Faiq Airudin

All posts original content unless stated otherwise. twitter: @faiqairudin

[faiqairudin]

2017 Tweets 

2016 tweets

2015 tweets

2014 tweets

[faiqairudin]

What Happens When You Start Producing Viral Content: Hint You Can’t Stop

The Viral Experiment

“Hey check this out, look how many shares it has reached”

I think I must’ve sent this to the co-writer of Brublahblah (BBB) when our post “Things People Say When They Hear You’re From Brunei” was shared (1700++ shares) beyond expectation. The comments and shares came flooding in.

In 2014, I started the website BBB with a local ThoughtCatalog (TC) writer. I found it amazing that a local writer could reach such a broad audience, their writings have reached thousands on TC to an international audience. I wondered whether it could actually work in a local context.

BBB I think was an experiment into the notion of what could go viral in Brunei. Yes, we had seen forwarded messages on Whatsapp on sensationalists topics but what about curated content like writing, video or graphics? This was a time before Babu Sinur, before Filterworks Production and before BGag BWN (Which I might add is the latest iteration of 9Gag Brunei, the last of which was Brunei Meme Center).

When writing this I was trying to track down the first time I had a taste of those shares. Chart the consumption with the notion of viral content and it’s various guises. The thrill of notifications was surprisingly further back than I had anticipated.

Initially I thought the post that started it was “You Know You’re in Your Twenties in Brunei When…” a listicle of course but it turns out to be this, “Peribahasa Moden Brunei” a series of graphics based on Jay’s tweets completed in January 2014.  

The engagement these two posts had at the start of 2014 must’ve been another leading factor in creating BBB. Listicles as basic and simple as a format was not a familiar way to present content in Brunei.

Nicest Things About Brunei

A couple months before the creation of BruBlahblah in February 2014 I posted a survey on my social media accounts on the Nicest Things About Brunei that suddenly gained a life of it’s own. The survey was done tongue and cheek, with questions like, “Nice place to remember the awful things you've done in your life and bury them deep inside you”. (Looking back I can’t believe nearly 200 filled out the survey with a question like this). The “bloggers” passed on the post and I needed a way to present the entries since the public took the time to fill it out.

I had the idea of a montage of Brunei videos in an Adam Curtis style or movie commentary videos on Youtube but found the style fit the concept of Nicest Things In Brunei. In one night, after compiling footage and editing it over a Surf Vampires track I had finished, “Nicest Things About Brunei”.

My ideas were gearing towards what could go viral and how content is guaranteed to go viral. Completing projects in less than 24 hours while it was fresh in the public’s mind. Only done in a night the video has since racked up 30,000 views.

Gaming The System

I was finding myself looking between the lines of Buzzfeed or Upworthy content. Seeing what gets shared on my Twitter feed. Checking r/blackpeopletwitter /wholesomememes. Reading articles on the latest social media metrics: how to optimise your shares, get the most exposure for your posts. Localising memes I had seen on Twitter by translation or adding the phrase, “Jan Paloi”.

When asked how come my posts were shared, I would slyly say I was “gaming the system”. I’m now knee-deep in the ether. The notion of being “viral” has been the leading incentive for content. Rather than being a way of sharing content from Brunei about Brunei, it’s become a factor in the decision making process.

Being viral is the aim, the content doesn’t matter.

Tie this knowledge with working in multimedia at BT, it became a surefire way to tap into clicks. No other website delivered content as directly and frequently as BT. I could see how major stories were shared in real time, what people liked on Instagram, what content garnered the most Facebook likes, what truly interested the public.

Now my decision making process factored into these questions. These weren’t all rationalized immediately but came together through trial and error. Questions include:

How is it going to be shared? Mobile? Desktop?

How quickly is it going to be shared?

How fresh is the topic in the public’s mind?

Is it the best time to share it? After school? After work?

Is this going to offend anyone?

If responses weren’t significant (less than 100 shares/likes/retweets on any social media platform) then I had to ask myself which of these factors was it lacking. Maybe the format was wrong, or its just after work finished and people aren’t relaxing on social media.

Viral Curve

There is a predictable curve when content gets “viral”.  I initially wrote this as a cycle but it doesn’t get repeated. Viral content is engaged in different ways. The curve happens within a 48-72 hour period after it is posted. In some other cases it may happen within a week depending on the impact of the content. What these curves have in common is they all fade away. Whether gradually or suddenly viral content is easily forgotten.

Engagement: A sudden surge of likes, retweets, shares. This peaks during a certain time and slows down completely, then stops.

Comments: Comments which disagree, agree or suggest something else. One comment usually starts a chain of comments. Nobody wants to be the only one commenting on content.

Remixing: This happens after the 48-72 period. Depending on the complexity of the content the public wants to create their own version. This would be shared in the comments or on their own social media page.

When I checked my analytics for my first blog in 2012 where I shared pictures, I would ask,  “How many clicks? Who is looking at this?” I spent hours, way past midnight to share pictures from an event. Turns out there is a way to guarantee clicks, to ensure the public views your content with minimal effort. 

Now even when my viral content goes into the tens of thousands the question I ask myself in 2017 isn’t “Who is looking at this?” It’s now: “Am I proud of this content?”

Moreover the underlying aspect to all of this is why I set on this viral experiment. I want to see novel content from Brunei. I value originality, individual expression and those just churning out content at home to indifference. As mentioned above the impact that viral content has is fleeting. All viral content is easily forgotten as it is replaced with the next meme, the new obsession and the latest content to flood your timeline. 

Now when I ask myself, “Am I proud of this content?” I answer with a resounding,

“No”

[Special thanks to @rolluptheclouds​]

[faiqairudin]

Blogging, with feeling

via @Kurapak  https://www.instagram.com/p/BSq1D9TBbc6/

Last night was my first real hug to my mom when we all greeted her happy birthday at midnight. The previous one when I was still a teenager. I don’t know the feeling but I always wanted to hug my mother. - Ranoadidas http://rano360.com/2017/04/08/a-sons-love/ 

two posts over last week caught my eye. an instagram post by kurapak and a long post by Ranoadidas. it was from two veterans (long serving members) of the blogging community and what interested me was how their individual stories felt anachronistic to the type of content they usually provide. 

their posts, usually filled with dry advertisements and humor-filled captions offered something more. it perhaps could be said that decades in the limelight have left them wanting from their social media. as rano writes: 

"There are many times that I’ve really wanted to post something more on a personal level." 

this also indicates perhaps a shift in what social media content bruneians are more willing to consume. personal, emotional, raw. are brunieans more willing to open themselves up to the public?

the answer could be yes. this content, which hits a nerve is found aplenty in places like songket alliance and to a lesser extent in musylfe. there are glimpses when a facebook post goes viral, recalling an anecdote or an intensely personal moment. however, the effectiveness of posts on rano and kurapak is that they offer a glimpse to something that we didn't think was apparent. it's a look into a personal social media account that doesn't seem so personal. their names are tied with their social media handles, less so with their personality, what views they are representing or their emotional viewpoint. 

it’s a stretch to call it a shift, but it’s certainly an indicator of the tone that people expect from public figures. the tone that is reflected in the most shared Brunei FM posts, Instagram captions of our most memorable moments and  Tweets which recall our worst fears. 

[faiqairudin]

Supermarket Relationships

• Went to Supasave but it still couldn't save this relationship • Rejected the Hua Ho Bonus card cause being with you was already a bonus • Although I don't own Jaya hypermart, but memiliki mu make me feel orang paling ber- Jaya dalam dunia. • Went to Jaya Hypermart but I still tak ber-jaya memiliki hati mu. • Wanted to go to Jaya Hypermart because our relationship inda berjaya. • Cancel my plan to go to Jaya Hypermart, because I'm already hype being next to you • Went to Milimewah but my life is already mewah with you. • Tak payah singgah Milimmewah pasal you cukup mewah. • Walked into Pertama Jaya but all I can think about is my pertama with you. • Don't need no Pertama Jaya cause you'll always be pertama in my life. • Tak perlu pergi ke Soon Lee sebab you soon to be mine • Not going to Soon Lee because it is still too soon to leave you. • Had to go to Giant for the harga murah setiap hari, but our relationship is priceless. • Always pergi Giant but you still don't want to accept my giant heart for you • Went to Time Square but still couldn't spend time with you. • Hate going to TimeSquare cause it reminds me of the time we spent together • Was supposed to go to Utama Grand but I really feel kau lebih ku patut ku utamakan. • Went to Utama Grand but you were paling utama in my heart. • Kan singgah kadai Arirang tapi nada jadi pasal you already rang my heart. • Why go to Sentral? When you're already the Sentral to my life. • Can't go to Tiong Hin anymore because our relationship no longer exist • Went to Waznah because I prefer fake shoes than fake people.

[faiqairudin]

Where is Awang Budiman? Ramshackle Performance

Script for the Ramshackle fan fiction night at performance at Kaleidoscope Brunei on January 21, 2017. In the performance I was a film maker searching for Awang Budiman, only to discover the real answer was closer than I had imagined. 

8-10 minutes presentation with Powerpoint slides (run time with breaks)

Performance Actions

JACKET OFF FIRST

THEN TIE

FOLLOWED BY BELT

THEN TROUSERS

SLIPPERS CHANGE FROM SHOES

TALKING AS I TAKE OFF SHIRT

FINAL PART IS ME WEARING THE DASTAR

Thank you everyone for coming. I’m going structure this as a lecture. I think it’s an important area of study and something that needs to be shared. As you heard I am a filmmaker. I don’t have any film footage now but what I will reveal to you is very interesting. If you’ve brought a pen and paper or a notepad of some kind, even your phone that would be of great use.

As you know as well, as the night has gone on the room can get quite hot. So do bear that in mind. In 1999 Brunei searched for a mascot for their largest ever sporting event that they hosted, the South East Asian games, better known as the SEA Games. An event that is held every four years. The name of the mascot they settled on?

Awang Budiman

I have two central questions to this presentation:

What is an Awang Budiman?

What is Awang Budiman doing now?

Bear these two questions in mind as we go through this.

TAKE OFF JACKET

#AwangBudiman2017

Let’s look first at how Awang Budiman is seen now. If you grew up in the 90s, you’ve seen him around but why has there been a recent resurgence?

Let’s see what forms he has taken:

Here he is on a hat

Here he is several times on a car

Here he is posing for drawings in different positions

Here he is as a sticker

HOW IS THIS POSSIBLE?

Are they looking at a reference of him, is he just sitting around waiting to be on stickers? Is he in a closet or room somewhere biding him time to pose?Just waiting for that call, sitting in a closet hoping someone will call? I don’t know that is why I have been researching this subject

Now we’ve looked at him in the recent years, let’s try and answer another central question:

What is an Awang Budiman?

So to first answer this question what better way than by the colours. Red Yellow Black

Firstly, let’s go from top to bottom  

The Dastar is red and of course the belt is as well

The Shirt is yellow

The three-quarter trousers are black

Red - What does it mean? What does it signify?

Fire. Firey, he has a flame in him that can’t be burnt out.

Movement. It was the SEA games so he did a lot of sports

Love. Perhaps a fine lover. This we can’t speculate too much on.

Sensitivity. A quality that drew out his caring side.

The soft Budiman.

The sensitive Budiman.

The cuddly Budiman.

TAKE OFF TIE

Yellow - Ok. Let’s think about this as well.

Light. He lights up any room that he enters.

Energy. Much like the Movement quality in Red, it’s related to his sporting ability in 21 sports. All of which he was a master of.

SHOW SLIDE OF BUDIMAN PLAYING SPORTS

As you can see in this slide, these are the examples of his energy and drive. And everything else I mentioned before.

You have traditional rowing, squash, swimming, boxing, pencak Silat and the like

Moving on. Yellow could also mean Freshness. Like fruit, fresh fruit. A banana perhaps.

Joy. Just imagine Awang Budiman’s face now in your mind’s eye. That is the true meaning of Joy.

Black not just in hair colour, but in clothing as well

Indulgence. Much like rich chocolates, being in the presence of Awang Budiman is an indulgence only few have enjoyed.

Elegance. Known for his simple yet refined look Awang Budiman, you might say is the 90s poster child for elegance.

Mystery. And of course, an Awang in the shadows. An Awang of mystery.

Now. We firmly established what a Budiman is and what colors his clothing conjures up. Where I went to continue this search took me to places I could never imagine This lead me to, RED, YELLOW AND BLACK. What countries have that colour in their flag? [pause] Yes that’s right ANGOLA, GERMANY and the SABAR-AGA-MU-WA PROVINCE IN SRI LANKA. I won’t bore you with all the details of each country that I went to go find my answer, but i’ll try:

MOVES TO TAKE OFF TROUSERS- PUTS ON SLIPPERS

Angola - Angola is located in Southern Africa or South of Africa whichever you prefer. And to my surprise there were 25 million people, so not exactly an easy place to find Awang Budiman.

The capital of Lu-anda was amazing. I stayed at Le Presidente Luanda, for what must’ve been close to a six months. A huge lobby and fantastic views of the city. I could really talk about Angola forever. But that’s enough for now…

Germany - I visited the Berlin Wall. There was nothing much else. And again Awang Budiman could not be found.

Sabar-aga-mu-wa Province in Sri Lanka - Ok I have to admit I didn’t go to this place but I thought the flag was interesting.

So now you know what the flag looks like when you go to Sri Lanka. None of these places gave me satisfactory answers, so the question remains

Where to find Awang Budiman?

But what if this was a dead end? Such was the web that Awang Budiman weaved the real answer lay somewhere else? So, after the goose chase I sat at home and gathered my thoughts. I started to try and put all the pieces together I have been gathering. Red, Angola, Yellow, Germany, Stickers. It dawned on me that in 1999, George Lucas released the first prequel trilogy of Star Wars. Yes that’s right: Star Wars: Episode I – The Phantom Menace. Wikipedia page. So I said to myself. I need to email George Lucas about this. So in September 2012 I decided to send him an email and it went like this

STARTS TAKING SHIRT OFF. TAKES OUT COPY OF EMAIL FROM BELT. TAKES OFF SHIRT COMPLETELY. 

Dear George Lucas

I was on Wikipedia the other day and found it interesting that the first prequel movie Star Wars: Episode 1 came out the same year as Awang Budiman. I have been searching for Awang Budiman for many years now and thought you might know where he is.

Hope to hear from you soon So that was the letter, I was check my inbox daily for his reply. Days past, days turn into weeks, weeks turn into the months. Then out of the blue. I receive an email back from him. Bear in mind at this point I wasn’t sure if I could continue my search, even though it had been 17 years since I first began on my journey, I was ready to give it all up. So email he sent, that I waited so long to hear from him, said:

Check your mail

This made me even more confused because I had received nothing, nothing at all in my mail - email or mail at home. I was growing restless and anxious. What was the meaning behind it? Why not give me an explanation? Why not give me more? I had been waiting for an answer from him, and this is all I got? A “check your mail?“

BOX IS PASSED TO ME ON STAGE AND I LOOK AT THE BOX. TAKE OUT THE DASTAR TO THE SOUND OF GULINGTANGAN. TURN AROUND AND LIFT THE DASTAR UP. DO THE AWANG BUDIMAN POSE AND SAY: 

I found him

[faiqairudin]

content with content?

[this was in my drafts. seems somewhat relevant to publish this now. i feel 2017 is going to be a big year for content creators in brunei]

local content is aplenty.

you can read whatever you like in a glossy mag or on online blogs. the issue now is not “omg why is there no local content out there!?” but “as a content creator how can i get my stuff out there?!”. 

i get saddened by really interesting content that doesn’t reach its intended audience but more fascinating is how larger productions (in terms of how many people were involved in creating the content) struggle to get their word out. 

how many hashtags do we really need in the world? how many short-term competitions do we need to promote something that will be forgotten in six months? how many pages need to be printed before the message comes across? 

so, here are some questions i’ve come up with for content creators who want to share their work. i am thinking here for photographers, youtubers, part-time models, instagram shops, publishers, etc. etc.: 

who is your audience? seriously, who is supposed to read/watch/enjoy your work. think it over. it shouldn’t be as blanket as “brunei”, but more honed towards, “school-leavers who enjoy painting”

what is your message? is it supposed to be a fun event? am i supposed to bring kids? tell me! 

is your content appealing for your audience? is it really relevant to the audience you identified. is there something you could do with the format to engage your audience? 

is the content presented in the best way possible? i.e. is the text large enough, have you considered how it would look in different formats online. 

what are you doing to ensure your content is reaching your audience? have you talked to the relevant people who have the channels of reach? 

these questions which admittedly overlap, worryingly are only addressed by few producers of content. i’m sure there are more things that could be added but these are the tops ones that should be considered. 

the time your team or you as an individual has spent on producing work, should be at least equal to the amount spent promoting or ensuring it’s out there to the right audience. this isn’t a rule of thumb but i think helps in thinking about the relationship between content and finding an audience for it. 

i’m not talking about putting out a full page advert in the paper, or some big over the top statement but building your audience and working towards creating quality content for them. not creating content to fulfill advertising goals, KPI or certain individuals but an audience.

most of these points are probably familiar to those working in marketing, advertising or whatever but i just don’t see it. personally i see familiar struggles of getting the word out there, or not knowing if anyone is coming at all. similar patterns of advertising that are dull (hashtag competitions anyone?) and similar events essentially trying to get the same message across. come because...urghh local support. 

come on guys. be content with your content. 

[faiqairudin]

2016 tweets

2015 tweets

2014 tweets

[faiqairudin]

All these...

all these cube stores and i still can't fit you into my life

all these drive-throughs and i still can't get through to you

all these face swaps and i still wouldn't want to swap you for anyone else. 

all these dishes on the menu and i still can't take you away

all these budget cuts and i still think being with you is priceless

all these unread whatsapp messages but i only want to be seen by you

all these ultramen and i would fight them all to be your ultra man

all these spicy korean noodles but you're the only spice i need in my life

all these power banks but you're the only one that makes me feel 100%

I enjoyed doing these. My favorite has to be the cube store one cause I hate strongly dislike cube stores. 

[faiqairudin]

You Know You’re in Your Mid-Twenties in Brunei When...

Part 1 here: http://faiqairudin.tumblr.com/post/73945289485

21. You can drive anywhere but that doesn’t mean you want to drive everywhere. 

22. Going to family events isn’t a chore, it’s an obligation.

23. You’re looking at house ownership thinking how anyone can really afford it with the kind of wages you have.

24. Your job means you have money to travel, but you can’t travel because you finished up your annual leave.

25. You’re asked to split bills with your family.

26. All those people you blocked, avoided, unfriended in the past. It’s all fine now. (hmm, somewhat fine). 

27. Your relatives now know what you do, because they might need your help in the future.

28. You can eat out but you can’t really afford to. Savings..Insurance…Car Loan…Pension

29. You have to engage with the Whatsapp groups because you are a responsible adult.

30. Online banking is your friend.

31. You understand what TAP and SCP actually means. (ok, maybe not but you’re pretty close to fully understanding it)

32. Every other weekend is a wedding invite or someone giving birth. Surprise you’re an uncle.

33. Going back home before midnight cause sleep is important.

34. When you do go back after midnight it feels extra special and you need to tell your friends about it.

35. Answering pending emails brings you satisfaction.

36. If you’re in a long term relationship, “Bila kan kahwin?”

37. If you’re single  “Ada kawan sudah?”

38. You don’t want to be defined by your job but people know you from it.

39. You’ve been working long enough to be considered senior but you still haven’t got enough experience to be called that.

[faiqairudin]

creative industry needs support

so, support in what sense really?

what’s coming up are a summary of my respective reservations and apprehensions with this phrase, in conversation and in the media:

“creative industry needs support”

i wonder whether it’s self-fulfilling that you have people in the field saying they aren’t supported and feeling as such. there are many events and pointing towards a healthy and robust creative industry. however, one wonders how the momentum can translate into a wider audience before it is lost. hilang tia momentumnya

a notion of “support” is felt amongst peers in the creative field but fails to translate beyond their respective groups. the phrase, “creative industry needs support” is really the call out for wider support among the public.

the ideal here is an audience that does not have an arts education. an audience that may firstly be dismissive of the creative work but can slowly understand its value. an audience that is willing to part with their money for a cultural product that is understood to have value.

FIRSTISM stop the notion what you are doing is the first. your work is building on the respective work of previous generations. research. understand. firstism sets your work, whether it is an event or performance, apart from others. a bubble where it is hard to understand its relevance.

what is more essential is to set creative work amongst or in situ to broader contexts. this is will help to bridge an audience that might not have a full understanding of creative work.

CROSS-COLLABORATION collaboration across the disciplines. working within your field will narrow your scope and audience. not just artistic disciplines but through industries.  

AUDIENCE consider your audience. listen to them. when talking about your work, talking about “feelings” or “vibe” may not be the best way to open up your audience to it. don’t expect your audience to understand how to conduct themselves within a creative environment. guide them with expectations. create an environment that is open and welcoming for people from across different age groups, socio-economic backgrounds, social status, gender.

IMPACT what do you expect, not in terms of short-term goals like reaching a certain amount of views but what the audience should take away. are you expecting them to create their own work from their experience? form their own opinions about the subject? after your creative work is consumed, what is the aftertaste? the lingering feeling they should be left with?

LEGACY sharing the tools allowing for others to build, reframe or recontextualise your work. this could also be considered as open-sourcing. perhaps write down and share how you did your work. talk to other people in your field to share experience and expertise. this will help build local knowledge of your profession and guide others.

so, support in what sense really?

[faiqairudin]

homescreen scene

[faiqairudin]

MOODS Additional graphics by fayen 

[faiqairudin]

2015 tweets.

[faiqairudin]

to be honest I would only eat at four or at least five of the places mentioned. i had the impulse to make this which is strange cause i made the other graphic for lunch around this time last year. i used illustrator for this and i am glad i did! hope this helps someone out there! 

[faiqairudin]

Kueh Raya Brunei. Made this graphic with also some help from @_AidaDin @29oaml @jakeiskandarr @iqahafiqah @EmahDarul @YOKOstclaire. 

[faiqairudin]

Looking at the most recent issues of Inspire, BHC and Plus magazine what I found was that females are depicted either as mothers, or in relation to marriage. This selection may seem nit picky but in most cases males were depicted as active and single, while the females are usually placed in a home environment. Can we think of other ways of depicting females? 

[faiqairudin]

Thursday, 4 June 2015. [PART 2 OF 2]

Decided to take my camera out.