Influencers

In a spacious, eighth floor apartment on Pennsylvania Avenue, just a few blocks from Capitol Hill, you will find a consultant. Of course you will; Washington, DC is a town filled with and built for consultants. This particular one, in a checked shirt and tweed jacket and charged with a genuine enthusiasm for life rarely seen among people in their twenties, is named Anthony Polcari. A Bostonian that loves his mother and makes a mean salmon dish would usually slip under the radar. But Anthony, better known as Tony P thanks to his Instagram handle @_tonypindc, has been in the capital for just under twelve months and is already the talk of the town. When I walked around downtown DC with him, we were periodically stopped for selfies by adoring fans.

As I was on FaceTime with Caroline Calloway, the Washington Post published a review of her memoir, Scammer, alongside one of a book written by her archnemesis, ex-best friend and former love interest, Natalie Beach. From her squealing — and the way her phone was blowing up with calls from friends who’d read the piece — I could make an educated guess about its contents. “Beach is a talented essayist with a promising career ahead of her. Calloway is a lunatic who has already written a masterpiece,” Calloway read, with an emphasis on “lunatic” and a twinkle in her eye. “At one point they call Natalie quote unquote, good enough. And honestly, that is so brutal in its own fucking way,” she told me. The Post was right.

How did Yevgeny Prigozhin, the hot dog vendor-cum-leader of the Wagner private military company, become addicted to the allure of likes, retweets and digital validation? From the outside looking in, the warlord posts like a rich kid splayed over his dad’s Porsche — except rather than a swanky car, Prigozhin brags of the travails of the world’s deadliest private military, replete with tanks and artillery.   The early war days of PMC Wagner’s social media presence could be compared to that of ISIS or other paramilitary groups: the posts had a clear agenda, including intimidation, like the “hammer of revenge” video they circulated over Telegram, which documented the brutal murder of Yevgeny Nuzhin, a former Wagner Group member.

If you ask anybody under twenty about their life plan, social media will likely play some part in the answer. A friend’s nine-year-old son has just launched his own YouTube channel. My prepubescent cousins are telling their parents that TikTok is “the key to financial freedom.” When I was their age, my entrepreneurial skills went as far as selling single cigarettes to my classmates for loose change. The appeal of the influencer life isn’t hard to understand. Over the last decade, it’s been touted as the sexy, well-paid, democratic career of the future. A 2019 Morning Consult survey found that one in ten young people consider themselves “influencers.” But now these micro-celebrities are trading in their tripods and ring-lights for real jobs.

The first time I saw the Instagram feed of Georgie Fenn I thought she was a model stooge. Utterly gorgeous, Fenn regularly poses in carefully picked diaphanous clothing, ‘nipple poke’ a specialty. Paid brand collaborations offer excellent returns. Her artfully shot images tagged with maxims as trite as ‘It doesn’t matter what you’re drinking as long as you’re enjoying it’ are a marketeer’s wet dream. Miss Fenn is an up-and-coming ‘vinfluencer’ — that is, she uses her considerable social media presence (31k and rising @winingawaytheweekend) to sell wine.