic Cry (Category: Fashion) Implication: The beauty industry can create customized nail stickers inspired by famous people or characters for fans and capitalizing on their fan following. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Pop Culture - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Makeup Artist Jewelry Collaborations](https://www.trendhunter.com/trends/pandora-x-pat-mcgrath) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Pop Culture](https://www.trendhunter.com/popculture)