Man idk what it is but current "modern" Sonic feels more corporate and brand centric than like ever before. Which i dont understand why.
The new song, Speed is my Life, is a cute and harmless 35th anniversary song. Sure. Its not a major title's accompanying theme. But its the best example of what I mean. They gotta hype of Sonic and the brand as this thing thats always been there for you and constantly thanking for support and how they never give up and love all their history both good and bad.
Its tiring isnt it? After a while doesnt it feel patronizing? Why do I have to keep being directly told by Sega themselves just how important Sonic is? It works here or there, im all for a little celebration, like how Mario Odyssey or Sonic Generations feel like actual love letter celebrations of their franchise. But its every time now with Sonic.
Maybe because it feels not all that genuine? Cause they front it as wanting to celebrate ALL of Sonic, but do they? Or do they pick and choose what to acknowledge? I understand legal issues regarding Archie Comics, even though in theory Sega does still own the Freedom Fighters, but all the other external media cant be put on that pedestal? The OVA, DiC cartoons, X, hell even Boom gets shafted and for all its garbage the show was the like one keeping Sonic even somewhat relevant for a short while. But no, those usually get ignored but they make sure to include Prime and the Paramount movies. Cause brand synergy.
Idk what the overall issue is, but it might just be that feeling of Sonic being more of brand now than ever before. Hes a brand first and character second. But its fucking hammered into my head every year, every damn anniversary, every Year Of marketing gimmick. To put this, in my opinion, blatantly obnoxious importance on this blue rat to this degree gets tiring.
The franchise is doing better than ever, regardless of my personal opinions. The movies do well, games are selling well, Sonic is getting pimped out with endless crossovers and brand deals. So why are we still doing this? You do that when you need to build up morale and align with the core fans more than ever to ensure their support. It makes every subsequent celebration less hype. Speed is my Life should make me feel something, seeing clips from those good and bad, love and hate games, all mashed up into a song made soley for an anniversary. But its every year, and i just think about how next year im gonna have to sit there and listen to the same approved talking points for why I gotta care.
Maybe I hate how "self aware" the brand feels? Not like cynical self awareness of the 2010s, but a more "we are a brand, please buy our offical Sonic waffle maker and 3&K Barrel of Doom coffee mug. Remember, your support is what kept Sonic alive wink wink nudge nudge."
Stray thoughts. Maybe ill have more, idk. These are sloppy spur of the moment thoughts, and I dont wanna be too harsh like others bitching and moaning about there being no new main line title for this year's anniversary. I actually think its better for them to not hard lock themselves to strictly releasing games on anniversaries, but instead when the game is done. Especially after all the Frontiers bullshit with having to still push it back a whole year and the game being an unfinished sloppy final product, twitter polls being a criteria for us to get things that shouldve been in the game day one. Let them cook. But god damn please stop with the Sonic dick sucking Sega. I dont need to be pandered too. Im not gonna clap like a mindless seal when you bring back the OVA Knuckles hat or Darkspine Sonic in some whatever mobile game for the 5th time anymore.
