Lewis: its easy to be negative about people... I think its worse when its a driver that knows how hard it is in this field.... and they dont even have the success that I have
->
Nico to Villeneuve: he was speaking to you. He said he hates when ex-drivers criticise him who've not had his success 😗✌️
HKDDHLDHKDHLDLHDHLDHOHKDHKDXHKOXHDGOXOGODGGKXXKG KILL HIM!!! KILL HIM DEAD!!!!
will you ever fully explain what u think alex’s media strategy is bc u make it seem like his whole goal is to be as evil as possible
Tbh the reason I haven’t done it is because I wanted to have a nice thought out post with like examples and organizations and sub points but I am too employed and too perpetually lazy so thats why it’s never happened. This is less clean than I would like it and I gave up on the idea providing linked sources for everything, but if you want specific sources lmk and I can find them for you.
Disclaimer, I don’t know Alex, the team, or have any training at all in the field of marketing/PR. This is all pure speculation.
Super long below the cut. Also I may say slightly negatively connotated things about other drivers
The bolded points are the main sort of pillars of what I perceive his media strategy as being and then below them are explanations of what I mean, examples of how this is being pushed and my hypothesis on why its happening
Being mean/diva
(Description/examples) Alex has, as many of you noticed, straight up called himself mean or a diva on many occasions. He’s done this both directly and indirectly and it is a repeated thing for him saying things like “im not angry but I am mean” and “im more of a diva than people realize.” This stands in contrast to people referring to him as an overall good guy (for example Alex Jacques naming him as the nicest guy on the grid, and Kym the Weirdo defending Alex when a different photographer accused him of being rude). Often when Alex is told he’s a good/moral/nice/kind/grounded whatever guy is when he pulls out this very direct commentary that he is not. For me, things are most clearly media narratives when they are continually repeated expressly (if you were so *insert whatever here* you wouldn’t need to say it all the time. I think this also applies to the Oscar calm narrative. Him and his team love explicitly repeating that Oscar is calm and chill but not emotionless. This is a huge part of his brand). Something else that is a hint of branding is when other people on your team start playing along. For example, Carlos started by saying Alex was a nice genuine good guy in his pre-Williams or early teammate interviews, but later on he was repeatedly mentioning Alex (1) being rude and (2) Alex having this dark secret. This can be explained by him just happening to discover that Alex is secretly a rude evil dude, but an alternate explanation was Alex saying hey, stop telling everyone im a good person all the time. I don’t want that
(genuine or branding) Alex is genuinely a dick when the helmet is on. When the helmet is off he seems like a good person (relative to drivers i do not claim he is a great person relative to non drivers) and the other drivers and f1 media comment on how Alex is a good person. For this reason I would argue that him talking about being mean in the car is 100% genuine but him being mean outside of the car seems less so. Even when he is being bitchy in the media pen intentionally stirring shit, it tends to read as a sort of humorous intent rather than being cruel. In general, because of the explicit repeated insistence and the fact that other people seem to disagree, I think this is largely branding for Alex. Something else to note on why I think this is branding is because he did a podcast with high performance and then actually called them afterward to say he didn’t come across well enough and wanted to film it again. The only real difference i noted between the two episodes were that Alex came across as softer and more subdued in the first one. It’s just speculation, but I think he or his manager/socials person/whatever picked up on the fact that he seemed unusually softer and wanted to push back against that
(the why) Alex in his Red Bull era was chaotic (see below) but less directly stating he is mean (except to media related people- see chaotic). Alex himself admits to this saying he was too nice at Red Bull. So why the change? Alex was being hammered during his Red Bull days for being too nice. Him saying “they race me so hard” over the radio did irreparable damage to him imo even though it was somewhat out of context (he shouldn’t have said it but contextually it wasn’t as bad as people make it out to be) and people in like every comment section of everything talked about how Alex is too nice for the sport and he is too soft to win. In contrast Lando gets some of that same “not having a winners mentality” narrative but he handles it by changing the premise that you don’t need a “winning mentality” or that “winning mentality” can be different things but Alex challenges the premise that he doesn’t have what is seen as a traditional “winning mentality” by reinforcing that he is mean and ruthless. Because of this response and also I would be remiss not to mention racism here- as an Asian man he is often stereotyped as kind, moral, obedient, feminine, and submissive, if you don’t believe me, see how many galex/2019 rookies posts cast Alex in this light even tho he is readily chaotic and messy- it benefits him to be seen as more aggressive and mean to counter this narrative that has been placed upon him
Diva/Down to Earth
(Description/examples) you might have noticed that I have diva in two places. It’s because he uses that specific word a lot and I think it’s two fold. One is in the meanness and the second is in his more “down to earth vibe.” Alex has multiple times noted the absurdity of the wealth of f1 drivers including his own. For example, at Red Bull he explained he was still living at home because he didn’t have much money and later at Williams he disclosed that he paid a lot for his teeth, comments that he makes so much money (as such is a diva), and pokes fun at the Monaco price tags and other drivers’ (I think specifically George’s) yachts. Similarly, he says he hates the attention and just want to drive. This was a point that was added to this concept recently and the below explains why
(genuine or PR) originally, I didn’t think deeply on this because all drivers say that they don’t like the attention and try to seem down to earth and stuff and they’re all fucking liars. Originally I excluded it because it was too boilerplate f1, but then Carlos in an interview stated that Alex specifically unlike most drivers genuinely hates the attention. This could have been a case of Alex having him say that but to me, this felt 100% genuine when Carlos was talking about it. I will also say that Alex’s down to earth schtick lands better for me than a lot of the other ones almost as if he has a higher modifier to add to his d20. So for this, I feel as if it is PR because all drivers do it, but I think he is a bit more believable than the others. So it’s somewhere in between PR and genuine.
(the why) at a baseline seeming down to earth and not delusional about wealth makes a driver more likable to people undoubtedly, so this is enough of a reason why, but I think some of this genuinely has to do with his childhood going through a period where he didn’t have money so he has a better pulse on the situation. I am someone who has changed socioeconomic status over my life and I know how absurd wealth feels when you’ve experienced a lack of it before, so I think he may be in this boat (or I am just projecting). I am going to add the absolute least substantiated point of this post here. The word diva is typically a feminine one describing a woman or an effeminate man. Ive talked about him not pushing away femininity like most but if (and this is a massive if like it is likely not true) if Alex is queer, this for me would be a defensible way for him to sort of flag this without saying it (similar to Chappell shilling, calling himself a WAG, and wearing a ‘hot cowgirl summer’ hat). Again though, I am not claiming he is queer and I think that all of what I am saying here in this post is just stuff I am essentially making up and that this specific point is the furthest fetched of all of them.
Being chaotic
(description/examples) Alex is chaotic and says this directly often. He mentions being chaotic and loving causing chaos explicitly, but he also is implicitly showing this all the time by being chaotic, especially in Williams and his own media content. For example, his photo of wooden cocks was a real winner, him launching the shit out of the ping pong ball in that one video, him gossiping about George “negatively” in a podcast because he knew they were talking to George next. He does absurdism or “dirty” jokes a ton- think about his gift for lando as a breast milk pump of his “save a horse” caption. In general he loves getting off topic especially when someone who is more serious that he can play off is around (like Logan, JV, or occasionally Carlos). Another example of him being chaotic is one of my favorite, Alex Jacques saying he was excited to do his first drivers parade (I think in f2) and Alex straight up takes out his phone and shows the camera a picture of Jacques with a horrific haircut
(genuine or branding) if this is a branding choice and given the repeated explicit and effortful emphasis it has, it probably is, I think it may be reinforcing rather than inventing as honestly he has always portrayed this image, even in junior series. He wasn’t always portraying himself as mean but he has always been chaotic and a bit more unfiltered online. There’s a lot of insane old (and new) social media stuff from him. So my thought is that he’s genuinely naturally a shit stirrer but he draws attention to this.
(the why) I think a big part of this is that Alex genuinely hates doing media content and being a shithead makes it more bearable for him. Similar to the mean explanation above though, being chaotic goes against that submissive sort of stereotype, so I think it’s intentional in that sense as well. Again though, I think this is largely just who he is in his natural state, it’s just reinforced a lot
Commentary on racism
(Description/examples) Alex often describes his experiences of racism without labeling them as such and he gets his point across while holding on to plausible deniability that he is talking about racism. For example, at Red Bull he has claimed that he personally has not experienced racism but at the same time says it exists in motorsports and unlike his current teammate (or his teammate at the time) he did kneel for the BLM protests. There have been other times where he talks about racism but hides it sort of. For example, he has said that f1 media only acknowledges his British heritage when he has good results (e.g., London born Thai) but he’s just Thai when he is bad. This is clearly driven by racism but he delivers this whole thing as like a joke so there is that layer of plausible deniability that he was just being his usually messy jokey self if pushed on it. Also his post about Yuki being off the grid reads to me like he is saying racism is involved without explicitly stating it. He also has said that he’s biased towards Asians on the grid (his words not mine), and the way he talks about it doesnt directly say “hey racism is a factor in what happened to Yuki [and me]” but the post hints at it. Again, plausible deniability. The PR or genuine doesnt make sense for this one so we are skipping to the why
(the why) honestly, in any position with a spotlight and when you’re in jeopardy, it is hard to “make waves” by talking about or alleging discrimination. For Alex in particular especially at Red Bull it would play into this narrative that he is soft and he didn’t want to bring the team bad PR (especially since he was Helmuts boy and Helmut later had said some really racist stuff so im sure racism wasn’t a new hobby of his). Assuming the allegations against Williams are true (which I am) the vibes there are racist and rancid. He has more power at Williams than he did at Red Bull, but being outspoken about racism is probably heavily frowned upon by leadership there, so while he wants to talk about it, he also can’t do it directly without risking too much
Final thoughts:
Again. Who knows if any of this is true. I could be wrong about every single thing here. I may update or add onto this post as time goes by. There were a few things I considered putting but didnt and some things included which maybe one day I will disagree with. Happy to hear anyone’s thoughts on this post whether you think I’m right wrong or missing nuance somewhere. Have a great one!
wait would you u want to explain the context of multi 21?
MULTI-21: A HISTORY LESSON
MODERN ASSUMPTIONS:
it has been over a decade since the 2013 malaysian grand prix. as the years have gone on, people have forgotten, or smoothed out, the minutiae of it.
when people talk about multi-21 nowadays, it tends to fall under three headings:
• evil supervillain seb was addicted to winning and didn’t care about his team. selfish emotionless robot. got booed for a year and deserved it
• cunty brat seb was a disobedient child and refused to listen to his team and faced no consequences ever because he was red bulls special little boytoy
• poor mark webber was betrayed by his team as he had been for five years. the win was his and seb stole it
but of course, nothing is ever so simple
BACKGROUND
by 2013, sebastian and mark had been teammates for 5 years, and part of the extended red bull “family” for 7.
when they became teammates in 2009, mark was the older, more experienced head. seb was the young wunderkind who already had a race win under his belt, more than mark had.
(ironically, mark won his first race in germany in 2009. seb wouldn’t win his home GP until 2013. seb has since called mark’s 2009 german gp win as one of the most impressive drives he’s ever seen.)
anyway. let’s go back in time. it’s japan. it’s 2007. and it is raining. it’s lap 45, under the safety car after alonso crashed out. the rain is TORRENTIAL, and mark (red bull) is running in 2nd. he’s so sick that he’s vomiting in his helmet. seb (toro rosso baby. 20 years old) was 3rd. hamilton was leading, and braked quite dangerously. seb was caught out by this, and crashed into the back of mark. both of them had been running in the podium places, and both had to retire. mark called seb a kid without experience fucking it up. seb cried in his garage. this is the first time they crash. mark later referred to it as the first time they made love on track because he’s a freak
fast forward to turkey 2010. they are teammates now, and have been for over a year. fuji 2007 had largely been forgotten. water under the bridge. they are fighting for the championship against ferrari and mclaren. mark got pole, but around lap 40 seb had caught up to him as mark had to save fuel. they “merged towards each other” (generous). mark didn’t give seb enough space, seb was too over-eager. people will have different opinions. unless you’re helmut marko, who will always back seb, since seb is a product of the red bull academy whereas mark wasn’t. mark went on to finish on the podium, seb had to retire. seb was PISSED! (sexy). this is seen as the start of the “rivalry” by many.
britain 2010. aka the mark-webber-slams-water-on-desk moment. seb was given the new front wing from marks car for qualifying because he was a better qualifier because his had broken in fp3. he would ultimately get a puncture in the race, whilst webber with the old wing came first, and graced us with the “not bad for a no.2 driver” radio message.
so, where are we by summer 2010 and spring 2011? fuji was no one’s fault really, turkey was six of one half a dozen of the other, but mark felt the team favoured seb. britain made that feeling CONCRETE in marks mind. then seb won the title in 2010 after not leading until the final race of the season. in the press conference before abu dhabi 2010, seb kept getting asked if he’d let mark past it if would win mark the championship, and he kept evading the answer. see, mark had been ahead in the championship, but he qualified 7th while seb got pole and won. so, come 2011, webber was convinced the team favoured seb. however, seb was by far and away the better driver.
so. britain 2011. an underrated moment of the vettel webber rivalry. mark qualified on pole, with seb p2. seb quickly took the lead in the race. later on in the race after some botched pit stops and drama, mark was close to seb. red bull told mark NOT to pass seb.
mark ignored this team order. he tried to pass his teammate, but ultimately failed to do so. it’s often forgetting in vettel/webber rivalry lore that mark was the first of them to ignore a direct team order. the difference was he just wasn’t able to make the overtake. here are two interesting quotes from just after the race:
and now. brazil 2012. another forgotten multi-21 backstory. it was the last race of the season, and seb was fighting for his third straight championship, only alonso could possibly beat him. mark qualified 3rd, seb 4th, and alonso 8th. seb had a rocky start to the race, which resulted in him being hit from the back & spun around. he pulled off the mother of all recovery drives to win the championship. alls well that ends well right? wrong. horner admitted a few years ago that seb felt that mark was to blame for the rocky start by forcing seb into the wall. horner even went as far as to say that this lack of teamwork was directly in sebs mind when malaysia 2013 came around. that that was seb’s revenge.
conspiracy theorists will say that mark forced seb towards the wall because he wanted his mate alonso to win the championship over his teammate. definitely possible but not confirmed.
so. here we are. malaysia 2013. it’s been 5 years of crashes, ignored team orders (mark), favouritism (seb) and finally an almost championship-ruining shove towards a wall.
seb qualified on pole, mark 5th. but mark took the lead after the first round of pitstops. around lap 46, seb was gaining on mark, who was on old hard tyres. team orders came through for seb not to fight mark. multi 21 literally means that car no 2 should stay in position ahead of car no 1. just as mark ignored team orders in britain 2011, seb ignored them here. the only difference was seb actually got past. mark was furious (“yep that’s good teamwork!”) seb, a bad liar, was hilarious (“i was really scared… all of a sudden he was moving… i had to…”) horner was regretting most of his life choices (“this is silly seb come on.”)
seb won the race. the most awkward of all cool down rooms ensued (“multi 21 seb. yeah? multi 21”) seb chugged an entire bottle of water. poor lewis hamilton just trying to disappear into thin air. underrated moment is you can see a clip of seb trying to explain something to mark and neither of them are having a good time. on the podium interviews after mark said “seb will have protection from the team as always” - harkening back to his long-felt belief that the team favoured seb, yet ignoring his own history of ignoring team orders, and ignoring brazil 2012.
seb would later apologise.
…
three days later seb would rescind that apology.
(“i was racing i was faster i passed him i won.”)
at this stage, seb had been the dominant driver for four years running and some crowds had grown annoyed at him, so used this as an excuse to boo him at basically every race for the summer swing of the season. seb spoke at the end of 2013 about how hard this was for him, and how he was thankful for the support of his family and girlfriend during the hard times. it’s important to remember that seb was only in his mid 20s when all this booing and controversy was happening. it’s a lot to shoulder, especially when you’re only doing what you’ve always done, what you’re being paid to do: winning.
mark would retire at the end of the 2013 season, though apparently he had already made up his mind before malaysia.
seb would stay at red bull for one more year before moving to ferrari.
when asked in 2022, seb said he wouldn’t change what he did in malaysia 2013. and in my opinion, he’s right.
unlike the mclaren clusterfuck of hungary 24, there was YEARS of history between vettel and webber before multi-21. grudges, crashes, hurts, pride, friendship, rivalry, championships lost and won. this was the cumulation of their entire careers to date, all of their mistakes and their motivations for better or for worse.
basically, it was never so simple as “seb ignored team orders because he was an arrogant brat” or “poor mark the team never liked him” it’s… well it’s all of the above. cheers for reading. fuck me i went on a bit
hmm well for the them not talking bit, if it helps nico has talked abt hamilton giving his daughters christmas gifts and theyve been spotted at events and yachts together over the years, so while they probably dont talk regularly im sure theyre cordial and talk once in a while
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For some reason I’ve seen it get spread that lando and max got close again after he joined quadrant and I’m confused where that comes from. Why would lando invite a former driver with no media presence or content he makes on his own into his brand new project he invested so much into if that’s not one of his favorite and most cherished people already. We know they were close enough for max to confide in him about his struggles as well so it’s funny when people say that.
Also did you mention in the past a clip where max claims lando said he couldn’t move to Monaco with him because he’d have nobody around? As in max asked him to go with and he said no. Is that a real thing that happened or max himself said he didn’t want to move since he’d be alone a lot.
ahaha so The Monaco Conversation™️ from dec 2021 is very real and lando's refusal happened live on stream in front of god and everyone!! it's an insanely private conflict to be hashing out in public, and the way max tells chat it's over, lando doesn't want him there, it's done.... jesus christ man, stand up. he very much wanted to go with, but lando said he couldn't because he'd be lonely, but max said that lando would be lonely, and he even offered to look after the house(!!) but lando refused to let him for his own good, wanting to take care of him 🥺
it's just..... it's really something else that max was happy to be a little lonely, if it meant he could still be with lando, living in monaco and taking care of the place, doing his streams and waiting for lando to come back to him. that's not a shipper invented fever dream, that's straight out of his mouth!!!!!! their relationship is batshit. truly.
i'll answer the first part of the ask beneath the cut ⬇️
in general yeah tbh i think the length and depth of max and lando's friendship is kinda inconvenient for some folks and they don't really like thinking about it, so they find ways to dismiss it, and that's fine!! they're not obligated to care about the relationship!! they can totally focus on other things, other ships, but imho it's also kinda warping lando's lore to say that. i do think it's true that lando has said that they were caught up in their own things as teens and they weren't as close as they were before and became again, but as you said, there's still a reason that lando invited him to live in his house and star in his content, and it's not that max was already a popular content creator on his own, even after lando's encouragement to stream got him some attention. i think it's clear that they were already growing closer as they spent more time together online in the years before quadrant was even an idea, and they wouldn't have been spending time online together like that in the first place if they didn't have the long history of their friendship bringing them to want to do that 🫶
one of the first times ive actually seen the stream and the way theyre so.. quiet yet insistent, ofc wanting to not argue on stream yet you can see how their care for one another bleeds into their argument on monaco.
max knowing that its true his friends/family live in london and that he'd be lonely and not having arguments for it except turning to chat and saying lando doesnt want him there showing his hurt even if he understands landos reasoning🥹
even tho landos so often gremlin-y and joking hes extra serious in the discussion and not getting sidetracked bc he cares so much 😭😭
even in their argument you can see the intimacy and softness between them only from years of friendship and unspoken words
lando having go at a drawing challenge on tumi livestream 🐎
q: are you a drawer?
lando: uhhhh i love art but i'm not an artist
q: but you appreciate it
lando: i appreciate it and i loved it since i was young, i wish i was better otherwise i'd love to create more things
q: can you draw us a pony to celebrate the chinese new year of the horse?
lando: well, one of my sisters does horse riding so i know exactly what they 🐎 look like!
lando: my horse is a little bit more lazy (...) the neck it looks more like a donkey. the neck needs to be a longer (...) yeah, maybe it's a hybrid (...) it's ok i'm happy with it!